Marketing systems • Lifecycle strategy • AI adoption

Marketing Systems & Lifecycle Marketing Leader

I bridge marketing strategy, technology, and execution—partnering across marketing, product, engineering, sales, customer service, and executive leadership to build scalable customer engagement systems that improve customer experience and deliver measurable business results.

Explore selected results Download résumé Contact me
Lifecycle Marketing Marketing Automation Personalization Platform Implementation AI Adoption
Professional headshot of Erin Cook
Strategy + implementationCustomer journeys, platforms, automation, and measurable optimization.

Selected Results

Measured outcomes from lifecycle, personalization, and optimization work
0Click-rate growth
↑200–630%Conversion-rate growth
65–80%+Average campaign open rate
0Email-attributed revenue, year over year
Operating snapshot
The systems, initiatives, and capabilities I currently lead or have implemented
Lifecycle engagementProven
Marketing automationAdvanced
Platform modernizationImplemented
AI adoption initiativeCurrent focus
How I think

Strong marketing performance starts with the system—not the send button.

01

Systems before campaigns

Campaigns become more effective when customer data, journey logic, content, and measurement work together.

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 behavior, not vanity

Open rates matter less than understanding what customers do next and why.

Customer engagement system

A software-style control center for the customer journey.

This is a visual model of how I operate customer engagement—not a live analytics dashboard. It shows the journey stages, channels, platforms, and current initiatives that make the system work.

Customer Journey

Journey framework active
01Acquisition✓
02Onboarding✓
03Engagement✓
04Retention✓
05Win-back & reactivation✓
CompletedIterable → Klaviyo migration
OngoingJourney optimization
Current initiativeAI adoption

Customer Engagement

Multi-channel
Email
SMS
Push / in-app
Landing pages
Klaviyo Iterable HubSpot ActiveCampaign Google Apps Script HTML/CSS
Sparklines are decorative and do not represent fabricated performance data.
Selected work

Selected Results

Personalization

Geolocation and dynamic content

↑180% click rate ↑200–630% conversion rate

Across targeted campaigns using location, behavior, and relevant catalog content.

Iterable Klaviyo
Platform modernization

Full migration from Iterable to Klaviyo

End-to-end migration leadership

Audit, data mapping, journey rebuilds, templates, QA, launch, and operational transition.

Inputs Script HTML
Operational efficiency

Campaign production automation

Less manual work more consistent output

A Google Apps Script workflow that transforms structured inputs into reusable HTML.

Lifecycle personalization

Challenge: Broad communications did not reflect each customer’s geography, interests, and relevant inventory closely enough.

Approach: Combined location data, catalog content, 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.

Indexed performance

Baseline is indexed to 100 because raw rates are confidential.

Click baseline
100
After
280
Conversion
300–730

Iterable → Klaviyo migration

Challenge: Move a live lifecycle program between platforms without losing critical journeys, audience logic, templates, or operational continuity.

Role: Led the lifecycle-marketing side of the migration, rebuilt the working system, validated outputs, and prepared the new platform for future 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.
Iterable Audit Map Rebuild QA Launch Klaviyo

Campaign production automation

Challenge: Repetitive HTML production created unnecessary manual work and increased the opportunity for inconsistency.

Solution: Built a Google Apps Script workflow that converts structured inputs into standardized HTML.

  • Standardized common content and layout patterns.
  • Reduced repetitive HTML assembly.
  • Improved consistency and quality control.
  • Created a reusable process for future campaign production.
Structured inputsContent + variables Google Apps ScriptHTML generationand formatting logic Standardized outputFaster + consistent
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.

✓
Klaviyo Strategist CertificateJanuary 20, 2026
✓
Klaviyo Practitioner CertificateJanuary 20, 2026
✓
Klaviyo Developer CertificateJanuary 20, 2026
✓
Iterable Foundation CertificationJune 22, 2023
KlaviyoIterableActiveCampaignHubSpotSalesforceTableauGoogle Apps ScriptHTML/CSSSegmentationDynamic ContentA/B TestingAI Adoption
Let’s build something better

Ready to modernize the customer journey?

I am interested in senior lifecycle marketing, marketing automation, retention, and marketing systems opportunities where strategy and hands-on implementation both matter.

Email Erin785-203-6521Download résumé