Leads lifecycle marketing strategy and execution for onboarding, activation, engagement, retention, and win-back across digital products. Owns the roadmap, builds email, push, and in-app campaigns in Iterable, develops personalized automated journeys, manages campaign QA, and uses experimentation and performance analysis to optimize outcomes. Partners cross-functionally with product, content, coaching, data, and client-facing teams, communicates insights to leadership, and supports client launches.