I've spent 7+ years in the trenches of DTC retail CRM — building, managing, and optimizing email and SMS programs for brands that care deeply about their customer relationships.

 

My career has taken me across some of the most demanding environments in direct-to-consumer retail, where I've managed email and SMS programs for two brands simultaneously, led four platform migrations end-to-end, and built lifecycle journeys that move customers from first purchase to loyal, high-value repeat buyers.

 

I've worked across the full CRM stack — Klaviyo, Cordial, Attentive, and Listrak — and I bring both the strategic thinking and the hands-on execution to make programs perform.

 

I founded BuildRetention because I believe DTC brands deserve expert CRM support that's focused, accountable, and actually moves the needle — not generic advice or bloated agency retainers. I work directly with you, with full ownership of the work, from strategy through execution.