Work with me
Work with me.
What can I help you work through?
I work with DTC founders and marketing leads on strategy, marketing, analytics and AI, with Klaviyo and the measurement underneath it all. The best conversations start with a specific decision and the numbers behind it.
Klaviyo utilization review
For a brand paying for Klaviyo and using a third of it.
Every product, flow, segment and integration scored on whether it is live, measured and earning, reconciled to the store's own orders, then a roadmap ranked by revenue at stake. Email, SMS, WhatsApp, push, Reviews, Service, CDP, AI: the whole platform.
Ask about a Klaviyo review →A working session
For a founder or marketing lead with one decision to make.
One call. Bring the decision, your numbers and what you have already tried. You leave with a read on the data and a plan for the next 30 days.
Book a session →A retention or measurement audit
For a brand that suspects its numbers, or its flows, are lying.
A fixed-scope review of the lifecycle program and the analytics underneath it, reconciled to the store's own orders. Findings, the order to fix them in, and what each fix is worth.
Ask about an audit →Ongoing, through Yewgo
For a team that wants the lifecycle and analytics seat filled.
Monthly roadmap, flows, reporting that matches the store, and the AI analytics layer that checks its own work. Scope and cadence set together.
Talk about ongoing work →Advice you can put to work.
“Alen has been a fantastic partner to us at Klaviyo… he really is a true power user of the platform… I always make a point to loop him in early because his feedback is genuinely invaluable.”
Gilbert Hsu, Klaviyo
Before you reach out.
- What should I bring?
- Your store link, the decision you are working through, what you have already tried, and the numbers you have: store revenue, email and SMS revenue, and whatever GA4 shows. If the numbers disagree with each other, bring that too. It is usually where the answer is.
- What experience am I drawing on?
- Fifteen-plus years in ecommerce lifecycle and analytics, across agencies and in-house teams, with every major email platform and Klaviyo deepest of all. Most recently the senior CRM and lifecycle seat at an agency, including a nine-million-profile migration during peak Q4, and now Yewgo.
- What have people found useful?
- Being told what the data says, in plain words, and what to do about it on Monday. The reviews on this site are verbatim; the pattern in them is data, clarity and follow-through.
- Can we work together beyond one call?
- Yes. Audits and ongoing work run through Yewgo. Send a note with the company, the problem, the scope you have in mind and the timeline, and I will reply with how I would approach it and what it costs.
Start with a note.
Planning a talk or interview?
Event or outlet, audience, date, format, location.
Email about speaking →Something else?
Feedback, an introduction, or something you want me to see. Keep it short and put the context in the email.
Say hello →Or plainly: alencapelja@yewgo.co · LinkedIn
For your press kit.
Short bio
Alen Capelja works on DTC strategy, marketing, analytics and AI, with 15+ years in ecommerce. He led a nine-million-profile migration to Klaviyo during peak Q4, writes the Monday newsletter Yewgo, and builds AI analytics at Yewgo.
Longer bio
Alen Capelja has spent fifteen-plus years on DTC strategy, marketing, analytics and AI, across agencies and in-house teams, on every major email platform and Klaviyo deepest of all. His work runs from the lifecycle program itself to the measurement underneath it: on every account he has taken on, fixing how revenue was counted came before any channel decision. He led a large California retailer's nine-million-profile migration from Cordial to Klaviyo during peak Q4 without a revenue-impacting incident, and his writing on retention, attribution and measurement appears every Monday in Yewgo. Today he runs Yewgo, where he builds AI analytics that reconcile to the store before they forecast anything. He is self-taught, from a small village, and lives in California.
Not ready to talk? Read along instead.
Yewgo, every monday.