Launching campaigns? That’s the easy part. The real magic happens when you connect those campaigns to meaningful outcomes across the entire customer journey.
It’s tempting to send every message to every user, but that’s not how you build trust or get results. I work cross-functionally with teams like product, sales, and CX to make sure we’re delivering the right message at the right moment—whether that’s nudging a trial user to convert or reminding a long-time customer what they love about the product.
If you’re not measuring it, you’re just guessing. I build metrics into campaigns from the start, setting KPIs that reflect each lifecycle stage:
Great lifecycle strategy doesn’t sit still. Every audience evolves, every market shifts. That’s why I bring a mindset of curiosity to every campaign. What worked? What didn’t? What can we try next? Whether it’s a subject line experiment or a brand-new nurture stream, I’m always looking for the next insight that will make our programs better.
At the end of the day, lifecycle marketing isn’t just about execution—it’s about building systems that scale, iterate, and drive real business value.