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My background spans across marketing strategy and brand management across agency, in-house, and independent roles. But lifecycle marketing is where I've consistently produced the clearest, most measurable results: higher retention, stronger repeat purchase behaviour, and onboarding that actually converts.

Past work includes lifecycle and email programme optimisation, post-purchase journey design, loyalty programme rollouts, and retention infrastructure built from scratch; for brands ranging from wellness retail to maternity services.

I currently take on work in two ways: fractional CRM and lifecycle engagements for brands that want to build or improve their retention foundations without a full-time hire, and I'm open to the right full-time role where retention is treated as a serious growth lever.

I also care about the non-profit sector. Good causes deserve the same rigour in donor retention and supporter journeys as any commercial brand.

Here, I share what I'm learning and building - on retention strategy, marketing operations, and creating work structures that don't require you to be always on. Useful for marketers, independents, and anyone building something sustainable behind the scenes.