Kimberly Rose S.

Lifecycle and CRM marketing professional with 5+ years of hands-on experience designing, building, and optimizing customer journeys and subscription retention programmes across email, SMS, and marketing automation platforms, backed by 7+ years of broader eCommerce and digital operations experience. Specializes in subscription lifecycle strategy, including onboarding, billing communication, churn and cancellation prevention, win-back, and platform migration, for subscription-based businesses across eCommerce (Recharge, Loop, Skio) and non-Commerce models (membership, SaaS, and recurring service businesses). Experienced in using customer behavior, segmentation, automation, experimentation, and performance data to improve engagement, conversion, retention, and customer experience. Brings a commercial and customer-focused mindset with experience translating subscriber behavior into targeted communications and measurable retention outcomes. Comfortable working cross-functionally with strategy, product, design, copy, operations, and client stakeholders, equally effective embedded in an eCommerce subscription brand or leading lifecycle/CRM for any business built on recurring customer relationships. CORE COMPETENCIES • Lifecycle Marketing & Customer Journey Strategy • Subscription Lifecycle Management • Churn & Cancellation Prevention • Subscription Platform Configuration (Recharge, Loop) • Customer Portal Design & Self-Service Optimization • Recurring Revenue & Retention Strategy • Prepaid & Flexible Subscription Models • Platform Migration & Systems Integration • CRM & Marketing Automation • Customer Segmentation & Personalisation • Behavioural Triggers & Event-Based Messaging • Onboarding & Activation Journeys • Re-engagement & Win-Back Strategies • Email & SMS Marketing Automation • A/B Testing & Experimentation • Lifecycle Performance Analysis • Campaign Strategy & Planning • Cross-Functional Collaboration SELECTED LIFECYCLE & SUBSCRIPTION MARKETING EXPERIENCE: Subscription Lifecycle & Retention Owned subscription programmes end-to-end, applicable across eCommerce and non-eCommerce recurring-revenue businesses, including: • Subscriber onboarding and activation • Subscription rules, billing frequency, and plan configuration • Renewal and billing communications, including failed payment recovery • Pause, skip, and swap flows to reduce passive cancellations • Cancellation prevention and save flows • Prepaid vs. recurring subscription messaging strategy • Win-back and reactivation campaigns for lapsed subscribers • Subscription platform migration planning and customer communication • Subscription platform integration with CRM/email-SMS systems Customer Journey Design Designed and optimized automated journeys across the customer lifecycle, including: • Welcome and onboarding • Browse abandonment • Cart and checkout abandonment • Post-purchase engagement • Cross-sell, repeat purchase & ascension opportunities • Customer retention • Re-engagement and win-back Segmentation & Personalization Developed audience strategies based on: • Customer engagement • Email activity • Purchase and subscription behavior • Customer and subscription status • Behavioral actions • Recency and frequency Experimentation & Optimization Used A/B testing and ongoing performance analysis to optimize: • Subject lines • Messaging • Audience segments • Signup forms • Automated flows • Engagement strategies • Campaign timing and frequency PROFESSIONAL STRENGTHS • Customer-first and commercially minded, with a focus on recurring-revenue growth and retention • Strong analytical and problem-solving skills • Proactive and comfortable identifying opportunities for improvement • Able to connect customer and subscription behaviour with marketing actions • Experienced in fast-paced, remote environments • Strong communicator and cross-functional collaborator • Comfortable owning projects from strategy through execution and optimisation • Adaptable across subscription business models, including eCommerce, membership, and service-based