I help CPG and DTC brands grow through lifecycle strategy, email revenue, and conversion-focused storytelling. Most of my work lives in email and content, supported by funnel optimization and cohesive brand touchpoints across the customer journey.
I work with CPG and direct-to-consumer brands looking for sustainable growth beyond launches and promotions. My focus is on retention, lifecycle marketing, and CRO, using email and content as core revenue drivers rather than isolated channels.
I help teams design and optimize lifecycle systems that support the full customer journey, from acquisition and onboarding to repeat purchase and reactivation. My role often sits between strategy and execution, guiding what to say, when to say it, and how it shows up across funnels, touchpoints, and platforms.
Across 15+ years, I’ve helped CPG and DTC brands grow through lifecycle strategy, retention systems, and performance-driven execution. These numbers reflect cumulative impact across revenue, conversion, and customer growth.
Generated in eCommerce Revenue
Revenue driven via email and retention
Orders influenced through lifecycle campaigns
Audience growth via content and owned channels
Lift from CRO and lifecycle optimizations
Email and lifecycle campaigns executed
Industry: DTC / Cannabis
A full-funnel CRO and lifecycle optimization focused on reducing friction and guiding users toward higher-intent purchase paths. Homepage and PDP testing improved conversion and revenue efficiency while proving that downstream behavior matters more than surface-level clicks…
Industry: DTC / Fashion
Content-first acquisition strategy that turned editorial traffic into a scalable growth channel. Interactive shopping and embedded email capture drove deeper product discovery, higher opt-ins, and materially stronger revenue per session without relying on traditional promotions.
Industry: DTC / Cannabis
High-intent acquisition testing that compared urgency-driven messaging against incentive-based offers. Scarcity and limited availability significantly outperformed free value, creating stronger entry-point conversion while feeding a healthier, more engaged lifecycle funnel.
Building lifecycle and CRM systems that support acquisition, repeat purchase, re engagement, and long term customer value across ecommerce funnels.
Driving meaningful revenue through email campaigns, automated flows, and lifecycle optimization that support conversion and retention.
Guiding creative, content, and messaging to support funnel stages, retention strategy, and consistent brand experiences across channels.
Customer journey mapping, lifecycle frameworks, segmentation, and long term retention planning.
Campaigns, automated flows, launch support, and testing programs built to scale in Klaviyo.
Messaging alignment, conversion insights, and optimization across key ecommerce touchpoints.
Partnering with creative teams to ensure storytelling supports performance and brand consistency.