My Work

Role: D2C Email & SMS Marketer; Hoonigan (expanded scope from Contract Email Marketing Manager, Wheel Pros)
Tools: Figma (email design), Klaviyo (ESP)

After building a scalable, brand-first email system for Wheel Pros' B2B program, I was brought onto Hoonigan to own email and SMS marketing directly to consumers. D2C required a different muscle than B2B: faster-moving campaigns, stronger visual storytelling, and a loyalty program that needed modernizing to keep repeat customers engaged.

The mandate was twofold:

1. Run and grow day-to-day D2C email and SMS performance
2. Help revamp Hoonigan's loyalty program automation strategy — moving it from a static, underleveraged program to an automated, lifecycle-driven engine (currently in progress)

1. Built a design-to-send pipeline using Figma + Klaviyo
I established a workflow where every campaign is designed in Figma first, giving Hoonigan's fast, culture-driven brand voice a polished, on-brand visual identity before being built and deployed in Klaviyo. This kept creative quality high without slowing down send cadence.

2. Applied lifecycle marketing principles across email and SMS
Leveraging the same segmentation and personalization discipline from my experience and Wheel Pros work, I built campaigns tailored to Hoonigan's D2C audience, balancing promotional, product, and brand-storytelling sends across both channels.

3. Leading the loyalty program automation overhaul (in progress)
I'm currently rebuilding Hoonigan's loyalty program strategy to be automation-driven, designing flows that trigger based on customer behavior (purchases, engagement, tier status) rather than relying on manual, one-off campaigns. The goal is to turn loyalty into a consistent retention engine rather than a static perk.

• $80K+ in revenue generated across email and SMS
• $76 average order value (AOV)
• 67% average open rate
• 1% average click-through rate

Moving from B2B to D2C meant translating the same core discipline (structured segmentation, consistent process, and data-backed iteration) into a faster-paced, more visually driven consumer channel. The strong early revenue results reflect that the underlying lifecycle marketing fundamentals transfer across B2B and D2C; only the creative execution and cadence needed to adapt. 

The loyalty automation work in progress represents the next stage of that: building infrastructure that compounds retention value over time rather than relying on one-off sends.