What is “Lifecycle Marketing” for you?

For me, lifecycle marketing is about understanding the user journey end-to-end—and using that understanding to design experiences that feel timely, relevant, and valuable at every stage. It’s where data meets storytelling, automation meets empathy, and every touchpoint is an opportunity to deepen engagement or unlock growth

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

I got an marketing internship at a D2C brand selling mattresses in Frankfurt back in 2019, ventured into CRM role as Loyalty and re-engagement really spiked my interest in preventing churn and building CLTV, so thought of sticking along a bit longer

What have been the main challenges of your career?

One of the biggest challenges in my career has been transitioning from execution-heavy roles into more strategic CRM ownership—especially in fast-paced environments where expectations are high and resources are tight. Early on, I was often the one building campaigns and automations. But when I started leading multi-market growth projects, I had to shift gears: understanding data architecture, aligning with product and analytics, and prioritizing impact over output.

It was a steep learning curve—dealing with fragmented data sources, evolving stakeholder needs, and the pressure to prove ROI quickly. But it pushed me to get more confident with tools like Snowflake, build a stronger testing framework, and speak the language of business, not just CRM.

That shift has shaped how I work today. I now see lifecycle marketing not just as communication, but as a product layer—and I approach every challenge with more structure, cross-functional awareness, and long-term thinking.

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

Over the past 4+ years, I’ve built a strong foundation across D2C brands, PLG SaaS apps, and fast-paced in-house roles like Blinkist—combining strategic thinking with hands-on execution. Whether consulting with clients or owning CRM in-house, I’ve been deep in the trenches, solving real problems and driving meaningful growth.

What has helped you develop yourself as a professional?

Working across both agency and in-house roles has shaped me the most. At Phiture, I learned to move fast, solve complex problems, and deliver value across multiple clients. At Blinkist, I shifted gears—focusing on deep product understanding, user behavior, and cross-functional collaboration to drive growth.

I’ve also developed by staying curious—seeking feedback, tracking CRM trends, and building side projects to stay sharp. Each role has helped me work smarter, take ownership, and grow with intent.

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

Always think like a user—create value-driven experiences you’d appreciate yourself.

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

Despite the name, lifecycle marketing is less about acquisition and more about retention. It begins after an MQL/SQL converts and focuses on engaging users post-acquisition.

Think of it as an extension of marketing into customer relationship management—aimed at retaining and optimizing user engagement over time. A long-term, future-oriented approach is key to success in this space, so strategize wisely

How would you define yourself outside of work? 

Outside of work, I enjoy sharing a good laugh—humour is my default mode with friends. I’m also an avid podcast listener, diving into topics like productivity, product thinking, spirituality, and behavioural psychology. On weekends, you’ll likely find me on the cricket field, pulling grumpy faces while bowling. And when I’m not doing that, I’m usually annoying my fiancée—either being chased around or getting mock-scolded.