HOME – CASE STUDIES 1
The brand was launching a US ecommerce presence and needed to stand up a Salesforce Marketing Cloud instance from scratch — with no existing customer data, no journey architecture, and no internal team familiar with the platform. The mandate wasn’t just to launch, but to launch with a retention engine sophisticated enough to compete in a category where churn rates run high and first-purchase brand affinity often determines lifetime value.
Welcome and onboarding flows weren’t just discovery vehicles — they were structured to gather product preference data (style, fit, use case, color) that fed directly into the segmentation model.
Most footwear brands segment by gender and price point. We layered in self-reported preference and behavioral signals, which dramatically improved targeting precision on every downstream campaign.
The loyalty program was architected to surface relevant product recommendations and trigger replenishment and cross-category journeys based on tier, recency, and purchase history.
Beyond the headline churn reduction, the engagement closed with an internal team trained on the SFMC instance and a documented roadmap for evolving the email and SMS program over the following 12 months. The client owned the operational future of the program, not just the launch.
“Senior operators in lifecycle marketing don’t just build for launch — they build the team’s capability to evolve the program after the consultant is gone. That’s the bar I hold myself to.”
