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Lifecycle & Content

Getting to people before they go cold

Lifecycle programmes, email, organic social and content built to keep a database warm. Salesforce Pardot at a NZD 3.6B cooperative, and email infrastructure for a Hong Kong asset manager.

40.5%Email open rate
8.86%Click-through rate
5×Facebook reach
+200%Email database growth

Selected work04 projects

Automated B2B lifecycle programmes in Pardot

Trents, Foodstuffs South Island · 2022–2024 · Christchurch

Customer communication at the B2B foodservice arm of a NZD 3.6B cooperative ran on manual workflows spread across four teams, with no single view of the customer. I consolidated them into automated lifecycle programmes in Salesforce Pardot rather than adding headcount, writing for owner-operators who read email on a phone between shifts.

40.5%Open rate
8.86%Click-through rate
2–4×Industry benchmark

Rebuilding organic social for a B2B wholesaler

Trents, Foodstuffs South Island · 2022–2024 · Christchurch

B2B foodservice is not a category people follow for pleasure, so the existing social presence was reaching almost nobody. I rebuilt the strategy around what the audience actually needed from a wholesaler, and the reach followed.

5×Facebook reach
+81.6%Visits
+126%Page growth

Email infrastructure for an asset manager

Bridgeway Prime Shop Fund · 2015–2017 · Hong Kong

Offline events were the firm’s only acquisition channel, which capped growth at the number of rooms it could fill. I built the email system, landing pages and web forms behind the brand so the audience could be reached and nurtured between events.

+200%Database growth
150%First-year ROI

Content and search for sole traders

Independent consulting · 2019–2021 · New Zealand

Hairdressers, a wedding makeup artist and small fitness operators buying marketing help for the first time, with no one to hand the work back to. I built Canva brand guides a non-designer could keep using unsupervised, and scoped SEO audits to what a sole trader could realistically act on alone.

Self-serveBrand guides built to outlast the engagement

“She took the extra step to streamline investment team operations with new technologies and allowed us to visualize massive market transactions in a cost-effective way.”

If any of this looks like a problem you have, let's talk.

Open to senior marketing roles in New Zealand, and to consulting engagements through Yours Sincerely.

Email me at clova@yourssincerely.nz Read recommendations on LinkedIn