How I got here
From agency founder to fractional Head of CRM
I've spent the last ten years inside the Klaviyo accounts of over 80 DTC brands — mostly health, wellness and lifestyle. For 6 years I ran that work as an agency. I built the team, ran the delivery, and saw exactly where the agency model breaks down: not on ideas, but on ownership.
Agencies get pulled into the next campaign and the next flow, and the brand ends up doing the managing — chasing updates, catching what slipped, directing people who should be directing themselves.
So I closed the agency model and rebuilt Pepped around what brands actually needed from me — not a bigger team to manage, but someone senior enough to stop needing management at all.
Now I work fractionally, as an embedded Head of CRM & Retention, owning both strategy and execution for a small number of brands at a time.
