Lena Kowalczyk
Head of Lifecycle
Lena leads lifecycle, and she makes the argument that retention is an acquisition strategy: repeat purchase rate sets the ceiling on what you can afford to bid, which determines whether you can win competitive auctions at all.
She built the replenishment methodology that calculates real median reorder intervals per category from order history rather than using a generic 30-day trigger — a single flow that became a seven-figure line item for one client.
She also owns deliverability, which she describes as the least glamorous and most consequential part of email. There is no fast version of recovering a damaged sending reputation, and she will tell you so before you sign.
Expertise
- Klaviyo and lifecycle automation
- Retention economics
- Email deliverability
- SMS compliance
- RFM segmentation
Credentials
- Klaviyo Partner certified
- 7 years in lifecycle marketing
At Digital Squad since 2021
Written by Lena
2 published reference pieces.
The person who pitches you runs your account.
No bait and switch. You'll meet your whole squad by name in week one, and they'll be in a shared Slack channel with you.