S. Rosemore / Lifecycle Marketing / Rev. 2026
Hi, I'm Shae.

Lifecycle,
engineered.

I started as an aerospace manufacturing engineer. Now I build email and SMS programs the same way: measured, tested, and always improving.

See the work ↓ Get in touch
Open to remote, full-time lifecycle & CRM roles
5+ yrsLifecycle: D2C & B2B
13M+Largest audience managed
+118%Cross-sell purchases YoY
4 yrsAerospace mfg. engineering
Sec. 01

Selected work

open any sheet ↓
01

A repeatable launch system for new products

One reusable playbook that took every new product from brief to a full lifecycle journey.

Designer + operator · Journey design · CRM build
2,000+High-ticket conversions across 5 launches
5Full journeys in one year
3 to 4 wksLive before launch day
~20Emails plus SMS per launch

Problem

Each new product needed a full email and SMS journey before its first deadline, with no documented process and no added headcount.

Impact

Built the company's repeatable launch system: every new product went live with a full journey, 3 to 4 weeks before launch day. The 5 launches produced 2,000+ high-ticket conversions.

What I did

  • Sequenced by revenue risk: deadline and onboarding journeys first.
  • Templated the top-performing journey and rewrote positioning for each audience.
  • Showed the product with a "sampler" email that previews real product content.
  • Set health benchmarks pre-launch and fixed low opens within the first sprint.
Fig. 1.1The 4-stage launch journeyEvery new product launched with all four stages live
Launch journeyDownstream stages
Launch journey: four lifecycle stagesLeads enter Lead nurture, 7 emails and 6 SMS. Registering for a start date moves them to Conversion nurture, 7 emails and 6 SMS. Before each monthly deadline, both leads and registrants also get Last Chance, 7 emails and 8 SMS. A purchase removes them from all three and starts Onboarding, 3 emails. After completing the product, customers move to cross-sell and, if applicable, B2B team offers. Interest in a second product starts a new series.PRE-PURCHASEexits on purchase01 · LEADLead nurtureShared an email or phoneEMAIL ×7SMS ×6registers fora start date02 · REGISTRANTConversion nurturePicked a start date, not yet paidEMAIL ×7SMS ×603 · DEADLINELast ChanceEMAIL ×7SMS ×8Sent to leads andregistrants before eachmonthly deadlineBUY04 · CUSTOMEROnboardingEMAIL ×3completes productNEXTCross-sellSee case study 03NEXT, IF APPLICABLETeam offerSee case study 04interest in a second product starts a new seriesLaunch journey: four lifecycle stagesLeads enter Lead nurture, 7 emails and 6 SMS. Registering for a start date moves them to Conversion nurture, 7 emails and 6 SMS. Before each monthly deadline, both leads and registrants also get Last Chance, 7 emails and 8 SMS. A purchase removes them from all three and starts Onboarding, 3 emails. After completing the product, customers move to cross-sell and, if applicable, B2B team offers. Interest in a second product starts a new series.PRE-PURCHASE01 · LEADLead nurtureShared an email or phoneEMAIL ×7SMS ×6registers for a start date02 · REGISTRANTConversion nurturePicked a start date, not yet paidEMAIL ×7SMS ×6leads + registrants also get03 · DEADLINELast ChanceBefore each monthly deadlineEMAIL ×7SMS ×8exits on purchaseBUY04 · CUSTOMEROnboardingEMAIL ×3completes productNEXTCross-sellCase study 03IF APPLICABLETeam offerCase study 042nd product: new series
02

Rebuilding an underperforming SMS channel

Isolated why texts were failing, cleaned the audience and brought fail rates to near zero.

Owner · Deliverability · 10DLC / TCPA · Testing
20% → 0.3%Weekly SMS fail rate, peak to current
97%Fewer failed texts, average before vs. after
~6KMore texts delivered per peak send day
3Tests adopted with no conversion loss

Problem

Weekly fail rates reached 20%, a carrier began blocking traffic, and an earlier link change failed up to ~40% of one peak-day send.

Impact

Restored SMS as a reliable conversion channel. Failed texts fell 97%, so about 6,000 more messages now reach customers on each peak send day.

What I did

  • Isolated the root causes of failed sends: carrier filtering, invalid numbers, link reputation and volume spikes.
  • Prioritized 23 fixes by impact and effort, shipping quick wins first.
  • Cleaned the audience with fail-send filtering and stale-lead suppression.
  • Implemented carrier best practices and TCPA/FCC compliance updates, including consent and opt-out language, HELP replies, quiet hours and 10DLC requirements.
Fig. 2.1Weekly SMS fail rateFrom a 20% peak to a 0.3% average after fixes shipped
Carrier filteringOther failures
Weekly SMS fail rate Weekly SMS fail rate peaked at 20% during a carrier filtering spike, then dropped to a 0.3% average after list and audience fixes shipped. 0%5%10%15%20%25% Carrier filtering spike, peak 20.3% Fixes ship: list cleanup, fail-send filtering, peak-day audience rules 0.3% avg afterWk 1Wk 5Wk 9Wk 13Wk 17Wk 21Wk 25Weekly SMS fail rateWeekly SMS fail rate peaked at 20% during a carrier filtering spike, then dropped to a 0.3% average after list and audience fixes shipped.0%10%20%Wk 1Wk 9Wk 15Wk 27Carrier spike, peak 20%Fixes ship0.3% avg after
03

Doubling repeat purchases through cross-sell

Built the cross-sell program around the paths customers actually take.

