Transforming Multi-Channel Lifecycle Campaigns: Strategic Email

For this project, I led a comprehensive lifecycle and email marketing program tailored to clients in the beauty, wellness, and lifestyle sectors. The objective was to implement robust email and SMS flows, optimize audience segmentation, and align retention strategies with measurable business goals.

Drawing on my expertise in campaign strategy and execution, I developed targeted funnels that nurtured leads, improved engagement, and maximized revenue. The project required a combination of strategic planning, creative oversight, and meticulous execution to align client expectations with high-performance outcomes.

My Role: As the lead strategist, I was responsible for the following:

Lifecycle Campaign Management: Conceptualized and implemented personalized, behavior-driven email and SMS workflows. This included setting up automations for welcome series, cart abandonment, and post-purchase nurturing.

Audience Segmentation: Developed dynamic segments to deliver relevant messaging based on customer behavior, demographics, and purchase history.

Creative Coordination: Collaborated with design teams to align visual assets and messaging with the client’s brand vision, ensuring optimal customer experience.

Platform Integration: Integrated tools such as Klaviyo and Attentive seamlessly with HubSpot to manage campaigns efficiently and monitor performance.

Strategic Reporting: Delivered monthly and quarterly reporting to clients, presenting actionable insights and KPIs to guide optimization strategies.

Revenue Accountability: Focused on key metrics such as conversion rates, engagement growth, and overall program health to achieve revenue goals.

Achieved a 20% increase in engagement within the first 30 days by implementing tailored email automations and optimized SMS workflows.

Boosted conversion rates by 15% through audience-specific funnels and targeted messaging strategies.

Increased client satisfaction through clear reporting, actionable insights, and ongoing strategic recommendations, resulting in long-term partnerships.

Enhanced retention programs by designing data-driven, creative customer journeys that set new benchmarks for performance.

Email & SMS Platforms: Klaviyo, HubSpot, Attentive, Postscript

Analytics & Reporting: Google Analytics, HubSpot Reports, Custom Dashboards

Project Coordination: Asana, Trello

Conclusion: This project demonstrates my ability to take a brand’s vision—whether expressed as a campaign outline or mood board—and transform it into high-performing, multi-channel marketing strategies. By combining creativity with technical expertise, I delivered campaigns that not only aligned with business goals but also drove measurable growth, retention, and engagement.