SELECTED WORK
From customer evidence to a stronger lifecycle system.
See how I’ve helped brands find where the journey is losing people, decide what deserves attention first, and carry the right lifecycle work through launch and measurement.
CASE FILE 01 · DIAGNOSTIC + LIFECYCLE SPRINT
Growing faster than their lifecycle infrastructure
What initially looked like an email-migration project was actually a visibility problem across marketing and product. Customers were moving through overlapping systems, receiving conflicting communications, and disappearing in handoffs no single team could see.
I mapped the complete journey, identified the highest-risk gaps, translated those findings into a shared roadmap, and worked across marketing, product, and data to rebuild and QA the priority automations.
A lifecycle review became a clearer roadmap across marketing + product.
CLIENT TESTIMONIAL
The work she did was phenomenal. Like, really fantastic. It gave us all a really clear view of where we have holes in the marketing and product side of things. It’s actually helping accelerate some stuff on the product side.
Ronke Oyekunle
Co-Founder · Neptune
Project: Ongoing
Growing faster than their lifecycle infrastructure
What initially looked like an email-migration project was actually a visibility problem across marketing and product. Customers were moving through overlapping systems, receiving conflicting communications, and disappearing in handoffs no single team could see.
I mapped the complete journey, identified the highest-risk gaps, translated those findings into a shared roadmap, and worked across marketing, product, and data to rebuild and QA the priority automations.
A lifecycle review became a clearer roadmap across marketing + product.
CLIENT TESTIMONIAL
The work she did was phenomenal. Like, really fantastic. It gave us all a really clear view of where we have holes in the marketing and product side of things. It’s actually helping accelerate some stuff on the product side.
Ronke Oyekunle
Co-Founder · Neptune
Project: Ongoing
CASE FILE 02 · DIAGNOSTIC + LIFECYCLE SPRINT
Rebuilding lifecycle around real customer habits, so they have a reason to buy again.
Food Over Drugs was already the #1 parasite cleanse at Erewhon, but they struggled to get their audience to consistently return. Early operational signals included stronger campaign click rates, fewer spam complaints, and a return-customer rate rising from 49% to 58%; these are early indicators, not guaranteed revenue outcomes.
Month 1
High-Priority Wins
Commercial campaigns, segmentation, baseline reporting, immediate list-health changes
Month 2
Rebuilding foundations
New lifecycle pathways, improved list capture, stronger clicks and nearly 90% fewer spam complaints
Month 3
Early results
Returning-customer rate increased from 49% to 58% and lifecycle shifted from campaign dependence to behavior-based journeys
CASE FILE 02 · DIAGNOSTIC + LIFECYCLE SPRINT
Rebuilding lifecycle around real customer habits, so they have a reason to buy again.
Food Over Drugs was already the #1 parasite cleanse at Erewhon, but they struggled to get their audience to consistently return. Early operational signals included stronger campaign click rates, fewer spam complaints, and a return-customer rate rising from 49% to 58%; these are early indicators, not guaranteed revenue outcomes.
Month 1
High-Priority Wins
Commercial campaigns, segmentation, baseline reporting, immediate list-health changes
Month 2
Rebuilding foundations
New lifecycle pathways, improved list capture, stronger clicks and nearly 90% fewer spam complaints
Month 3
Early results
Returning-customer rate increased from 49% to 58% and lifecycle shifted from campaign dependence to behavior-based journeys
CASE FILE 03 · DIAGNOSTIC FINDINGS
$240K in annual opportunity was sitting inside the existing audience.
Customers were already discovering the brand, trusting the product, and purchasing. But too much value was being lost between the first purchase and the next one.
By connecting customer behavior to purchase data, the diagnostic found a ~$240K annual customer-value gap within an audience the brand had already paid to acquire.
$240K annual customer-value gap identified
1–2 weeks from evidence to prioritized roadmap
Found within the existing customer base—not dependent on more acquisition spend.
CASE FILE 03 · DIAGNOSTIC FINDINGS
$240K in annual opportunity was sitting inside the existing audience.
Customers were already discovering the brand, trusting the product, and purchasing. But too much value was being lost between the first purchase and the next one.
By connecting customer behavior to purchase data, the diagnostic found a ~$240K annual customer-value gap within an audience the brand had already paid to acquire.
$240K annual customer-value gap identified
1–2 weeks from evidence to prioritized roadmap
Found within the existing customer base—not dependent on more acquisition spend.
CASE FILE 04 · ONGOING PARTNERSHIP
From seasonal spikes to a foundation built for year-round growth.
Piedmont Pennies had strong products and loyal customers, but too much of the business depended on seasonal demand. Over the course of our partnership, lifecycle pathways across DTC and retail were strengthened, along with loyalty and subscription work. Once the core journeys and reporting were working consistently, the system was documented and handed back to the in-house team.
