Creative that drives performance at scale.

I design marketing ecosystems that connect creative, messaging, and structure across the full customer journey—from acquisition to retention and revenue growth.

Lifecycle marketing across the full customer journey.

I lead creative across complex marketing ecosystems, shaping how communication evolves from acquisition to retention and revenue expansion. Each stage is designed with a clear purpose—guiding users through the journey with relevant, structured, and effective messaging.

Acquisition

Driving initial demand through aspirational messaging and product-led storytelling across paid and owned channels.

Activation

Converting interest into first booking through core promotional frameworks and high-visibility campaign messaging.

Retention

Re-engaging past customers through incremental value strategies, including targeted incentives layered on top of base offers.

Monetization

Increasing customer value through contextual upsell strategies integrated within the booking journey.

Scaling communication across high-volume programs.

Led the redesign of a high-volume lifecycle marketing ecosystem, improving engagement, consistency, and production efficiency across campaigns reaching hundreds of thousands of users per send.

Personalization and dynamic content at scale.

I design flexible systems that support personalized messaging, dynamic pricing, and content variations—ensuring communication remains relevant while preserving clarity and consistency across all executions.

Contextual upsell across the customer experience.

I design communication that responds to user behavior and purchase context—surfacing relevant add-ons and opportunities in ways that feel timely, clear, and aligned with the overall experience.

The Free at Sea upsell email — designed as a transactional send to reach opted-out guests through a softer, information-led approach — achieved a 5.75% CTR, prompting 715+ guests to upgrade with a ~3% take rate. The campaign is now automated and expanding across stateroom types and sailings.