Common Thread Collective

Director of Retention, CTC Global Accelerator

No Limit Email

I oversee Ops, HR, Finance, Marketing & Sales, so the agency’s founders can have their lives back

- Conducting training for other retention marketing agencies, so their strategy expertise can be their differentiator
- Consulting for other retention marketing agency leaders on growing their business
- New product development and creation of new revenue streams for the agency
- I came into NLE to introduce a completely new level of strategy that changed the way the industry does retention marketing.
- Trained and led some of the smartest retention strategists in the world, to deliver top-tier strategy to 8 figure DTC brands, including Raycon, Nutrition Kitchen, Lovisa, Carnivore Snax and more

General Manager

Lead Retention Strategist

Path Digital Solutions

Took point for all client services and operations within the agency

• Managed end-to-end delivery of all ops for Shopify and WooCommerce store builds/optimisation, Klaviyo and ActiveCampaign email marketing automation builds/optimisation, Manychat/Intercom chatbot builds/optimisation
• Supported lead consultant in conducting training sessions for clients and their teams
• Conducted ongoing weekly training for in-house team members and partner agencies
• Grew email marketing division of strategists, copywriters, designers and Klaviyo specialists
• Boosted company's delivery systems by transitioning from fully custom solutions to more streamlined productised services

Head Of Marketing Strategy

Led all agency and client sales and marketing programs

• Oversaw all projects, working with multi-disciplinary team of web developers, graphic designers, project managers, customer success managers
• In charge of developing marketing tech stacks and ensuring seamless flow of data across platforms and software.
• Took charge of training internal team to ensure all staff in Singapore and overseas are ahead of the curve
• Championed the implementation of chatbot marketing as a new service offering, resulting in increase in average deal size
• Collaborated with partner agencies such as Search Engine Optimisation, Search Engine Marketing, Facebook advertising, Public Relations and more.
• Led sales and marketing alignment for client teams, working with business owners, marketing teams, sales teams, customer support teams and logistics teams to create a frictionless user experience and efficient hand-off

Content and Marketing Automation Manager

Managed copywriting for websites, emails, ads, social media, long-form content and videos

• First hire of the agency, growing the team from 1 to 9
• Advised clients on digital marketing strategies through lead generation campaigns, using a variety of martech tools
• Charted business plans with senior management to ensure alignment all company objectives were met
• Created SOPs for new hires and workflows for internal project handoffs, increasing team efficiency by up to 10%

Copywriter

jo'voix

Spearheaded all content marketing projects
• Led a team of remote content writers to execute content marketing programs for brands and service providers in the health & wellness space for ecommerce and B2C brands
• Consulted founders and orchestrated demand marketing strategy together with client marketing teams. This included marketing managers, content writers, creative teams and media buyers for amplification
• Trained Jo-voix's writers in copywriting, copyediting and using content to drive an inbound marketing strategy for clients

Lead Copywriter

Fitness Movement

• Launched a new business arm for corporate health retreats, creating a base of freelance fitness trainers from scratch, building relationships with hotels and corporates
• Grew partnership base by up to 10%, using cold outbound and in-person networking
• Helped secure sponsorships for physical bodybuilding fitness events

Sales And Partnerships Executive

Pink Parlour Singapore

Marketing for 6 branches across Singapore
• Launched online>offline subscription ecommerce programme for traditional nail,waxing,spray tan packages. Reduced customer churn by almost 5% within 90 days of implementation
• Managed influencers and assisted with brand partnerships as part of evergreen marketing strategy
• Created content optimised for SEO and worked with designers for organic social
• Stayed on top of online customer support tickets and liaised with Operations Manager/beauticians on the ground to improve customer experience
• Worked with external vendors – paid search, paid social and branding to ensure a holistic marketing strategy

Marketing Communications Executive

DBS Bank

Corporate Banking Analyst

When was the last time anyone questioned the financial outcomes of retention marketing activities?

Going by the logic:

Every action you take must have a future expectation of results...

Nothing should be left to best practices or "experience".

This is the baseline of all good marketing.

And no one should ever settle for less.

Yet this is pretty typical for many agencies...

Trust-me-I'm-an-expert "strategy".

Nurturing customers, meeting the customer where they're at in the journey, personalisation.

Makes sense in theory, but what’s the incremental lift?

Is it the most efficient use of your limited resources?

At the 7-figure mark, trying to break 8-figures, this is an ever more crucial time.

That's what CTC's Global Accelerator Program solves for.

1. Better alignment with traditionally siloed growth <> retention teams.
2. Better agility to support a very dynamic marketing calendar.
3. Better analysis of activities that impact your P&L.

Together with Growth Strategists, Retention Strategists make this work.

At CTC, we always sign our names on the bottom line.

Because we know that’s what it really means to win.

If this speaks to you, let's chat and see if we'll be a good fit for each other.

Josh Tay

Sonja Grasser, MBA

MBA Senior Director @ Kaged | Driving Retention Growth

With a decade-long journey in Customer Retention and Lifecycle Marketing, Sonja is recognized as a strategic and data-driven marketing leader, owning a solid history of crafting and implementing highly targeted campaigns to enhance customer engagement.

Sonja excels in reducing customer churn, prolonging subscription durations, and amplifying repeat purchase rates, ultimately elevating customer lifetime value. Her proficiency extends to managing program integrations and fostering effective communication across diverse stakeholders including teams, founders, CEOs, boards, vendors, and other key stakeholders.

Sonja is experienced in cultivating and nurturing brand identities. Her strategic approach extends to encompassing a holistic development of brand equity and resonance across the customer journey. 

Driven by a passion for cross-collaboration and for fostering shared success, Sonja thrives as a visionary thinker adept at translating overarching objectives into actionable steps. She is known for her leadership skills and for developing and mentoring talent to success.  

- Customer Retention Strategy
- Lifecycle Marketing
- Data Analysis and Interpretation
- Program Integration Management
- Stakeholder Engagement and Communication
- Strategic Planning and Execution
- Cross-Functional Team Collaboration
- Project Management and Execution
- Strategic Brand Building
- Content Creation and SEO
- Vendor Relationship Management
- Team Building and Mentoring

Senior Director of Retention & Lifecycle Marketing

Developed all aspects of the brand’s Retention and Lifecycle strategy from the ground. Results include growing 6-mo LTV by 13%, 2nd order rate by 26%, and 3rd order rate by 38% YoY, scaling email campaign RPS (revenue per subscriber) by 200% and doubling & sustaining SMS revenue. 

Transitioned Email and SMS operations from agency-driven to fully owned in-house, reducing agency spend by $145K/yr.

- Grew “Top Customer” and “Repeat Customer” cohorts by 100% each YoY.
- Decreased and sustained 1-mo subscribe & save churn rate from 9% to 6%.
- Delayed 50% subscribe & save churn rate by two months.
- Drove Loyalty Program and grew redeeming members by 20%.
- Scaled Refer-a-Friend program by 30%.

taplio

The Battle

Josh Tay

Sonja Grasser, MBA

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