$90MAnnual revenue scaled through retention-led growth
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Who I’ve worked with
Companies across all stages:
Pre-launch founders
$90M DTC scale-ups
Global, publicly traded enterprises
Industries have included:
DTC & e-commerce brands
Women’s health & wellness
Financial services, fintech & ETF manufacturers
About
Building customer loyalty, one journey at a time.
I'm a senior marketing leader with a proven track record in retention, lifecycle marketing, and customer experience for DTC and consumer brands. I specialize in building customer journeys that convert, teams that perform, and systems that scale.
Previously Director of Lifecycle & Growth Marketing at Love Wellness and now leading fractional retention and agentic marketing engagements, I've spent the past several years at high-growth consumer brands — including Open Farm Pet — where I led CRM strategy across email and SMS, redesigned CX organizations, and drove measurable retention results. Before moving into consumer brands, I led change management and business transformation at Sun Life Financial, giving me a unique blend of corporate strategic rigour and DTC agility.
More recently, my focus has been on AI for retention: learning and using agentic marketing workflows to segment, personalize, and act on customer signals faster than a lean team could alone.
In my own ventures, agentic workflows cut time spent running the business by 71% and grew organic traffic 9x. I’ve rebuilt brands’ MarTech stacks to effectively introduce AI-ready segmentation and experimentation that are still in use by the brands today. At my last client, I built out real-time reporting on GEO (generative engine optimization) and enabled them to hit record “win rates” for their target market across agentic platforms. And I'm only just getting started!
I'm based in Toronto and work with brands across the US and Canada — open to senior leadership roles (remote, hybrid, or on-site) and select consulting engagements.
62%Increase in 3-month retention through lifecycle and segmentation redesign
43%Reduction in subscription churn within one quarter via journey optimization
100K+Active subscription members at CSAT >90% and NPS >75
$90MAnnual revenue scaled at consumer brands through retention-led growth
Top 3%Nominated for CEO's Award of Excellence at Sun Life Financial
Expertise
Areas of focus
AI for Retention
Agentic marketing and automated workflows that plan, build, and launch lifecycle campaigns with a human in the loop, so lean teams ship more without losing brand quality.
Lifecycle Marketing
End-to-end retention programs, subscriber journey design, and LTV optimization built for DTC scale.
CRM & Email / SMS Strategy
CRM strategy, audience segmentation frameworks, and performance analytics across owned channels.
Customer Experience (CX)
Building and scaling customer-centric CX teams and service strategies that measurably reduce churn.
DTC & Subscription Strategy
Deep expertise in subscription models, BFCM strategy, and consumer brand growth in competitive markets.
Leadership, Org Design & Change
Building and scaling high-performing marketing and CX teams through rapid growth — and leading the change management that makes new strategies stick.
Fractional retention marketing and lifecycle marketing for DTC brands, subscription-based products, and companies looking to build out a DTC channel. Recent clients have included emergent DTC brands in wellness CPG and leading players in financial services, DIY investing, and the ETF manufacturer space.
Love WellnessWomen's Wellness · DTC
Aug 2024 – Jan 2026
Director, Lifecycle & Growth Marketing
New York, United States (Remote from Toronto)
Owned retention strategy and profitability across the growth function at one of North America's leading women's wellness DTC brands — recognized by Fast Company as a Brand That Matters in 2024.
Drove a 62% increase in 3-month retention and cut blended CAC by 27% within 5 months through journey redesign and cross-channel experimentation
Scaled the subscription program past 100K active subscribers, with active churn beating the category benchmark by 28%
Lifted email deliverability from 29% to 86% in one quarter; grew SMS campaign revenue 134% year over year
Rebuilt the MarTech stack for AI-ready segmentation and testing, and aligned marketing, product, and CX leadership on one growth roadmap
Open Farm PetPet Food · DTC & Retail
Nov 2023 – May 2024
Director, CRM & CX Strategy
Toronto, Canada
Set the strategic direction of the consumer journey with direct oversight of email marketing, SMS marketing, and customer experience.
Grew owned-channel attributed revenue to over 20% of total (from under 14%) with a new measurement framework
Lifted email revenue per thousand sends to $1,000 (from under $200) and moved deliverability into the "Excellent" tier
Held CSAT at 93% and NPS above 75 while launching programmatic A/B testing across CRM channels
Open Farm PetPet Food · DTC & Retail
Jul 2022 – Nov 2023
Director, CX Strategy
Toronto, Canada
Reduced subscription churn by 43% within a single quarter through cross-functional, data-led initiatives
Redesigned the CX organizational structure to enable scalability during 85%+ YOY revenue growth
Drove refinements to the promotional strategy to strengthen brand positioning and eliminate customer friction
Open Farm Pet
Sep 2021 – Jul 2022
Senior Manager, CX Strategy
Promoted to Director within 11 months.
