What is “Lifecycle Marketing” for you?

For me, lifecycle marketing is about building genuine relationships with users, based on where they are in their journey, not where we want them to be. It's not just about sending messages; it's about creating value through relevant, well-timed interactions that feel natural and helpful. 

When done right, it helps people connect with the product in a way that feels intuitive and personal, while also driving long-term engagement. 

How did you start in Lifecycle Marketing? What was your career path across the years?

I started as an intern right after my studies—back then, it was all about email marketing. Push notifications didn’t even exist yet, but A/B testing was already a big part of the game. I was lucky to land my first junior CRM role at Rocket Internet, working for Helpling when it had just launched. The team was small, the pace was fast, and the learning curve was steep.

I actually began with a bit of SEO before diving into email and eventually push notifications. After that, I joined Delivery Hero, where I got my first hands-on experience with in-app messages and started learning more about CRM analytics.

From there, I worked with 8fit, GoEuro, and Kaia Health, before stepping into a senior growth consultant role at Phiture. Throughout all of this, I kept going deeper—especially into technical integrations and tool implementation. Staying curious, keeping up with trends, and understanding the systems behind the messaging became really important to me.

Over time, I realized that CRM—or lifecycle marketing—shouldn’t sit purely in marketing. It’s a product function at heart. Both teams are working toward the same goal: guiding users through the product and shaping the best possible experience. But in most companies, there's still a major disconnect between the two—and that’s something I’m passionate about changing.

What have been the main challenges of your career?

One of the biggest challenges has been reinventing myself after over a decade in CRM. Shifting into product meant unlearning what I thought product management is, starting from scratch in some areas, and learning to be okay with not having all the answers right away.

Another big moment was when I suddenly found myself managing a team of five in a former company. It was a huge growth opportunity, and I learned so much, but I also realized just how hard a manager's job is. Leading people isn’t just about delegation or planning; it’s about trust, communication, and helping others grow—even when you're still figuring things out yourself.

And throughout my career, I’ve often worked in environments where CRM was undervalued or misunderstood—seen as a messaging channel rather than a strategic lever. Advocating for its rightful place alongside product has been a challenge, but it’s also helped shape the way I lead and think today.

What is something you are most proud of in your career? 

I’m proud of my resilience and my role at Aampe. It marked a big shift for me, stepping out of ten years of doing what I knew well into something completely new.

Not just moving into product management, but also joining a company in a space that was largely unfamiliar to me, and by that I mean the agentic AI space. It was sometimes uncomfortable, but it pushed me to grow in ways I hadn’t expected. And looking back, I’m glad I made that leap.

What has helped you develop yourself as a professional?

What’s helped me the most has been staying curious and never getting too comfortable. I’ve always been hands-on and eager to figure things out—not just waiting for someone to show me how it’s done.

Also, I’ve always made it a point to surround myself with people I can learn from—teams that push me, and environments where I’m encouraged to grow. That’s made all the difference.

What's one single strategy that you may suggest to increase value for the people in the Lifecycle marketing community?

Push for stronger collaboration between lifecycle and product teams. A lot of value gets lost in silos—when CRM is treated purely as a messaging channel instead of a core part of the user experience.

If more lifecycle marketers started thinking like product managers—and vice versa—we’d build better experiences, not just better campaigns. So my strategy would be: embed yourself in product conversations early and often. That’s where the real impact begins. 

What would you recommend to those just starting into Lifecycle Marketing?

Since I work at Aampe, I have to say: get into agentic AI. Learn how the role of a lifecycle marketer is going to shift—because it will, and faster than most expect.

This space is evolving quickly, and those who understand how to work with AI, not just around it, will be the ones leading the change. So stay ahead of the curve, never stop learning, and be bold.

How would you define yourself outside of work? 

Outside of work, I am still a very curious person, which leads to me wanting to do many more things than time permits. I usually spend time with my dog and my husband, either exploring the island we live on and the restaurants, or just gaming. I am also learning Japanese, and lately trying to get into drawing. I love to listen to and make music. (It's not professional, just for fun). If I am not doing that, I am sitting down for hours getting lost coding an app I have always wanted to develop. 

Too many things, too many ideas :D That's me.