What is “Lifecycle Marketing” for you?

It's guiding users through every stage of their relationship with your brand — with the right message, at the right time, in the right tone. It’s empathy, timing, and strategy working together.

How did you start in Lifecycle Marketing?

What was your career path across the years? I started in broader marketing roles and naturally gravitated toward CRM and automation. Over time, I moved into full lifecycle ownership — building journeys, reducing churn, and crafting campaigns that balance creativity and performance.

What have been the main challenges of your career?

Working across multiple tools and platforms, each with its limitations. Also, translating complex data into simple, impactful messaging — especially when working with global audiences.

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

Turning a high-level churn reduction goal into a solid, evergreen winback flow — and seeing real impact month after month.

What has helped you develop yourself as a professional?

Curiosity, feedback (even when it's uncomfortable), and working in small, agile teams where I could test, fail, and learn fast.

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

Focus more on emotional relevance — not just timing or data. Even automated flows can feel human when you care about how your user feels in that moment.

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

Don’t wait to know it all. Start small, test everything, and always look at your flows like a user, not a marketer.

How would you define yourself outside of work?

A curious soul who loves the outdoors, dogs, and moving to new countries for the experience. Always looking for the next adventure — or musical soundtrack.