About
Born in the Trenches.Built for Scale.
Retention & Lifecycle Marketing Consultant for Better-For-You CPG Brands
Most retention advice comes from agencies looking to add another shiny object to your tech stack or freelancers who have never owned a north-star metric.
I'm an operator first.
I spent years inside high-growth CPG brands, managing the delicate friction between customer acquisition cost and lifetime value. I know what it's like to realize more "top of funnel" spend isn't the answer when your bucket is leaky.
I founded Retention Theory because I saw a gap: Brands don't need another agency to manage a dashboard. They need someone to build the systems, infrastructure, and logic their internal team can actually own.
The theory is simple: Retention isn't just about sending more emails. It's about customer consumption cycles, subscription logic, understanding cancel reasons, and building a brand experience so seamless that staying is easier than leaving.
Whether I'm building your pre-launch foundation or acting as your Fractional Advisor, I bring the "operator's lens" to every flow, segment, and strategy.
By the Numbers
Operator-Led
Built from inside high-growth brands, not agency playbooks
$500M+ Revenue
Managed and influenced across CPG portfolios
Direct Founder Partnership
No account managers, no junior team layers
My Approach
How I Work
Clarity Over Complexity
I focus on the decisions that create the highest long-term return, removing noise so you can move with confidence.
Partnership, Not Dependency
I'm here to drive your strategy and build your team's capacity at the same time. The goal is for you to have the knowledge and systems to succeed.
Results-Driven
No long-term contracts. Month-to-month renewal based on the value delivered. I earn my place at the table.
Brands I've Worked With
Speaking & Featured In
.jpg&w=1080&q=75)
On Stage
Sharing Insights with the Industry
From SubSummit to podcasts, I share what I've learned from years of building retention systems inside high-growth CPG brands. These aren't theoretical frameworks, they're battle-tested strategies from the trenches.
Let's Talk About Your Retention Challenges
Book a strategy call to discuss where you are and where you want to be.
Book FREE Strategy Call