Across Heritage Varsity Co. and Haneul Skin, built and managed email marketing systems in Klaviyo - covering list growth, automated flows, and campaign strategy.
Business Goal: Turn first-time store visitors and one-time buyers into repeat customers.
My Role: Flow strategy, email copywriting, campaign design, deliverability setup.
Tools Used: Klaviyo, Shopify.
Business Impact: Welcome and Abandoned Cart flows built around real buyer hesitation points, plus a seasonal campaign matched to product positioning - not generic automation.
Built to capture first-time visitors and introduce the brand story before asking for a sale - timed to build trust rather than push discount codes immediately.
Designed to recover lost sales with a reminder sequence addressing real hesitation points, not just "you left something in your cart."
Also used dedicated business sender addresses instead of personal/Gmail addresses to protect sender reputation and inbox placement.
Designed a dedicated campaign to promote the Haneul Skin Discovery Kit as a low-commitment entry point - using lifestyle imagery (beach and airport scenes) to visually reinforce the "your routine travels with you" positioning, split by collection mood: Centella Cica paired with a beach scene, Rice & Ceramide with an airport scene.
Beyond just "sending emails" - actual customer journey strategy, matching each flow to a specific moment in the buyer's decision-making process, plus the technical care (deliverability, sender reputation) that keeps flows actually landing in inboxes.