At K18 Hair, Maria led the strategy and optimization of the brand’s retention marketing program across email and SMS. She developed lifecycle automations, segmentation strategies, personalization initiatives, and ongoing A/B testing programs designed to increase repeat purchases and customer lifetime value. Through ongoing optimization of customer journeys and retention campaigns, Maria helped grow email/SMS revenue by double digits YoY and increase returning customer rate, while supporting overall DTC revenue growth and maintaining strong customer engagement.

At K18 Hair, Maria partnered across ecommerce, creative, development, and operations teams to improve the end-to-end online customer experience and drive conversion growth. Maria oversaw website merchandising, promotional execution, onsite testing, and customer journey optimization across product discovery, cart, and post-purchase experiences. Through strategic upsells, merchandising improvements, and continuous testing, she helped increase AOV while supporting double digit YoY DTC revenue growth and improving the overall customer shopping experience across the brand’s ecommerce channels.