Futrli - cashflow forecasting and reporting

Customer Lifecycle Manager
Aug 2018 - July 2020

Projects I’m proud of

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Projects I’m proud of *

Email onboarding campaign

  • Goal
    Improve user activation by transforming an unsegmented, generic email onboarding campaign into a dynamic, segmented one that better aligns with user behavior.

  • Details
    I redesigned the email campaign by segmenting based on user type and integrating educational content such as product GIFs, videos, and help center links. By leveraging user events I had defined with the engineering team, I tailored the content to users’ activity levels. Emails were triggered to congratulate users for certain actions or encourage them to explore new features.

  • Outcome
    One week after launching the new campaign, open rates increased by 13% and click-through rates by 11%, signaling an immediate improvement in user engagement.

  • Key learnings
    This project reinforced the importance of user segmentation in email marketing and how dynamic, personalized content can drive meaningful engagement and activation.

Beta waitlist

  • Goal
    Build and nurture a strong list of leads ahead of the launch of Flow, Futrli's latest product, to ensure a successful launch with engaged potential users.

  • Details
    We built a waitlist of over 5,000 leads in preparation for the launch of Flow. My responsibilities included creating landing pages, managing Facebook, Instagram, and LinkedIn ads, overseeing lead management in our CRM system, and automating marketing communications before and during launch. Throughout the campaign, we continuously optimised messaging based on engagement, running A/B tests on both design and copy to maximise conversion rates.

  • Outcome
    The waitlist generated over 5,000 leads, setting the stage for a highly engaged launch audience. A/B testing and message optimisation played key roles in maximising the campaign’s effectiveness.

  • Key learnings
    The importance of iterative testing and message optimisation to ensure a successful product launch, as well as the value of coordinated multi-channel marketing to build momentum.

User journey mapping and service blueprints

  • Goal
    Ensure seamless user experience tracking and clarity for cross-functional teams by mapping out comprehensive user journeys and service blueprints ahead of a new product launch.

  • Details
    Prior to the new product launch, I outlined key user events and properties that needed to be tracked and shared with our CRM, support, and analytics tools. Recognising that the user journeys and trigger points were clear to me but not easily accessible to the entire team, I created detailed service blueprints. Following service design principles, these blueprints provided a comprehensive view of both 'on stage' (user-facing) and 'behind the scenes' (internal processes) activities. This allowed all teams to understand what emails or nudges were triggered, where they originated, and from which platform.

  • Outcome
    The service blueprints provided the team with clear, accessible documentation that enhanced cross-functional collaboration and ensured a smooth, cohesive user experience.

  • Key learnings
    I learned the value of service design principles in ensuring that all internal teams have visibility into user journeys and that seamless collaboration is critical to delivering a cohesive user experience.