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Annabelle Lee
Senior CRM & Lifecycle Marketing professional specializing in ecommerce retention
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Lifecycle/CRM marketer in premium beauty and skincare who has grown from campaign execution into owning the full customer journey across email, SMS, ecommerce, education, and retention. Particularly strong in translating complex skincare routines into clear lifecycle messaging and segmentation, with reported results including email open rates up to 73% and skincare repurchase growth of at least 31%.
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Key Strengths
- owned end-to-end lifecycle marketing across email, SMS, ecommerce, product education, and retention
- strong DTC beauty/skincare CRM expertise
- rebuilt segmentation around product education, purchase behavior, lifecycle stage, and intent
- hands-on execution in CRM platforms including copy, setup, QA, deployment, and reporting
- improved post-purchase and repeat-purchase journeys through routine-based education
- aligned CRM, website, and Shopify merchandising for consistent customer journeys
- data-driven optimization using segment click behavior and journey-stage analysis
- achieved email open rates as high as 73%
- drove skincare repurchase growth of at least 31%
- effective cross-functional leadership with founders, creative, ecommerce, and customer-facing teams
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