Content Marketing Specialist
(Growth & Lifecycle) |
Woodstock, ON | eCommerce
Overview
InControl Diapers had a strong product story and a passionate customer base. The growth opportunity sat in two places: lifecycle depth (email and segmentation) and purchase confidence (on-site content and merchandising). I built systems that turned education into conversion and repeat purchases into predictable revenue.
Key journeys automated from first touch to repeat purchase
Goals
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Increase revenue from lifecycle marketing (segmented email + automated flows)
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Improve the on-site path to purchase through content, UGC and merchandising
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Create a repeatable testing rhythm across messaging and offers
+59%
increase in email-driven revenue (segmentation + lifecycle flows)
+19%
increase in online sales
(UGC + on-site merchandising)
What I built
Lifecycle Engine: Flows, campaigns, segmentation and testing that matched intent and customer stage.
Conversion Content: Product education pages, landing pages, and copy that reduced hesitation and improved decision-making.
On-Site Merchandising: UGC integration, offer framing and content placement improvements to keep customers moving.
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Email Revenue Performance (Before vs After)
Key moves that shifted results
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Reworked segmentation around buyer intent and purchase behavior
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Built high-performing automations that earned revenue daily, not just during campaigns
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Improved product storytelling on-page so “education” became a conversion driver
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Used structured A/B testing to tighten messaging and offers
Outcome
A stronger lifecycle and conversion system where email, content and merchandising worked together to drive revenue lift and sustained performance gains.
Metrics rounded. Select internal process details summarized for privacy.