BRAZE · ITERABLE · CUSTOMER.IO · HUBSPOT
Marketing Automation
Lifecycle programs that read like the brand, not like a template library.
A marketing automation engagement turns a roadmap into running lifecycle programs. The work covers audience logic, journey architecture, and content systems on Braze, Iterable, Customer.io, and HubSpot, then ships the first programs end-to-end with the in-house team.
Outcomes
Lifecycle programs that ship
Onboarding, retention, win-back, and post-purchase live in production with a measurement plan, not perpetually in draft.
Audience logic that scales
Segment definitions written once, reused everywhere, and easy for the next operator to read.
Content that does not embarrass the brand
Templates and tone guides aligned with the brand team. No more emails that look like 2014 Mailchimp.
A measurement loop you can act on
Holdouts, send-time experiments, and unsubscribe diagnostics designed in, not added as a retrofit later.
How the engagement runs
Lifecycle audit
Map every existing program, drip, and one-off. Keep what works, retire the rest, and surface the gaps in the journey from acquisition to retention.
Journey architecture
Design the target journeys: onboarding, activation, retention, win-back, post-purchase. Define audience entry rules, suppression logic, and frequency caps.
Content and template system
Build a modular template kit, tone guidelines, and a workflow your brand team can review without rebuilding from scratch each time.
Build and ship
Programs live in production with QA, holdouts, and tracking. Pair with the in-house operator so they own it after.
Optimization and handover
First experiment cycle complete, learnings documented, and a quarterly testing cadence in place. Operator certified on the runbook.
What you get
- Current-state lifecycle map with retire and keep decisions
- Target journey architecture with audience and frequency rules
- Modular template kit aligned to brand guidelines
- Live programs in production with QA and holdouts
- Experiment plan with primary metrics and reporting cadence
- Operator runbook and enablement sessions
Where this work has shipped
Selected programs. Names listed with permission.
Alpitour
Conversion Rate Optimization
EdenViaggi
Personalization & Data Enrichment
Twinset
Omnichannel Marketing Automation
Edenred
Data Collection & Tracking Architecture
Common questions
Which marketing automation platform do you work with?
Braze, Iterable, Customer.io, and HubSpot are the platforms I work with most often. Braze and Iterable for enterprise B2C, Customer.io for product-led SaaS, and HubSpot when the team needs CRM, marketing, and CMS in one place.
Can you migrate us between platforms?
Yes. Migrations work best when paired with a journey redesign rather than a like-for-like rebuild, since the previous platform usually shaped the programs in ways the new one does not need. Past migrations include moves between HubSpot, Braze, and Customer.io.
Do you write the email and push copy?
The engagement covers journey design, audience logic, and the content system. Copy itself is usually written by the in-house brand team or a copywriter, with input from me on structure, length, and journey fit. If copy is the bottleneck, a writer can be brought in for the duration of the program.
How do you handle deliverability?
Deliverability is a baseline requirement, not an optimisation. The engagement covers domain warming, list hygiene, suppression logic, and authentication (SPF, DKIM, DMARC). For platforms with managed deliverability, the work coordinates ramp-up with the vendor team.
Can you work alongside our existing CRM and lifecycle team?
Yes, that is the default mode. The team owns the platform after I leave, so the engagement is designed around pairing, documentation, and certification on the runbook rather than handing back a sealed black box.
Which lifecycle program tends to ship first, and why?
Onboarding usually goes first. It has the cleanest audience entry rules, the fastest feedback loop, and the most direct line to activation metrics. Retention and win-back come later because they need a steadier signal of what good usage actually looks like for your product.
Want to see if this fits?
A short intro call to talk through scope, the questions you are carrying, and whether the work is a sensible match.