Cigna Healthcare
Orchestrated lower-funnel lifecycle and conversion strategy for Cigna Healthcare’s ‘Medicare Rookie’ campaign, activating the enrollment journey across landing pages, DRTV response, and CRM during the Annual Enrollment Period. By operationalizing direct-response best practices across every touchpoint, paid media delivered 201% of sales goals despite a 65% reduction in spend, increasing directly attributable enrollments year over year.
Samsung
Led CRM and lifecycle strategy for Samsung’s Home Entertainment division, partnering closely with design to develop a scalable CRM design system and full-funnel playbook. Through segmentation refinement, send optimization, and structured creative testing, mid-cycle optimization drove +141% click growth and +87% lift in opens, reinforcing the value of precision-led lifecycle orchestration.
Cove - A Thirty Madison Company
Redesigned lifecycle strategy for Cove’s subscription healthcare model, restructuring onboarding and early engagement flows to reduce drop-off and strengthen patient activation. By refining segmentation and cross-channel communication timing, onboarding completion increased 20%, early engagement rose 15%, and 60-day retention improved, creating a more cohesive, scalable patient experience.