Lifecycle & growth marketing
strategist for ecommerce brands.
I help ecommerce brands improve retention, customer lifetime value and commercial growth through lifecycle strategy, CRM and customer experience optimisation.
/ Positioning
I specialise in lifecycle, retention and customer growth strategy for ecommerce brands, with experience across fashion, lifestyle, retail and digital-first businesses. My work sits at the intersection of commercial performance, customer psychology and lifecycle systems.
/ 01 · Performance snapshot
CRM as a primary revenue channel, not a content schedule.
Lifecycle revenue mix
Flows + campaigns, balanced.
Sectors
- Fashion & apparel32%
- Beauty & wellness24%
- Lifestyle & homewares22%
- Education & SaaS-adjacent22%
Aggregated across multiple ecommerce brands · Klaviyo, Shopify, Marsello · 2015–present
/ 02 · Strategic case studies
How I think, applied to real ecommerce programs.
Restructuring a high-volume CRM program for engagement, not just reach
A 5.6M-recipient sender with strong opens but a structural conversion problem. A diagnostic of audience quality, flow architecture and an under-leveraged loyalty segment.
A one-week lifecycle event paced like a story, not a sale
A four-act CRM event covering eight touchpoints, five segments and lifecycle integration. Built to drive AOV through tiered bundling and protect deliverability through intentional segmentation.
Three revenue levers worth a 90-day re-prioritisation
A diagnostic of a $234K Klaviyo program. Compounding revenue locked inside an under-built automation layer, narrow win-back triggers and a silent post-purchase flow.
Building a 28% revenue channel from a six-figure subscriber base
Lifecycle program for a 106,000-subscriber ecommerce education brand. Segmentation, automation architecture and campaign calendars that scaled CRM into a primary revenue channel.
/ 03 · Thinking
Short notes on retention, lifecycle and commercial growth.
Why retention is the most undervalued line item in the P&L
Acquisition costs are the headline. Retention is the multiplier. Most ecommerce brands are funding a leaky bucket and calling it a growth problem.
Read →Five lifecycle gaps that quietly cost you LTV
The flows you didn't build are doing more damage than the campaigns you sent. A pragmatic look at where customer value leaks out of an ecommerce program.
Read →Behaviour beats vanity metrics, every quarter, every time
Open rate is a hygiene metric. Repeat purchase rate is a business metric. How to re-anchor a CRM program around what actually moves revenue.
Read →/ 04 · Recommendations
What founders and creative leads say about working together.
She brings clarity, intention and a strong sense of voice. Creativity balanced with a deep understanding of the customer, on-brand and effective.
Marissa brings structure and clarity to marketing. She moved us from a reactive approach to a well-planned campaign rhythm that lifted both engagement and sales. A trusted extension of the business.
Marissa has been an absolute pleasure to work with. She hit the ground running and brought her spark and enthusiasm to our brand. She has clarified how to connect and retain our audience. I wouldn't hesitate to recommend her to any business owner.
Her work ethic, professionalism and skills set her apart. She thinks strategically, manages large projects and her execution is outstanding. Highly recommended for any business looking to grow.
/ Open to conversations
Strategic lifecycle & retention growth for ecommerce brands.
Open to senior in-house, ecommerce SaaS and growth-stage DTC opportunities.