SkinnyFit
Building the Email Infrastructure Behind a Growing DTC Brand
For nearly eight years, I helped build and evolve SkinnyFit’s email program. From welcome flows and product launches to promotional campaigns and customer retention, every system was designed to support growth across the customer journey.
Lifecycle & Automation Systems
Structured onboarding, post-purchase education, replenishment reminders, and retention flows designed to increase customer lifetime value and reduce churn.
Milestone-Based Retention & Reward Flow
Anniversary email series reinforcing habits and strengthening retention through milestone rewards.
Usage Expansion & Habit Reinforcement Campaign
Post-purchase recipe series increasing product use and driving retention through daily integration.
Churn Recovery & Re-Engagement Email
Winback email reactivating inactive customers through value reminders and incentive-driven offers.
Product Launch & Acquisition Campaigns
High-impact promotional systems supporting new product releases, offer testing, and seasonal pushes built for performance and iteration.
Category Expansion Launch — Fit IV
Introduced a new electrolyte vertical to capture hydration-focused acquisition traffic and support seasonal demand.
Core SKU Reformulation Relaunch — Super Youth Collagen
Repositioned a flagship product with upgraded formula messaging to re-engage customers and drive repeat purchase.
Flavor Extension Launch — Strawberry Watermelon
Expanded the product line with a new flavor variant built to increase AOV and introduce novelty-driven acquisition.
Promotional Cadence & Sales Architecture
Designed recurring sale frameworks, limited-time offers, and campaign sequencing aligned with paid traffic and eCommerce objectives.
Memorial Day Series Kickoff
Opened a five-part promotional series to build anticipation, introduce tiered incentives, and escalate holiday urgency.
24-Hour Flash Revenue Event
Built to drive short-term revenue spikes through time-bound urgency, bold hierarchy, and tightly focused decision-making.
Multi-Product Merchandising Event
Structured to spotlight three SKUs individually, increasing perceived value while supporting cross-sell and higher AOV.
Educational & Content-Led Retention
Strategic content-driven emails reinforcing ingredient education, product value, and long-term brand trust.
Myth-Based Education Campaign
Designed to challenge misconceptions, build authority, and position collagen as a science-backed daily essential.
Lifestyle Wellness Nurture Series
Created to inspire healthy routines, deepen brand connection, and support long-term retention through value-driven content.
Mechanism-Driven Conversion Email
Structured to agitate a specific problem, explain the biological mechanism, and guide readers toward a supplement solution.
Select Brand Partnerships
In addition to long-term lifecycle ecosystems, I’ve partnered with hospitality and membership brands to design targeted campaigns aligned with seasonal promotions and loyalty initiatives.
The Lodge at Torrey Pines
Seasonal and on-property promotional campaigns designed to reflect the luxury hospitality experience while driving reservations and engagement.
Catamaran Resort Hotel and Spa
Event-driven and experiential campaigns promoting dining, spa, and resort offerings with vibrant, seasonal creative direction.
ACTIVE Advantage
Membership campaigns communicating savings, redemption windows, and loyalty benefits.
