I design personalised lifecycle journeys informed by data to improve customer experience, increase engagement and strengthen retention over time.
FOCUS AREAS
I'm a Senior Lifecycle Marketing Specialist with eight years of experience in marketing. Originally from Mexico, I've called Australia home for over a decade.
I love turning insights into creative ideas that make people feel understood and keep them engaged. My work brings together journey strategy, content and marketing automation, collaborating with technical teams to bring those ideas to life.
Outside of work, I love yoga, pilates and cats. I'm usually the one organising trips and getting everyone together.
I look at what people care about, what they need and where they get stuck. That gives me a starting point for the journey.
I enjoy taking an insight and turning it into an idea, a story or a piece of content that feels relevant to the person receiving it.
I consider what happens before and after each message, so communications work together to support engagement and retention.
I use feedback and results to question assumptions, refine ideas and decide what to improve next.
A selection of lifecycle journeys I've designed, built and optimised across onboarding, engagement, conversion and retention.
Lifecycle strategy and retention
Behavioural nudges and lifecycle design
Credit card and direct debit recovery
Keeping Supporters Connected
Onboarding and mobile first storytelling
Transparency storytelling video and content
Transparency and conversion
Seasonal content and loyalty engagement
Acquisition Strategy
Results from lifecycle, marketing automation and retention work.
Average customer retention rate
At risk customers retained
At risk revenue recovered
Automated Lifecycle Journeys
I work with teams to design marketing journeys that feel human and work hard - automating the right messages, reducing friction where people drop off, and using data to keep improving. The goal is simple: help supporters feel connected and stay engaged for the long term.