Gina Y.

I help DTC and retail brands turn email and SMS into their most profitable, predictable revenue channel — not just a blast tool. Over 7+ years in-house at brands like Coldwater Creek/Soft Surroundings and Boston Proper, I've owned lifecycle marketing end-to-end: strategy, segmentation, automation builds, deliverability, and reporting. I've led 4 full ESP migrations and worked hands-on across Klaviyo, Cordial, Attentive, and Listrak — so I can walk into almost any tech stack and immediately start improving it. What I bring to your business: ✅ Segmentation & Journey Architecture — I design audience segmentation and send-slot models (like a two-tier AM/PM/win-back system) that stop over-mailing your best customers and start re-engaging lapsed ones with real precision. ✅ Win-Back & Retention Automations — Built multi-touch win-back journeys (email + SMS amplifiers) with staged copy for 90/120/150-day lapse tiers, grounded in brand voice. ✅ Deliverability & Technical Troubleshooting — Diagnosed and fixed a 53% YoY email capture decline traced to a configuration break, and resolved welcome-series trigger failures caused by missing payload data. ✅ Performance Analysis & Reporting — Delivered YoY performance analyses that connected the dots between deliverability events, missed promo cadence, and revenue impact — translated into clear, executive-ready reporting. ✅ AI-Assisted Workflow Building — Built custom AI agents (Claude, Copilot) for brand voice QA on subject lines and preview text, speeding up copy review cycles. I was a featured speaker at Attentive's Thread World Tour, presenting a 507x ROI case study — because I don't just run lifecycle programs, I know how to prove their value. I'm a fit if you need: An ESP migration done right the first time (Klaviyo, Cordial, Attentive, Listrak) A lifecycle/retention audit that finds the gaps costing you revenue Win-back, welcome, or post-purchase flows built or rebuilt from scratch Ongoing fractional CRM/lifecycle strategy support Let's talk about where your retention program is leaking revenue — and how to fix it.