Overview:

I led customer acquisition, lifecycle engagement, and retention strategy initiatives focused on growing customer relationships, increasing conversion, and driving incremental revenue across digital channels.

The work combined lifecycle marketing, strategic partnerships, experimentation, and brand evolution to improve customer engagement, optimize conversion performance, and strengthen long-term retention across email, landing page, and social media experiences.

Problem:

The organization needed more scalable strategies to acquire new customers, increase subscriber conversion, strengthen retention, and improve engagement across digital marketing channels.

Existing customer engagement efforts lacked:

• cohesive lifecycle optimization strategies
• scalable subscriber acquisition mechanisms
• consistent brand voice and messaging
• ongoing experimentation and performance optimization
• automated email journeys
• integrated customer engagement experiences across digital channels.

The business needed more effective systems for converting subscribers into customers while increasing engagement and long-term retention across the customer lifecycle.

My Role:

Customer Lifecycle & Retention Strategy

I developed and executed customer acquisition, lifecycle engagement, and retention strategies designed to improve subscriber conversion, customer engagement, and incremental revenue growth across digital channels.

Experimentation & Conversion Optimization

I led ongoing A/B testing and optimization initiatives across email campaigns, landing pages, and social media experiences to improve engagement, conversion performance, and campaign effectiveness.

Subscriber Growth & Partnership Strategy

I developed strategic partnerships and sweepstakes campaigns to expand the email subscriber base and increase customer acquisition opportunities.

Brand Voice & Digital Experience Evolution

I led the rebranding and establishment of a refreshed brand voice across digital and printed customer-facing assets to create a more cohesive and engaging customer experience.

Outcomes:

The initiatives significantly increased subscriber growth, customer conversion, and engagement performance while improving lifecycle marketing effectiveness across acquisition, onboarding, and retention experiences.

Through strategic partnerships, experimentation, and continuous optimization, the work established more scalable customer engagement systems that expanded audience reach, improved conversion efficiency, and strengthened long-term customer acquisition and retention performance.