I design one lifecycle program (onboarding, retention, win-back, referral or loyalty), build it in your stack and hand it over live when the scope ends. For brands and scale-ups in Sweden, Denmark and Norway.
I’m Alexander Andersson, a lifecycle marketing consultant. For fifteen-plus years I’ve run CRM from the inside, as the person the numbers land on. I was Head of CRM at IKEA Ingka Group, and at Bauer Media Group, where I built CRM as a revenue line across 20+ brands in six markets.
I leave every program running in your stack. This offer is the fixed-scope version, for a team that already knows which part of its lifecycle leaks.
The offer builds one of these, from the plan to the marketing automation that sends it.
The receipts below come from energy-tech, publishing and retail. If you’ve been looking for a customer retention consultant and found mostly ecommerce specialists, this offer suits subscription businesses, apps, energy and media, where the relationship runs on a contract or a login.
Designed. The journeys: who enters, on which event, what they get, on which channel, and when they leave. The triggers: the events in your data that start, pause or stop a message. The measurement: a holdout group where the volumes allow it, so what the program adds is read against customers who didn’t get it.
Built. By me, hands on keyboard, in your stack. In Braze that means the Canvases, segments, send times, frequency caps, suppression and consent rules. Where a score should decide who gets what, and the data can support one, I build a propensity model in Databricks with XGBoost and MLflow.
Live. When the scope ends, the program is running in your stack and sending to real customers. I’m the part that leaves.
The scope is fixed and agreed before we start: which program, what goes in it, and how it will be measured.
Based in Malmö, a short train ride from Copenhagen. I take on a small number of clients at a time, in English or Swedish, each with one program to build.
To see stages, rules, a win-back and a propensity score working before you book: this site runs a small lifecycle program on whoever reads it, this page included, in the open, with an off switch on every page. The home page shows the working.
If more than one part of your lifecycle leaks, the 20-minute call is where we pick which to build first. If you need senior lifecycle leadership inside the team, owning the program over time, see Fractional Head of CRM. If the open question is where AI belongs in your CRM before anything gets built, start with the AI marketing audit.
Each figure says where it came from.
A lifecycle marketing consultant designs the messages a business sends across a customer's life, from sign-up to lapse, and the rules that decide who gets which and when. I design and build one such program, with its journeys, triggers and measurement, and leave it live in your CRM stack when the scope ends.
Retention is one stage of the lifecycle. A retention marketing consultant works on keeping the customers you have; lifecycle marketing covers the whole arc, from onboarding to win-back and referral. This offer builds one program anywhere on it, retention included.
Yes. At Tibber, an energy-tech brand in four markets with about 550,000 customers, I built the referral program. In its first week, 2.6× more customers sent invites and referrals rose 37%. Referral grew to roughly a third of new customers. All three figures are client-reported.
I build hands-on in Braze, Klaviyo and Salesforce Marketing Cloud Next, with Databricks, XGBoost and MLflow for the data and scoring underneath, and Python and Cloudflare around them. If yours is something else, the call is where we look at what the program needs from it.
It depends on the program and on what your data already supports, and the scope is fixed and agreed before we start. A referral program on clean event data is a different job from a win-back that needs a churn score first.
No. Marketing automation is the platform, its triggers and the sends. Lifecycle marketing decides what they should do at each stage of a customer's life, and when they should stop. I design the lifecycle and build the automation that runs it. The work fits consumer brands and subscription businesses. B2B lead scoring for a sales team is a different job.
If one flow leaks, we look at that. If it’s the whole program, we go from onboarding. You leave with what I’d fix first. — Alex
andersson