MY WORK / 2025 — 2026

SELECTED PROJECTS.

01Case Study / Wellness · Studio

Lifecycle · Email · CRM

Sólen Yoga

The Challenge

A boutique yoga studio with strong walk-in traffic but no email infrastructure — losing repeat bookings to inbox silence and stalled member onboarding.

The Strategy

Built a full Klaviyo lifecycle from scratch: welcome series, class-trigger flows, win-back, and a quarterly editorial newsletter that turned the brand voice into a ritual.

Tools

KlaviyoMindbodyFigmaNotion

+38%

Email Revenue

54%

Open Rate

+22%

Member Retention

Flows Built

Strategic Insight

"Wellness brands don't sell classes — they sell consistency. Lifecycle is how you make showing up feel inevitable."

02Case Study / STEM Toys · DTC

Lifecycle · Email · CRM

Atlas & Owl

The Challenge

High first-purchase volume from paid social but a flat second-order rate. The brand was acquiring kids and forgetting parents.

The Strategy

Segmented by child age and product category, then layered an educational nurture series with replenishment + cross-sell flows mapped to school calendars.

Tools

KlaviyoShopifyPostscriptGA4

2.1×

Repeat Rate

+47%

LTV

31%

Flow Revenue

6.8%

CTR

Strategic Insight

"Retention isn't a flow — it's a calendar. Map your sends to the customer's life, not your launch plan."

03Case Study / Fashion · Boutique

Lifecycle · Email · CRM

Maison Verre

The Challenge

An independent fashion label with a loyal niche audience but no segmentation strategy — every subscriber received every campaign, and unsubscribes were climbing.

The Strategy

Implemented behavioral segmentation, VIP tiering, and an editorial campaign cadence treating email as a digital lookbook rather than a discount channel.

Tools

KlaviyoShopify PlusLoopFigma

+64%

List Growth

+19%

AOV

−41%

Unsub Rate

Campaigns/Mo

Strategic Insight

"Premium brands lose authority the moment they discount. Strategy is knowing what not to send."