Responsibilities

• Build and iterate lifecycle flows that actually move the activation metric and the retention metric. Not vanity metrics.
• Write the copy yourself. You are close enough to the message to know when it's right. You don't outsource that until you have a baseline worth handing off.
• Use AI to move faster. Draft variants, A/B test workflows, synthesize user feedback, automate the mechanical parts of ops so your thinking time goes to the hard problems.
• Partner with data to build the segmentation that makes personalization real. IP CTS and IP Relay users have different behaviors, different needs, and different revenue profiles. Treat them that way.
• Instrument everything. If you can't measure it, you don't ship it. Work with engineering and product to make sure every touchpoint is tracked, every test has a hypothesis, and every result has a takeaway.