Define CRM strategy and roadmap, including segmentation, flow architecture, channel strategy (email, SMS, WhatsApp), testing roadmap, and KPI structure., Drive retention and second purchase conversion, focusing on onboarding, habit formation, replenishment, and churn prevention within the first 30 days post-first purchase., Develop lifecycle strategies tailored to different product worlds: Treatment & Care, Color, and Gel-Lack., Build and optimize trigger-based customer journeys in Klaviyo across email, SMS, and WhatsApp for various stages like onboarding, replenishment, win-back, and churn prevention., Manage CRM campaigns from conception to performance analysis, including idea generation, messaging, targeting, briefing design and agencies, and deriving learnings., Hands-on involvement in campaign execution, including messaging angles, copy development, creative briefings, and ensuring commercial viability., Implement a structured A/B testing roadmap with clear hypotheses, setup, evaluation, and decision-making., Oversee CRM economics, focusing on cohorts, contribution margin, and repeat purchases, not just open rates., Manage core CRM channels (email) and evaluate expansion into SMS and WhatsApp., Develop loyalty programs and potentially a referral program., Collaborate closely with Brand, Creative, Performance, Shop, Customer Service, and Product teams to derive insights and improve customer journeys and communication., Integrate AI for predictive timing, segmentation, copy generation, and insights from support/review data., Achieve a significant increase in second purchase rate within the first 12 months, with drivers identified per product world., Establish a clear lifecycle strategy per product world, implemented via agency, with a focus on the first 30 days., Measurably grow the contribution of existing customers per cohort, leading to more cohorts exceeding CAC., Establish clear, ongoing cohort visibility to identify healthy cohorts and leakage points., Maintain Delivered Rate above 98% and Spam Complaints below 0.1%., Launch a referral program and a retail identity capture initiative.