Lifecycle Marketing, CRM & Retention Leadership
I am a lifecycle marketing and retention executive with more than a decade of experience building customer growth programs for subscription, direct-to-consumer, e-commerce, and consumer brands.
My work spans CRM strategy, customer onboarding, subscription retention, churn prevention, winback, personalization, email, SMS, push, in-app messaging, loyalty, marketing technology, experimentation, analytics, and team leadership.
I specialize in turning customer behavior into clear strategic direction—building the teams, operating models, technology, and cross-functional alignment required to improve customer lifetime value at scale.
2026 – Present
Director of Retention
Dose
New York, NY
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Lead retention strategy across onboarding, subscription readiness, rebill protection, churn prevention, cancellation, loyalty, winback, reactivation, and customer lifetime value.
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Build the company’s cross-functional retention roadmap in partnership with Product, Analytics, Acquisition, Engineering, Creative, Operations, and Customer Experience.
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Redesign lifecycle programs around customer readiness, product value, behavioral signals, and measurable retention outcomes.
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Establish measurement frameworks across customer cohorts, onboarding engagement, subscription survival, cancellation reasons, incremental revenue, and reactivation.
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Lead CRM strategy across email, SMS, subscription experiences, and customer journey touchpoints.
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Develop scalable lifecycle operating processes covering prioritization, experimentation, implementation, quality assurance, reporting, and executive communication.
12/2023 - 10/2025
Director of CRM
SCENTBIRD
New York, NY
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Led lifecycle strategy across email, SMS, push, and in-app messaging, delivering 20% quarterly CRM revenue growth and an 18% improvement in retention through more personalized customer journeys.
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Led a cross-functional CRM team of five and partnered with creative, copy, analytics, product, brand, and technology teams to deliver more than 150 campaigns per quarter.
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Developed the long-term CRM technology roadmap and led vendor evaluations for ESP, CDP, personalization, and automation capabilities.
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Built a structured experimentation program across lifecycle communications, increasing conversion through A/B and multivariate testing.
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Developed behavioral segmentation and dynamic personalization strategies across acquisition, onboarding, engagement, subscription growth, reactivation, and retention.
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Connected CRM performance to broader growth objectives, customer cohorts, payback periods, subscription starts, reactivations, and long-term customer value.
11/2021 - 7/2023
Director of Lifecycle Marketing - Acquisition & Growth
Barkbox
New York, NY
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Led lifecycle marketing strategy across email, SMS, and direct mail to support new subscriber acquisition, conversion, and early customer engagement.
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Restructured the email and lifecycle calendar, built a formal experimentation roadmap, and introduced a more iterative approach to acquisition and growth programs.
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Developed behavioral and product personalization using dog breed, age, location, health concerns, purchase behavior, and customer preferences.
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Used campaign, customer, and behavioral data to identify growth opportunities and develop cross-channel communication strategies.
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Partnered with Brand, Creative, Paid Media, Analytics, and Supply Chain teams to coordinate customer experiences and measure lifecycle performance.
2/2019 - 11/2021
Associate Director, Conversion and Growth
Freshly
New York, NY
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Led lifecycle and conversion programs supporting customer acquisition, activation, engagement, and retention.
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Developed lead-nurture and conversion strategies using segmentation, testing, contact frequency, offer design, and cross-channel customer journeys.
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Built offer strategies designed to balance near-term conversion with customer lifetime value.
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Developed customer communications that connected conversion objectives with the Freshly brand and customer experience.
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Created retention strategies using customer analytics, behavioral segmentation, personalized journeys, and ongoing experimentation.
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Partnered across Creative, Analytics, Product, Brand, and Growth to improve lifecycle performance.
10/2018 - 2/2019
Email Marketing & CRM Manager
GoReadyMade
New York, NY
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Planned and implemented multichannel customer journeys across email, direct mail, and mobile to onboard, engage, retain, and reactivate customers.
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Created conversion-focused communications that maintained a clear and consistent brand voice.
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Developed the brand’s retention strategy using customer analytics, segmentation, and personalized lifecycle journeys.
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Built the infrastructure required to identify, track, test, and optimize customer touchpoints by audience, message, timing, and channel.
2/2017 - 10/2018
Director Of Ecommerce
Heritage Baby Products
Piscataway, New Jersey
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Led e-commerce strategy across business planning, website experience, content, promotional campaigns, digital marketing, customer service, analytics, and web technology.
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Served as the primary cross-functional partner for evaluating, prioritizing, developing, implementing, and testing e-commerce initiatives.
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Contributed to strategic and tactical business planning supporting customer acquisition, conversion, digital experience, and online growth.
Education
2011 - 2014
Bachelor of Science in Communication and Media Studies
Studied communication, media, writing, marketing, business, production, and audience strategy—building the foundation for a career connecting customer insight, storytelling, technology, and business growth.
St. John's University