As the Retention Lifecycle Marketing Lead for AG1, Kelly designed and implemented a new 90-day lifecycle journey aimed at turning first-time buyers into loyal, repeat customers. The strategy focused on personalized, data-driven touchpoints that educated, engaged, and built trust, ultimately driving higher rebill rates.

Her key actions included: - Mapping the customer journey to identify key moments for education, engagement, and retention. - Developing tailored email and SMS campaigns to guide customers through the onboarding process, highlight AG1’s benefits, and encourage consistent product use. - Implementing A/B testing to optimize messaging, timing, and content, ensuring each touchpoint resonated with the audience.

The revamped lifecycle journey resulted in a measurable increase in rebill rates, stronger customer engagement, and improved retention metrics. This approach not only enhanced the customer experience but also aligned with AG1’s mission to empower health and foster loyalty.

At Nuun, Kelly led the optimization of the brand’s loyalty and referral programs, designed to deepen customer loyalty and turn satisfied users into brand advocates. These initiatives not only rewarded customer engagement but also drove organic growth through referrals.

Her key actions included: - Loyalty Program Revamp: Restructured the program to better align with customer preferences, introducing tiered rewards, exclusive perks, and personalized incentives that encouraged repeat purchases and long-term engagement. - Referral Program Marketing: Promoted a streamlined referral program, making it easy for loyal customers to share their love for Nuun with friends and family while earning meaningful rewards. - Data-Driven Enhancements: Leveraged customer feedback and analytics to optimize program performance, including identifying high-value segments and tailoring incentives to maximize participation. - Cross-Channel Integration: Ensured seamless promotion of the programs across email, social media, and in-product messaging to boost awareness and participation.

These programs led to a significant increase in repeat purchase rates, higher customer lifetime value, and a surge in new customer acquisition through referrals. The success of these initiatives demonstrated the power of combining customer-centric strategies with innovative program design to build a community of loyal brand advocates.