Capabilities
Three disciplines.
One integrated approach.
Email, UX, and lifecycle aren't separate workstreams. They're layers of the same system. Most retention problems require thinking across all three — which is where most specialists fall short.
Email Strategy
Not campaigns. Not newsletters. Behavior-response infrastructure.
What most brands do wrong
They treat email as a broadcast tool — sending time-based campaigns to their full list on a recurring schedule. The result is high unsubscribes, low repeat purchase, and a list that degrades over time. The real problem isn't the subject line. It's the absence of a system.
My approach
Lifecycle Mapping
Before any email is written, I map the user's journey — what they've done, what they haven't, and what they need to experience next.
Trigger-Based Systems
Flows fire based on behavior: a purchase, a browse, a lapse, a milestone. Time is a last resort, not a default.
Segmentation Logic
Segments defined by intent, stage, and history — not just demographics. The right message to the right person at the right moment.
Content Strategy
Every email earns its place by being useful. Content is tied to where the user is in the lifecycle, not just what's on the content calendar.
Outputs
UX Audits
Retention problems often start with experience problems. I find where the journey breaks.
Focus areas
The first experience is the most important. I look at where users get confused, where they drop off, and whether the value proposition lands in time.
Are users getting enough context to make a decision? Is cognitive load too high? Are the right signals present at the right moment?
Friction before conversion is the most expensive kind. I audit the path from intent to purchase for unnecessary friction and missed trust signals.
Most brands abandon the user after the order confirmation. This is where retention is won or lost. I look at what happens in the first 7–30 days.
What I look for
Outputs
Lifecycle Design
The full arc of a user's relationship with your brand — mapped, gapped, and rebuilt.
The journey I map
Identifying gaps and missed interventions
Most lifecycle maps show the happy path. I focus on the gaps — the moments where a user could have been engaged, rescued, or reactivated but wasn't. Each gap is a missed intervention point.
Connecting product and communication layers
A lifecycle system only works when what happens in the product (behavior, milestones, friction) informs what happens in communication (email, SMS, in-app). I design the bridge between both.
Building systems, not sequences
A sequence is a list of messages. A system is a logic that adapts based on what users do. I design the latter — with clear decision rules, triggers, and feedback loops.
Outputs
Ready to apply these to your brand?
Engagements are scoped, time-bound, and focused on clear outputs.