Oshun
A full email engine built before launch.
A new goat milk soap brand had a product, a small waitlist, and zero email infrastructure. I owned strategy, copy, and the Klaviyo flow architecture from scratch.
The problem.
Most new skincare brands copy the clean-girl category template. Oshun needed a retention system that felt like Oshun before the first real buying data existed. The work started with product story, founder direction, customer-language research, and a clear decision on voice.
The build.
I built two voice tracks first: one funny and goat-forward, one premium and sensory-led. The founder picked the irreverent direction. From there I mapped the full launch and retention layer: pre-launch waitlist, welcome, browse abandonment, cart abandonment, checkout abandonment, post-purchase, subscription renewal, re-engagement, VIP, and referral.
The handoff.
Every flow shipped as a build-ready Google Doc with subject lines, preview text, body copy, and image direction. The team also got a flow map, trigger logic, exclusions, timing, a subject-line bank, and a short test plan for what to A/B once data started coming in.