Turning one-time buyers into repeat revenue.
I’m Manuela — a Lifecycle & Retention strategist helping DTC and subscription brands build the email, SMS, and CRM systems that grow LTV, cut churn, and turn first orders into long-term customers.
Trusted by global subscription leaders and DTC brands
Lifecycle problems look different at every stage — I’ve solved most of them.
DTC E-commerce Brands
You're scaling fast but most of your revenue still comes from first-time buyers. You need a retention engine that turns them into 3x, 5x, 10x customers.
Subscription CPG & DTC
Your subscribers churn faster than you can acquire them. You need offer architecture, churn-prevention flows, and a real subscription strategy — not just a Klaviyo welcome series.
Streaming & Digital Subscriptions
You're losing subscribers in the first 30 days. You need behavioral segmentation, predictive churn modeling, and onboarding that actually drives time-to-value.
Built for how modern brands actually buy.
Productized engagements with clear scope, clear timelines, and clear outcomes. No retainer-trap, no vague consulting hours.
How we’ll work together.
Discover
We start with a free 20-minute call. I want to understand your business, your customers, and where retention is breaking down — not pitch you.
Audit & Roadmap
I dive into your data, tools, and customer journeys to find the highest-impact opportunities. You get a clear roadmap with prioritized initiatives, hypotheses, and KPIs.
Build & Ship
We move fast. Flows, segments, campaigns, and dashboards get built, tested, and shipped — with weekly check-ins so nothing stalls.
Optimize
Lifecycle is never "done." We run a structured testing cadence, review performance weekly, and refine the roadmap as your business grows.
Hi, I’m Manu.
I’ve spent the last six years building lifecycle and retention systems for some of the biggest subscription and DTC brands in the world — Disney+, Star+, ViX, Starz, Rosetta Stone, Shinesty, Kill Cliff, and others.
My path is a little unusual. I started in business intelligence at Disney, learning how the biggest streaming platforms in the world actually think about churn, LTV, and retention at scale. Then I moved into agency work at Endava, leading lifecycle programs across Braze, Iterable, Optimove, Leanplum, and Klaviyo for global subscription brands. After that, I went in-house at Shinesty, owning the entire lifecycle P&L and reporting directly to the VP of Marketing.
Now I freelance — by choice. I’ve found that the best work happens when I’m embedded with a small number of brands I genuinely care about, shipping measurable wins in weeks, not months.
I split my time between Argentina and Croatia, work fully remote, and operate as a true partner to my clients — not a vendor. If you’re looking for someone who’ll send you a deck once a quarter, I’m not your person. If you want someone who lives in your Slack, ships every week, and treats your retention numbers like they’re her own — let’s talk.
“I build, test, and ship. Lifecycle isn’t a deck — it’s an operating rhythm.”
The tools I work in every day.
Lifecycle / CRM
- Klaviyo
- Braze
- Iterable
- Optimove
- Leanplum
- Sendlane
- Attentive
- Postscript
E-commerce & Subscription
- Shopify
- Recharge
- Skio
- Loop
- Stay.ai
- Rebuy
- Smile.io
Analytics & Modeling
- SQL
- Looker
- Tableau
- Google Analytics
Project & Collaboration
- Asana
- ClickUp
- Monday
- Notion
- Slack
Common questions.
Don’t see your question here? Drop a note in the contact form below — I read every one.
Most of my clients are DTC and subscription brands doing $1M–$20M in annual revenue. That said, I take on smaller brands when the fit is right — especially if you're pre-launch on subscription or replatforming.
Let’s build something your customers come back for.
Tell me a bit about your brand and what you’re working on. I read every message personally and respond within 24 hours.