Our customers are overwhelmed and selective with their attention. Customer and lifecycle marketers only get a few chances to show up in ways that feel relevant, helpful, and worth engaging with. To grow lifetime value and create true brand fans, we need to design consistent, behavior-led experiences, not just one-off campaigns. That’s hard in any organization, and even harder in global, multi-brand, highly regulated environments. In this session, you’ll learn how Block builds smart, data-driven customer marketing across brands like Square, Cash App, and Afterpay. You’ll see how marketing and data teams partner to turn fragmented signals into connected journeys that drive repeat usage, cross-sell, and advocacy, all while navigating the realities of financial services regulation and multiple brands worldwide. If Block can do this at scale in such a complex environment, you can, too. Key takeaways: - Spot the markers of siloed, reactive customer marketing and learn how to reframe your programs around more impactful lifecycle outcomes - Discover the data and technology foundations that let your business users self-serve regardless of team silos or technical ability, scale personalized journeys, and clearly tie your work to revenue and retention. - Understand the culture shifts, operating rhythms, and team structures that unlock cross-functional collaboration, enabling truly unified customer experiences that systematically create champions for your brand.