At RYZE Mushroom Coffee, I led retention and lifecycle marketing strategy across email, SMS, subscriptions, and customer journey optimization for a rapidly scaling wellness brand. My focus was on improving customer retention, increasing LTV, and creating a more sophisticated lifecycle ecosystem that could support long-term profitable growth.

I developed and optimized onboarding, post-purchase, subscription renewal, win-back, and promotional flows while also improving segmentation, personalization, and campaign strategy across Klaviyo and retention channels. I partnered cross-functionally with creative, growth, product, and leadership teams to align customer experience with business goals and revenue targets.

In addition to lifecycle execution, I helped drive broader strategic initiatives tied to subscription optimization, promotional planning, customer experience improvements, and retention-focused growth opportunities across the business.

At IVIM Health, I led lifecycle and retention initiatives focused on improving customer acquisition efficiency, increasing LTV, and supporting sustainable growth across telehealth and subscription-based wellness programs.

I built and optimized customer journeys across email, SMS, onboarding, retention, and re-engagement while helping align marketing strategy with profitability goals. My work included lifecycle automation, CRM optimization, subscription retention strategy, segmentation, testing, and customer experience improvements designed to better support long-term patient engagement.

Through a retention-first approach, I helped contribute to reductions in CAC, improvements in customer lifetime value, and stronger overall marketing efficiency across the business.

At Quay Australia, I helped lead a major retention and loyalty transformation during a critical growth stage for the business. Following COVID, the brand had become heavily reliant on promotional strategies and aggressive BOGO offers, creating challenges around margin, customer retention, and long-term profitability. My focus was on helping evolve the business toward a more sustainable retention strategy by overhauling the loyalty program, improving customer lifecycle marketing, and supporting initiatives designed to increase LTV while reducing dependency on deep discounting. I worked cross-functionally across retention, CRM, promotional planning, and customer experience to help create a more balanced customer journey that encouraged repeat purchasing and stronger long-term brand engagement. The strategy helped support larger revenue goals for the business while improving the overall quality of customer retention efforts and creating a stronger foundation for scalable growth.