John Brown

Lifecycle Marketing & Retention Executive

I build lifecycle marketing programs that turn customer data into stronger relationships, higher retention, and sustainable growth.

My work spans onboarding, engagement, subscription retention, churn prevention, winback, loyalty, personalization, and CRM transformation.

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Retention Is Not an Email Channel

It is a company-wide growth strategy.

The strongest lifecycle organizations connect acquisition promises, product experience, customer service, data, technology, and communications into one coherent customer journey.

I help businesses identify where that journey breaks, determine why customers disengage, and build practical systems that increase customer value over time.

I have led CRM, lifecycle, conversion, and retention programs across subscription, direct-to-consumer, e-commerce, food, pet, fragrance, and consumer wellness businesses.

My experience includes leadership roles at Dose, Scentbird, BARK, and Freshly, where I have built customer journeys, retention strategies, experimentation programs, technology roadmaps, and high-performing lifecycle teams.

My work covers the full customer relationship, including first-party data capture, onboarding, activation, subscription readiness, engagement, repeat purchase, churn prevention, cancellation, loyalty, winback, and reactivation.

I am also a proud U.S. Marine Corps veteran. That experience shaped how I lead teams, communicate under pressure, build operating discipline, and bring people together around a clear mission.

I am particularly interested in the difficult problems that sit between teams: why strong acquisition does not translate into retention, why customers cancel before experiencing value, why personalization programs become complicated without becoming useful, and how companies can create growth without sacrificing customer trust.

Areas of Expertise

Lifecycle Marketing Strategy

I design lifecycle programs that connect every stage of the customer relationship, from first-party data capture and onboarding through retention, loyalty, churn prevention, and reactivation.

Subscription Growth

I specialize in subscription onboarding, rebill readiness, pause and skip behavior, cancellation prevention, winback, commitment programs, and long-term subscriber value.

Customer Retention & Churn Reduction

I help companies diagnose why customers leave, identify the moments that matter most, and build cross-functional strategies that improve repeat purchase and subscription retention.

Personalization & Segmentation

I develop behavioral segmentation and dynamic customer journeys across email, SMS, push, in-app messaging, and owned digital experiences.

CRM Transformation

I create CRM operating models that connect customer data, segmentation, experimentation, channel strategy, technology, and measurement into a scalable growth system.

Lifecycle Measurement

I build practical measurement frameworks across retention cohorts, customer lifetime value, engagement, incremental revenue, cancellation behavior, reactivation, and experimentation.

How I Approach Lifecycle Growth

Diagnose the Customer Journey

I start with customer behavior, cohort performance, cancellation patterns, qualitative feedback, and the operational experience behind the data.

Identify the Highest-Value Moments

Not every touchpoint deserves equal attention. I focus teams on the moments that most influence activation, readiness, repeat purchase, retention, and long-term value.

Build a Clear Lifecycle Strategy

I translate customer insight into journeys, programs, offers, content, channel roles, product experiences, and operational improvements.

Establish Measurement

Every major initiative should have a clear hypothesis, control strategy, success metric, and decision framework.

Create a System That Can Scale

The goal is not simply a collection of better campaigns. It is a lifecycle operating model that helps teams make better customer decisions repeatedly.

Build a Stronger Customer Lifecycle

Whether you are redesigning onboarding, improving subscription retention, rebuilding CRM, developing a winback strategy, or creating a full lifecycle roadmap, I can help you identify the highest-value opportunities and turn them into an actionable growth plan.