Alen Capelja.
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Large California retailer · Apparel & lifestyle retail

9 million profiles. Peak Q4. Zero margin for error.

Moving a national retailer's entire email program from Cordial to Klaviyo in the middle of their biggest season.

9M

profiles migrated during peak Q4

45 days

from 0 to ~9M emails a day

0

revenue-impacting incidents, deliverability held through warmup

30 days

to rebuild every core lifecycle flow

30 days to rebuild core flows

Core lifecycle flows rebuilt within 30 days of going live

I was the CRM and lifecycle lead across IT, dev, .NET and marketing teams. I wrote the Python scripts behind the SFTP imports (profiles, product catalog, historical transactions), ran weekly data-model validation, and advised on the Cordial sunset, CRM sync, app tracking and SMS integration at the same time.

Once live, the core flows (welcome, browse and cart abandonment, post-purchase, winback, loyalty) were rebuilt inside 30 days.

  • The strategy underneath: A cohort study of roughly 1.5 million first-time buyers showed about 64% never place a second order, and the first order is 70% of a customer's two-year value. The whole program was built around the first 60 days.
  • The system: A five-tier lifecycle model (Prospect, Customer, Repeat, Loyal, Champion) tied to custom RFM thresholds, plus 14 campaign wireframes built on a behavioral-psychology framework. Gen Z buys identity, not products.
  • 9 million profiles
  • Cutover in peak Q4
  • Zero revenue-impacting incidents
KlaviyoMigrationLifecycleSegmentation

Agency work, orchestrated by me from strategy to measurement; channel execution by the agency team.

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