At Oats Overnight, I rebuilt the lifecycle engine to make revenue more predictable and execution more repeatable. I audited every automated and campaign touchpoint, restructured segmentation and measurement, and set a weekly testing cadence so decisions were driven by clear holdouts and incremental lift, not channel claims.

I partnered across product, CX, creative, and analytics to tighten the journey from first purchase through subscription adoption, renewal, and winback, then operationalized it with clean briefs, QA, and reporting that leaders actually used.

The result was a lifecycle program that shipped faster, reduced noise, and consistently improved conversion and subscriber engagement, with far better clarity on what was working and why.

For Ellavate Wagon, I launched email from scratch and built the lifecycle program foundation ahead of full paid scale. I set up the lifecycle architecture end-to-end, including list growth strategy, segmentation, campaign calendar, and the core automated flows (welcome, browse/abandonment, post-purchase, and back-in-stock, plus launch-specific automations).

I translated founder and influencer creative into performance-focused lifecycle sends, built QA and tracking so links and attribution held up, and ran a pre-launch warming program that generated revenue before paid traffic meaningfully ramped.

By launch, the brand had a full campaign + flow system live, a clear operating cadence, and a retention channel mix that was already contributing incremental revenue instead of waiting for “later.”

At Caraway Home, I helped turn SMS into a true peer to email in revenue, while keeping the strategies distinct instead of copy-paste. I built an SMS-specific approach across segmentation, send types, and timing, and introduced conversational messaging where it made sense (two-way moments, intent capture, and tighter feedback loops to improve targeting).

I also set guardrails so SMS stayed high-signal: clear value exchange, disciplined frequency, and creative designed for mobile-first scanning.

The outcome was an SMS channel that could stand on its own commercially, complement email rather than cannibalize it, and operate with a playbook the team could scale.