Melissa Cadavid
English · Español · Português
Lifecycle Marketing Leader
Data-Driven Growth Across Acquisition, Activation & Engagement.
I’m a lifecycle marketing leader with over a decade of experience turning data into stories that drive measurable growth. My work sits at the intersection of strategy, experimentation, and storytelling — where insights become narratives that deepen connection, build loyalty, and grow lifetime value (LTV).
At SoFi and other leading brands, I’ve led full-funnel lifecycle strategies that transform behavioral data into meaningful, cross-channel experiences — driving activation, retention, and long-term customer value across Invest, Robo, Banking, and Credit Card products. I build systems that bridge analytics, automation, and creative strategy — turning segmentation, testing, and personalization into scalable revenue impact.
I thrive in high-growth environments where data guides every decision, creativity fuels engagement, and experimentation drives continuous improvement. My focus: deliver experiences that move people — and the metrics that matter most.
Proven Experience in Lifecycle & CRM Strategy
A decade of experience leading end-to-end lifecycle marketing, CRM automation, and creative strategy—driving user acquisition, activation, engagement, and revenue growth for top brands.
Lifecycle Marketing Manager
Led end-to-end lifecycle marketing strategy for SoFi Invest Activation, driving funding, first trades, and engagement across email, push, in-app, and feed. Scaled activation programs representing $100M+ in quarterly inflows through data-driven personalization and continuous experimentation.
Email Marketing Specialist
Developed and launched global B2B and B2C email campaigns optimizing creative, segmentation, and messaging. Implemented testing frameworks and analytics to improve engagement, deliverability, and retention across international audiences.
eCommerce Digital Designer
Designed and optimized digital campaigns for major league sports teams and national brands including Nike, Adidas, and Under Armour. Applied data insights and A/B testing to improve engagement and conversion across eCommerce, email, and marketing touchpoints.
Impact Areas & Core Strengths
Building high-performing lifecycle systems that connect data, messaging, and automation to drive measurable business growth.
From acquisition through loyalty, I design engagement ecosystems that optimize user experience, accelerate activation, and increase lifetime value (LTV).
Lifecycle Growth Leadership
Architect full-funnel lifecycle systems that connect acquisition, activation, and retention — transforming behavioral insights and automation into measurable, sustainable growth.
Growth Strategy & Execution
Combine data, behavioral science, and creative strategy to launch programs that increase engagement, activation, and lifetime value (LTV) — all tied directly to key business objectives.
CRM Systems & Automation
Design adaptive journeys, trigger logic, and multi-channel orchestration in Braze — building scalable automations that personalize at scale and strengthen customer relationships.
Audience Intelligence
Transform behavioral and predictive data into actionable segmentation and targeting strategies that elevate relevance, engagement, and retention across every lifecycle stage.
Experimentation & Optimization
Merge storytelling with data-driven testing — leading A/B and multivariate experiments that refine creative, messaging, and user experience to maximize engagement and conversion.
Revenue & Performance Alignment
Connect lifecycle performance to business outcomes — meeting OKRs, driving growth, and optimizing programs for measurable ROI and long-term value creation.
Degree, Certifications & Awards
A foundation in design, data, and leadership excellence.
BFA, Graphic Design
Summa Cum Laude — The Art Institute of Houston
Braze Certified Practitioner
Lifecycle automation, segmentation, and experimentation
Women’s Entrepreneurship
Cornell University
HubSpot Email Marketing
Lifecycle email optimization & automation
Graphis Awards
Platinum & Double Gold Awards
Let’s build what moves people — and revenue.
I help brands turn lifecycle strategy into measurable growth. If you’re ready to improve acquisition, activation, engagement, retention, and LTV — let’s connect.
Creative & Technical Expertise
A blend of strategic, analytical, and creative expertise that bridges performance with storytelling.
Tools & Platforms
Proficient across lifecycle, analytics, CRM, and creative platforms used to plan, design, execute, and measure growth at scale.
