Lifecycle Creative &
Retention Systems
- Naked & Thriving
The lifecycle creative system became the brand's most consistent revenue driver — generating approximately 30% of annual revenue through owned channels at scale.
THE CHALLENGE
When lifecycle marketing began at Naked & Thriving, it was essentially non-existent—an occasional unbranded sale email sent a few times a year. I built the lifecycle creative system from zero: initial cadence, content calendar, messaging architecture, and creative framework across email, SMS, direct mail, paid media, push notifications, and flows.
As the retention team grew and expanded across channels, my role evolved into equal parts creative director and brand steward — concepting and directing lifecycle content in close partnership with retention, while ensuring the brand's voice, visual integrity, and long-term equity stayed intact alongside performance goals. Every subject line test, image choice, and button style was evaluated through both a performance and a brand lens.
MY ROLE
I led lifecycle creative from inception through scale—building the content framework, directing creative across all owned channels, and partnering closely with retention on strategy, flows, and performance optimization.
Content Strategy & Calendar
Email & SMS Creative Direction
Flow Development (Concept, Copy, Design)
Direct Mail Concept & Creative
Retention Ad Creative
Performance Monitoring & Optimization
THE APPROACH
Lifecycle creative is where many companies let brand equity erode in favor of performance. The goal was to build a system where the two weren't in conflict—where every email, ad, and notification felt unmistakably like Naked & Thriving while still hitting performance targets.
That meant developing a modular content framework that could flex across launches, promotions, and everyday touchpoints without requiring a creative rebuild each time. I monitored performance closely—testing subject lines, image types, button styles, and messaging hierarchies—using data to refine the system without compromising brand voice.
Promotional, educational, and post-purchase content designed to feel cohesive and brand-forward while driving measurable performance.
Top-Performing Emails
Paid Media
Lifecycle creative extended beyond the inbox — the same visual and messaging principles applied across paid channels to reinforce brand recognition at every touchpoint.
THE RESULTS
~30%
Of annual revenue driven through owned brand channels
65%
Of retention revenue was driven by the email program
7 to 15
ROI on direct mail initiatives
TESTIMONIAL
“What made Margaret exceptional was her rare combination of vision and action. She could zoom out to define long-term brand positioning and, in the same breath, jump into campaign details to elevate performance. She was a true strategic partner to marketing — deeply collaborative, solutions-oriented, and always focused on driving both brand equity and measurable growth.”
Justin McDole, Director of Retention, Naked & Thriving