Mojisola B.

Oversaw lifecycle and growth strategy encompassing acquisition, activation, retention, and expansion for a B2B/B2C commerce platform. Developed automated lifecycle email marketing campaigns using Iterable and Customer.io, including onboarding flows, drip campaigns, nurture sequences, and re-engagement programs across push, SMS, email, and in-app messaging. Integrated Mixpanel event tracking with Iterable and Customer.io to deliver behavior-based messaging to segmented users. Utilized SQL for customer data extraction and analysis to segment user cohorts, monitor retention trends, and analyze feature adoption. Applied GA4 and Google Tag Manager (GTM) for event instrumentation, conversion tracking, and behavioral data flow. Created behavioral segmentation models using Mixpanel product usage and firmographic signals. Redesigned onboarding sequences informed by cohort analysis in Mixpanel, and implemented loyalty and win-back campaigns targeting lapsed users. Built Looker Studio dashboards to report on retention, engagement, CAC, and LTV.

Directed lifecycle email marketing and growth planning for a B2B Legal Tech SaaS company, with a focus on acquisition, onboarding, retention, and expansion. Managed automated programs via Iterable and Klaviyo that included dynamic segmentation, personalized email journeys, transactional communications, and SMS outreach. Executed SQL-driven analyses to assess user and revenue data, cohort trends, and LTV for strategy and budgeting. Used Mixpanel for cohort and funnel analysis to address activation and retention across user groups and channels. Coordinated lifecycle messaging with Product and Engineering, ensuring GTM event support and data synchronization. Deployed an A/B testing methodology with experimental scoring, running experiments on email content, timing, and channel allocation. Applied behavior-based segmentation from Mixpanel product usage events to improve campaign performance. Managed Google Ads and Meta paid acquisition with GA4 attribution.

Designed integrated lifecycle email marketing initiatives spanning acquisition through reactivation for B2B/B2C Legal Tech. Built out HubSpot email marketing and CRM setup, establishing lifecycle stages, lead scoring, behavioral triggers, and automated drip sequences. Supported customer retention and engagement efforts by implementing personalized email communications and content flows across multiple platforms. Maintained ongoing tracking and reporting of lifecycle KPIs using campaign data to inform optimization.

Conducted market research and intent signal analysis for FinTech Solutions, providing insights that shaped demand generation programs. Developed and managed go-to-market (GTM) and retention initiatives, including client onboarding and loyalty programs. Contributed to product launches by utilizing trend analysis, obtaining customer feedback, and engaging in cross-functional GTM planning.