Smarter CRM. Stronger retention. Faster growth.
Shoreline Fractional
Your CRM & Lifecycle Marketing Growth Partner
I work with brands to build and optimize CRM and lifecycle marketing programs — combining strategy, segmentation, automation, journey building, AI, and platform integrations to increase engagement, retention, and revenue.
Client Testimonial
"In just 3 months, Zack helped us fix major Gmail deliverability issues, revamp our automations, and make our email creatives more impactful. We saw a 25% increase in click rates and a 30% lift in email revenue - all while building a smarter, more scalable lifecycle program."
CEO, DTC Fashion E-Commerce Brand
trusted by 40+ brands & Businesses
Proven Results
Brands trust me to optimize and scale their CRM and lifecycle marketing by fixing inefficiencies, refining segmentation and personalizing and automating journeys - leading to big gains in acquisition and retention.
12+ years as a crm & lifecycle leader
Revenue Focus
I've spent my career streamlining CRM, retention and lifecycle operations - cutting through complexity to improve data integrity, email deliverability, audience segmentation, and customer engagement.
Client Testimonial
"Zack’s expertise in leveraging Salesforce Marketing Cloud helped our company immensley, allowing us to unlock its full potential for CRM and lifecycle marketing. His strategic approach refined our segmentation and automated every email and SMS touchpoint - which quickly increased click rates and conversions for new prospects and current customers."
-VP of Marketing, Real Estate SaaS Company
agency optimization
Your Agency Navigator
Unsure if your agency is hitting the mark? I’ll work alongside you to evaluate their performance, highlight missed opportunities, and help optimize campaigns for improved click rates, conversion rates and overall revenue.
Technical expertise
Automation + Integration
With deep expertise in leading marketing platforms, I design and optimize customer journeys that drive engagement and revenue - turning fragmented CRM ecosystems into scalable, efficient engines for growth.
How We can work together:
| Engagement: | Fractional | Advisor/Consultant | Audit/Consult |
|---|---|---|---|
| Timing: | 3-6+ Months | 3-Months+ | 2-4 Weeks |
| Best For: | Scaling CRM Strategy | Growth + Guidance | Quick Wins |
| Engagement: | Embedded | Hands-On | Slack | Weekly Calls | Recommendations |
| Deliverables: | Strategy | Execution | Advice | Resources | POV | Scorecard | Roadmap |
| Pricing: | Retainer | Weekly | Hourly | Retainer | Weekly | Hourly | One-Time Project |
💬 Let's Talk Strategy
Have any specific challenges you'd like to address before our call? Let me know and I’ll put together a tailored guide to make our first conversation even more productive!I work with different budgets - I'll customize my approach to your needs.
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Notable Clients
Consulting
Agency
Full-Time
How We can work together:
| Engagement: | Fractional | Advisor/Consultant | Audit/Consult |
|---|---|---|---|
| Timing: | 3-6+ Months | 3-Months+ | 2-4 Weeks |
| Best For: | Scaling CRM Strategy | Growth + Guidance | Quick Wins |
| Engagement: | Embedded | Hands-On | Slack | Weekly Calls | Recommendations |
| Deliverables: | Strategy | Execution | Advice | Resources | POV | Scorecard | Roadmap |
| Pricing: | Retainer | Weekly | Hourly | Retainer | Weekly | Hourly | One-Time Project |
Let's Talk Strategy
Have any specific challenges you'd like to address before our call? Let me know and I’ll put together a tailored guide to make our first conversation even more productive!I work with different budgets - I'll customize my approach to your needs.
