I turn product value into activation, adoption, and retention.
I build lifecycle strategies, CRM programs, customer journeys, and product communications that move users from first value to lasting value, with Product Marketing at the core.
Rio de Janeiro · Brazilian and EU citizen · Available for global remote opportunities
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The problems I fix
Users sign up. They never reach first value.
Activation is treated as a welcome email, not a product moment. I design lifecycle journeys anchored to the specific behaviors that predict retention, so new users reach the value they signed up for.
Activation happens. Adoption stalls.
Users try the product once and never come back to the features that make it worth paying for. I build adoption programs that surface the right capability at the right moment, expanding depth of usage over time.
Retention is treated as a metric, not a system.
Churn is a signal that started weeks earlier. I build segmentation, health scoring, and lifecycle interventions that address risk before it becomes cancellation.
CRM and Product speak different languages.
Marketing sends broadcasts. The product ships releases. Neither reflects the other. I connect product behavior to lifecycle messaging so every touchpoint reinforces what users experience inside the product.
How I work
Behavior before campaigns.
Every program starts from what users actually do inside the product. Segmentation, journeys, and content follow real behavior, not a campaign calendar.
Strategy connected to execution.
I design the lifecycle architecture and I ship the journeys, emails, and experiments that bring it to life. Strategy is what runs in production, not what sits in a deck.
Product value across every touchpoint.
Onboarding, in-product messaging, email, help content, and reactivation carry the same story. Product Marketing sits at the core so value stays consistent from first click to renewal.
Cross functional by design.
Lifecycle only works when Product, Data, CS, and Marketing operate as one system. I build the shared framework that lets those teams ship together.
Selected outcomes
Retention lift at a global B2B SaaS company, driven by lifecycle segmentation, journey redesign, and repositioned product communications.
CRM and lifecycle programs at scale across one of Latin America's largest e-commerce platforms.
Brand, content, and lifecycle foundations built from zero in six months, without paid acquisition.
Where I've built
A few useful answers
Worth sharing.
I just came across a Senior Lifecycle Marketing leader with strong Product Marketing experience across activation, product adoption, CRM, marketing automation, and retention. https://isabelalima.app