HOW TO GET STARTED
I’m not sure which service I need. Where should I start?
Most clients start with a Customer Experience Diagnostic.
It gives us a clear view of where customers are getting stuck, what may be costing you trust or revenue, and which opportunities deserve attention first. You leave with a prioritized 90-day plan you can take in-house or hire me to help implement.
If you already have a recent strategy, clear priorities, reliable data, and a team ready to execute, we may be able to begin with a 90-Day Sprint instead.
FOR WHEN YOU JUST NEED CLARITY
Can the diagnostic stand on its own?
Yes. It is a complete decision-making engagement, not a sales pitch disguised as an audit.
You can take the findings to your internal team, use them with another partner or hire me to help put the recommendations into action.
WHATS INCLUDED
What does the diagnostic cover?
We define one commercially important part of the customer journey to investigate. That might be discovery and conversion, onboarding and product adoption, post-purchase and repeat behavior, subscription retention, or another connected journey.
Depending on the scope, I may review:
The customer’s experience across your website and lifecycle marketing
Customer questions, objections, reviews and support conversations
Conversion, purchase and repeat-customer behavior
Email, SMS, segmentation and automation performance
Gaps between acquisition, brand, product and lifecycle
The team, tools and approvals required to make improvements happen
You receive the evidence behind the findings, a clear order of priorities and a recommended 90-day roadmap.
CUSTOMER JOURNEY SPECIFICS
Will you review our entire customer journey?
I can, but reviewing everything at once is not always the best use of your investment.
We start with the journey or customer behavior most closely connected to the business result you need. If the evidence shows that the problem extends into other stages or channels, I will make that visible and recommend what deserves a deeper look.
HOW IT WORKS
Does every engagement require a diagnostic?
Not necessarily. But I will not recommend a large implementation project until we understand the problem we are trying to solve.
A separate diagnostic may not be necessary if you already have:
A recent and credible customer or lifecycle strategy
Clear priorities and success measures
Reliable access to the relevant data and platforms
Someone internally who can approve decisions
A realistic body of work for the next 90 days
If any of those pieces are unclear, the diagnostic is usually the most responsible place to begin.
WHAT A 90-DAY SPRINT LOOKS LIKE
What happens during a 90-Day Sprint?
The exact scope comes from the Diagnostic, but the rhythm usually looks like this:
Weeks 1–4: Unblock and create the first win
Confirm the goal, establish the baseline, resolve urgent issues and move the first priority improvement toward launch.
Weeks 5–8: Build and activate
Implement the selected journeys or improvements, coordinate contributors and make sure the complete experience works as intended.
Weeks 9–12: Learn and strengthen
Review early performance, improve the priority work and leave the team with a clear plan for what happens next.
The goal is not to complete a long list of disconnected deliverables. It is to change something meaningful enough that customers can experience it and the business can learn from it.
WHAT IT LOOKS LIKE
Will we work directly with you?
Yes. You work directly with me throughout the engagement.
I keep a small client roster so I can stay close to both the strategy and the work. I may bring in a trusted specialist when the project requires a specific skill or additional production capacity, but I remain responsible for keeping the work connected.
You will always know who is doing what before the work begins.
WHAT I'M NOT
Are you an agency?
No.
I work more like an embedded senior partner. I can set the strategy, work directly in the systems, coordinate contributors and help leadership understand what is changing.
There is no rotating account team or layer of people between you and the person making the recommendations.
HOW I WORK
How hands-on are you?
Very.
I do not hand over a strategy deck and disappear. I stay responsible for the priorities, customer point of view, briefs, coordination, quality checks, reporting and next decisions.
Depending on the scope, I may also work directly inside platforms such as Customer.io, Klaviyo or Shopify; build or improve lifecycle journeys; develop messaging and segmentation; and coordinate with your designers, developers, data team or other specialists.
Your proposal will make it clear what I am completing directly, what your team owns and whether we need another specialist for a defined part of the work.
HOW I WORK WITH SMALL TEAMS
What if we do not have a large internal team?
That does not automatically make the engagement a poor fit.
What matters is whether the business has enough implementation capacity for the recommended work. That capacity might come from you, an internal marketer, an existing agency or a small group of specialists.
If additional support is needed, I will help define the role before recommending that you hire anyone.
HOW I WORK WITH YOUR TEAM
How do you work with an existing marketing team?
I am usually joining a capable team that is already doing a lot.
My role is to give that work a clearer direction: connect what each person is seeing, decide what matters most, turn priorities into usable briefs and keep the customer experience consistent as the work moves through brand, creative, lifecycle, product, data or development.
