Miami, Florida, United States
I’m a seasoned Lifecycle & CRM Marketing Professional with 15+ years of experience designing and executing high-impact omnichannel programs across travel & hospitality, fintech, healthcare, education, and retail. I specialize in ESP migrations, IP/domain reputation recovery, and scalable lifecycle frameworks—helping brands like Airbnb, Instacart, Pray.com, and TextNow optimize deliverability, personalization, and customer retention. I've also worked with online, app-based businesses operating on subscription models, where lifecycle strategy plays a critical role in driving engagement and recurring revenue. My expertise includes building A/B testing frameworks, KPI-driven analytics dashboards, and leading collaborative, cross-functional projects with Product, Engineering, Data, and Trust & Safety teams. I thrive as both a strategic leader and a hands-on operator, delivering measurable growth in engagement, retention, and customer lifetime value.
Came in as a Lifecycle Marketing expert to establish and scale TextNow’s email marketing infrastructure from the ground up. Spearheaded the full ESP migration from Leanplum to Braze, built foundational lifecycle workflows, and resolved critical IP/domain reputation issues through a structured warm-up and deliverability repair strategy. Led high-impact projects including onboarding journeys, transactional email migration, email verification systems for iOS/Android, and BFCM campaign strategy. Created a detailed Email Business Case and Channel Audit that informed company-wide decisions on investment in the channel. Collaborated cross-functionally with Engineering, Data, Trust & Safety, and Product teams to implement event-driven automations, fix data pipeline issues, and ensure a scalable messaging foundation. Developed an actionable email roadmap, integrated Validity for ongoing deliverability monitoring, and defined KPIs and reporting structures for channel success. Positioned the email program as a key engagement and identity tool across the mobile app lifecycle.
Served as the Lifecycle Marketing lead responsible for overhauling and scaling Pray.com’s omnichannel messaging ecosystem, with a focus on email and automation strategy. Led the full migration from Mixpanel to Braze, including roadmap development, event mapping, and implementation guidance. Managed a successful IP warmup and resolved domain reputation issues to ensure strong inbox placement for transactional and marketing sends. Designed and launched a wide range of lifecycle campaigns—including welcome journeys, churn prevention, trial activation, auto-renewal, and daily content delivery—across email and push channels. Audited and optimized key flows like Magic Link, Email Verification, AM/PM Prayers, and Start Trial triggers. Implemented dynamic segmentation logic and automated dashboards to track performance across campaigns and automations. Partnered closely with Product, Engineering, Data, and Content teams to ensure alignment across messaging, behavior tracking, and user experience. Delivered strategic planning artifacts like Miro campaign boards, a centralized change log system, and performance dashboards to streamline stakeholder visibility and testing cycles.
Directed email and lifecycle marketing initiatives at Tea Collection, overseeing a high-volume program with 14+ campaigns per week. Managed the internal team responsible for day-to-day email production and QA, ensuring data accuracy across multiple integrated sources. Built and maintained core audience segments, and introduced automation strategies that supported upsell, cross-sell, and customer retention. Designed and deployed key lifecycle flows including browse abandon, cart abandon, welcome, and repeat purchaser journeys. Developed responsive email templates, collaborated with creative teams, and implemented a structured A/B testing roadmap to drive continuous improvement. Standardized email performance reporting, defined lifecycle KPIs, and led the creation of Quarterly Business Reviews. Played a pivotal role in BFCM strategy, planning, and post-mortem analysis, including loyalty campaigns, countdown timers, and segmentation-based promos. Delivered hands-on training and documentation to internal stakeholders on reporting, A/B testing, and full-channel operations.
Led the strategy, development, and execution of all automated lifecycle communications for One Park Financial, focusing on both new and returning merchants across the funding cycle. Designed email and SMS programs that enhanced customer engagement, improved the digital experience, and supported business renewal outcomes. Created and optimized one-off engagement campaigns, integrating them with call center cadences to ensure cohesive communication across channels. Maintained and optimized the sync between Salesforce and Pardot to ensure accurate customer data flow into lifecycle campaigns. Established a structured reporting framework for all automated messaging programs, enabling clear performance tracking and strategic optimization. Partnered with cross-functional teams to ensure lifecycle marketing aligned with business goals and operational touchpoints across sales and service.