Overview

Systems I've built, scaled, and handed over.

Each of these started as something fragmented — a channel that didn't exist, eleven sites that couldn't be maintained, email that only ever sent campaigns. What follows is the context, the work, and what changed. Corporate initiatives first, founder work last.

Lifecycle

Turning campaign email into a lifecycle engine

Context

At Tupperware, customer and consultant communication ran on one-off campaigns. There was little automation, no behavioral segmentation, and no structure connecting what someone did to what they received next.

What I did

  • Supported the shift to automated lifecycle marketing in Klaviyo across the US and Canada
  • Helped structure the core journeys: welcome, browse and abandoned cart, post-purchase, and consultant reactivation
  • Worked through segmentation logic, journey governance, reporting, and market enablement

Impact

  • Automated flows generated roughly 7× higher revenue per send than standard campaign email
  • Email moved from a broadcast channel to a structured retention system with measurable stages

Social commerce

Launching a social commerce channel from zero

Context

Tupperware wanted to test creator-led selling on TikTok Shop — a marketplace-style channel that touched product, legal, fulfillment, and customer service before a single unit could ship.

What I did

  • Helped lead the 0-to-1 US pilot: channel strategy, affiliate model, product selection, and launch governance
  • Coordinated marketing, e-commerce, legal, finance, customer service, and supply chain through setup and launch
  • After two pilot iterations, identified fulfillment readiness as the constraint on scaling and defined the operational requirements for future launches

Impact

  • Validated creator-led sales, including a viral creator who drove five-figure sales during the pilot
  • Produced the cross-functional operating model the channel needed before it could scale — the more durable output of the two

Platform

Consolidating eleven European market websites

Context

Eleven Central and Eastern European market sites ran on a vendor-hosted legacy CMS. They were fragmented, slow to update, expensive to maintain, and dependent on a single external supplier.

What I did

  • Led the migration strategy from the legacy CMS onto a unified Shopify-based structure
  • Mapped the existing estate and defined a content architecture combining fixed global content with market and language variations
  • Coordinated regional marketing teams, IT, vendors, and internal digital stakeholders through planning

Impact

  • 11 market sites brought into one maintainable structure
  • Reduced fragmentation, maintenance overhead, and dependency on a high-cost legacy vendor

International

Extending lifecycle systems beyond North America

Context

What worked in the US and Canada had to be rebuilt for markets with different languages, messaging channels, and levels of digital maturity. Replication alone would not have worked.

What I did

  • Supported Klaviyo readiness and account setup for Brazil and Mexico, including sending domains and localization
  • Supported WhatsApp verification and lifecycle communication planning for new markets
  • Trained market teams and standardized how execution worked across regions

Impact

  • Lifecycle marketing capability extended into LATAM and APAC rather than staying a North American asset
  • More consistent execution and less duplicated setup work across regions

Data

Replacing manual reporting with decision-ready dashboards

Context

Platform reporting for field enablement and social selling tools was assembled by hand. Leadership could see numbers but not adoption patterns, and market teams had no view of where they stood.

What I did

  • Partnered with the data team to define dashboard requirements, reporting views, and the adoption metrics worth tracking
  • Translated the questions stakeholders were actually asking into a reporting structure they could act on

Impact

  • Reporting time cut by 30%
  • Adoption gaps became visible by market, which changed where enablement effort went

Founded

Money Basics Co. — from book to business

Context

Most personal finance advice hands families more information when what they need is a system simple enough to actually run. I wanted to test whether the systems thinking I use professionally would hold up when I owned every part of the outcome.

What I did

  • Wrote and published a 150-page step-by-step personal finance guide
  • Built the method into a four-week implementation system with practical worksheets
  • Adapted it into a 16-week course for high school students and tested it in person
  • Designed and launched the business itself: brand, positioning, funnel, email sequences, and checkout

Impact

  • Took a product from idea to published book to operating business with end-to-end ownership
  • Proof that I don't only design systems on paper — I ship and run them
Visit Money Basics Co. →

Toolset

Lifecycle & CRM

Klaviyo

Commerce

Shopify, TikTok Shop

Analytics

Power BI, Excel

AI & research

ChatGPT, Claude, and Gemini with Notebook

Operations

Notion, Google Workspace

Tools are the enablers. The work is deciding what the system needs to do, and getting people across functions to agree on it.

Next

Want the detail behind any of these?

Happy to walk through the decisions, the constraints, and the parts that didn't work the first time.

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