Own and scale a revenue-driven reactivation program across multiple brands by owning audiences, sending infrastructure, and data-driven optimization to re-engage dormant users at scale.

• Revenue Ownership: Own the reactivation revenue number across all brands and report on it directly to the CDO
• Audience Strategy: Decide which audiences to reactivate, at what volume, and through which channels
• Monetization Opportunities: Identify new monetization opportunities in audience data, including cross-brand and cross-channel pathways
• Deliverability Tradeoffs: Balance revenue growth against deliverability and sender reputation risk
• Data and Scoring: Work with data and brand leaders to refine how we identify and prioritize high-value dormant users
• Tests and Automation: Design and run tests to validate reactivation approaches before scaling
• Operational Workflows: Build repeatable, automated workflows so reactivation runs continuously rather than manually
• Audience Expansion: Expand into audience segments that have not been activated yet
• Warmup and IP Strategy: Own warmup and scaling strategy for new IPs and sending domains
• Deliverability Hygiene: Ensure verification and hygiene processes are in place before any audience enters a send workflow

• Deliverability Monitoring: Monitor deliverability across major ISPs and adjust sending behavior in real time
• ESP and Platform Ops: Manage ESP configuration and performance across platforms
• Reporting Framework: Own the reporting framework for reactivation performance across all brands
• Engagement Scoring: Design engagement scoring and segmentation models, not just consume dashboards others build
• Performance Analysis: Analyze campaign and pipeline performance to identify trends, risks, and opportunities
• Executive Communication: Present results and strategic recommendations to messaging leadership on a regular cadence
• Cross-Functional Collaboration: Partner with the P&G messaging team, infrastructure team, and audience monetization leads
• Send Execution Coordination: Coordinate with deliverability and operations on ESP configuration and send execution
• Growth Strategy Alignment: Collaborate with executive leadership on growth strategy and capacity planning
• Ownership Consolidation: Consolidate reactivation ownership that is currently spread across multiple teams into a single, accountable function
• Leadership Development: Lead direct reports with accountability for their output, growth, and effectiveness

• Team Systems: Build systems and operating rhythms that make the team better over time
• Role Model: Model the standard you hold the team to: no gap between expectation and behavior
• Direct Impact: Maintain hands-on involvement while guiding a growing function