A senior lifecycle operator who thinks in customer behaviour, segments and revenue.

I run lifecycle marketing as a commercial discipline. CRM is the connective tissue between acquisition, product, retention and margin, and I treat it that way. Less "email calendar." More "revenue model."

In practice, that's segmentation built from behaviour, flow architecture aligned to customer intent, and campaign sequencing paced for emotional rhythm, never volume for its own sake.

Behaviour beats vanity metrics. A 60% open rate is hygiene; repeat purchase rate is a business. I segment by intent windows and value tiers, design flows around the moments that compound, and let the rest go quiet.

This is what makes lifecycle work for founder-led brands: it sounds like a brand decision, not a marketing tactic.

• Translating messy Klaviyo accounts into 90-day commercial plans
• Designing lifecycle systems that survive seasonality and team change
• Sitting between founders, ecommerce, brand and creative without friction
• Building loyalty programs that drive behaviour, not just reward it
• Running BFCM and tentpole moments across multiple brands simultaneously
• Owning campaign QA, deliverability and the unglamorous parts that protect revenue

I've spent a decade embedded with founder-led brands as a lifecycle partner. That means short loops, commercial language, and the ability to hold strategy and execution in the same conversation , without needing a Friday status report to do it.

1. 2015Present
   The Savvy Studio

   CRM & Lifecycle Marketing Specialist

   Embedded lifecycle CRM consultancy across fashion, beauty, lifestyle, homewares and education. CRM consistently 28–35% of brand revenue; campaigns at 88th–89th Klaviyo percentile.

2. 20102015
   Cancer Council Queensland

   Campaign Coordinator

   Multi-channel fundraising campaigns including Australia's Biggest Morning Tea and Daffodil Day across Queensland.

3. 20052010
   Grinders Coffee · Medibank Private

   Marketing Coordinator

   Marketing, communications and campaign coordination across corporate and consumer brands.