Responsibilities

• Define and maintain the priority customer segments/cohorts for lifecycle marketing across PVI markets. Size each cohort, establish clear entry/exit criteria, and articulate the strategic rationale for prioritization, accounting for market-level differences in customer composition and behavior.
• Analyze customer behavior across O&O channels (Storefront, Email, Amazon retail, etc.) to identify patterns, inflection points, and opportunities. Translate these insights into actionable briefs that power the experimentation strategies of Lifecycle Marketing Managers.
• Develop a deep understanding of how lifecycle dynamics differ across market archetypes (ship-first, video-first, expansion markets). Identify transferable learnings and market-specific nuances that inform differentiated strategies.
• Partner closely with Finance, Growth & Engagement Managers, Data Science, BI, and Personalization teams to perform deep dives, validate hypotheses, and identify trends/patterns that can be addressed with marketing interventions.
• Serve as the connective tissue between analytics and execution, ensuring that insights generated from data are translated into clear, prioritized recommendations that regional Lifecycle Marketing Managers can act on.