At Birdy Grey, Laura led a transformative CRM and lifecycle strategy that delivered measurable gains in customer retention and engagement. Aligned closely with business goals and cross-functional KPIs, she focused on driving personalization, increasing relevancy, improving operational efficiency, and boosting customer engagement and repeat purchase rates. By spearheading the development and execution of a structured email and SMS strategy, Laura achieved a 25% year-over-year increase in email revenue, a 10x lift in SMS revenue, and a fourfold expansion of the SMS subscriber base within just six months.

At Birdy Grey, Laura developed and implemented a behavioral testing framework designed to continuously optimize email and SMS performance across the customer journey. By introducing structured A/B and multivariate testing tied to key lifecycle moments—such as post-purchase, cart abandonment, and customer reviews—she identified high-impact variables including timing, message hierarchy, creative, and offer type.

This test-and-learn methodology led to a significant improvement in conversion rates on key triggered flows, increased click-through rates, and informed strategic decisions across channel planning. The framework became a foundation for ongoing experimentation, enabling the team to rapidly adapt to customer behavior and unlock incremental revenue at scale.