Marketing Tech Stack
ESP & CRM
SMS & Push
Personalization & Loyalty
Reporting & Analytics
How We can work together:
| Engagement: | Fractional | Advisor/Consultant | Audit/Consult |
|---|---|---|---|
| Timing: | 3-6+ Months | 3-Months+ | 2-4 Weeks |
| Best For: | Scaling CRM Strategy | Growth + Guidance | Quick Wins |
| Engagement: | Embedded | Hands-On | Slack | Weekly Calls | Recommendations |
| Deliverables: | Strategy | Execution | Advice | Resources | POV | Scorecard | Roadmap |
| Pricing: | Retainer | Weekly | Hourly | Retainer | Weekly | Hourly | One-Time Project |
Let's Talk Stategy
Have any specific challenges you'd like to address before our call? Let me know and I’ll put together a tailored guide to make our first conversation even more productive!I work with different budgets - I'll customize my approach to your needs.
About Me
With over a decade of leadership in CRM and lifecycle marketing, I've optimized and improved customer engagement strategies for 40+ businesses across e-commerce, SaaS, and subscription services. My career spans key roles from hands-on marketing consultant to department head, where I've built high-performing teams and developed acquisition and retention frameworks that consistently deliver 20-30% improvements in customer lifetime value.I believe effective CRM is both an art and a science, blending data-driven decision making with compelling storytelling. My approach combines rigorous testing with creative thinking to develop personalized experiences that resonate with customers throughout their journey.A graduate of the University of Oregon (Go Ducks!), I'm equally passionate about exploration in both business and life. When I'm not creating retention strategies or optimizing marketing programs, you'll find me hiking Southern California trails, enjoying time by the ocean or trying a new restaurant.
How We can work together:
| Engagement: | Fractional | Advisor/Consultant | Audit/Consult |
|---|---|---|---|
| Timing: | 3-6+ Months | 3-Months+ | 2-4 Weeks |
| Best For: | Scaling CRM Strategy | Growth + Guidance | Quick Wins |
| Engagement: | Embedded | Hands-On | Slack | Weekly Calls | Recommendations |
| Deliverables: | Strategy | Execution | Advice | Resources | POV | Scorecard | Roadmap |
| Pricing: | Retainer | Weekly | Hourly | Retainer | Weekly | Hourly | One-Time Project |
Let's Talk Strategy
Have any specific challenges you'd like to address before our call? Let me know and I’ll put together a tailored guide to make our first conversation even more productive!I work with different budgets - I'll customize my approach to your needs.
Marketing Services
CRM + Lifecycle Strategy | Operations
Build CRM programs that drive revenue and growth
→ Develop and optimize lifecycle marketing and CRM strategies by integrating automation, triggered campaigns, AI-driven testing, and multi-channel engagement to maximize retention, LTV, and revenue, while aligning CRM efforts with business objectives to foster long-term customer relationships.
Martech + Automation
Streamline marketing operations & automations
→ Automate customer touchpoints across channels to deliver personalized, timely communication that drives engagement and conversions. At the same time, optimize CRM and lifecycle marketing processes to improve data accuracy and generate customer reports that fuel ongoing optimization and growth.
Retention + Personalization
drive engagement & acquisition thru personalization
→ Leverage customer data to create AI-driven dynamic content and personalized customer journeys that drive intent-driven engagement, high conversion rates - ultimatiley leading to higher long-term LTV.
Audits + Performance Optimization
find hidden opportunities for rapid growth
→ Evaluate CRM and lifecycle marketing ecosystems and/or agency performance to identify areas for improvement and deliver actionable strategies that drive growth within 3 months.
Creative + Copy Strategy
high impact Content Strategy, Creative & Copy
→ Drive high-converting campaigns through targeted content creation, innovative concepts, and compelling copy that resonates with the audience. This approach increases engagement, boosts conversions, and enhances customer loyalty, leading to measurable improvements in revenue and long-term business growth.
How We can work together:
| Engagement: | Fractional | Advisor/Consultant | Audit/Consult |
|---|---|---|---|
| Timing: | 3-6+ Months | 3-Months+ | 2-4 Weeks |
| Best For: | Scaling CRM Strategy | Growth + Guidance | Quick Wins |
| Engagement: | Embedded | Hands-On | Slack | Weekly Calls | Recommendations |
| Deliverables: | Strategy | Execution | Advice | Resources | POV | Scorecard | Roadmap |
| Pricing: | Retainer | Weekly | Hourly | Retainer | Weekly | Hourly | One-Time Project |
Let's Talk Strategy
Have any specific challenges you'd like to address before our call? Let me know and I’ll put together a tailored guide to make our first conversation even more productive!I work with different budgets - I'll customize my approach to your needs.
