About
Shutterfly is a leading personalized photo and gifting brand, helping customers turn meaningful moments into tangible products. I partnered closely with CRM, product, analytics, and creative teams to plan and execute strategic, data-driven email and lifecycle programs that support both short-term revenue goals and long-term customer value.
My work spans end-to-end lifecycle planning, including campaign calendars, triggered flows, audience segmentation, and testing roadmaps. I focus on aligning messaging with customer behavior, seasonality, and product intent, using personalization and experimentation to continuously optimize performance.
Case Study
Lifecycle Strategy & Dynamic Personalization
Objective
Increase relevance and conversion by extending abandoned browse personalization into batch email campaigns.
Approach
Identified an opportunity to reuse high intent abandoned browse signals beyond triggered sends. Planned a strategy to layer dynamic product and category variables into batch campaigns, allowing messages to reflect each customer’s most recent browsing behavior while maintaining campaign scale.
Partnered with analytics and engineering teams to validate browse data, define variable logic, and ensure fallback rules supported a clean customer experience.
Execution
Implemented dynamic variables within batch emails to surface recently viewed products or categories
Established prioritization and fallback logic to prevent broken or irrelevant content
Aligned personalization rules with broader lifecycle and campaign planning
Results
Increased engagement and conversion from batch campaigns
Improved relevance without adding additional message volume
Created a reusable personalization framework across future campaigns
Key Takeaway
Thoughtful use of behavioral data and dynamic variables can bridge the gap between triggered and batch messaging, improving performance at scale.