Lifecycle & Retention · Fractional CMO
Irene Tang is a lifecycle and retention consultant who helps premium DTC and consumer brands turn first orders into repeat revenue.
With 15+ years in retail and e-commerce, and 20+ DTC brands since 2013 as a consultant, e-commerce director and fractional CMO, she now focuses on the part of the business that compounds: onboarding, post-purchase, subscription, loyalty and win-back across email, SMS and push.
Now
Irene partners with consumer brands that have found product-market fit and need customers to come back. She audits what is already running, fixes the leaks, and builds the lifecycle program a lean team can keep running.
| Focus | Lifecycle marketing, retention, customer lifetime value |
|---|---|
| Brands | Premium DTC and consumer brands, Seed to Series B |
| Categories | CPG (home, clean beauty, food & beverage), fashion & accessories, fine jewelry, health & wellness, shopping apps, creators |
| Channels | Email, SMS, push, subscription, loyalty |
| Engagements | Retention audit · Program build · Fractional lifecycle lead |
Services
A 360-degree review of your flows, campaigns, segmentation and data to find where repeat revenue is slipping away. You get a prioritized roadmap your team can act on.
Designing and launching the core lifecycle program end to end: strategy, segmentation, messaging, testing plan and reporting.
For brands with junior marketers, Irene embeds with the team as a senior leader, runs the calendar, coaches the team and owns retention results.
Selected work
Overhauled Klaviyo flow automation, A/B tested email capture, and analyzed customer loyalty program data. Average revenue per user rose 48.1% within 30 days.
Rebuilt automated email flows so each recipient generated 1.7 times the revenue they did before.
Background
10+ years and 20+ brands since 2013 across retail, e-commerce leadership and fractional CMO roles.
Kind words
“Fresh, exciting, and grounded in data, Irene understands DTC and consumer behavior better than anyone else.”
“She has an astonishing ability to always see the big picture.”
“Her organization, encouragement, and wit make her a standout manager to work with.”
“Her professionalism and organizational skills make working with her an absolute pleasure.”
FAQ
Irene Tang is a lifecycle and retention consultant for DTC and consumer brands, with 15+ years in retail and e-commerce. She has worked with 20+ brands since 2013, was director of e-commerce at Stojo and VP of retail at Elizabeth and James, and has served as fractional CMO for three brands.
A lifecycle and retention consultant designs the messages and programs that turn first-time buyers into repeat customers: onboarding, post-purchase, replenishment, subscription, loyalty and win-back, across email, SMS and push, measured on repeat rate and customer lifetime value.
Three ways: a lifecycle and retention audit with a prioritized roadmap, a hands-on retention program build, or an embedded fractional lifecycle lead role for brands with junior teams. Pre-seed founders can also book strategic advisory.
Premium consumer brands from Seed to Series B in CPG (home, clean beauty, food and beverage), fashion and accessories, fine jewelry, health and wellness, mobile shopping apps, and creators and influencers.
She races big boats and is now in her third competitive sailing season, which is where most of her free time goes. She's also a long-time snowboarder and always enjoys meeting side-country skiers and riders who don't mind earning their turns.
Contact
Tell me about your brand and where customers are dropping off.
Or connect on LinkedIn.