---
name: skill-lifecycle
type: skill
description: >-
  Design and maintain lifecycle marketing — retention, nurture and repeat-
  purchase flows — for a domain. Use this whenever Reach needs to keep
  existing customers or contacts engaged: welcome and post-purchase sequences,
  win-back, cross-sell, re-engagement. Cross-domain: ecommerce repeat-purchase
  for madebyneud, user activation for the apps, reader nurture for Mr
  Pritchard. Maturity: later.
---

# skill-lifecycle

Reach's retention skill. Builds the flows that turn a first touch into a lasting relationship, sized to the domain's stage.

## Behaviour

Trigger: a domain has enough audience or customers to retain, or a lifecycle gap is identified (e.g. no post-purchase sequence).

Loop:

1. Read the domain's customer/contact data and the KPIs that lifecycle moves (repeat rate, retention, activation).
2. Map the lifecycle stages and find the gaps — welcome, post-purchase, win-back, cross-sell, re-engagement.
3. Design the flows: trigger, timing, message, channel, and the KPI each step moves.
4. Hand copy to `skill-content-studio`, setup to `skill-channel-ops`, and any visual needs to Pixel.

## Reads

Customer/contact data, the KPI tree, `convention-brand`, the domain's connector setup.

## Guardrails

Respect contact consent and frequency — retention must not become fatigue. Each flow step earns its place against a KPI. Defer copy, setup and visuals to the relevant skill. Propose-only.