Loyalty · Lifecycle · Retention · Subscription
Leslie
Denton.
I help consumer brands and service businesses keep the customers they've already earned, by building the systems that bring them back.
I help consumer brands and service businesses keep the customers they've already earned, by building the systems that bring them back.
The complete customer journey, mapped and built. I write the copy, design the flows, and set the vision for how your brand shows up at every stage.
Welcome & onboarding · Education & nurture · Post-purchase journeys · Cross-sell & upsell · Subscription management · Milestone moments · Cancel & save flows · Win-back & reactivation
Email · SMS · In-app · Push · Direct mail
The programs that turn regulars into believers. Real reasons for customers to choose you. And to keep choosing you.
Tiered & paid membership · Points & rewards · Status & progress mechanics · VIP & milestone moments · Member-only drops & services · Referral, ambassador & creator programs · Reviews & advocacy · B2B loyalty
If your customer can come back, I can build the system. DTC brands and service businesses, side by side.
The DTC lane I've spent the most time in. Subscription, replenishment, education-first.
Routine-driven brands with strong repeat dynamics and high lifetime value.
CPG, specialty grocery, functional drinks. Reorder-rate businesses with strong cadence.
Booking-based businesses where lifecycle, rebooking, and loyalty drive everything.
Membership, packs, class economy. Retention is the entire business model.
Stay-based economics. Loyalty tiers and clienteling turn one-time guests into lifetime ones.
A great brand earns the first sale. A great system earns every one after. That's what I build.
A decade-plus across consumer brands, platforms, and financial services.
Director, Lifecycle Marketing
Head of Loyalty
Sr. Manager, Loyalty & Lifecycle
Product Manager, B2B Loyalty
Product Marketing Manager & Sr. Analyst
Analyst
Pick the one that feels closest. We'll shape the rest together on a discovery call.
Two weeks. I go through your data, ESP, SMS, subscription flows, loyalty, referral, customer journey. You walk away with a scored audit, a prioritized 90-day plan, and a working session with your team.
Three-month embed running retention end-to-end. Strategy, calendar, offers, flows, A/B testing, weekly leadership reporting, agency coordination. Most engagements extend.
Pick any of the lanes I run. Built, briefed, and handed off ready for your team. Loyalty program, customer journey, referral build, cancel + save flow, campaign calendar.
For founders and operators whose team is executing but who want senior outside perspective. Two strategy calls a month, async Slack access, quarterly reviews. Channel priorities, growth bets, agency questions.
If yours isn't here, send a note. I'd rather answer it directly.
Consumer brands and service businesses where customers come back. On the DTC side, that's typically wellness, beauty, supplements, food and beverage, lifestyle, or subscription brands. On the service side: salons, spas, fitness studios, wellness providers, and boutique hospitality. Most engagements are with brands between $1M and $50M in annual revenue, though I'm always happy to chat with earlier-stage businesses about project work too.
Pricing is shaped by the scope of your needs and shared after our discovery call. Every engagement is fixed-scope and fixed-price up front, so you'll always know what to expect. Audits are a flat rate, project sprints are fixed price, fractional engagements are a monthly retainer, and advisor retainers are month-to-month. If scope ever shifts mid-engagement, we'll talk about it together before anything changes.
Take a look at the intake form below. It only takes about four minutes to fill out, and it gives me enough context to come back with thoughtful feedback. If it feels like a fit on both sides, we'll set up a 30-minute discovery call. After that, I'll send over a written proposal with scope, deliverables, and timeline.
It depends on the engagement. Audits typically take two weeks, project sprints run four to eight weeks, and fractional engagements are a three-month minimum (most extend to six or twelve months). Advisor retainers are month-to-month with a 30-day notice.
That's completely okay. Send the intake anyway and share what's going on. Part of our discovery call is helping you think through whether the right move is an audit, a single project, or a longer engagement. I'd much rather scope you into the right thing than the biggest thing.
Honestly, that's often where I do my best work. Starting from a clean page is sometimes easier than untangling existing systems. Some of my favorite engagements have started with brands that had a great product, real customers, and no retention infrastructure yet.
Absolutely. I'm there to add capacity and expertise, not to replace anyone. I work directly alongside internal teams, email and SMS agencies, paid media partners, creative collaborators, and CX leads. My goal is for everyone around me to ship better work because I'm in the room.
On the DTC side, I work in Klaviyo, Attentive, Postscript, Recharge, Stay AI, Yotpo, LoyaltyLion, Smile.io, Shopify, Looker, Triple Whale, and Mixpanel. For service businesses: Mindbody, Boulevard, Vagaro, Square, and Booker, along with whatever email and SMS layer you have in place. I work in whatever's already in your stack, and only recommend a tool change if I think your current one is genuinely holding you back.
Yes, and this is genuinely important to me. Every engagement includes documentation, a handoff session, and a 90-day post-engagement check-in. The goal is always to leave your team set up to run what we built together, not to create a dependency.
The more detail you can share, the sharper my read. I'll come back with a few thoughts, a few questions, and an honest take on whether I'm the right fit.
No pitch deck. No commitment. No hard sell.
DTC + service brands · works everywhere