What is “Lifecycle Marketing” for you?

Lifecycle marketing. I think the name speaks to the depth. 

Lifecycle marketing, for me, is the art of selling truth. It’s not about hype. It’s about honoring your word. Whatever you promise, deliver on time, on point, every time. Because real marketing doesn’t end at the sale, it starts with trust. Lifecycle marketing maps the full journey:

From generating leads → converting them to customers → nurturing relationships → delivering value post-sale → to upselling and cross-selling with relevance (not pressure).

It’s a LIVING, breathing circles of value. Each stage feeds the NEXT powered by consistency, trust, and results. 

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

Honestly, it didn’t start with a grand plan. It started with chaos. In the early days, things were messy, revenues were unpredictable, projects were all over the place, and nothing felt stable. But that’s where the real learning happened. My team and I dove headfirst into everything- performance marketing, building websites, working with emerging AI startups, ecommerce brands, fintech platforms; you name it. We didn’t have all the answers, so we did what we could: we experimented, applied what we knew, and waited.

Sometimes things worked. A lot of times they didn’t. But each time, we learned. We spotted the gaps, figured out what broke, and rebuilt it better. Over time, a clear pattern emerged: real growth comes from delivering what you promise and then some.

That’s when lifecycle marketing clicked for me, as a mindset. It’s about being honest in what you offer, consistent in what you deliver, and thoughtful in how you grow relationships beyond just the first sale. 

It wasn’t glamorous. We earned through failures, fixes, and the kind of lessons you can’t Google or now ChatGPT!

What have been the main challenges of your career?

When I started my first agency, BMM, the biggest challenge was that I had no idea how to run a business. I didn’t know how to price, manage clients, build systems, or lead a team. Every step felt like trial by fire. And yet, that’s exactly what made it worth it. Now, looking back, I’m actually grateful I didn’t have all the answers. Because no MBA or textbook could’ve prepared me for the late nights, the losses, the hard conversations, pivoting, and persistence. Every challenge forced me to grow. And that’s the beauty of it. You don’t need to know everything to start, you just need the guts to keep going when you don’t.

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

That I never quit. No matter how uncertain things got, how steep the learning curve was, or how many times things didn’t go as planned, I stayed in the game. That resilience is what keeps me going. It’s what keeps me evolving. Just like lifecycle marketing- always moving, always looping back, always building on what came before. 

Staying in it, through the highs and lows, has been my proudest win!

What has helped you develop yourself as a professional?

Self-awareness. Or as I like to call it- constant self-interrogation. Whatever I’m doing, I make it a point to pause and ask:  

“Is this the right move?”
“Am I just executing, or actually evolving?”

It’s not about doubting yourself by the way. That mindset has pushed me to improve not just my skills, but my decisions, leadership, and clarity over time. Growth starts when you’re willing to question yourself before the world does.

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

I would like to keep in three liners:

• Sell the truth.

• Deliver what you promise.

• Create value that compounds over time.

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

Say it, do it, and then do more. That's how you build not just customers, but advocates. Marketing can't be done one-sided; it's an amalgamation of giving more to receive more in return. For the long-term scope of growth in your agency or marketing skills, I want you all to always vouch for the kind of marketing that sells no lies.

How would you define yourself outside of work? 

Ah, definitely Chandler from F.R.I.E.N.D.S. A bit sarcastic, mildly awkward, always cracking jokes to survive the chaos, but secretly the guy who cares more than he lets on.