Lifecycle marketing that moves the numbers.
I use customer behavior, testing, and lifecycle data to find opportunities that improve activation, conversion, retention, and revenue.
Sometimes that means building something new. Sometimes it means finding the thing that’s already running and asking whether it should work differently.
Here are a few examples.
+154% annual plan adoption
Moving the ask to the moment that mattered
An existing upsell campaign targeted users after their fifth of five free job applications. But customer behavior showed the journey wasn’t nearly that linear. Many users converted very early, while others continued well beyond five applications.
More importantly, the fifth application was a point of friction. It wasn’t necessarily the best moment to introduce the value of an annual subscription.
I moved the trigger from the fifth application to the third and focused the messaging on the customer’s real need: reducing downtime between gigs.
The result: Annual plan adoption increased by 154%.
+70% paid conversion
Redefining what successful onboarding looks like
Users were being encouraged to “complete” their profiles, but there was a fundamental problem: they didn’t know what complete meant.
I developed a 100-point profile-scoring system tied to the information casting professionals told us they actually needed. The majority of the actions required to improve a score didn’t require a paid subscription, so users could experience meaningful progress before being asked to buy.
The change created an interesting trade-off. Time to value (submitting to their first role) increased by about a day, but the new journey left customers feeling better prepared to achieve the outcome they actually cared about: getting hired.
The result: Users exposed to the new onboarding experience were about 70% more likely to convert to paid customers.
37 → 98 SenderScore
Turning an email problem into a revenue channel
Poor sender reputation was limiting inbox placement and suppressing the performance of an established newsletter program.
I cleaned unengaged users from the active audience, required re-opt-in where appropriate, and rebuilt sender reputation rather than continuing to push volume through a damaged program.
The result: SenderScore increased from 37% to 98%, with fewer customer complaints and a more engaged, active audience.
More results
+97% purchases through personalization
Generic customer testimonials were replaced with testimonials matched to each user’s department based on their three most recent gigs.
+160% purchases from re-engagement
I built a value-based re-engagement program for customers who had been inactive for 30–180 days, with eligible users able to re-enter after 90 days. No discount was used.
Site visitation was essentially unchanged versus the control group. Purchasing wasn’t.
221 reactivations vs. 5
I created a scalable, automated monthly digest built around original content and maintained a 20% holdout group. The program generated 221 reactivated users, compared with 5 in the control group.
+128% clicks by challenging an assumption
Stakeholders wanted a mobile-first email design. But 88% of actual product usage occurred on desktop.
So I tested the assumption.
A responsive two-column design was tested against the mobile-first version and showed, with 99% confidence, that users want the best user experience on whichever device they are using at the moment.
Four brands. Four ESPs. One platform.
Managing four brands across four separate email service providers created unnecessary cost and operational complexity.
I consolidated the brands onto a single enterprise platform, simplifying operations while reducing costs.
What could your lifecycle be doing better?
You don’t necessarily need another campaign. You may need to understand where customers are getting stuck, where you’re asking for the wrong action, or where an existing program is leaving revenue on the table.
I work with companies on lifecycle strategy, CRM and marketing automation, onboarding and activation, retention and re-engagement, personalization, experimentation, and email deliverability.
Have a lifecycle problem you want another set of eyes on? Let’s talk.