Work

Lifecycle programs built to activate, engage, and scale.

I combine lifecycle strategy, hands-on execution, and experimentation to drive product adoption and build scalable campaign systems. These projects show that approach in practice.

Launching lifecycle programs for new AI products

I built Zapier’s first MCP and SDK lifecycle nurtures to guide users from setup to their first meaningful product action. I owned audience segmentation, messaging, and Iterable execution, partnering with Product and Data on activation goals and measurement. The programs generated first tool calls and established a foundation for ongoing lifecycle experimentation.

Role: LIFECYCLE STRATEGY, SEGMENTATION, MESSAGING, AND EXECUTION

Improving activation through onboarding experiments

I led onboarding experiments to help new users reach product value sooner. I tested messaging and product guidance, partnering with Data to measure activation and early usage. The winning approach improved activation and became the default onboarding experience, turning experiment results into a change in how we onboard customers.

Role: EXPERIMENT DESIGN, LIFECYCLE MESSAGING, AND CAMPAIGN EXECUTION

Scaling recurring campaigns through automation

I partnered with a teammate to build a self-service workflow for recurring webinar emails. We automated repeat campaign tasks so teams could launch emails without submitting individual requests for each webinar. The system created a reusable foundation for supporting more campaigns with less manual setup.

Role: WORKFLOW DESIGN AND CAMPAIGN AUTOMATION