Built a retention engine that doubled repeat revenue in two quarters.

Challenge

Subscription growth was strong but second-order revenue was flat. Email was a single broadcast list with no first-purchase logic.

Approach

1. 01

   Rebuilt Klaviyo from zero: clean segmentation tied to first product, replenishment windows and lifecycle stage.

2. 02

   Designed a post-purchase journey that priced routine and ritual ahead of discounts.

3. 03

   Reworked the subscription PDP for clarity — frequency, swap, and skip surfaced before the buy button.

Outcome

Repeat revenue 2.1×'d in two quarters, 90-day LTV up 46%, and owned channels now drive 41% of total revenue.