Ancestral Supplements' automated flows were underbuilt and underperforming, with only 43% of email revenue coming from automation, meaning the brand was overly dependent on manual campaign sends to hit revenue targets.

I rebuilt the flow ecosystem end to end: welcome, abandonment, winback, and subscription sequences, each with continuous A/B testing across creative, messaging, timing, and offers. Rather than set-and-forget, every flow ran as a live experimentation program with learnings compounding month over month.

The result: automated flow revenue grew 118% year over year, from $1.8M to $4.0M, and the channel mix shifted from 43% to 68% flow-driven. The email program went from campaign-dependent to a system that generates the majority of its revenue on autopilot.

Ancestral Supplements needed to move from Recharge to Skio, but subscription migrations at this scale are high-risk: one misstep with billing data or customer communication and you lose subscribers who never come back.

I architected and led the full migration, owning the technical transition plan, data mapping, and customer-facing communication for 52,000+ active subscriptions, and used the transition to rebuild the subscription experience around retention rather than just replicating the old setup.

The result: zero disruption to recurring revenue, an active subscriber base that grew 84% (24K to 44.5K), and cohort retention up 24.5 percentage points post-migration. The migration became a growth lever instead of a risk event.

ARMRA, a high-growth colostrum supplement brand, was losing subscribers who never chose to leave: failed payments and expiring cards were quietly draining the subscription base. The data made the stakes clear, with subscribers hitting payment issues canceling at nearly 40% within 30 days versus 12% blended.

I attacked the problem from both ends. I led a migration of the payment recovery system, rebuilding the dunning sequence, retry logic, and messaging cadence from scratch. Then I got ahead of failures entirely, building proactive multi-touch email sequences targeting subscribers with expiring payment methods before the charge ever failed.

The result: recovery rate improved by more than 8 percentage points while cancellations from failed payments declined, protecting recurring revenue with zero acquisition spend. Involuntary churn went from an invisible leak to a managed, instrumented part of the retention system.