Juan C.

Experience Summary

Juan has 5+ years of experience across digital marketing, CRO, and lifecycle marketing, with most of his work centered on email and SMS retention for DTC e-commerce brands, particularly on Shopify. He combines strategy, analysis, execution, and team oversight, making him suited for hands-on lifecycle leadership roles. Core strengths - Lifecycle marketing ownership: Built and optimized programs covering list growth, campaigns, automations, segmentation, and reporting. - Retention strategy: Used customer purchase behavior, cohort analysis, and segmentation to identify opportunities for repeat purchase, cross-sell, and upsell flows. - CRO mindset: Applied a conversion-focused lens to lifecycle work, addressing broader issues beyond email metrics, such as landing page performance and purchase friction. - Hands-on platform experience: Strongest in Klaviyo, with additional exposure to Postscript, Sendlane, Mailchimp, HubSpot, and Zoho CRM. - Team leadership: Managed teams of approximately seven people, including strategists, developers, account managers, and contractors. Relevant experience highlights Juan worked with 7-figure DTC Shopify brands. In one case, he built a lifecycle program for a European division from scratch while improving an existing US setup. The work increased revenue contribution from flows from approximately 15% to more than 25%, aligning with the client's goal. In another example, he improved retention by: - fixing underperforming signup units - creating behavior-based segmentation - analyzing product purchase sequences - building flows to accelerate second and third purchases - increasing efficiency while reducing unnecessary send volume He framed this work around improving LTV/CAC efficiency and profitability, with paid acquisition bringing customers in and lifecycle channels converting and retaining them. How he approaches lifecycle programs Juan evaluates lifecycle through three main areas: list growth, campaigns, and flows. He identifies the primary bottleneck—such as open rate, CTR, conversion rate, or post-click experience—and prioritizes testing accordingly. He pulled 24 months of Shopify data to analyze repurchase timing and customer behavior, then used that analysis to determine which new automations to build. His approach was structured and data-led rather than purely campaign-driven. SMS experience He has worked on SMS programs and treats SMS as a complementary lifecycle channel, applying the same core automations and retention principles as email, adapted for channel constraints. For some brands, SMS can become the dominant channel depending on audience and vertical.

Key Achievements

At PD, led CRO programs for clients in fashion and CPG, aligning cross-functional teams and integrating paid media and lifecycle marketing strategies to drive DTC business growth. As an independent consultant, worked exclusively with 7-figure DTC Shopify brands. At End., oversaw the full product development lifecycle and standardized internal operating processes across a multi-discipline team of developers, designers, and account managers.

Skills

Work Experience