Rachel A.Private profile: Upwork shows its earnings only to signed-in members, so we check it every few weeks, not daily. MRR here is a rough estimate (Upwork's six-month earnings ÷ months active). Last read Nov 5, 2026.

I help DTC ecommerce brands turn email from a broadcast channel into a conversation that earns the next purchase. Klaviyo lifecycle programs, quiz-driven welcome flows, and retention strategy for founder-led Shopify brands. Six years embedded in DTC operations across activewear, supplements, cannabis, real estate, and retail. Currently doing customer success for an Australian activewear brand (157K IG) and a long-running Canadian cannabis ecommerce client. What I focus on: • Klaviyo flows — post-purchase, win-back, browse abandonment, VIP, welcome • Quiz-driven onboarding that captures segmentation data at signup • Retention diagnostics — five-stage funnel reads from the outside in • Email strategy grounded in what customers actually ask before they buy My approach runs in three phases: understand the brand, prioritise against revenue impact, then build in order of impact (not order of ease). Most retention work fails because it ships before anyone understands the brand it's meant to serve. Three positions I'd defend on a discovery call: Most "retention" problems are acquisition problems in disguise. The best retention work is often invisible — the campaign you don't send. The customer service team has more retention insight than the marketing team. That's the lens I bring. If you're a founder running a DTC brand and your email feels underbuilt or under-used, let's talk. Twenty minutes, low-pressure. Portfolio + diagnostic samples: rachelarela. com