SkinnyFit
Lifecycle Revenue Ecosystem for a High-Growth DTC Supplement Brand
As a long-term design partner, I led the evolution of SkinnyFit’s email infrastructure across acquisition, onboarding, retention, and promotional systems. Nearly eight years, I designed scalable frameworks supporting product launches, high-volume sales cadence, automated lifecycle flows, and continuous testing.
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.
