Portfolio
Work
Real audits and builds from my work managing Klaviyo for ecommerce brands across AU and US markets. Client names withheld for confidentiality.
Wellness / Naturopathy Brand (AU)
Welcome Flow Audit: Silent Breakage in a 12-Year-Old Brand
The Problem
A 12-year-old wellness brand with 90,000+ customers was seeing declining sales, and their welcome flow, the first impression for every new subscriber, hadn't been touched in a while.
What I Found
Auditing the flow line by line, I discovered the conditional splits across multiple emails were referencing a static Shopify discount code instead of Klaviyo's dynamic coupon system. This meant the entire "yes" and "no" branching logic had been broken for months. Subscribers were being routed incorrectly regardless of whether they'd actually engaged or purchased.
The Fix
I rebuilt the conditional logic from Email 1 through the SMS follow-up, replacing static code references with proper dynamic coupon variables so the flow could finally route subscribers correctly based on real behavior.
Why It Matters
A broken conditional split doesn't just hurt one email, it silently breaks every email downstream of it. This is the kind of issue that doesn't show up in a surface-level performance glance, only in a full technical audit.
Leather Goods Brand (AU)
Browse Abandonment Audit: Logic Over Copy
The Problem
A premium leather handbag brand's browse abandonment flow wasn't converting despite decent open rates.
What I Found
The issue wasn't the copy or design, it was audience-intent mismatch. The flow was treating all browsers the same way, regardless of what they'd actually looked at or how close they were to purchase intent. I also caught broken first-name personalization tags showing up blank in live sends.
The Fix
I restructured the flow logic to better reflect buyer intent and fixed the personalization tags. The one path that did convert succeeded specifically because of community proof and scarcity messaging, which told me exactly what kind of message resonated with this brand's audience, and I used that insight across the rest of the flow.
Why It Matters
Most "broken" flows aren't broken in the code, they're broken in the logic. Knowing the difference is what separates a quick copy refresh from a real fix.
Skincare Brand (AU, Pre-launch)
Pre-Launch Flow Build: Nurturing a List Before Day One
The Problem
A pre-launch skincare brand needed a sophisticated page-view-triggered flow to nurture their waitlist before they had a single product live for sale.
What I Built
A Klaviyo flow triggered off a tracked page view (not a standard form fill), with a conditional split based on whether the subscriber had downloaded a lead magnet guide or not. This required working directly with Klaviyo's onsite JavaScript tracking rather than a typical signup-based trigger.
Why It Matters
Not every brand fits the standard "form fill triggers a flow" model. Being able to build outside that box meant this brand could start nurturing their list before launch day instead of waiting until they had something to sell.
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