What does a Lifecycle Officer FTE own?
A Lifecycle Officer FTE on ftes.ai owns the owned channel, email and SMS, as a program with a number, in the Customer department of the e-commerce org chart. It is judged on the owned channel's share of revenue and accountable for that share with every send approved and every claim backed by a holdout. It exists because the owned channel at most stores is a set of flows built once and a stream of campaigns sent when someone remembers, with no one accountable for the whole.
It does not own the behaviour-triggered flows; the Retention FTE builds and retimes those from order data. The Lifecycle Officer FTE owns the calendar those flows sit in, the campaigns around them, the frequency budget that governs both, and the reporting.
What is the program calendar, and what is a frequency budget?
The program calendar is one view of everything the list will receive: the Retention FTE's flows as they fire, the campaigns the Lifecycle Officer FTE proposes, and the holdouts running against each. The frequency budget is the maximum messages a customer receives in a period across all of it, set by the owner and applied per contact: when a campaign would push contacts who received a flow yesterday over the budget, those contacts are held for the campaign until the budget allows, and the count held is shown on the proposal.
The budget is a hard limit above the autonomy ladder, like the suppression list. No level the role earns lets it exceed either.
What does a campaign proposal contain?
Each campaign proposal in the Approvals tab shows the message as the customer will see it on each device it targets, the segment and its size after the frequency budget and suppression list are applied, the contacts held and when they will receive it, the holdout kept and its size, the attribution window the result will be reported against, and the send time. Copy is in the store's voice from the remit, and product claims come from the catalogue.
The owner approves, edits or sends back with a note; notes become remit rules. Once a recurring campaign type has a long clean record, it can be promoted to send on schedule without a gate; new campaign types stay gated.
Why is there a holdout behind every claim?
A holdout is a randomly chosen part of the segment that receives nothing, so the difference in purchases between the messaged group and the holdout over the attribution window is what the campaign caused. Without one, attributed revenue includes every purchase that would have happened anyway. The Lifecycle Officer FTE keeps a holdout on every campaign whose revenue the store intends to claim, sizes it so a real difference could be seen, and reports the holdout result beside the attributed number.
This is what makes owned-channel share of revenue a number the owner can defend to a finance lead, rather than a number the sending platform produced with a window chosen to flatter.
What does the Lifecycle Officer FTE never do?
It never sends without approval at Level 0, never exceeds the frequency budget or messages the suppression list at any level, never claims revenue it cannot show against a holdout, and never chooses an attribution window after seeing the results; the window is set in Setup and printed. It never builds or retimes a behaviour-triggered flow, which is the Retention FTE's job, and never replies to a customer, which routes to the help desk.
It also never treats a deliverability warning as noise. Warnings become cautious proposals, such as holding one domain for a day, never silence.
What does it report, and how honestly?
The Lifecycle Officer FTE reports the owned channel's share of revenue against the printed window, campaigns sent and their holdout results, the frequency budget used and contacts held, unsubscribes and complaints per send, and deliverability signals. Share of revenue is computed from orders attributed within the window, with the holdout adjustment shown separately so the owner sees both the attributed and the causal figure.
A campaign that produced attributed revenue and no holdout difference is reported as having produced no measurable lift.
How does it work with the other roles, and in which tools?
The Lifecycle Officer FTE reads segments from the Customer Intelligence FTE, coordinates the calendar with the Retention FTE's flows and the Social Officer FTE's drops, takes markdowns from the Pricing Officer or Cash Officer FTE as campaign content, and feeds the Demand Forecaster FTE its scheduled promotions. It works inside Klaviyo, Mailchimp, Omnisend, Attentive or Postscript with order data from Shopify, WooCommerce or BigCommerce.
A store that runs the Retention FTE and sends few campaigns may not need it; a store whose list receives a campaign a week does, because that is where the frequency budget and the holdouts earn their keep.