MIKHAIL DADOV
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Mikhail Dadov

Lifecycle Marketing

Lifecycle Marketing: onboarding, activation, retention, and winback. Senior CRM strategy and leadership.

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When I am the best fit

I connect onboarding, activation, retention, and winback with customer economics, clear decision rights, and cross-functional leadership.

  • Teams that already have CRM activity but need clearer priorities around lifecycle marketing
  • Leaders who need senior outside help without waiting for a permanent hire
  • Companies that want measurable impact on retention, LTV, and repeat revenue
What clients get
  • A sharper diagnosis and roadmap around lifecycle marketing
  • Better execution across CRM, product, analytics, and vendors
  • Decisions tied to conversion, retention, LTV, and revenue quality
Typical scope
  • Review of current setup, journeys, data, and ownership
  • Prioritized interventions for the next 30, 60, and 90 days
  • Support for KPI logic, vendor work, and execution rhythm
Experience and results

European fintech: lifecycle governance on Bloomreach

I audited and migrated CRM in Bloomreach, covering measurement, consent, KYC, onboarding, segmentation, and 20+ lifecycle journeys. Conversion increased by 10% and retention revenue by 3%. The work connected customer data, product requirements, and commercial priorities.

When to bring me in
  • The team is active around lifecycle marketing, but business impact still feels weak
  • Ownership is fragmented and priorities are blurry
  • You need senior judgment, not more generic channel activity
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Lifecycle Marketing: onboarding, activation, retention, and winback. Senior CRM strategy and leadership.

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Questions teams usually ask

I connect onboarding, activation, retention, and winback with customer economics, clear decision rights, and cross-functional leadership.

Questions teams usually ask

FAQ

Is this just advisory work?

The engagement can cover strategy, roadmap design, vendor coordination, and implementation leadership. We agree on scope and accountability before starting.

Can this work on top of the current team and stack?

Yes. Most mandates start on top of the current setup and focus on clearer priorities, better decisions, and stronger execution quality.

How do we start?

Start with a 1-hour consultation to review the goals, constraints, and data available. We then scope an audit, roadmap, or leadership engagement separately.