Owned retention at Grüns through its $1.2B Unilever exit, growing email & SMS as a share of revenue by 79%.
DTC and subscription brands scaling retention and lifecycle
Founders building an email or SMS program from scratch
Teams who want email and SMS to grow as a share of revenue
Lilla ran retention and lifecycle at Grüns from employee #40 through Unilever's $1.2B acquisition. She owned every retention channel (email, SMS, pop-ups, push, direct mail, package inserts, and the customer portal) and grew email and SMS as a share of company revenue by 79% during the company's fastest stretch of growth. Before Grüns, she lifted customer LTV 16.5% at Pura Vida and built CookUnity's lifecycle program from scratch, growing email 81% as an acquisition source. Six years in, she's migrated ESPs with zero disruption, run always-on testing calendars, and templatized launch playbooks that cut speed-to-market across new products and flavors. She works hands-on and at startup scale: fluent across Klaviyo, Attentive, Postscript, Customer.io, Skio, and Hightouch, and as comfortable writing the copy as building the segmentation behind it. Book a call with Lilla to: 1. Build or fix your retention and lifecycle program. 2. Grow email and SMS into real revenue. 3. Design churn and winback flows that hold up. 4. Migrate ESPs without losing sends or revenue. 5. Stand up always-on testing tied to LTV.
Orion Sleep · Aug 2026 – Present
Leads lifecycle marketing at Orion Sleep, a DTC sleep brand.
Grüns · Mar 2025 – Jul 2026
Joined as employee #40 and owned retention and lifecycle across email, SMS, pop-ups, direct mail, package inserts, and the customer portal, growing email and SMS as a share of company revenue by 79% through Unilever's $1.2B acquisition. Launched product lines and limited-time flavors and managed a team of designers and executioners.
Pura Vida · Oct 2023 – Mar 2025
Raised customer LTV 16.5% and grew email and SMS as a share of company revenue by 3.7%. Owned loyalty and lifecycle end-to-end, migrated the SMS program to a new ESP with zero disruption, and built and mentored the lifecycle team. 2024 Rookie of the Year.
CookUnity · Jun 2021 – Oct 2023
Built the lifecycle program from scratch across acquisition, engagement, and resurrection. Grew email 81% as an acquisition source and delivered record months in new trials and reactivations. Promoted from associate; built and managed the lifecycle team.
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