When I joined Adwerx as Director of Partner Marketing, the role was quickly adjusted to Director of Retention Marketing — a signal that keeping partners and customers engaged mattered as much as retaining the revenue. At the same time, the Account Management team was reorganizing around retaining the ARR the company was selling at a fast pace, and the VP of Customer Experience and senior leadership asked me to build a marketing treatment that would move retention outcomes. The problem: when I asked what actually drove retention, no one could answer with data — only with gut feeling.
I partnered with our data science team and RevOps to analyze 20+ potential signals across all enterprise customers, combining in-app behavioral data (logins, in-product spend, campaign activity), CRM data, and NPS scores to isolate the strongest predictors of renewal. The analysis also surfaced which customer profiles were highest-risk, so retention efforts could be focused where it mattered most.
From there, I built an ideal customer communication lifecycle and worked with the VP of Customer Experience to automate it through marketing touchpoints, equipping account managers with templated account reviews, custom marketing assets, and case studies designed to drive the behaviors the data pointed to. The findings became a north star for broader resourcing decisions.