Sun Life FinancialFinancial Services · B2C
Feb 2019 – Sep 2021
Manager, Business Improvements & Sales Innovation
Oct 2020 – Sep 2021
Led a team of 10 business analysts and training specialists, delivering data-driven innovations across the B2C sales function.
Manager, Sales Enablement
Feb 2020 – Oct 2020
Enabled remote work and training for 110+ sales staff across four roles within 2 weeks of the pandemic declaration. Co-championed rollout of lean methodologies across Sun Life's Client Experience Office.
Management Consultant
Feb 2019 – Feb 2020
Nominated for the CEO's Award of Excellence (top 3% of all employees). Led change management for a high-risk, strategic evolution of the business model with enterprise-wide impact.
University Health NetworkHealthcare · Non-profit
2014 – Feb 2019
Development Lead, New Programs, Markets & Partnerships
Toronto, Canada
Identified, developed, and launched new programs and market strategies across a 5+ year tenure. Authored a 3-year departmental strategic plan endorsed by the interim-CEO without revision.
Sound familiar?
Subscriber churn spiked. What should I do first?
Subscriber churn spiked. What should I do first?
How do I use AI agents in my lifecycle marketing?
How do I monitor how my brand is showing up on AI platforms?
Should I hire a full-time Head of Retention or go fractional?
These are the questions I help marketing leaders answer every week — from the first diagnosis to a modernized stack that keeps customers coming back.
I partner with US and Canadian DTC brands and growth-stage companies that want senior retention expertise — and a practical path to AI-powered retention — without a full-time hire.
Who I work with
DTC & e-commerce brands
Financial services & ETF providers
Companies launching a DTC channel
High-growth brands scaling retention & LTV
Fractional Marketing Leadership
Part-time VP-level leadership for brands that need senior marketing expertise on a flexible basis.
Lifecycle Marketing Strategy
Audit your current retention programs and build a prioritized roadmap to improve LTV and reduce churn.
CRM & Email / SMS Strategy
Review your CRM stack, segmentation approach, and campaign strategy to unlock revenue you're leaving on the table.
Retention Program Design
Design or optimize subscriber retention, win-back, and post-purchase engagement programs from the ground up.
MarTech Stack Modernization
Audit your current tools, close the gaps, and introduce AI and agentic capabilities that unlock new ways to retain customers.
AI Retention & Agentic Marketing Audit
Find where AI and agentic workflows can cut churn and manual work in your lifecycle program, then pilot the highest-value use case.
“Thanks so much for all your energy and great work over the past few months. You've given us an awesome springboard to move this work forward. I cannot thank you enough, and would love to bring you on again when you have capacity.”
— CMO
“Audrey, you are fantastic and truly undersell the value that you bring to your clients. I am so happy that I made the decision to engage you and especially so early on in the evolution of my brand and company. It saved me so much rework that I would have otherwise had to do had I waited. You are exceptional at all things retention marketing, agentic marketing, subscription health and subscription management — and you taught me so much in the process.”
Lazaridis School of Business & Economics, Wilfrid Laurier University
Specialization in Strategy
Represented Wilfrid Laurier at the John Molson International MBA Case Competition (21 countries)
Top 3 Finalist out of 40+ teams, Final Case Competition
2013
Bachelor of Science, Biological Sciences
University of Guelph
Roll of Distinction, College of Biological Sciences
NSERC Research Bootcamp & Collaborative Research Grant recipient
Perspective
Straight answers to common questions
What is AI for retention?
AI for retention means using machine learning and large language models to spot churn risk earlier, segment customers by behaviour rather than demographics, and personalize every touchpoint after the first purchase. Done well, it isn't a new tool to buy — it's your existing CRM and customer data, working harder and faster.
What is agentic marketing, and where does it actually work?
Agentic marketing uses AI agents that can plan, create, and execute marketing tasks — not just suggest them. Today it works best on repeatable, high-volume work: building segments, drafting and QA-ing lifecycle campaigns, and pulling performance reporting. Strategy, brand judgment, and final approval stay with people.
Where should a DTC brand start?
Start with one retention problem you can measure — like 3-month repeat rate or subscription churn — and one workflow your team repeats every week. Pilot an agent there with a human in the loop, and scale only what moves the number.
Contact
Let's connect.
Whether you're looking for a senior leader for your team or a strategic partner for a freelance engagement, I'd love to hear from you.
