Strategy
I enjoy understanding customer behavior before building journeys.
Lifecycle marketing specialist - 5+ years
Building lifecycle experiences people actually engage with.
Hi, I’m Harsha. I build personalized lifecycle experiences across email, push, in-app, and web that help customers activate, engage, retain, and build long-term habits.
Multi Channel
Email, push, and in-app sends across lifecycle programs.
A/B tests
Language, cadence, sequencing, and personalization.
45% Email OR
Behavior-triggered programs beating broad sends.
How I Think
A lifecycle marketer with product instincts.
Less resume, more operating system: the work sits at the intersection of customer behavior, technical build quality, and measurable growth loops.
Execution
Hands-on in Iterable, HTML, JSON, APIs, webhooks, journey orchestration, segmentation, and experimentation.
Analytics
Amplitude, SQL, Hightouch, dashboards, performance optimization, and customer insights.
Featured Lifecycle Work
Campaigns built like product experiences.
Selected journeys across acquisition, activation, engagement, retention, winback, and urgent customer communications.
Brand Campaign
Scaled a multi-phase awareness and conversion program from beta audiences into 50K+ user tranches with structured copy and channel tests.
Worked on
A/B testing
Segmentation
QA
Send strategy
Email
Push
In-App
Money Lion Banking
Lifecycle nudges for banking engagement, helping customers understand value moments and return to the product with clearer next steps.
Responsible for
Journey logic
Audience rules
Deep links
Optimization
Email
Push
Web
Direct Deposit
Activation journey that translated payroll setup into clear actions, timed reminders, and habit-building prompts across customer stages.
Worked on
Onboarding
Cadence
Dynamic fields
QA sends
Email
Push
In-App
Tiered Banking
Adoption program for tier progression, clarifying eligibility, benefits, and the next best action without making the experience feel transactional.
Responsible for
Personalization
Segment logic
Content QA
Reporting
Email
Push
Web
Marketplace Loans
Discovery and dropoff re-engagement path for loan marketplace interest, using urgency, value reinforcement, and sequenced follow-ups.
Worked on
Dropoff triggers
Copy tests
Audience sync
Performance readout
Email
Push
Subscriptions
Membership engagement and retention moments designed to make benefits feel timely, personal, and worth returning to over time.
Responsible for
Lifecycle mapping
Retention
Messaging
Experiment design
Email
Push
In-App
Smart Dialogs & In-App Experiences
Built in-app placements with Harness feature flags and Iterable webhooks, including targeting rules, whitelisting, and a mid-campaign rebuild.
Worked on
Webhooks
Feature flags
Targeting
8.8% click rate
Smart Dialog
Discover
In-App
One-off Customer Communications
Time-sensitive product and customer updates, owned from audience identification and build through compliance, QA, and delivery.
Responsible for
24hr turnaround
Compliance
QA
Stakeholders
Email
Push
Transactional
Channel Performance
A channel mix tuned for the moment.
Each channel plays a specific role: email for depth, push for immediacy, and in-app for high-intent moments.
Awareness, nurture, and behavior-triggered re-engagement.
- 29-45% open rates across journey types
- Behavior triggers outperform broadcast by 10-15pp
- CTR is the primary optimization lever
Push
Conversion driver for timely nudges and action-oriented reminders.
- Higher conversion rate than email in controlled tests
- Urgency and pattern-interrupt copy wins
- Sequencing tested against parallel sends
In-App
High-intent engagement through Smart Dialogs and Discover placements.
- 8.8% click rate on June in-app placements
- Iterable webhooks plus Harness feature flags
- 10M+ in-app reach
Lifecycle Framework
From first touch to advocacy.
A clear customer path helps every message earn its place in the experience.
1Customer Acquisition
2Onboarding
3Activation
4Product Adoption
5Engagement
6Retention
7Winback
8Advocacy
Technical Skills
The stack behind the strategy.
Hands-on build skills make the difference between a pretty journey map and a program customers actually receive correctly.
Iterable
Journey builder, campaigns, templates, dynamic attributes, A/B tests, lists, and send QA.
HTML
Email-ready builds, responsive modules, content edits, QA passes, and clean template handoffs.
JSON
Structured campaign data, personalization payloads, event properties, and webhook-friendly logic.
APIs
Working with technical partners to move audiences, events, attributes, and lifecycle triggers reliably.
Webhooks
Iterable-triggered in-app experiences, event handoffs, request validation, and launch monitoring.
Smart Dialogs
Targeted in-app surfaces built through feature flags, audience whitelisting, and webhook orchestration.
Amplitude
Conversion tracking, cohort analysis, channel performance dashboards, and post-launch readouts.
Hightouch
Audience syncing, reverse ETL coordination, model setup, and data movement into lifecycle tools.
Experimentation
Hypotheses, control groups, universal holdouts, cadence tests, and performance optimization loops.
Asana
Campaign intake, approvals, copy workflows, stakeholder reviews, and launch-ready task tracking.
Figma
Email creative review, visual QA, design handoffs, asset checks, and lifecycle message polish.
Confluence
Lifecycle documentation, testing notes, launch records, playbooks, and shared campaign learnings.
Metrics
Proof points without the dashboard drag.
Rounded, directional numbers from lifecycle marketing work across campaigns, journeys, channels, and tests.
Lifecycle Build Process
From brief to launch to learning.
A practical operating flow for campaign ownership, compliance, technical QA, and performance review.
Brief, goal, and audience
Align with stakeholders on business goal, customer moment, channel role, timeline, and success metric.
Data, copy, creative, QA
Set up audiences, dynamic attributes, copy, creative, legal/compliance approvals, test sends, and link validation.
Launch, monitor, iterate
Watch delivery, read Amplitude and Iterable performance, document winners, and fold the learning into the next journey.