What is “Lifecycle Marketing” for you?

To me, Lifecycle Marketing is like being a super "mind reader" for customers—anticipating their needs, understanding their preferences, and crafting a seamless journey that delivers value at every stage while driving business goals.

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

It was accidental! I started as a social media intern, then got fully into digital marketing. I applied for a digital marketing role and ended up managing Email & In-App Marketing. At first, I thought it was just about blasting messages to everyone. But as I dug deeper, I realized the power of tailoring communications to different stages of the customer journey. My love for data and analytics made the transition natural, and I was hooked. 

What have been the main challenges of your career?

Getting resources was quite challenging and even meeting lifecycle marketing experts for guidance, many people in marketing had no clue as to our work and it was difficult defending efforts that weren’t directly translating into sales.

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

I took a neglected channel with a 0% recovery rate and transformed it into a top performer (58% recovery in 6 months). The secret? Treating drop-offs as a data puzzle—not a ‘spray-and-pray’ problem. This became a case study for how lifecycle strategy can rescue ‘lost’ revenue.

What has helped you develop yourself as a professional?

Ironically, my greatest growth catalyst was imposter syndrome. Early on, the lack of mentorship in niche lifecycle marketing left me questioning my impact—even when receiving praise, it often came from those who didn’t fully grasp the discipline. Instead of shrinking, I weaponized that doubt. I became relentless: auditing campaigns for hidden insights, dissecting industry research, joining webinars and investing in courses to bridge gaps. But the turning point was finding my tribe—CRM Collective.

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

Data tells the truth, but context tells the story. Dig beyond surface metrics

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

Master the ‘what’ (channels), but obsess over the ‘why’ (psychology). For example:

• Why does a well-timed email beat a discount?

• Why do some users convert after 3 nudges, not 1?
  Lifecycle Marketing isn’t about tools—it’s about understanding human decision-making.

How would you define yourself outside of work?

I am laid back and goofy. My friends are often surprised that someone so chill thrives in the corporate world. But hey, balance is everything—my relaxed vibe keeps me creative and resilient