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Work Background
TripleTenSenior CRM Marketing Strategist (Retention)
May. 2025Product-led, subscription-based education platform (LATAM)
Joined TripleTen to design and implement customer lifecycle strategies for the LATAM market.
Strategic Impact:
📍Optimized post-enrollment journeys to increase monthly payments conversion by +10%, using behavioral segmentation and multi-channel triggers (in-platform, WhatsApp, email). Focused on aligning user experience with business outcomes, reducing friction while driving sustained growth.
📍Built a data-driven segmentation framework that increased referral lead share by 2× from internal product-led channels, establishing clear lifecycle paths and fostering deeper engagement.
📍Redesigned early lifecycle flows to focus on expectation-setting, activation, and value reinforcement, which resulted in a 21% reduction in early refund requests. Focused on long-term retention and reducing short-term churn.
📍Automated CRM & CX workflows to eliminate 20% of manual workload across Product and PR teams, driving efficiency and measurable cost reduction without compromising user experience.
📍Established a continuous lifecycle experimentation framework (hypothesis → test → analysis → scaling), supporting data-driven, long-term product and retention decisions.
Stack: HubSpot CRM, Customer.io, Hilos, Tableau, Google Sheets / SQL, Jira, Slack, Notion, Miro
Alps2Alps ski transfersCRM Marketing Strategist | Customer Lifecycle Management, HubSpot Architecture & Data Analytics
Oct. 2024 - Apr. 2025Strategic Impact:
📍Owned end-to-end CRM and lifecycle monetization for a seasonal B2C mobility product, ensuring consistent revenue contribution across high- and low-demand periods.
📍Generated 11% of total seasonal revenue through lifecycle-driven monetization and retention campaigns, aligned with customer intent and booking behavior.
📍Increased CRM-driven revenue by 52% by building full-funnel automation and aligning lifecycle initiatives with Product and Operations teams.
📍Improved repeat bookings by 1.5× and doubled CTR through behavioral segmentation and insight-driven A/B testing focused on relevance rather than volume.
📍Built and scaled HubSpot CRM from scratch, synchronizing data across three databases and establishing a unified lifecycle view, resulting in a 15% increase in customer retention.
Stack: HubSpot CRM, GA4, Google Sheets, CRM automation tools, cross-functional collaboration with Product, Ops, and Support.
Additional Experience — Growth, CRM & Lifecycle LeadershipProject-based
Jan. 2018 - May. 2024📍Led CRM, lifecycle, and retention initiatives for consumer products across EdTech, HealthTech, FinTech, and E-commerce, working in early-stage and scaling environments.
📍Owned end-to-end lifecycle programs with direct impact on activation, engagement, retention, and monetization, partnering closely with Product, Marketing, and Operations teams.
📍Designed and optimized CRM and lifecycle systems to support clear customer journeys, sustainable growth, and cross-team alignment, enabling faster experimentation, better decision-making, and long-term business outcomes
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