01 / SELECTED WORK
Strategy that makes
a measurable difference.
A selection of projects I’ve led at Gaia, connecting customer behavior, marketing infrastructure, and business growth outcomes.
CRM TRANSFORMATION01
Building the infrastructure for a better customer journey.
Spearheaded the enterprise migration from Emarsys to Braze, redesigning identity, segmentation, personalization, and measurement for retention-focused orchestration.
38%Lift in engagement
across redesigned journeys
Enterprise CRM Integration +
Led the migration across data, APIs, SDKs, transactional messaging, push, in-app messaging, Shopify, reporting, and deliverability. Partnered with Product, Engineering, BI, and Creative to connect lifecycle strategy with implementation.
Standardized templates, preference management, multilingual transactional communications, and reporting. Led IP and subdomain recovery work to protect inbox placement and support reliable lifecycle delivery.
WINBACK & RETENTION02
Turning former subscribers into returning members.
Built segmented winback offers, annual-churn interventions, and lapsed-member journeys to reconnect former subscribers with Gaia.
5% → 20%Winback conversion rate
~2,000 incremental reactivations per month
Organic Growth & Acquisition +
Redesigned the winback lifecycle program, increasing conversion fourfold and generating approximately 2,000 incremental reactivated subscribers each month.
Completed all nine linked workstreams in the core Q3 winback initiative, with IP-warming programs supporting delivery. The conversion results above reflect the broader winback program.
AI & MARKETING OPERATIONS03
Giving creative teams more time to make work that performs.
Built an AI-powered video scripting workflow that shortened production cycles and expanded creative output across paid and organic channels.
40%Increase in organic video output
40% organic output · 25% paid output
Workflow Optimization & Efficiency +
Built a custom AI video-scripting tool that saved six hours per video, helping the team produce more creative for testing.
The workflow produced the company’s highest-converting paid ad, which ran for more than 30 days before creative fatigue.
EARLY-TENURE RETENTION04
Making the first 90 days count.
Built the 0–90-day member lifecycle to improve content discovery and address early churn signals, including a Braze AI agent that synthesizes 50+ behavioral signals to route members into retention-focused communication paths.
28%Lift in early-tenured member engagement
through behavioral triggers
Lifecycle & Customer Journey +
Designed an early-tenure framework connecting onboarding, content discovery, and re-engagement. Built an AI agent in Braze to synthesize 50+ data points across engagement, dormancy, and other behaviors, then route members into communication paths optimized for retention.
Used behavioral triggers to improve early-tenured member engagement by 28%.
BEHAVIORAL PERSONALIZATION05
Connecting viewing behavior to the next relevant message.
Integrated Recombee’s AI recommendation engine into Braze, using Cursor to customize code and minimize engineering dependencies. The integration transformed behavioral data into actionable lifecycle execution.
95%Personalized CRM message share
improved from ~15%
Personalization & Data-Driven Retention Strategy +
Developed AI-assisted recommendation templates and engagement loops informed by viewing behavior, member tenure, and churn risk.
Moved lifecycle marketing beyond broad audience sends toward messages shaped by how members engage with content.
CONVERSION OPTIMIZATION06
Turning experimentation into measurable growth.
Built and lead a conversion-optimization discipline combining multivariate testing, funnel optimization, and segmentation to improve member acquisition and lead generation.
+12%Incremental conversion gains in member acquisition
+23% lift in lead generation
Experimentation & Funnel Optimization +
Bring multivariate testing, funnel optimization, and segmentation logic together as an ongoing operational discipline.
The program delivered +12% incremental conversion gains in member acquisition and a +23% lift in lead generation.
