About

Troy Petrunoff is a lifecycle marketing leader specializing in retention for high-growth DTC brands. He has led retention strategy at companies like RYZE, True Classic, and Every Man Jack, helping scale brands to 9-figures in annual revenue. His focus is on using data, customer behavior, and lifecycle strategy to turn first-time buyers into repeat customers and long-term loyalists. Troy’s work centers on building effective email, SMS, subscription, and loyalty programs that drive measurable revenue. He has deep experience with platforms like Shopify and Klaviyo, and takes a practical, performance-driven approach to improving retention, increasing customer lifetime value, and creating sustainable growth beyond paid acquisition.