Own end-to-end lifecycle marketing to maximize retention, activation, and value across onboarding through renewal, with cross-channel orchestration and data-driven optimization.

• Lifecycle strategy: Onboarding, engagement, retention, renewals, and reactivation.
• CRM & channels: Email, SMS, push, and in-product messaging leadership.
• Segmentation & personalization: Behavioral targeting and journey mapping with analytics frameworks.
• Retention & renewal: Strategies to improve tenure and reduce voluntary churn.
• Experimentation & optimization: Initiatives across onboarding, engagement, billing, retention, and renewal journeys.
• Cross-functional collaboration: Partner with Product, Analytics, CX, and Operations to scale programs.
• Energy lifecycle programs: Educate on energy usage, costs, savings opportunities, and plan value.
• Reporting & analytics: Establish KPIs, cohort analysis, and retention measurement across the lifecycle funnel.
• Lifetime value & growth: Lead upsell, cross-sell, and loyalty initiatives.
• Compliance & standards: Ensure communications align with regulatory, operational, and brand guidelines.

Responsibilities

• Lifecycle strategy across onboarding, engagement, retention, renewals, and reactivation
• Lead CRM and customer communication channels, including email, SMS, push, and in-product messaging
• Build segmentation, personalization, and behavioral targeting strategies across the customer lifecycle. Develop customer journey mapping and lifecycle analytics frameworks
• Develop retention and renewal strategies designed to improve customer tenure and reduce voluntary churn
• Drive experimentation and optimization initiatives across onboarding, engagement, billing, retention, and renewal journeys
• Partner with Product, Analytics, Customer Experience, and Operations teams to translate customer insights into scalable engagement and retention programs
• Build lifecycle programs that help customers better understand energy usage, costs, savings opportunities, and plan value
• Establish reporting, KPIs, cohort analysis, and retention performance measurement across the lifecycle funnel
• Lead customer lifetime value optimization efforts, including upsell, cross-sell, and loyalty initiatives
• Ensure customer communications align with regulatory, operational, and brand standards