Responsibilities

• Develop integrated brand and lifecycle marketing strategies that connect brand building with customer retention and reengagement
• Lead planning for brand media, social, and lifecycle/reengagement marketing aligned with business objectives, partnering with agencies for execution
• Partner with Director, Business Strategy and business unit leaders to ensure brand and lifecycle strategies support business objectives
• Partner closely with performance marketing team to create holistic customer engagement strategies across the full funnel
• Drive strategic alignment across brand-building activities and reengagement activities to create cohesive customer journeys
• Own the strategic vision for how brand investments convert to engaged, retained customers
• Own brand media planning and buying strategy across TV, streaming, display, OOH, audio, social and sponsorships, as well as other brand-building channels
• Partner with media agencies to develop media strategies, evaluate recommendations, and optimize media mix
• Partner with analytics team to measure media effectiveness, reengagement campaign performance, customer lifetime value impact, and attribution
• Continuously identify optimization opportunities and implement improvements
• Manage brand media budgets and ensure efficient reach and frequency across target audiences
• Ensure brand media strategies support both awareness objectives and downstream reengagement opportunities
• Set strategic direction for social media across paid and organic channels
• Develop aggressive testing plans across all channels, test continuously
• Ensure social presence drives both brand awareness and customer engagement
• Ensure social strategy complements and reinforces lifecycle reengagement efforts
• Develop comprehensive cross-channel reengagement and lifecycle marketing strategies including SMS, email, app, etc.
• Partner with MarTech team to leverage marketing automation, personalization, and AI-driven optimization for reengagement
• Own customer segmentation and targeting strategies for lifecycle and reengagement campaigns
• Lead, mentor, and develop team members