Lio Stern

Senior CRM Strategy Manager (CRM & Retention)

HelloFresh • Full-time

Feb 2025 - Aug 2026 • 1 yr 6 mos

I moved to HelloFresh after mastering direct to consumer email automation because standard e-commerce is primarily transactional: a customer buys, enters a flow, and either repurchases or drifts away. To build truly unbreakable retention systems, I needed to master the highest friction, most complex environment in the industry: high frequency global subscription models. HelloFresh was the ultimate environment to solve these challenges. Managing retention at that scale required handling active weekly friction points meal choices, box pauses, skip options, and recurring cancellation risks. I made the strategic move to rebuild and optimize CRM frameworks at HelloFresh specifically to master predictive churn modeling, advanced RFM segmentation, and multi channel lifecycle synchronization across email, push, and SMS. Mastering subscription mechanics at a global leader provided deep expertise in customer lifetime value (LTV) engineering that basic e-commerce setups simply cannot teach. Combining that enterprise level retention engineering with hands-on Klaviyo setup and Google Search Console data gives me a rare, complete blueprint for turning one time buyers into loyal, repeat customers.

Email Marketing Specialist, DTC E-commerce

Foxelli Group • Full-time

Aug 2021 - Nov 2025 • 4 yrs 3 mos

At Foxelli Group, I engineered, deployed, and scaled high converting email marketing ecosystems across a multi brand DTC portfolio, turning initial customer touchpoints into sustained, high LTV relationships. My role focused on transforming email from a standard promotional channel into a precision engineered revenue engine using Klaviyo, GA4, and Google Search Console insights. I architected end to end automated lifecycle frameworks operating seamlessly across the customer journey. This included multi tiered Welcome Series designed to convert cold prospect traffic, multi branch Abandoned Cart and Checkout recovery sequences, post purchase onboarding series focused on cross selling and review collection, and predictive win back flows triggered at targeted lapse intervals. Every automation relied on conditional split logic, dynamic personalization, and custom event triggers tailored to user actions. Beyond automation buildouts, I managed technical deliverability across high volume lists. I established strict list hygiene protocols, managed domain reputation, and aligned technical DNS configurations (SPF, DKIM, DMARC, BIMI). By executing dynamic engagement based segmentation, I eliminated unengaged contacts, protected primary inbox placement, and sustained deliverability scores above 99% across major ISPs. I also ran a continuous A/B testing program across flows and campaigns, optimizing subject line psychology, visual hierarchy, send timing, and call to action placement. By comparing email engagement with Google Search Console organic search data, I aligned campaign messaging with high intent search queries. Through these methods, I scaled email attributed revenue to represent over 35% of total digital sales while continually growing repeat purchase rates.