One wave engine over the dormant pool: campaigns plug in, triggered journeys outrank it, legacy blasts stop

For: Sheran (gate) and the Gate-1 review circle: CRM, Analytics, Marketing; Eng briefed (CRM-only journey, no Product gate). The one change: seasonal and anniversary reactivation stops being scattered blasts and becomes ONE governed wave engine: one seasonal calendar, two audiences (never-transacted first-win, churned-transacted win-back), one suppression stack that yields to Journeys 7 and 8, one no-contact holdout per wave. The Summer Leisure Wave (late Jul, the Summer Campaign 2026 CRM series) is wave 1. How to read: watch a wave as the customer (Live) · today's estate (AS-IS) · the engine logic (TO-BE map) · the plan (Campaign brief) · the process and team actions (Process & actions) · supporting material (Reference). This page is the single copy; no documents. All treatments and copy are agent-drafted DRAFT: the journey enters at DESIGN and no creative exists.