• Create and manage automated communication workflows via email, SMS, WhatsApp, push notifications and other channels; • Create briefs for CRM communications, taking into account channel performance, the brand calendar and requested deadlines; • Focus on the performance of each channel and on the department’s goals, ensuring efficient delivery and continuous growth of CRM KPIs; • Analyze and report on CRM campaign performance, adjusting strategies according to the calendar and needs; • Conduct A/B tests to optimize customer conversion rates; • Turn data into actionable insights, always putting the customer first; • Keep up to date with CRM best practices and digital marketing trends, as well as the best practices and guidelines of major email providers; • Plan and create segmentations for CRM communications and daily sends; • Coordinate and collaborate with teams to ensure CRM campaigns are aligned with the brand; • Produce regular reports on CRM performance and customer insights for the management team; • Identify new segmentation opportunities and propose improvements using dashboards and business tools.

• Manage a portfolio of high-value and high-potential customer accounts. • Own renewals and develop proactive renewal strategies. • Identify and drive expansion opportunities across your assigned accounts. • Conduct regular business reviews and success planning sessions. • Monitor customer health and proactively mitigate churn risk. • Partner with Product, Support, Sales, and Implementation to deliver an exceptional customer experience. • Maintain accurate customer data and account plans using CRM and customer success tools. • Use AI and analytics to identify trends, prioritize work, and improve customer outcomes.

• Help design, execute and continuously improve playbook-driven customer interactions across the scale segment: new customer/onboarding, health checks, renewals, proactive outreach • Own specific motions or programs within the model, from design through execution and measurement • Exercise judgment on edge cases, distinguishing between situations that fit the playbook, situations that need a creative solution, and situations that require escalation • Design and lead one-to-many customer engagements: webinars, digital campaigns, scaled communications • Identify patterns in customer interactions and translate them into process improvements that make the scale function stronger • Maintain technical credibility in every interaction, speaking knowledgeably about Expel's service, security operations, and common integration patterns • Provide coaching and guidance to associate-level team members on process execution and customer handling • Contribute to the design of the scale operating model itself: systems requirements, automation workflows, measurement frameworks

• Execute playbook-driven customer interactions across the scale segment: new customer/onboarding sequences, health checks, renewal prep, proactive outreach • Handle inbound customer requests through shared queues, resolving issues using established processes and documenting outcomes • Monitor health signals and act on automated alerts, escalating when situations exceed the playbook • Participate in one-to-many customer motions: webinars, office hours, digital campaigns • Maintain technical credibility in every interaction, speaking knowledgeably about Expel's service and security operations basics • Flag gaps in playbooks and processes as you encounter them, contributing observations that help the team improve • Provide surge support during security incidents affecting scale customers