01
Systems before campaigns
Campaigns become more effective when customer data, journey logic, content, and measurement work together.
How I think
Strong marketing performance starts with the system—not the send button.
02
Personalization beats volume
More communication is not the goal. More relevant communication is.
03
Automate the repeatable
Use technology to reduce repetitive work so people can spend more time solving higher-value problems.
04
Measure beyond vanity metrics
What customers do next—and why—matters more than any single engagement metric.
Selected work
Case Studies & Measurable Results
Examples of how I connect customer strategy, platform execution, personalization, and operational systems to measurable outcomes.
Personalization
Geolocation and dynamic content
↑180% click rate↑200–630% conversionAcross targeted campaigns using location, behavior, and relevant catalog content.
Scope: B2B and B2C lifecycle audiences; segmentation, catalog relevance, dynamic content, and downstream measurement.
Platform modernization
Iterable → Klaviyo lifecycle migration
Led the end-to-end lifecycle marketing migration: audit, data and event mapping, journey reconstruction, reusable templates, QA, launch, and operational transition.
Scope: A live lifecycle program spanning campaigns, journeys, templates, audience logic, and cross-functional dependencies.
Operational efficiency
Campaign production automation
Built Google Apps Scripts that turn structured inputs into standardized HTML, reducing repetitive assembly and creating a more consistent production process.
Impact: Reusable production logic, standardized output, stronger quality control, and less repetitive manual work.
Lifecycle personalization
Challenge: Broad communications did not reflect each customer’s geography, interests, and relevant inventory closely enough.
Approach: Combined location data, catalog content, behavioral segmentation, and dynamic messaging to create more relevant campaign experiences.
- Built geographic and behavioral audiences.
- Matched customers with relevant catalog content.
- Used dynamic modules instead of static messaging.
- Measured downstream actions and refined the program.
Customer strategyGeography + behavior + catalog relevance
Business outcomeHigher click and conversion performance
Indexed performance
Baseline is indexed to 100 because raw rates are confidential.
Click baseline
100
After
280
Conversion
300–730
Iterable → Klaviyo lifecycle migration
Challenge: Move a live lifecycle program between platforms without losing critical journeys, audience logic, templates, or operational continuity.
Role: Led the end-to-end lifecycle marketing migration, rebuilding the working system, validating outputs, and preparing the new platform for ongoing optimization.
- Audited campaigns, flows, templates, and dependencies.
- Mapped audiences, events, and data requirements.
- Rebuilt journeys and reusable templates.
- Performed QA across triggering, links, content, and rendering.
- Coordinated launch and operational transition with cross-functional partners.
ScopeLive campaigns, journeys, templates, audiences, data/events
LeadershipLifecycle ownership with cross-functional coordination
01
AuditCampaigns, journeys, templates, dependencies
02
MapAudiences, events, data requirements
03
RebuildJourneys and reusable templates
04
QA + LaunchTriggers, content, links, rendering, transition
Campaign production automation
Challenge: Repetitive HTML production created unnecessary manual work and increased the opportunity for inconsistency.
Solution: Built Google Apps Scripts that convert structured inputs into standardized HTML and reusable production outputs.
- Standardized common content and layout patterns.
- Reduced repetitive HTML assembly.
- Improved consistency and quality control.
- Created reusable logic for future campaign production.
InputStructured campaign content and data
OutputStandardized HTML ready for production
A
Structured inputsConsistent source format
B
Apps Script logicTransforms and standardizes content
C
Reusable HTMLMore consistent production output
D
QA + launchLess repetitive assembly, stronger control
Professional credentials
Certified across lifecycle platforms, implementation, and organizational change.
Change leadership
Applied AI Change Management Certification
Change Management Review • June 13, 2026
Formal training in identifying practical AI opportunities, redesigning workflows, encouraging adoption, and supporting responsible organizational change.
AI is an emerging capability within a broader lifecycle and marketing-systems practice.
✓
Klaviyo Strategist CertificateJanuary 20, 2026
✓
Klaviyo Practitioner CertificateJanuary 20, 2026
✓
Klaviyo Developer CertificateJanuary 20, 2026
✓
Iterable Foundation CertificationJune 22, 2023
KlaviyoIterableActiveCampaignHubSpotSalesforceMarketoTableauSmartsheetGoogle Apps ScriptHTML/CSSSegmentationDynamic ContentA/B TestingConversion OptimizationCampaign AnalyticsAI Adoption
Senior lifecycle & marketing systems roles
Looking for someone who can own the customer journey—and the system behind it?
I’m interested in senior lifecycle marketing, CRM, marketing automation, retention, and marketing systems opportunities where strategy and hands-on implementation both matter.