CVALT
The CEO was running marketing on instinct. I turned it into a system — then ran it for five years.
Where it started
The CEO was doing all of the marketing himself — and winging it. The email list was healthy but underperforming. Every email, and every customer touchpoint, was an ad.
Instagram didn't exist. Snapchat read like a trap flyer. The voice and the imagery were commodity — CVALT could have been any delivery service in the state.
The diagnosis
This wasn't a content problem. There was no system — nothing deciding who hears what, when, or why. So nothing new got made for the first month. The list was already paid for and already opted in; that was where the work started.
| Channel | Before | The plan |
|---|---|---|
| Marketing | The CEO, on instinct | One operator, one plan, one calendar — the CEO back to running the business |
| Healthy list, every send an ad | A lifecycle sequence with a reason to open: value and story first, the offer when it's earned | |
| Didn't exist | Built to earn attention and point it at the list — never used as the register | |
| Snapchat | Trap-flyer energy | Same voice as everything else, so every channel sounds like one brand |
| Voice & image | Commodity | One brand system across the app listing, packaging, sticker runs, shoots and the send |
The plan
A full lifecycle, fourteen stages, one loop.
Channel-agnostic by design — email and SMS are one execution layer, not the system. Every stage has one job.
- AttributionKnow where every customer came from.
- ContextMeet them in the channel they chose.
- WelcomeThe first message sets the voice — not a coupon.
- NurtureValue before the ask.
- BehaviourWhat they do decides what they get next.
- IntentSpot the signals that someone's ready.
- ConversionMake the order the easy part.
- OnboardingFirst order, first real impression.
- DeliveryThe driver at the door is marketing too.
- ProofHappy customers become the reason others trust you.
- RetentionReach them before they run out.
- AdvocacyGive regulars something worth sharing.
- ReactivationWin back the quiet ones.
- PruningCut dead weight so the list stays deliverable.
Context determines the journey. Behaviour determines the next move.
The send
Social
App store listing
Product
Sticker run
What happened
The list stopped being a place ads went to die and became the engine the business ran on. I came in as a contractor and left running the department — the app, packaging, content, events and every send under one roof, in one voice.
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