Lifecycle Strategy
Customer-stage planning, CRM priorities, and lifecycle roadmaps built around business goals.
Lifecycle Marketing and CRM Strategy
I help teams build lifecycle programs that are clearer, stronger, and easier to grow.
I work across lifecycle strategy, CRM, email, SMS, and customer journeys, helping teams improve activation, retention, and revenue with practical thinking they can actually use.
About
I’m a lifecycle marketer who likes making complex work feel usable.
My work sits at the intersection of customer experience, retention, and revenue. I think about how people move through a product or brand experience, and what lifecycle should do to support that journey.
That can mean building better onboarding, improving CRM systems, tightening messaging, or helping a team decide what matters most to fix next.
I care about strategy that feels clear, useful, and realistic to execute.
- Lifecycle strategy grounded in real customer behavior
- CRM thinking that connects planning with execution
- Messaging and journey work built to improve retention
Services
Support for teams that need sharper lifecycle thinking.
Email and SMS
Campaigns, flows, and messaging systems designed to support activation, retention, and repeat engagement.
Journey Optimization
Clearer onboarding, better customer touchpoints, and smarter lifecycle experiences across the journey.
Testing and Analysis
Practical testing plans and performance reviews that help teams make better lifecycle decisions.
Selected Work
Examples of the kind of lifecycle work I lead.
Rebuilt onboarding to cut activation drop-off.
An ed-tech SaaS company was losing users early in onboarding. I analyzed fall-off data across the journey, identified where users were disengaging, and restructured the lifecycle touchpoints to move them toward activation. Trial-to-paid conversion improved 60%.
Grew Klaviyo flow revenue from $20K to $85K per month.
A beauty DTC brand had underperforming Klaviyo automations. I audited the full flow setup, built a prioritized optimization roadmap starting with the welcome flow, and expanded into additional flows over time. Monthly attributed revenue grew from $20K to $85K.
Scaled campaign volume and flow coverage across a CPG brand.
A CPG DTC brand lacked structure around campaigns and lifecycle coverage. I implemented a campaign calendar, built out larger Klaviyo flows, and created a more targeted cadence for reaching users at key moments. Repeat retention revenue increased 112% month over month.
Consulting
Available for focused lifecycle consulting.
I work with DTC and ecommerce brands that need help improving lifecycle foundations in Klaviyo, sharpening CRM strategy, or turning ideas into clearer execution.
That can include audits, messaging structure, journey mapping, flow optimization, and lifecycle planning.
The Lifecycle Workshop
A practical resource hub for marketers learning lifecycle and retention.
The Lifecycle Workshop is where I share simple frameworks, useful downloads, and practical guidance for people who want to get better at lifecycle marketing.
It’s built for marketing generalists, newer lifecycle marketers, and anyone looking for clearer next steps.
Featured resources
Welcome Flow Checklist
A simple checklist for reviewing and improving your welcome series.
Download freeD2C Lifecycle Audit
A scorecard to help you spot lifecycle gaps and decide what to fix next.
View the auditPlatforms
Tools I work in regularly.
Braze
Klaviyo
Iterable
HubSpot
GA4
Looker Studio
Figma
Excel
Contact
Ready to strengthen your lifecycle program? Let's talk.
I'm available for fractional lifecycle and CRM consulting. If your team needs sharper retention, better email and SMS performance in Klaviyo or your CRM of choice, or clearer lifecycle strategy, reach out.
Clear lifecycle thinking, grounded in real execution.