Retention through a platform migration
Nosh was a US food delivery platform with ~4,500 monthly orders, ~2,500 active customers and 300+ restaurant partners in Northern Colorado. When it moved to a proprietary web and app platform, I planned and ran the cross-functional launch campaign that kept ~90% of the high-value customer base, and built Nosh VIP to keep them coming back.
- Role
- Marketing Project & Operations Manager
- Team
- Fully remote from Brazil, with product, dev, agencies and freelancers
- Timeline
- May 2023 to March 2026
- Tools
- Klaviyo · ActiveCampaign · Flodesk · EZ Texting
Context
Nosh served the Northern Colorado area, including Fort Collins, Greeley and Loveland: ~4,500 monthly orders, ~2,500 active customers and 300+ restaurant partners. Fully remote from Brazil, I ran its marketing projects and operations, owning timelines across agencies, freelancers, and product and dev stakeholders, and flagged risks and delays to the founders as soon as they came up.
I owned all lifecycle, CRM and retention efforts, on Klaviyo, ActiveCampaign, Flodesk and EZ Texting: multi-channel messaging across email, push and SMS/MMS, automations based on behavioral segmentation, and A/B testing. Automated feedback loops triggered by customer behavior turned responses into insights that drove operational fixes and repeat-order growth. Then the company moved to a proprietary web and app platform.
What I did
I planned and ran the cross-functional launch campaign for the new platform with the product and dev teams, across social, email and SMS, and it retained ~90% of the high-value customer base. The messaging ran on the lifecycle stack I owned: email, push and SMS/MMS, with automations based on behavioral segmentation and A/B testing. For the customers worth the most, I built Nosh VIP, a loyalty program that sustained a ~55% reactivation rate within a rolling 3-month window.
[ caption ]
Results
[ reading of the chart in plain words ]
“What I appreciated most about Lucas was that he approached marketing as an operator, not just a marketer. He cared about outcomes, understood the business behind the metrics, and was willing to get into the details to figure out what was actually working versus what simply looked good.”