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Vanessa Avilez
Senior Lifecycle & Retention Marketing Manager specializing in CRM and subscriber growth
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Lifecycle/CRM marketer with hands-on Braze automation experience, running cross-channel (email + push) onboarding and milestone campaigns for an app-based content product. Demonstrated strong activation metrics on Day 0 and drove a 10% week-over-week churn reduction by partnering with Customer Service on winback save-rate and scripting tests.
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Key Strengths
- Built and automated Day 0 onboarding lifecycle flow in Braze for new app users (email + push)
- Strong measurable Day 0 activation results: 85% same-day purchases; 84% used free coins; 82% read 5+ chapters within 6 hours
- Data-driven segmentation across lifecycle stages (new/returning/at-risk/churned/loyalists) using engagement, purchase, and app usage signals
- Experimentation rigor: A/B and multivariate testing of timing/reminders with control groups; optimization based on early (first 72 hours) metrics
- Reduced subscriber churn 10% week-over-week via cross-functional winback work with Customer Service (save-rate + script testing)
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