In 2024, Piedmont Pennies generated $771K in revenue. Klaviyo attributed $208K, or 26% of the total. DTC AOV grew 17% year over year, and DTC customer return rate grew 16% year over year.
42% DTC return customer rate · +16% YoY
+17% YoY DTC average order value
CLIENT TESTIMONIAL
The women of Radiant Reach Email Marketing are poised, organized, and creative, Daniela and Kayla are professionals, and the results shine through their monthly email reports. I am so grateful to have found such a great team - my customers appreciate all the hard work they put in to making their user experience exceptional. Thank you both!
Becca Wright
Founder · Piedmont Pennies · Historical Radiant Reach engagement
Project: Partnership
From seasonal spikes to a foundation built for year-round growth.
Piedmont Pennies had strong products and loyal customers, but too much of the business depended on seasonal demand. Over the course of our partnership, lifecycle pathways across DTC and retail were strengthened, along with loyalty and subscription work. Once the core journeys and reporting were working consistently, the system was documented and handed back to the in-house team.
In 2024, Piedmont Pennies generated $771K in revenue. Klaviyo attributed $208K, or 26% of the total. DTC AOV grew 17% year over year, and DTC customer return rate grew 16% year over year.
42% DTC return customer rate · +16% YoY
+17% YoY DTC average order value
CLIENT TESTIMONIAL
The women of Radiant Reach Email Marketing are poised, organized, and creative, Daniela and Kayla are professionals, and the results shine through their monthly email reports. I am so grateful to have found such a great team - my customers appreciate all the hard work they put in to making their user experience exceptional. Thank you both!
Becca Wright
Founder · Piedmont Pennies · Historical Radiant Reach engagement
Project: Partnership
From seasonal spikes to a foundation built for year-round growth.
Piedmont Pennies had strong products and loyal customers, but too much of the business depended on seasonal demand. Over the course of our partnership, lifecycle pathways across DTC and retail were strengthened, along with loyalty and subscription work. Once the core journeys and reporting were working consistently, the system was documented and handed back to the in-house team.
In 2024, Piedmont Pennies generated $771K in revenue. Klaviyo attributed $208K, or 26% of the total. DTC AOV grew 17% year over year, and DTC customer return rate grew 16% year over year.
42% DTC return customer rate · +16% YoY
+17% YoY DTC average order value
CLIENT TESTIMONIAL
The women of Radiant Reach Email Marketing are poised, organized, and creative, Daniela and Kayla are professionals, and the results shine through their monthly email reports. I am so grateful to have found such a great team - my customers appreciate all the hard work they put in to making their user experience exceptional. Thank you both!
Becca Wright
Founder · Piedmont Pennies · Historical Radiant Reach engagement
Project: Partnership
Why Clients Choose Me
Senior leadership that extends beyond strategy decks and into production.
CLIENT TESTIMONIAL
“Daniela was great to work with us and generally rolled with a highly unique and challenging scope...I LOVED the Loom recordings in lieu of meetings and the spreadsheets were incredibly detailed. Would absolutely recommend Daniela and hope to work with her again in the future.”
Marketing Leadership
STUDS
Project: Diagnostic
CLIENT TESTIMONIAL
The core is really strong, and I’m happy with the messaging frameworks and tone of voice. The consumer personas will help us evolve as we learn more about our customers and community, and this gives us a solid foundational understanding to aid in marketing and event planning efforts.
Trish Mock
Founder · Good Psyche
Project: 90-Day Sprint · Legacy Offer
CLIENT TESTIMONIAL
I would highly recommend, if you are looking to grow your business, brand, or create a strategy to be successful! Daniela is so knowledgeable and intentional about what tools and resources we use to amplify and be the most impactful with her strategy and what we create!
Loriza Ibarra
Founder · REFIND & RHOON
Project: 90-Day Sprint · Legacy Offer
Why Clients Choose Me
Senior leadership that extends beyond strategy decks and into production.
CLIENT TESTIMONIAL
“Daniela was great to work with us and generally rolled with a highly unique and challenging scope...I LOVED the Loom recordings in lieu of meetings and the spreadsheets were incredibly detailed. Would absolutely recommend Daniela and hope to work with her again in the future.”
Marketing Leadership
STUDS
Project: Diagnostic
CLIENT TESTIMONIAL
The core is really strong, and I’m happy with the messaging frameworks and tone of voice. The consumer personas will help us evolve as we learn more about our customers and community, and this gives us a solid foundational understanding to aid in marketing and event planning efforts.
Trish Mock
Founder · Good Psyche
Project: 90-Day Sprint · Legacy Offer
CLIENT TESTIMONIAL
I would highly recommend, if you are looking to grow your business, brand, or create a strategy to be successful! Daniela is so knowledgeable and intentional about what tools and resources we use to amplify and be the most impactful with her strategy and what we create!
Loriza Ibarra
Founder · REFIND & RHOON
Project: 90-Day Sprint · Legacy Offer
