What is “Lifecycle Marketing” for you?

Lifecycle marketing, to me, is the art and science of creating momentum at every stage of the customer journey. It’s not just about sending the right message, it’s about deeply understanding when, why, and how someone needs it. It's making sure your customer never feels like they’ve been forgotten, whether they’re onboarding, upgrading, or silently slipping away. It’s the connective tissue between product, customer success, and brand love.

What was your career path across the years?

With product marketing, I have to deeply understand our audience and how they evolved over time.  So every launch, email, and cross-sell motion taught me that you don’t just market a product, you market a relationship. Over the years, I’ve worked at startups, scaled B2B companies, and even luxury brands, but helping the lifecycle marketing team with their strategy has been a golden thread through it all.

What have been the main challenges of your career?

Wearing too many hats and feeling like I had to say “yes” to everything. In early-stage startups, product marketers often double as lifecycle marketers, content strategists, etc. While that gave me control, total creative freedom, and range, it also made it hard to prioritize and scale. Another challenge? Fighting for data access. You can’t drive a lifecycle impact without understanding what’s actually happening in the customer journey—and in many companies, that visibility is fragmented.

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

I’m proud of the times I spoke up when it would have been easier not to. Whether it was pushing back on a premature product launch, challenging a pricing strategy that didn’t serve our users, or advocating for clearer messaging when everyone just wanted to ship, it’s those moments of tension that shaped me. And as someone who hates conflict, that has historically been very hard for me to do.  You don’t always win the debate, but when you lead with integrity and insight, you earn long-term trust. That’s the foundation of great product marketing.

What has helped you develop yourself as a professional?

Product marketing forces you to get good at context-switching, communicating clearly, and influencing without authority all of which have made me sharper, more patient, and more strategic. But what’s helped the most? Getting close to customers. Every time I’ve sat in on a sales call, shadowed support tickets, or run a win/loss interview, I’ve come away with new clarity. No slide deck or strategy doc (or even a response from ChatGPT) can replace those raw, human insights.

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

Treat your product updates like they’re customer lifecycle events. Most companies wait until something big launches to activate campaigns. But your product is evolving constantly and lifecycle marketers are perfectly positioned to turn those micro-moments (a new setting, a bug fix, a new feature) into engagement and education. Partner tightly with product marketing, and you’ll unlock gold, and likely get inspired along the way!

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

Start with curiosity. Ask how your users actually move through your product, don’t just accept the funnel at face value. And get really good at talking to adjacent teams (i.e. product, data, CX). Lifecycle marketers who understand the broader ecosystem can influence far beyond the inbox.

How would you define yourself outside of work?

 I’m a connector at heart. I’m the kind of person who strikes up conversations with strangers in line, wants to know everyone’s story, and genuinely loves learning what makes people tick. Mentoring has been one of the most fulfilling parts of my journey.  There’s nothing better than helping someone find their voice, navigate a tough decision, or celebrate a big win. As much as I love crafting messaging behind a screen, I’ll always choose a good conversation over a quiet laptop. People are endlessly fascinating, and that curiosity fuels everything I do, in and out of work.

I’m also a fraternal triplet, a pilot, a dog mom to a rescue pup named Remy, and a big fan of baking sourdough (even after the pandemic trend died down). I find that the best ideas hit me mid-hike or mid-round of golf, so if I go quiet on Slack, there’s a good chance I’m outdoors clearing my head.