STYLESEAT
At StyleSeat, the premier platform for independent beauty and wellness professionals, I was brought on to build the lifecycle marketing function from the ground up. As the team’s lifecycle leader, I combined strategy, technical execution, and creative testing to deliver measurable growth across onboarding, bookings, and engagement. From choosing the right marketing automation platform to developing and launching complex customer journeys, I played a central role in turning lifecycle marketing into a core revenue driver.
Scaling Growth Through Lifecycle Strategy and Tech Transformation
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Audited and mapped existing customer journeys to identify gaps and opportunities in onboarding, rebooking, retention, and feature adoption.
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Selected and migrated to a new marketing automation platform, overseeing data integration, CRM setup, and campaign workflows.
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Built and launched full lifecycle flows across email, SMS, push, and in-app messaging, tailored to different audience segments (new users, returning clients, power users, and stylists).
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Created and tested seasonal and automated campaigns to drive feature usage (e.g., Klarna financing, Tap to Pay).
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Collaborated with product, engineering, analytics, and creative teams to continuously improve performance and CX.
Results
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Increased onboarding completion by 200% through personalized welcome and education campaigns.
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Grew rebooking rates by 35%, driven by retention-focused flows and feature education.
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Improved core engagement KPIs by up to 120% across lifecycle channels.
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Contributed to revenue growth via upsells, repeat bookings, and product adoption initiatives.