Kevin Castaneda
I lead lifecycle strategy that drives activation, retention, and measurable revenue growth.

About Me

With 6 plus years across DTC, SaaS, and B2B, I have owned lifecycle strategy across email, SMS, and in app. I partner with product and growth teams to improve activation, retention, and long term revenue through structured testing and clear execution.

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What I Focus On

Lifecycle is not just sending emails. It is understanding where users drop off, what drives action, and how to move them forward with intention. I build systems that support the full journey, not just campaigns.

CORE CAPABILITIES

I map the full customer journey from first touch through repeat engagement. I look for friction, missed opportunities, and gaps that impact activation and retention.

I test consistently. Messaging, timing, segmentation, offers. The goal is simple. Improve conversion and long term value through real data, not assumptions.

Partnering across teams to ensure lifecycle supports real product and revenue goals.