First-Time Buyer Orchestration
Growth Engineering: Multi-Channel Customer Journey & Automation
Project Overview
As a growth engineer, I contributed to the technical development and strategic implementation of a comprehensive first-time buyer orchestration journey designed to drive repeat purchases and maximize customer lifetime value through strategic multi-channel communication. This project spanned across multiple teams within the martech and engineering departments, creating a sophisticated growth system that combines technical infrastructure, promotional incentives, and intelligent automation for both Hollister and Abercrombie Adults brands.
The orchestration workflow begins with an immediate welcome email containing a promo code, followed by a series of strategically timed communications that include additional promotional offers to drive urgency and incentivize conversion. The system incorporates advanced testing capabilities with control and variant paths (T1–T4) for continuous performance optimization and data-driven growth.
Orchestration Workflow
1. Welcome Email Sequence
Immediate welcome email with promotional code to incentivize first repeat purchase, setting the foundation for the customer journey.
2. Timing-Based Follow-ups
Additional email touches sent based on strategic timing rules, each containing promotional codes to maintain engagement and drive urgency.
3. A/B Testing Framework
Control and variant paths (T1–T4) for later emails, enabling performance comparisons and continuous optimization of messaging strategies.
4. Cross-Channel Integration
Push notification branch triggered after first email send to reinforce engagement through additional communication channels.
5. Intelligent Suppression
API-driven suppression logic that continuously monitors buyer activity, automatically halting communications upon purchase to prevent over-messaging.
My Growth Engineering Contributions
Content Development & Technical Implementation
Built out email content and push notification systems for both Hollister and Abercrombie Adults brands, ensuring brand consistency while engineering for conversion and engagement optimization across multiple touchpoints.
Growth System Contribution
Contributed to the technical framework for multi-brand orchestration workflows, timing rules, and suppression mechanisms, bridging marketing strategy with technical implementation to maximize growth outcomes.
Cross-Functional Engineering
Collaborated with Cordial engineers and internal teams during sandbox testing phases, translating marketing requirements into technical specifications and ensuring seamless integration of promotional codes, API calls, and suppression logic.
Marketing-Technology Bridge
Served as the technical liaison between marketing teams and engineering departments, ensuring orchestration framework aligned with business objectives while maintaining technical excellence and scalability.
Technical Implementation
Growth Engineering: Cross-Team Collaboration
This project required extensive collaboration across multiple departments, with my role as a growth engineer serving as the bridge between marketing strategy and technical implementation, translating business objectives into scalable growth systems.
Multi-Brand Cordial Partnership
Collaborated with Cordial engineers during testing phases for both Hollister and Abercrombie Adults sandbox accounts, learning about orchestration workflows while providing content expertise and ensuring proper integration of promotional codes and API endpoints.
Martech Team Coordination
Coordinated with martech team members to align orchestration strategy with broader marketing objectives and customer experience goals.
Project Implementation Support
Supported engineering teams during implementation phases, providing content expertise and ensuring smooth integration of promotional codes and orchestration logic.
Stakeholder Communication
Maintained clear communication with stakeholders across departments, providing regular updates on project progress and implementation milestones.
Project Implementation & Results
The orchestration project has been successfully implemented and is now actively driving customer engagement and repeat purchase behavior across the platform.
Project Details
Customer Journey Orchestration
Growth Engineer
Multi-Brand & Multi-Channel
Live Implementation
Martech, Engineering, Cordial, Strategy, Design
