As a strategic partner for Nike’s Global Lifecycle Marketing, my team and I play a crucial role in shaping meaningful, lifelong journeys for millions of Nike Members. I help drive the execution and scaling of lifecycle programs designed to engage Members at every stage, positioning Nike as a leader in the Membership space and fueling the brand’s continued growth and innovation.
“Amplify our lifecycle marketing capabilities.”
THE ASK
Reached 350M+ Members globally through lifecycle programs.
Delivered 200+ net-new comms.
Drove +117% engagement in Browse Abandon (app).
Achieved +133% engagement in Cart Abandon (email).
Generated $66M in demand from a single churn test.
Built scalable, modular frameworks across journeys and comms programs.
Introduced seasonal and editorial strategies to reduce promotion reliance.
Equipped Nike with a strategic playbook of competitor lifecycle practices.
Strengthened Member connection across email, app, SMS, and loyalty.
THE IMPACT
THE WORK
Onboarding Refresh
Redesigned the Member onboarding journey with modularity and personalization, connecting new Members to app, SMS, and loyalty benefits from day one.
Cart & Browse Abandon Triggers
Refresh and scaled browse & cart abandon triggers to align with brand standards, integrate personalization data, and improve efficiency.
Post-Purchase Journey
Built frameworks that nurture Members after purchase, encouraging product usage, cross-category discovery, and repeat shopping.
Replenishment Journey
Introduced a new journey to support repeat purchases and long-term retention, ensuring Members to connect with their current and future favorite products.
Churn Framework
Developed a churn-prevention framework that identifies at-risk Members and delivers targeted comms to re-engage and retain them.
Targeted Editorial Comms
Designed editorial-led sends that balance brand storytelling with performance, reducing reliance on promotions. Tested new approaches to reaching priority segments by filling in the personalization gaps to better serve their needs.
Content Calendar Development
Created seasonally-driven editorial content strategies that fill calendar gaps, broaden engagement, and deliver year-round Member connection.
Competitive Analysis
Led a 5-month global analysis of competitor lifecycle practices (quantitative puppet accounts + qualitative diary studies).
