$1,400K
revenue generated from in-app conversions
Improved renewal workflow efficiency through automation
Increased engagement across trial-to-paid lifecycle stage
01 — Goal
Implement a low-touch, high-impact automated renewal sequence to support annual software subscription renewals for low-tier accounts.
Reduce reliance on sales reps while maintaining clear, customer-friendly renewal guidance.
02 — Challenges
Identify optimal messaging and timing cadence to maximize engagement and renewal revenue.
Ensure the automated sequence messaging efficiently supports renewals with clear, direct renewal steps.
03 — Role & Responsibilities
Served as SME for [Product Name], shaping the renewal campaign strategy and content.
Segmented campaigns into three tracks (Marketplace Ecommerce, Global Ecommerce, Standard/Sales-assisted) to match customer profile and renewal process.
Collaborated with sales and product teams to highlight product value and feature updates.
Partnered with marketing operations to build workflows in HubSpot/Salesforce, create dashboards, and track performance.
Drafted all email content, coordinated stakeholder approvals, and optimized messaging based on engagement data.
04 — Strategy & Execution
Designed a lifecycle marketing strategy focused on guiding trial users through key engagement milestones, using targeted messaging and behavioral triggers to support conversion and renewal.
Led lifecycle strategy and campaign design, partnering with operations to execute automated email sequences.
Developed customer-focused email content that emphasized the product's Premium subscription features and ease of online checkout/renewal process for customers.
Analyzed campaign performance and engagement data to identify gaps and refine messaging, improving overall lifecycle effectiveness.
Compiled strategy decks and KPI reports to stakeholders pre- and post-campaign.
05 — Results
Demonstrated measurable engagement and revenue impact while reducing manual sales involvement.
Reduced manual sales touchpoints for low-tier accounts, freeing sales to focus on higher-value renewals.
Validated that mid-to-late reminders drove the highest engagement, offering a clear insight for future optimization.
Enhanced customer experience with a clear, low-touch renewal process.
Recognized internally for delivering a scalable solution that aligned with renewal revenue goals.
