SELECTED WORK
From customer evidence to measurable business change.
A few examples of how I've helped brands find hidden growth opportunities, rebuild the journeys behind repeat purchase, and leave with stronger systems than they started with.
CASE FILE 01 · DIAGNOSTIC + 90-DAY SPRINT
Growing faster than their lifecycle infrastructure
Neptune's lifecycle system hadn't kept pace with the product they were building. We mapped the experience from account creation through prenup completion, migrated the program into Customer.io, and rebuilt 11+ automations around how customers were actually moving through the journey.
Journey analysis uncovered broken pathways, overlapping communications, missed lifecycle audiences, and opportunities within the product itself — ultimately giving Neptune's team a clearer picture of what needed to change across both marketing and the customer experience.
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: Diagnostic + Sprint
Growing faster than their lifecycle infrastructure
Neptune's lifecycle system hadn't kept pace with the product they were building. We mapped the experience from account creation through prenup completion, migrated the program into Customer.io, and rebuilt 11+ automations around how customers were actually moving through the journey.
Journey analysis uncovered broken pathways, overlapping communications, missed lifecycle audiences, and opportunities within the product itself — ultimately giving Neptune's team a clearer picture of what needed to change across both marketing and the customer experience.
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: Diagnostic + Sprint
CASE FILE 02 · DIAGNOSTIC + 90 DAY 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.
Within the first eight weeks, campaign click rates improved, spam complaints fell by nearly 90%, and return-customer rate climbed from 49% to 58%.
Month 1
High-Priority Wins
Revenue-focused campaigns, improved segmentation and data collection.
Month 2
Rebuilding foundations
New lifecycle pathways, improved list capture, and post-purchase experience
Month 3
Early results
Returning-customer rate increased from 49% to 58%.
CASE FILE 02 · DIAGNOSTIC + 90 DAY 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.
Within the first eight weeks, campaign click rates improved, spam complaints fell by nearly 90%, and return-customer rate climbed from 49% to 58%.
Month 1
High-Priority Wins
Revenue-focused campaigns, improved segmentation and data collection.
Month 2
Rebuilding foundations
New lifecycle pathways, improved list capture, and post-purchase experience
Month 3
Early results
Returning-customer rate increased from 49% to 58%.
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 · FRACTIONAL CUSTOMER GROWTH LEAD
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, we used customer behavior to reshape the strategy. We built lifecycle pathways across DTC and retail, strengthening loyalty and subscriptions for both. Along the way we learned which stories, use cases, and experiences gave customers a reason to keep coming back.
Once the core journeys and reporting were working consistently, we documented the system and handed it back to the in-house team.
$208k Generated in New Klaviyo-attributed Revenue
42% DTC return customer rate · +16% YoY
+17% YoY DTC average order value
CLIENT TESTIMONIAL
Poised, organized, and creative. Truly professional, and the results shine through the monthly email reports. I am so grateful, my customers appreciate all the hard work she’s put into making their user experience exceptional.
Becca Wright
Founder · Piedmont Pennies
Project: Fractional Leadership
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, we used customer behavior to reshape the strategy. We built lifecycle pathways across DTC and retail, strengthening loyalty and subscriptions for both. Along the way we learned which stories, use cases, and experiences gave customers a reason to keep coming back.
Once the core journeys and reporting were working consistently, we documented the system and handed it back to the in-house team.
$208k Generated in New Klaviyo-attributed Revenue
42% DTC return customer rate · +16% YoY
+17% YoY DTC average order value
CLIENT TESTIMONIAL
Poised, organized, and creative. Truly professional, and the results shine through the monthly email reports. I am so grateful, my customers appreciate all the hard work she’s put into making their user experience exceptional.
Becca Wright
Founder · Piedmont Pennies
Project: Leadership
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, we used customer behavior to reshape the strategy. We built lifecycle pathways across DTC and retail, strengthening loyalty and subscriptions for both. Along the way we learned which stories, use cases, and experiences gave customers a reason to keep coming back.
Once the core journeys and reporting were working consistently, we documented the system and handed it back to the in-house team.
$208k Generated in New Klaviyo-attributed Revenue
42% DTC return customer rate · +16% YoY
+17% YoY DTC average order value
CLIENT TESTIMONIAL
Poised, organized, and creative. Truly professional, and the results shine through the monthly email reports. I am so grateful, my customers appreciate all the hard work she’s put into making their user experience exceptional.
Becca Wright
Founder · Piedmont Pennies
Project: Fractional Leadership
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
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
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
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
