Shape and manage the test pipeline, identifying and prioritising opportunities across personalised capabilities and customer journeys Design and deliver end-to-end tests, collaborating with cross-functional teams to optimise personalised experiences Use data and insights to refine propositions, improve segment-specific journeys, and achieve commercial objectives Track performance against KPIs (e.g., CLTV uplift, conversion, incremental sales) and embed successful tests into BAU Partner with Finance on business cases and maintain alignment with Customer Growth Engine objectives Communicate priorities, resolve blockers, and ensure robust measurement and attribution across all tests Strong CRM and CLTV expertise with solid commercial acumen Data-driven decision-making and strategic problem-solving Customer journey design aligned to business priorities Proven ability to lead cross-functional initiatives and manage stakeholders Excellent communication and storytelling skills