TERRA KAFFE

IMPACT

✸ SUPPORTED GTM LAUNCH OF LUXURY IOT PRODUCT, DRIVING 10K+ PREORDERS AT 10X ROAS & WAITLIST WITH 6K+ SIGNUPS
✸ ENABLED SUCCESSFUL EXECUTION OF PREORDER BALANCE PAYMENTS, RESULTING IN 80%+ INVOICE COMPLETION RATE
✸ ONBOARDED AI SUPPORT VENDOR PRE-SHIPMENT THAT IMPROVED RESPONSE TIME BY +86%, SAVED $3K/MONTH IN COSTS, & AUTOMATED 94% OF TICKETS
✸ RETAINED 50%+ OF AT-RISK PREORDER CUSTOMERS FOLLOWING DELAYS
✸ SHAPED DELAY COMMS STRATEGY THAT KEPT CHURN UNDER 5%
✸ CHAMPIONED AN INDUSTRY-HIGH 96% CSAT SCORE & NPS SCORE OF 59

OWNERSHIP

As Director of Customer Experience and hire #5 at Terra Kaffe, I played a foundational role in the development and rollout of the TK-02 connected espresso machine across a 3-year timeline, while laying the groundwork for world-class CX programs ALONG THE WAY.

Tk-02 was born from deep brand loyalty & customer insights. As a strategic partner to Product, Engineering, and Marketing, I consulted on everything from pricing and messaging to ensuring our support infrastructure was fully prepared for launch.

CONTRIBUTIONS

Conducted focused surveys and analyzed support data to surface key customer needs—insights that directly influenced competitive features for the TK-02, like dual brew functionality and custom espresso profiles.
Collaborated with ceo, marketing, and finance leaders on pricing and communications strategy, including the rollout of an "early bird" access tier for returning customers.
Onboarded Siena AI vendor and created “Alex,” an omnichannel, on-brand support persona to prepare for volume spikes—achieving 94% ticket automation while avoiding extra headcount.
Pitched gamification, personalization, and in-app engagement ideas like badges and stats directly to the CTO to improve stickiness and user retention rate for the TK mobile app.
Championed customer insights throughout a 12-month preorder period that led to the launch of a customer-facing development timeline, monthly email updates, and dynamic shipping zones on the TK-02 PDP.
Partnered with finance and ecomm leaders to implement the smoothest possible process for collecting preorder balances—and trained support team on execution and documentation.
Worked hand-in-hand with the Director of Communications to shape empathetic, on-brand messaging to announce a significant timeline delay, resulting in less than 5% churn.