Agency Optimization
Phase 1: Audit
1. Conduct a comprehensive review of your current agency's strategies, campaigns, and performance.
2. Identify inefficiencies, missed opportunities, and gaps in your current CRM and marketing efforts.
3. Provide an actionable plan outlining areas for immediate improvement and optimization.
Phase 2: Action
1. Collaborate directly with your agency to prioritize and tackle the most critical issues first.
2. Implement changes to key campaigns, automation flows, and customer journeys for rapid impact.
3. Establish tracking mechanisms to monitor progress, ensuring the most important KPIs are being optimized.
Phase 3: Ongoing Optimization
1. Continually assess performance and make adjustments as needed to ensure long-term success.
2. Provide ongoing recommendations for improving customer segmentation, automations and messaging.
3. Support your team with strategic guidance to keep your CRM aligned with your business goals.
How We can work together:
| Engagement: | Fractional | Advisor/Consultant | Audit/Consult |
|---|---|---|---|
| Timing: | 3-6+ Months | 3-Months+ | 2-4 Weeks |
| Best For: | Scaling CRM Strategy | Growth + Guidance | Quick Wins |
| Engagement: | Embedded | Hands-On | Slack | Weekly Calls | Recommendations |
| Deliverables: | Strategy | Execution | Advice | Resources | POV | Scorecard | Roadmap |
| Pricing: | Retainer | Weekly | Hourly | Retainer | Weekly | Hourly | One-Time Project |
Let's Talk Strategy
Have any specific challenges you'd like to address before our call? Let me know and I’ll put together a tailored guide to make our first conversation even more productive!I work with different budgets - I'll customize my approach to your needs.
Case Study
Klaviyo & Attentive DTC Lifecycle Revamp
Situation: (large fashion e-commerce brand)
Despite solid brand equity and high website traffic, this fashion e-commerce leader was seeing weak performance from its lifecycle marketing program across both email and SMS. The company heavily relied on static batch campaigns with minimal segmentation or behavior-based targeting. Meanwhile, automated flows (like welcome, cart abandon, and browse abandon) were underdeveloped and contributed little to overall revenue.At the start of the engagement, CRM (email + SMS) drove just 15% of total monthly revenue, broken down as:
| Channel + KPI | Performance |
|---|---|
| Email CTR | 0.6% |
| SMS CTR | 2.5% |
| Automation % of Revenue | 20% |
| Batch % of Revenue | 80% |
| Total CRM Revenue Attribution | 15% |
Objective:
Revamp the full lifecycle program including automations and batch campaigns - with a goal of increasing lifecycle revenue contribution from 15% to 25% of total company revenue within 4-6 months.
Solution (STRATEGIC APPROACH AND EXECUTION):
Improved Automations
Rebuilt the full set of lifecycle flows, tailoring content by customer status (e.g., new, active, dormant) and recent behaviors (e.g., browsing patterns, past purchases). Adjusted send timing, personalized messaging, and logic paths to improve flow effectiveness.Refined Batch Cadencing and Automated Targeting
Focused batch campaigns on high-value customer cohorts - specifically the top 20% by AOV and engagement. Further segmented audiences by ISP (Gmail, Yahoo, etc.) to optimize deliverability and introduced monthly content themes based on customer preferences and past behavior.Storytelling Content Strategy
Shifted away from overuse of discount-driven messaging. Introduced campaigns centered around product drops, restocks, price drops, editorial and strategic brand collaborations - while maintaining direct response principles and targeted offers.
