What is “Lifecycle Marketing” for you? 

To me, lifecycle marketing is a genuine, ongoing conversation between a company and its users. It’s about meeting people where they want to be found and creating timely, relevant experiences that resonate. It’s not just about a one-off conversion, but about nurturing engagement that continues long after that first interaction.

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

I fell into lifecycle marketing unexpectedly. I started as a trainee in user acquisition, setting up ad campaigns to drive registrations to our platform. Later, I rotated into the lifecycle marketing team, or so-called CRM in our company, to support a few projects. Since then, I’ve stayed in the field and grown with it. Initially, I focused on shaping the new user experience, and more recently, I’ve shifted toward reactivation, finding meaningful ways to bring users back and re-engage them with our brand.

What have been the main challenges of your career?

The biggest challenge in lifecycle marketing is elevating it beyond a tactical execution tool to a strategic move for long-term engagement. It’s about shifting mindsets both my own and across the organisation to demonstrate that CRM isn’t just a way to reach users, but a way to bridge product gaps and create a seamless user experience. Proving its value requires ongoing testings, validation, and a balance between short-term impact and long-term insights, and in fact, everything in between.

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

What I’m most proud of in my career is launching impactful initiatives across two distinct stages of the user lifecycle, each delivering tangible value to the business. But beyond the results, what means the most to me is helping others grow in their CRM journeys, inspiring them to stay ahead of the industry and become better than I am.

What has helped you develop yourself as a professional?

Curiosity drives my growth as a professional. I’ve learned to ask questions and ask to be challenged. That mindset pushes me to explore deeper, understand users better, and uncover insights that might be missed. I also try to have a big-picture thinking with a sharp focus on the details simultaneously. It’s important to understand where we’re headed strategically, but equally crucial to make sure the small elements create the best user experience.

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

One strategy I’d suggest is to work more closely with local business development and product teams. By bridging the gap between these functions, we can ensure that user insights are informing product decisions and that messaging is aligned across our user lifecycle. This collaboration helps lifecycle marketers move from being seen as campaign executors to strategic partners who drive both user experience and business growth.

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

Stay curious and always ask why, never assume. Be data-driven and let insights guide your decisions. Learn to see the big picture while staying sharp on the small details, because both matter in shaping a great user experience.

How would you define yourself outside of work? 

Kind and easygoing, who makes light of my own hardships and moves through them in the chillest way. I believe life isn’t a single destination, but a highway, a low-way, alleys, and everything in between. So outside of work, I try to enjoy the ride by learning other skills, laugh often, and not take things so seriously.