Owner · Email + SMS · Retention · Expansion revenue · Segmentation
+118%High-ticket cross-sell purchases, year over year
2% → 4%Cross-sell share of all purchases
~2xCross-sell bookings YoY
~43%Of cross-sell from one anchor path

Problem

Most customers arrived on a single product page and never saw the rest of a growing catalog. Cross-sell depended almost entirely on lifecycle.

Impact

Made cross-sell a core growth lever. Cross-sell purchases more than doubled and grew from about 2% to 4% of all purchases, growing expansion revenue from existing customers without new acquisition spend.

What I did

  • Mapped real purchase paths; an entry-to-advanced path became the anchor.
  • Rebuilt the core flow so recent customers get a clear, timely next step.
  • Re-engaged past leads with better-fit products, personalized to the product they first viewed.
  • Protected list health with suppression rules and by retiring low-performing series.
Fig. 3.1Monthly cross-sell purchases, this year vs. last yearAhead of last year in every month, more than double overall
This yearLast year
Index · last year's monthly average = 100
Monthly cross-sell purchases, this year vs. last yearIndexed to last year's monthly average. Every month this year ran ahead of the same month last year, at roughly one and a half to three times last year's monthly average.0100200300JanFebMarAprMayJunJulAugSepOctMonthly cross-sell purchases, this year vs. last yearIndexed to last year's monthly average. Every month this year ran ahead of the same month last year, at roughly one and a half to three times last year's monthly average.0100200300JanAprJulOct
04

Turning existing customers into B2B deals

A branching email and SMS series that starts sales conversations with past customers, and helps accounts expand.

Owner · Email + SMS · Sender strategy · Sales handoff · Attribution
~14%Of B2B bookings driven by lifecycle nurture series
~$100KIn closed B2B deals
~40Hand-raises from past customers
5+Industries reached

Problem

Past customers were the warmest B2B leads, and many were managers who could buy for their teams. There was no lifecycle program built to reach them or to show its impact on deals.

Impact

Established the company's first B2B lifecycle nurture: an always-on journey that turns past customers into team deals.

Accounts engaged by the series represent about 14% of all B2B bookings, roughly $100K, as B2B has become a core focus for company growth. Industries reached include manufacturing, insurance, government, nonprofit and education.

What I did

  • Refined the audience to target returning customers in leadership and decision-making roles.
  • Built an HR branch plus a general branch, then relaunched with SMS and an unopened resend.
  • Set up the sales handoff for anyone who raised a hand.
  • Diagnosed an open-rate drop to an unfamiliar sender and shipped a recognizable, product-branded sender.
  • Drove account expansion. At an industrial manufacturer, an insurer and a university department, past individual buyers received the series and their organizations came back for larger team deals.
Fig. 4.1Branching journey, before and afterOne email became a branched email + SMS sequence with a resend and a sales handoff
New in relaunchOriginal / shared
B2B outreach journey, before and afterBefore: one email 14 days after a customer completes their purchase, sent to two product lines. After: on day 14, customers branch by product line into an HR branch or a general branch. Each branch sends an email and an SMS on day 14 and a resend to non-openers on day 15. Interested customers fill out a group inquiry form, which starts a sales follow-up sequence.BEFOREDAY 0Completion14 daysDAY 14Single emailEMAIL2 product lines, one message,no follow-up, no branchingAFTERDAY 0Completion14 daysSPLITby product lineHR product lineDAY 14Email 1 + SMSSMSEMAILDAY 15Resend if unopenedEMAILAll other product linesDAY 14Email 1 + SMSSMSEMAILDAY 15Resend if unopenedEMAILHAND-RAISEInquiry formSALESFollow-up seq.HR-specific contentProduct-agnostic contentB2B outreach journey, before and afterBefore: one email 14 days after a customer completes their purchase. After: customers branch by product line into an HR branch or a general branch. Each sends an email and an SMS on day 14 and a resend to non-openers on day 15. Interested customers fill out a group inquiry form, which starts a sales follow-up sequence.BEFOREDAY 0Completion14 daysDAY 14Single email2 product lines, no follow-upAFTERDAY 0Completion14 days, then splitHR lineDAY 14Email 1 + SMSEMAILSMSDAY 15ResendEMAILHR-specific contentAll other linesDAY 14Email 1 + SMSEMAILSMSDAY 15ResendEMAILProduct-agnostic contentHAND-RAISEInquiry formSALESFollow-up sequence
Fig. 4.2From past customers to booked accountsB2B lifecycle series to past customers
B2B funnelAbout 7,300 emails sent to past customers, about 2,100 engagements (opens plus clicks), about 40 hand-raises sent to sales, and 8 accounts booked after engaging.7,300SENT01 · SentEmails to past customers2,100ENGAGEMENTS02 · EngagementsOpens + clicks~40HAND-RAISES03 · Hand-raisesGroup inquiries to sales8BOOKED04 · BookedAccounts booked after engagingB2B funnelAbout 7,300 emails sent to past customers, about 2,100 engagements, about 40 hand-raises sent to sales, and 8 accounts booked after engaging.7,300SENTEmails to past customers2,100ENGAGEMENTSOpens + clicks~40HAND-RAISESGroup inquiries to sales8BOOKEDAccounts booked after engaging
05