RESULTS (AFTER 4 months):
| Channel | Before | After | Variance |
|---|---|---|---|
| 0.6% | 1.1% | (+83%) | |
| SMS | 2.5% | 4.2% | (+68%) |
| Automation % | 20% | 33% | (+65%) |
| Batch % | 80% | 65% | Rebalance |
| Total Revenue CRM Attribution | 15% | 25% | (+67%) |
Tech Stack:
> Email + SMS Platforms: Klaviyo (Email), Attentive (SMS)> Personalization: Nosto, Shopify> E-commerce Platform: Shopify
How We can work together:
| Engagement: | Fractional | Advisor/Consultant | Audit/Consult |
|---|---|---|---|
| Timing: | 3-6+ Months | 3-Months+ | 2-4 Weeks |
| Best For: | Scaling CRM Strategy | Growth + Guidance | Quick Wins |
| Engagement: | Embedded | Hands-On | Slack | Weekly Calls | Recommendations |
| Deliverables: | Strategy | Execution | Advice | Resources | POV | Scorecard | Roadmap |
| Pricing: | Retainer | Weekly | Hourly | Retainer | Weekly | Hourly | One-Time Project |
Let's Talk Strategy
Have any specific challenges you'd like to address before our call? Let me know and I’ll put together a tailored guide to make our first conversation even more productive!I work with different budgets - I'll customize my approach to your needs.
Case Study
Salesforece SaaS CRM Program Rebuild
situation: (Real Estate SaaS DTC Subscription)
With over two dozen real estate listing sites under their umbrella, this company captures high-volume traffic across search and affiliate channels, converting users into paid subscribers with gated access to unique rent-to-own and foreclosure properties.The CRM and lifecycle programs (email, SMS, and push notifications) were primarily batch-based, organized by channel only, and lacked personalization or brand-specific tone. All subscribers received the same journey, regardless of acquisition source or brand experience. Deliverability and engagement were underperforming, particularly due to:1. Gmail reputation issues (low engagement, high spam complaints)2. Overuse of SMS for low-quality affiliate leads (no segmetnation by lead source)3. Lack of automation, personalization and segmentationAt the time, CRM accounted for just 9% of total monthly revenue. Overall monthly performance:
| Channel + KPI | Performance |
|---|---|
| Email CTR | 0.4% |
| SMS CTR | 1.5% |
| CRM Conversion Rate | 0.6% |
| CRM Revenue Attribution | 9% |
objective:
Rebuild the CRM and lifecycle program from the ground up to:1. Improve email deliverability and engagement2. Personalize journeys based on lead source and brand3. Increase conversion rate and long-term LTV through tailored post-sale communications
solution: (STRATEGIC APPROACH AND EXECUTION)
Automated, Brand Specific Journeys
Designed unique email and SMS automations for each website to match its tone, product focus, and lead experience.Source-Based Segmentation
Created journey variations based on acquisition source:→ SEO/SEM: High-quality leads received more frequent, conversion-focused touchpoints→ Affiliate: Lower-quality leads received reduced send frequency and safer messaging strategies to protect deliverabilityDynamic Content and Personalization
Used key lead attributes to customize messaging, offers, and CTAs dynamically across channels.Cross-Channel Cohesion
Unified email, SMS, and push notifications across platforms (Salesforce Marketing Cloud, Twilio, OneSignal) to create a more consistent user experience.
results: (3 months after launch)
| Channel + KPI | Before | After | Variance |
|---|---|---|---|
| 0.4% | 1.4% | +244% | |
| SMS | 1.5% | 4.25% | +183% |
| Conversion Rate | 0.6% | 0.9% | +33% |
| CRM Attribution | 9% | 22% | +144% |
TECH STACK:
> Email + SMS Platforms: Salesforce Marketing Cloud, Twilio> Push: OneSignal> BI + Analytics: Sisense, Marketing Cloud Intelligence
How We can work together:
| Engagement: | Fractional | Advisor/Consultant | Audit/Consult |
|---|---|---|---|
| Timing: | 3-6+ Months | 3-Months+ | 2-4 Weeks |
| Best For: | Scaling CRM Strategy | Growth + Guidance | Quick Wins |
| Engagement: | Embedded | Hands-On | Slack | Weekly Calls | Recommendations |
| Deliverables: | Strategy | Execution | Advice | Resources | POV | Scorecard | Roadmap |
| Pricing: | Retainer | Weekly | Hourly | Retainer | Weekly | Hourly | One-Time Project |
Let's Talk Strategy
Have any specific challenges you'd like to address before our call? Let me know and I’ll put together a tailored guide to make our first conversation even more productive!I work with different budgets - I'll customize my approach to your needs.