I do not need to take over every function. I need one internal sponsor, clear decision-makers and enough access to keep the right work moving.
HOW I WORK WITH YOUR PARTNERS
Can you work with our agencies or other partners?
Yes.
I often work alongside brand agencies, paid-media teams, designers, developers, data teams and other specialists. My role is to make sure everyone is working toward the same customer behavior and business goal—not improving separate channels in ways that contradict one another.
HOW I SUPPORT PAID MEDIA
Do you manage paid advertising?
I can help shape the customer insight, messaging, offer strategy and landing experience behind paid acquisition. I do not position myself as a media buyer.
If the work requires campaign management, budget optimization or technical media buying, I will collaborate with your existing paid team or recommend the right specialist.
WHAT I DON'T DO
What falls outside your scope?
I do not quietly absorb work that requires a different specialty or a larger production team.
Depending on the engagement, separately scoped support may be needed for:
Paid-media buying
Web development
Analytics engineering
Platform migrations
Advanced deliverability remediation
High-volume copy or design production
Large-scale customer research recruitment
I will tell you when another specialist is the better investment and make the handoff as clear as possible.
PROGRESS + RESULTS
How quickly will we see progress?
The first 15–30 days are designed to create clarity and visible movement.
Depending on what the Diagnostic uncovers and how quickly the team is ready, that may include:
Fixing an urgent journey or infrastructure problem
Establishing a trustworthy performance baseline
Clarifying which work should happen now and what should wait
Launching the first high-confidence improvement
Putting a previously stalled priority into production
Creating clearer ownership across the team
I will not disappear into strategy for 90 days. At the same time, I will not force a rushed launch when access, data, assets or approvals are not ready.
HOW I THINK ABOUT RESULTS
Can you guarantee a revenue result?
No responsible partner can guarantee a specific revenue number before understanding your traffic, conversion, margins, product experience, customer behavior and the other factors contributing to sales.
What I can do is define the behavior we are trying to change, establish the baseline, build measurement into the work and make clear decisions as the evidence develops.
I will also be honest about what can be attributed to my work and what reflects the wider business.
HOW I TRACK OUR SUCCESS METRICS
How do you measure success?
We begin by defining the business outcome and the customer behavior we are trying to change.
The measures depend on the work, but may include:
Conversion rate
Repeat-purchase rate
Return-customer rate
Average order value
Customer lifetime value
Subscription retention or churn
Revenue per recipient
Deliverability and list health
Movement through a priority journey
The speed at which high-priority work reaches customers
Reporting explains what changed, what it means and what we should do next—not simply what tasks were completed.
HOW I CONDUCT TESTS
How do you approach testing?
I start with a meaningful question about customer behavior—not a random subject-line or button-color test.
A test might explore which customer need is most persuasive, what is preventing a second purchase, whether two audiences need different journeys or which message helps someone make a decision with more confidence.
For smaller audiences, I look for patterns across multiple tests rather than declaring a winner from one small result. Every test should help us decide what to keep, change or investigate next.
HOW I HANDLE WORKING WITH LIMITED DATA
What if our data or tracking is incomplete?
That is common—and often part of the problem.
I will identify what we can trust, where the major gaps are and what needs to improve before we draw larger conclusions. We may begin with directional evidence while repairing critical tracking, segmentation or platform issues.
I would rather give you an honest view of what the data can tell us than create false certainty from unreliable numbers.
WAYS TO WORK TOGETHER
Strategic enough to set the roadmap.
Hands-on enough to get it live.
I work directly in the customer journey, lifecycle platforms, performance data, and customer evidence behind the strategy.
I turn priorities into briefs, coordinate the right contributors, execute where I’m strongest, and stay responsible for how the final experience holds together.
No matter what, you'll always work directly with me.
01 • GET CLARITY
I need to know where my customers are getting stuck
“I know there’s an opportunity here. I'm just not sure what deserves our attention first.”
Customer Experience Diagnostic
Find the highest-value opportunities and leave with a prioritized plan.
02 • TAKE ACTION
I need someone to overhaul our lifecycle system
“We know what needs to change. We need someone senior to take ownership and get it live."
90-Day Sprint
Turn the highest-priority opportunities into live customer improvements.
03 • KEEP IT MOVING
I need a senior owner who can keep this moving.
“We need someone who can set priorities, coordinate the team, and take the work from open question to measurable improvement.”
Fractional Customer Growth Lead
Keep the roadmap clear and the work moving across teams, or help you build one.
