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CRM & lifecycle marketing expert

I build lifecycle programmes across email, push, SMS and WhatsApp that turn sign-ups into active customers. At Ecobank, dormant customers fell 27% month on month.

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Illustration for crm lifecycle marketingSign-upOnboardActiveAt riskWin backEmail, SMS, WhatsApp, push
Results for teams at

Specialisms

Go deeper into the parts of crm & lifecycle marketing I am hired for most.

Illustration for marketing automationTrigger: sign-upWelcomeActive?noyesWhatsApp nudgeUpsell offerGoal event: first purchaseLifecycle marketing automation specialist57 automations built on FluentCRM and Amazon SES for Syllabus.ngExplore Illustration for retention marketingRETENTION BY COHORTbeforeaftermonth 1month 12Retention marketing consultant27% fewer inactive and dormant customers a month at EcobankExplore Illustration for activation onboarding journeysYour progressSign upVerifySet upFirst actionnextCustomer onboarding and activation strategist63% higher new-customer activation at Formplus within two quartersExplore Illustration for crm strategy segmentationNewActiveDormantVIPCRM segmentation strategy expert80,490 active contacts at Syllabus.ng, after quarterly pruningExplore

What I do

01

Marketing automation

I build triggered journeys across email, push, in-app and SMS, from welcome series to win-back flows. Each journey has entry rules, exit rules and a goal event.

02

Retention marketing

I find what separates retained customers from churned ones, then design lifecycle programmes that close the gap. Cohort retention and churn rate are the scorecard.

03

Activation & onboarding journeys

I design onboarding sequences that move new users to their first key action, such as funding an account or making a first purchase, as fast as possible.

04

CRM strategy & segmentation

I set up customer data, lifecycle stages and segments by behaviour, value and market, so the right message reaches the right person.

05

Zoho CRM

I configure pipelines, lead scoring, workflows and reporting in Zoho CRM for sales and B2B teams.

06

Intercom

I run in-app messages, product tours, onboarding checklists and support-led engagement in Intercom, tied to the Help Centre.

07

Customer.io & CleverTap

I build event-triggered email, push and in-app journeys, with segments fed by product data and every send tracked to activation or revenue.

08

Klaviyo

I set up Klaviyo flows and campaigns for e-commerce: browse and cart abandonment, post-purchase, replenishment and win-back.

09

FluentCRM

I run self-hosted email automation in FluentCRM for WordPress sites, with tags, lists and automated funnels.

10

CleverTap

I build mobile engagement in CleverTap: push, in-app, journeys and cohort analytics for app-first products.

How I work

  1. 1

    Map the lifecycle

    Define stages from signup to loyal customer, the key action at each stage and the current conversion rate between them.

  2. 2

    Fix the data

    Connect events, attributes and consent from the product to the CRM, so triggers and segments are reliable.

  3. 3

    Design journeys

    Onboarding, activation, engagement, win-back and cross-sell flows, each with a goal event and exit rules.

  4. 4

    Build and test

    Copy, timing, channel and offer tested with A/B splits and holdout groups to prove real lift.

  5. 5

    Measure and expand

    Report on retention, activation and revenue per user, then roll winners out to new segments and markets.

Who I help

Fintech and app businesses where activation and first transaction decide customer value.

E-commerce brands that need revenue from existing customers, not just new ones.

B2B and SaaS teams managing leads and pipeline in a CRM.

Companies switching CRM platforms that need journeys and data migrated without losing performance.

Tools and stack

  • Customer.io
  • Intercom
  • CleverTap
  • Klaviyo
  • Zoho CRM
  • FluentCRM
  • Segment
  • Mixpanel or Amplitude
  • GA4
  • SQL
  • n8n
  • Figma

Related skills

All skills

Related case studies

All case studies

Questions

What is lifecycle marketing?

Lifecycle marketing sends customers the right message at each stage of their relationship with a product: signup, onboarding, first value, regular use, lapse and return. Messages are triggered by behaviour across email, push, in-app and SMS, so each one is relevant to what the customer just did or hasn't done yet.

What is the difference between CRM and marketing automation?

A CRM stores customer data and relationships, such as contacts, attributes, deals and history. Marketing automation uses that data to send messages automatically when rules are met. Tools like Braze, CleverTap and Klaviyo combine both for consumer products, while Zoho CRM is stronger for sales pipelines.

Which CRM platform should I choose?

Braze and CleverTap suit consumer and mobile apps with large audiences and many channels. Intercom suits in-app messaging tied to support. Klaviyo suits e-commerce. Zoho CRM suits sales-led and B2B teams, and FluentCRM suits WordPress sites that want self-hosted email automation.

How do you measure whether lifecycle messages work?

With holdout groups: a share of eligible users who don't receive the message. Comparing them with users who do shows the real lift in activation, retention or revenue, instead of taking credit for actions users would have taken anyway. Opens and clicks are supporting signals, not proof.

How do you improve activation with CRM?

By finding the first key action that predicts long-term retention, then building onboarding journeys that remove friction before it. Messages are triggered by what users have and haven't done, with in-app prompts, email and push working together.

Want more customers to stay and spend?

Tell me what you are working on. I reply within two working days.

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