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Lifecycle Revenue Engine

Rebuilt lifecycle email and CRM automation that lifted trial-to-paid conversion by 18%.

AutomationData AnalysisGrowth

Problem

Lifecycle messaging was manual, generic, and disconnected from actual product usage signals.

What I built

A behaviour-triggered lifecycle system that personalises messaging based on real product usage.

My contribution

Owned the project end to end: data model, trigger logic, messaging strategy, and rollout.

Process

  1. Diagnosed the funnel

    Found where trial users were actually dropping off using cohort analysis.

  2. Redesigned triggers

    Replaced static campaigns with usage-based triggers.

  3. Rolled out in stages

    Tested against a holdout group before full rollout.

Outcome

Trial-to-paid conversion increased 18% over two quarters, with no added headcount.