Case Study
Wellness Brand Startup Optimization
situation: (Supplement Health DTC Subscription)
After securing seed funding, this early-stage wellness brand needed to build a more effective lifecycle marketing foundation to support rapid growth. Despite strong product-market fit, the brand faced low engagement across automated email and SMS, inconsistent messaging across the funnel, and rising churn among new subscribers. CRM contributed minimally to total revenue, and automation CTR was well below industry benchmarks.
objective:
Develop a more cohesive, personalized lifecycle strategy that improves messaging, cadence, and conversion - ultimately boosting automation CTR, retention, and the share of revenue attributed to CRM channels.
solution:
Content Optimization
Refined email and SMS copy for higher clarity, stronger CTAs, and better alignment with the brand’s tone and customer mindset.Cadence Improvements
Adjusted email and SMS timing by customer status and journey stage to reduce fatigue and improve performance.Funnel Continuity
Streamlined landing pages and lifecycle messaging to improve conversion from lead to subscriber.New Welcome and Abandon Series
Rebuilt pre-purchase flows and abandon cart/browse messaging using A/B tested copy and new creative concepts designed to boost response rates.
results:
While this engagement focused on strategy and content delivery rather than execution, the company saw meaningful gains in engagement and retention after implementing the proposed changes. Email and SMS click-through rates improved notably, contributing to stronger subscriber growth and reduced churn. The brand also secured Series A funding shortly after launching its revised lifecycle program.
TECH STACK:
> Email + SMS Platforms: Klaviyo, Attentive> Personalization + Loyalty: Shopify> BI + Analytics: Google Analytics
How We can work together:
| Engagement: | Fractional | Advisor/Consultant | Audit/Consult |
|---|---|---|---|
| Timing: | 3-6+ Months | 3-Months+ | 2-4 Weeks |
| Best For: | Scaling CRM Strategy | Growth + Guidance | Quick Wins |
| Engagement: | Embedded | Hands-On | Slack | Weekly Calls | Recommendations |
| Deliverables: | Strategy | Execution | Advice | Resources | POV | Scorecard | Roadmap |
| Pricing: | Retainer | Weekly | Hourly | Retainer | Weekly | Hourly | One-Time Project |
Let's Talk Strategy
Have any specific challenges you'd like to address before our call? Let me know and I’ll put together a tailored guide to make our first conversation even more productive!I work with different budgets - I'll customize my approach to your needs.
Case Study
Yotpo Loyalty Program + Data Integration
Situation: (DTC Fashion E-Commerce)
A large fashion and apparel company was facing a decline in LTV (Lifetime Value), AOV (Average Order Value), and monthly repeat customer conversions heading into the busy BFCM (Black Friday/Cyber Monday) period. Their loyalty program had not been updated or promoted in years, and it was clear that the program needed a revamp to drive engagement, improve repeat purchases, and incentivize new customers to join.
objective:
Overhaul their loyalty program ahead of BFCM to maximize customer AOV, increase LTV, and drive new customers to join the program. The goal was to have the program live in time for the high-traffic holiday season.
solution:
Program Overhaul
Created new loyalty program tiers and strategies, focusing on incentivizing monthly repurchases and increasing AOV based on historical benchmarks.Email Journey Creation
Developed an email journey targeting both new customers (to drive initial program sign-ups) and existing customers (to encourage re-engagement and program enrollment).Data Integration
Leveraged third-party Yotpo integration with Shopify and Klaviyo to streamline and automate loyalty program functionality, ensuring seamless user experience and data flow in preparation for BFCM.
results:
> The revamped loyalty program launched in late October, ahead of BFCM, resulting in notable increases in CTR, AOV, and LTV.> AOV increased by 10-20% depending on the customer cohort.> Active Cohort Customers saw a 15-20% improvement in click and conversion rates, with engagement varying by cohort age and overall engagement levels.> The program was well-received, contributing to stronger performance during and after BFCM compared to the previous year.