Scaling lifecycle output with AI

AI as analyst, editor, QA reviewer and builder, with clear human guardrails.

Owner · AI workflows · Automation · QA · 10 product lines
~65%Time saved per task with AI workflows
4AI-built automations in production
Within 2%Accuracy of my AI-built conversion forecast, now an automated weekly report
145Live workflows and emails audited with Claude in Chrome

Secure, responsible AI use

Used company-approved AI tools with read-only access to customer systems. Strategy, final copy and every CRM change stayed with me, and every AI output was checked against source data before use. Human review stayed in every step, and the workflows still save nearly a full workday each week.

Where AI fits

  • Analyst: built a conversion forecast as a Claude artifact, using a direct analytics connection (MCP) to our BI data. It landed within 2% of actual conversions.
  • Editor: set up Claude with our style rules (tone, punctuation and SMS character limits) to refresh, rewrite and proof email and SMS copy across 10 product lines. This replaced most of a separate editorial review cycle.
  • QA: used Claude in Chrome to audit 145 live CRM workflows and emails, read-only.
  • Builder: connected Claude to our BI data to build a daily performance monitor: a weekday 8am Slack digest that flags zero sends, broken links and unsubscribe spikes, plus a live dashboard of 7-day trends for every active product line across every series.
Sec. 02

Email & SMS I've designed

click to see the whole thing
AF
AI Foundations
Lead nurture · Welcome
AI Foundations: Your syllabus is here! Learn work-ready AI skills in 5 weeks, powered by Learning Co. Get the syllabus: https://go.co/k3v9qd Questions? Get help: https://go.co/h8r2wn Recurring msgs. Msg & data rates may apply. Reply HELP for help, STOP to end.
Last Chance · Deadline + discount
AI Foundations: Enrollment closes tonight! Last chance to use your tuition discount before it's gone for good. Enroll today: https://go.co/e9w1zc Get the syllabus: https://go.co/s5h6jy Txt STOP to end
Conversion nurture · Added start date
AI Foundations: Hi Alex, we added one more class! It starts Monday, Mar 9. Payment plans available. Save your spot: https://go.co/p7m2xa Txt STOP to end
Last Chance · Bonus session
AI Foundations: There's still time! Our Mar 9 bonus session starts tomorrow. Enroll now: https://go.co/b4n8rt Txt STOP to end
B2B series · Customers to team deals
Learning Co: You just built university-backed AI skills in a few weeks. Imagine your whole team working this way. Learn about AI training for teams: https://go.co/t2q8lm Txt STOP to end
SMS nurture + B2BScroll to see more
Sec. 03

The route so far

2025 – Now

Lifecycle Marketing Manager

+118%cross-sell YoY
High-ticket online products, B2C + B2B · Email + SMS owner
2024 – 2025

CRM Manager, Membership & Service

2M+members reached
Frontdoor · Contract · SMS compliance relaunch
2023 – 2024

Senior Lifecycle Marketing Specialist

83%faster production
Oura · Email, SMS, in-app · 5+ markets
2021 – 2023

Lead Lifecycle Marketing Specialist

+67%SMS demand vs. target
Zulily · Email + SMS · 13M+ users
↑ the pivot: from factory floor to funnels
4 years

Manufacturing Engineer

B.S.Mechanical Eng.
Aerospace · Process improvement · University of Pittsburgh
Sec. 04

Bill of materials

a.k.a. skills
ItemComponentSpec
01StrategyLifecycle strategy, journey design, segmentation, retention, cross-sell, B2B nurture
02ChannelsEmail, SMS, push, in-app
03PlatformsBraze, HubSpot, Iterable, Salesforce, Marketo, Attentive, SendGrid
04DataSQL, Snowflake, Looker, Tableau, Google Analytics, A/B and multivariate testing
05AIClaude, ChatGPT, custom GPTs, Zapier, Make, Braze AI, prompt engineering
06Ops & QASOPs, QA, Liquid, HTML/CSS, Figma, TCPA and CAN-SPAM compliance

Let's build something.

Open to remote, full-time lifecycle and CRM marketing roles.

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