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Rich Brebes
Senior Lifecycle Marketing Manager specializing in retention and CRM automation
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About
Lifecycle/CRM marketer with DTC jewelry experience who built a segmented post-purchase workflow targeting engagement-ring buyers and drove repeat purchases from ~2% to ~30% within a 90-day window using personalized recommendations, educational/social-proof content, and incentive testing. Emphasizes rigorous segmentation, ongoing data audits, and continuous A/B testing to improve retention and revenue.
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Key Strengths
- Drove repeat purchase rate from ~2% to ~30% via post-purchase lifecycle campaign (wedding band upsell within 90 days)
- Strong segmentation strategy using lifecycle stage + behavioral signals (purchase, engagement, recency, site behavior)
- Continuous experimentation mindset; A/B tested messaging and incentive timing to improve engagement, conversions, and revenue
- Maintains segment integrity through ongoing performance reviews and data/definition audits
- Cross-functional execution with Creative to align visuals and messaging to campaign goals
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