What You'll Own: CRM & Lifecycle (Klaviyo) Build and optimize automated flows: welcome, abandoned cart, post-order, win-back, cross-brand upsell Segment by brand affinity, order frequency, and corporate account tier Own deliverability, A/B testing, and performance reporting Paid Acquisition (Google Ads) Manage search and display campaigns targeting office managers, EA/admins, and corporate buyers in NYC Own budget allocation, bid strategy, and conversion tracking Connect ad performance to CRM data for full-funnel attribution Design Execution (Figma) Build and maintain branded templates across concepts: emails, direct mailers, event collateral, digital ads Comfortable working within a brand system and knowing when to break it Fast enough to ship; precise enough that it looks intentional Direct Mail & Physical Channels Design and execute targeted mailer campaigns (e.g., Astoria, East Williamsburg office corridors) Coordinate print production and list segmentation Measure response rates and integrate learnings into digital retargeting Customer Journey Strategy Map and own the B2B buyer journey from cold outreach → first order → account expansion Identify drop-off points and build interventions (email, SMS, retargeting, sales enablement) Think in systems: how does a single touchpoint fit into a 90-day sequence?