SUNDAYS FOR DOGS

IMPACT

✸ DROVE +166% LIFT IN EMAIL & SMS CONVERSIONS YOY
✸ BOOSTED EMAIL & SMS CVR BY +105% YOY
✸ GREW REVENUE FROM CAMPAIGNS BY +77% YOY
✸ IMPROVED EMAIL DELIVERABILITY BY +20%
✸ EXPANDED LIST SIZE BY +56% POST-REBRAND
✸ ACHIEVED +110% LIFT IN SMS CVR WITH NEW WELCOME SERIES
✸ LIFTED SMS CLICK RATE BY +18 WITH NEW WELCOME SERIES
✸ SAVED $26K IN YEARLY COSTS THROUGH REGULAR LIST CLEANING
✸ DELIVERED SUNDAYS' MOST LUCRATIVE EMAIL TO DATE, EXCEEDING BFCM

OPPORTUNITY

When I stepped into the role of Customer Marketing Lead at Sundays, the team was gearing up for a full-scale rebrand. UP UNTIL THAT POINT, Email and SMS had bounced between agencies and A HANDFUL OF legacy owners.

both channels were underutilized and LARGELY siloed from the broader MARKETING STRATEGY. With A rebrand on the horizon, it was the perfect moment to reimagine them as high-impact, insight-driven growth levers.

STRATEGY

My first few weeks were laser-focused on a “state of the state”—analyzing campaign and flow performance to uncover key wins, gaps, and underperforming content. Those insights became the foundation for overhauling our messaging and trigger strategy ahead of the rebrand.
Next, I spearheaded a comprehensive customer journey audit by mapping every brand touchpoint from pre- to post-purchase. This uncovered missing channels, friction points, awkward gaps, and winning opportunities to elevate the customer experience into a more connected, premium journey.
I introduced a clear campaign briefing process to streamline collaboration with Creative, audited Klaviyo account health and deliverability, and built performance dashboards to help prioritize long-term optimizations and testing.
Shifting away from an over-reliance on blog and newsletter content, we found the right mix of interactive, product-led messaging that better suited customer needs and purchase intent. I also leveraged quiz inputs and zero-party data to create more personalized, dynamic messaging.
Learnings from my first few weeks drove several strategic changes to our automations, from optimizing our popup form to adding essential educational content post-purchase. I partnered with Creative and Digital Product teams to action on feedback and update custom triggers, ensuring the most effective sends post-rebrand.
A rebrand was the perfect chance to reintroduce ourselves to our audience with tailored messaging for prospects, churned subscribers, and active customers. I also used this moment to gather feedback from select cohorts through surveys. The campaigns saw strong engagement and generated more subscription revenue than any email in Sundays history.
Through testing variations in timing, triggers, content formats, and send cadence, I uncovered key levers to shape a more strategic and effective program—ensuring our new Creative continued to support our goals.
To keep stakeholders engaged and focused on impact, I developed regular, digestible performance reports known as “Lifecycle Lab Notes” that highlighted wins, test & learns, and clear next steps.