TECH STACK:
> Email + SMS Platforms: Klaviyo, Attentive> Personalization + Loyalty: Yotpo, Nosto, Shopify> BI + Analytics: Google Analytics
How We can work together:
| Engagement: | Fractional | Advisor/Consultant | Audit/Consult |
|---|---|---|---|
| Timing: | 3-6+ Months | 3-Months+ | 2-4 Weeks |
| Best For: | Scaling CRM Strategy | Growth + Guidance | Quick Wins |
| Engagement: | Embedded | Hands-On | Slack | Weekly Calls | Recommendations |
| Deliverables: | Strategy | Execution | Advice | Resources | POV | Scorecard | Roadmap |
| Pricing: | Retainer | Weekly | Hourly | Retainer | Weekly | Hourly | One-Time Project |
Let's Talk Strategy
Have any specific challenges you'd like to address before our call? Let me know and I’ll put together a tailored guide to make our first conversation even more productive!I work with different budgets - I'll customize my approach to your needs.
Case Studies
Salesforece SaaS CRM Program Rebuild
With over two dozen real estate listing sites under their umbrella, this company captures high-volume traffic across search and affiliate channels, converting users into paid subscribers with gated access to unique rent-to-own and foreclosure properties.The CRM and lifecycle programs (email, SMS, and push notifications) were primarily batch-based, organized by channel only, and lacked personalization or brand-specific tone.
Klaviyo & Attentive DTC Lifecycle Revamp
Despite solid brand equity and high website traffic, this fashion e-commerce leader was seeing weak performance from its lifecycle marketing program across both email and SMS. The company heavily relied on static batch campaigns with minimal segmentation or behavior-based targeting. Meanwhile, automated flows (like welcome, cart abandon, and browse abandon) were underdeveloped and contributed little to overall revenue.
Yotpo Loyalty Program + Data Integration
A large fashion and apparel company was facing a decline in LTV (Lifetime Value), AOV (Average Order Value), and monthly repeat customer conversions heading into the busy BFCM (Black Friday/Cyber Monday) period. Their loyalty program had not been updated or promoted in years, and it was clear that the program needed a revamp to drive engagement, improve repeat purchases, and incentivize new customers to join.
Wellness Brand Startup Optimization
After securing seed funding, this early-stage wellness brand needed to build a more effective lifecycle marketing foundation to support rapid growth. Despite strong product-market fit, the brand faced low engagement across automated email and SMS, inconsistent messaging across the funnel, and rising churn among new subscribers. CRM contributed minimally to total revenue, and automation CTR was well below industry benchmarks.
How We can work together:
| Engagement: | Fractional | Advisor/Consultant | Audit/Consult |
|---|---|---|---|
| Timing: | 3-6+ Months | 3-Months+ | 2-4 Weeks |
| Best For: | Scaling CRM Strategy | Growth + Guidance | Quick Wins |
| Engagement: | Embedded | Hands-On | Slack | Weekly Calls | Recommendations |
| Deliverables: | Strategy | Execution | Advice | Resources | POV | Scorecard | Roadmap |
| Pricing: | Retainer | Weekly | Hourly | Retainer | Weekly | Hourly | One-Time Project |
Let's Talk Strategy
Have any specific challenges you'd like to address before our call? Let me know and I’ll put together a tailored guide to make our first conversation even more productive!I work with different budgets - I'll customize my approach to your needs.