Lifecycle Automation & Flow Strategy

Built automated email flows across the customer journey, including cart abandonment, browse abandonment, dynamic recommendations, customer winback, post-purchase, creator drop alerts, seller onboarding, item intake, shipping, and transactional communications.

Segmentation & Personalization Strategy

Created audience segments based on purchase behavior, category affinity, engagement level, repeat purchase behavior, creator following, and lifecycle stage to support more relevant campaign targeting and automated messaging.

Dynamic Content Systems & Engineering Collaboration

Worked with engineering to define event triggers, data requirements, and Klaviyo payload logic for personalized emails powered by product, creator, pricing, and availability data.

Campaign Strategy, Copywriting & Email Design

Planned, wrote, designed, and built promotional and lifecycle campaigns, new-arrivals emails, creator spotlights, curated edits, sale campaigns, and rebrand communications aligned with re.gift’s evolving brand identity.

AI-Assisted Production Workflows

Used AI-assisted workflows to accelerate lifecycle builds, including responsive HTML troubleshooting, template iteration, dynamic-content logic, flow planning, QA support, image generation, and developer handoff documentation.

Challenge

re.gift was an early-stage ecommerce marketplace with no established lifecycle marketing infrastructure, retention systems, or automated customer journeys in place.

As the company’s first marketing hire, I was responsible for building a scalable lifecycle program capable of supporting customer acquisition, retention, re-engagement, creator-led promotions, and transactional communications across a rapidly evolving marketplace.

The challenge involved building systems that supported:

• scalable automation

• personalized customer experiences

• and measurable revenue impact
  

Approach

I developed and implemented re.gift’s lifecycle marketing infrastructure from the ground up using Klaviyo, audience segmentation, dynamic personalization logic, and AI-assisted production workflows.

Core work included:

• building automated customer flows across the ecommerce lifecycle

• designing behavioral and purchase-based segmentation systems

• collaborating with engineering on event triggers, dynamic data flows, and personalized email logic

• developing modular email templates and scalable campaign systems

• optimizing flow timing, conversion paths, and retention messaging

• supporting lifecycle migration during the company rebrand rollout

I integrated AI-assisted workflows to accelerate responsive HTML troubleshooting, lifecycle planning, QA support, implementation documentation, and campaign production.

Impact

The lifecycle systems became the operational foundation for re.gift’s retention marketing program, supporting customer engagement across acquisition, conversion, re-engagement, and repeat purchase journeys.

The infrastructure enabled:

• scalable lifecycle automation for a lean startup team

• more sophisticated behavioral targeting and personalization

• faster campaign production and iteration

• stronger deliverability and engagement performance

• and measurable lifecycle revenue impact

Challenge

re.gift’s marketplace relied heavily on product discovery and repeat engagement, but the lifecycle experience lacked scalable personalization systems capable of adapting to changing shopper behavior, creator inventory, and merchandising priorities.

As the platform expanded, the challenge became building dynamic recommendation experiences that could increase relevance, support merchandising initiatives, and scale efficiently for a lean startup team.

The work required systems that could:

• support behavioral targeting and personalized recommendations

• dynamically surface relevant products and creators

• adapt messaging based on shopper behavior and category affinity

• improve scalable lifecycle personalization

• scale without creating heavy production overhead

Approach

I developed personalized lifecycle marketing systems using behavioral segmentation, dynamic product logic, modular email systems, and AI-assisted production workflows.

Core work included:

• building dynamic “Similar Finds” recommendation emails powered by product and behavioral data

• creating personalized experiences based on browsing behavior, purchase activity, and category affinity

• supporting creator merchandising initiatives through targeted promotional messaging

• collaborating with engineering on event triggers, personalization logic, and dynamic content requirements

• using AI-assisted workflows to accelerate production, troubleshooting, QA, and lifecycle iteration

Lifecycle personalization initiatives included:

• recommendation emails

• browse and product-interest targeting

• category affinity segmentation

• creator-focused merchandising campaigns

• re-engagement and repeat-discovery flows

Impact

The personalized lifecycle systems strengthened re.gift’s retention and merchandising capabilities by creating more relevant customer experiences across the ecommerce journey.

The systems enabled:

• scalable personalized messaging systems

• more sophisticated behavioral targeting

• faster campaign production and iteration

• improved product discovery experiences

• and measurable lifecycle revenue contribution

Lifecycle recommendation campaigns consistently supported:

• strong engagement and click-through performance

• repeat browsing and product discovery behavior

• scalable personalized retention operations

• and more personalized customer experiences

My Work

I planned, wrote, designed, merchandised, and built customer-facing lifecycle campaigns for re.gift across promotional sends, creator campaigns, product discovery emails, and rebrand communications.

Projects included curated product collections, creator-focused campaigns, seasonal promotions, new-arrivals messaging, and custom landing-page merchandising built to support engagement, discovery, and repeat browsing behavior.

My work included:

• campaign strategy, lifecycle planning, and email production

• email copywriting and UX messaging

• merchandising and curated product selection

• Shopify collection creation and campaign landing experiences

• email layout and responsive HTML production

• modular campaign systems and reusable templates

• AI-assisted workflows for production, QA, troubleshooting, and responsive email support