Lifecycle Strategy
I design lifecycle frameworks that align customer stages, business priorities, and channel strategy so teams know what to build next and why it matters.
Lifecycle Marketing and CRM Strategy
I lead lifecycle strategy that drives activation, retention, and measurable revenue growth.
With 6 plus years across DTC, SaaS, and B2B, I have owned lifecycle strategy across email, SMS, and in app. I partner with product and growth teams to improve activation, retention, and long term revenue through structured testing and clear execution.
About
A lifecycle marketer who thinks in systems, not just sends.
I work at the intersection of customer experience, retention, and revenue. My background spans lifecycle strategy, CRM planning, email and SMS programs, testing, segmentation, and journey design.
I’ve worked across brands and products where lifecycle marketing has to do more than drive clicks. It has to guide users, reduce friction, support activation, and create stronger long-term engagement.
My strength is translating business goals into lifecycle systems that are clear, scalable, and grounded in how people actually move through a product or brand experience.
Email
Campaigns, automations, segmentation, and content strategy
SMS
Retention-focused programs that support conversion and loyalty
CRM
Journey mapping, lifecycle frameworks, and channel orchestration
What I Do
Lifecycle work built around clarity, testing, and momentum.
Email and SMS Programs
I build and improve campaigns, automations, and messaging systems that support activation, retention, and repeat purchase without losing the brand voice.
Customer Journey Optimization
I look at the full experience, from sign-up to loyalty, to find friction points, strengthen handoffs, and create more useful touchpoints across the journey.
Testing and Performance
I use testing, reporting, and performance analysis to improve conversion, engagement, and retention with a practical focus on what teams can actually implement.
Selected Work
A few examples of the kind of work I lead.
Rebuilt a core onboarding journey to improve activation.
Audited the existing customer journey, restructured the lifecycle logic, and introduced more relevant email and SMS touchpoints to move new users toward key activation moments.
Result: increased activation and conversion rates, contributing to over 60% lift in performance through optimized lifecycle flows.
Expanded lifecycle revenue through flow optimization.
Identified underperforming automations, prioritized key retention and conversion opportunities, and refreshed messaging, timing, and segmentation across the CRM program.
Result: grew attributed lifecycle revenue from ~$20-30K to ~$85K per month.
Built a more disciplined testing roadmap across CRM.
Created a structured approach to experimentation across messaging, segmentation, and timing to improve performance and learning velocity.
Result: drove up to 112% month over month revenue lift from lifecycle campaigns through continuous testing and iteration.
Consulting
Available for focused lifecycle consulting work.
I work with brands and teams that need a stronger lifecycle foundation, sharper CRM thinking, or support turning strategy into execution. That can include audits, flow optimization, campaign planning, messaging structure, and lifecycle program recommendations.
If you need a strategic operator who can assess the current system, identify real opportunities, and help shape the next phase of lifecycle growth, I’m open to consulting and freelance conversations.
Lifecycle audits
Journey mapping
Flow optimization
CRM strategy
Email and SMS planning
Testing roadmaps
Lifecycle Lab
My course site for operators who want better email and SMS systems.
Lifecycle Lab is where I share practical resources for DTC operators, marketers, and founders who want stronger email and SMS systems.
You can start with a free checklist, a paid audit, and other digital downloads focused on retention, flows, and lifecycle strategy.
Welcome Flow Checklist
Seven practical checks for improving a DTC welcome series.
Get the free checklistD2C Lifecycle Audit
A scoring tool for reviewing your core email and SMS flows.
View the full auditRetention System Mini Course
A short course on building a stronger DTC retention system.
See current productsTools and Platforms
Platforms I work with.
Braze
Klaviyo
Iterable
HubSpot
GA4
Looker Studio
Figma
Excel
Contact
If you’re hiring or need lifecycle support, let’s talk.
I’m open to full-time opportunities, consulting projects, and strategic conversations around lifecycle marketing, CRM, email, and SMS.
Strategic operator in the work. Human in the inbox.
Contact form coming soon.
For now, the fastest way to reach me is by email or LinkedIn.