Kelsey Matson
Westmoreland,NH
Summary
Strategic and data-driven lifecycle marketing leader with 9+ years of experience owning and optimizing lifecycle programs from acquisition to retention for leading e-commerce brands. With experience in-house and agency side, I thrive in fast-paced, high-growth environments and excel at partnering cross-functionally with Product, Data, CX, and Creative teams to build high-performing, user-centric journeys.
Overview
9
9
years of professional experience
Work History
Lifecycle Marketing Manager
Orvis
08.2024 - Current
- Drove 36M+ annual email attributed revenue and owned the end-to-end lifecycle marketing strategy, increasing engagement across a 1.5M+ user base
- Increased CTR by 30% in first year through strategic testing and segmentation optimization
- Own A/B testing strategy—concepting, implementing, analyzing, and reporting findings
- Implemented predictive analytics and AI-powered segmentation to deliver personalized messaging and optimize send-time performance
- Deliver weekly performance insights to leadership across key KPIs, including CTR, CVR, and $/email
- Managed and mentored junior email team member
Head of Email Strategy
The Email Marketers
07.2023 - 08.2024
- Managed and mentored a team of up to 10, including hiring, performance reviews, and strategic development
- Led lifecycle strategy across portfolio of DTC e-commerce brands, focused on driving acquisition, retention, LTV, and measurable ROI
- Delivered in-depth KPI analysis and optimization recommendations to improve retention, LTV, and engagement
- Developed lifecycle programs supporting subscription and repeat-purchase models, including referral and loyalty initiatives to increase LTV
Senior Email Strategist
The Email Marketers
05.2022 - 08.2023
- Built and led end-to-end retention marketing plans across batched and automated emails, SMS, and push for the agency’s most complex and high-priority DTC clients—from strategy to execution and performance reporting
- Created segmentation strategies based on behavioral and purchase data to power highly personalized multi-channel journeys
- Promoted to Head of Email Strategy in recognition of high-impact execution, strategic leadership, and client success
Marketing Director
Discover Europe LTD
05.2016 - 05.2022
- Built and launched the company’s first lifecycle program to increase customer retention and trip rebooking
- Implemented advanced segmentation in the CDP to target travelers by behavior, demographics, and trip history
- Launched and grew the email list 10x in one year through effective lead nurture and retention campaigns
- Led end-to-end brand and digital marketing including content strategy, email, and customer communication across all platforms
Education
BS - Marketing Communications, Minor in Business Administration
Endicott College
Beverly, MA01.2016
Skills
- Subscription Lifecycle Strategy
- Expert-level Klaviyo experience
- Team leadership
- End-to-end Lifecycle Marketing Strategy
- Customer Segmentation & Behavioral Targeting
- Retention & Churn Reduction Strategy
- Creative Brand Storytelling
- Data Analysis & KPI Reporting
- A/B Testing & Experimentation
- Inbox Placement & Deliverability
- Marketing Tools: Tableau, PostScript, SFMC, Skio, Attentive, Adobe Analytics, Figma
References
References available upon request.
Timeline
Lifecycle Marketing Manager
Orvis
08.2024 - Current
Head of Email Strategy
The Email Marketers
07.2023 - 08.2024
Senior Email Strategist
The Email Marketers
05.2022 - 08.2023
Marketing Director
Discover Europe LTD
05.2016 - 05.2022
BS - Marketing Communications, Minor in Business Administration
Endicott College