What is “Lifecycle Marketing” for you?

For me, Lifecycle Marketing is about meeting customers where they are in their journey with your brand, understanding their needs at each stage, delivering meaningful value, and building a strong, lasting relationship rather than taking a purely transactional approach. It might sound like a cliché, but it really is about showing up at the right time, through the right channel, with the right message, in a way that feels relevant and approachable.

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

When I was looking for my first internship, I was torn between Marketing and HR. In the end, the hospitality industry called me, and I landed in an email marketing role. From there, I continued building my career in lifecycle marketing across industries like dating apps, e-commerce, and fitness. What draws me to this field is the unique blend of creative thinking and data-driven analysis which keeps me engaged and constantly learning.

What have been the main challenges of your career?

Starting my career during the COVID-19 pandemic, in an industry that was heavily impacted, was definitely challenging. It taught me early on the importance of resilience, adaptability, and focusing on what I can control.

Transitioning into a team lead role has also been both rewarding and challenging. Moving into a more strategic position meant proving the value of CRM to various stakeholders, while also collaborating with different teams to deliver the best possible solutions to customers. The mentoring aspect of this role was a big shift in perspective, one that I quickly fell in love with and wanted to explore further by pursuing coaching studies and ultimately becoming a career coach.

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

I'm proud of stepping into a team lead position, a role that allowed me to bridge the gap between being an expert and following my passion for supporting people’s growth. Sharing my knowledge, empowering others to own their development journeys, and seeing them thrive has been incredibly rewarding. As mentioned already, this experience also inspired me to pursue my side hustle as a career coach, where I guide expats towards building more fulfilling and aligned careers abroad.

What has helped you develop yourself as a professional?

Curiosity has always been my superpower, digging deeper, questioning assumptions, and looking for better solutions. Being solution-oriented and proactive in bringing stakeholders together to create customer value has shaped my approach. Along the way, I've been lucky to have mentors who believed in me and supported my growth.

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

Always, always focus on the customer. Step into their shoes: if you were the customer, would this experience make sense to you? Would it feel valuable, timely, and authentic?

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

Stay curious and keep asking questions. Focus on finding solutions rather than getting stuck in problems. Stay connected to what’s happening in lifecycle marketing and your industry - the landscape is constantly evolving, and so should you and your skills.

How would you define yourself outside of work? 

Outside of work, I’m someone who loves to stay active and explore new experiences - whether that’s through sports, pottery classes, traveling, or hosting brunches for friends. I'm happiest when I'm learning, creating, or connecting with others.