What is “Lifecycle Marketing” for you?

To me, lifecycle marketing is about building meaningful relationships with users across every phase of their journey. It’s where data, empathy, and timing intersect—ensuring every message feels relevant, intentional, and adds value. It’s more than just engagement—it's about turning moments into loyalty and transactions into trust.

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

My journey into lifecycle marketing was unplanned. I began as a performance marketer and media buyer, where I focused heavily on acquisition. Over time, I became more intrigued by what happens after the click—how we retain users, how we bring them back, and how we increase lifetime value. That curiosity led me to CRM, and I haven’t looked back since. I’ve worked across industries and regions, and now I also teach CRM and marketing to others looking to break into the field.

What have been the main challenges of your career?

One key challenge has been shifting mindsets—from viewing CRM as a campaign engine to seeing it as a core growth lever. In many companies, CRM still plays a supporting role, so earning a seat at the strategy table and pushing for cross-functional alignment took persistence. I also had to upskill quickly—learning new tools, testing frameworks, and diving deep into data to prove value.

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

I’m proud of the tangible impact I’ve made by building data-driven CRM strategies from the ground up. From improving LTV and retention rates to launching innovative customer journeys, I’ve driven meaningful results that go beyond vanity metrics. I’m also proud of mentoring others and seeing them thrive in their CRM careers.

What has helped you develop yourself as a professional?

Curiosity and adaptability have been my biggest assets. I’ve worked in both hands-on and strategic roles, across different business models and markets. I’m constantly experimenting, learning from data, staying updated on CRM trends, and building side projects. Teaching others has also helped me clarify my own thinking and stay sharp.

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

Design CRM like a product. Understand the pain points, test solutions, and measure outcomes. When we treat lifecycle marketing as an evolving system rather than a series of campaigns, the results are stronger and more sustainable.

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

CRM isn’t just about sending emails—it’s about solving problems for users in a way that aligns with business goals. Learn to speak the language of data, get close to your product, and always advocate for the user. And most importantly, don’t be discouraged if others don’t "get" CRM at first—just keep showing the impact.

How would you define yourself outside of work? 

Curious, grounded, and always learning. I enjoy podcasts, quality time with loved ones, and finding humor in almost everything. Teaching and side projects keep me sharp outside the 9 to 5.