Lifecycle & Retention Lead · Fractional CMO
Irene Tang is a hands-on lifecycle and retention marketer who helps premium DTC and consumer brands turn first orders into repeat revenue.
With 15+ years in e-commerce and retail, Irene builds the lifecycle programs that bring customers back: onboarding, post-purchase, subscription, loyalty and win-back across email, SMS and push. She has worked with 20+ consumer brands as an operator and marketing lead, and for teams that need senior leadership, she also steps in as a fractional CMO.
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
Rebuilt the retention-focused customer journey and its automated flows, so every customer who entered a flow was worth more.
Email revenue grew 19% in 2025 while sending 9% fewer emails.
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.
Turned a fragmented email program into a full lifecycle retention engine, raising automated flow revenue contribution by 25% while reducing promotions.
Also restructured acquisition and content strategy, with no increase in ad spend.
Background
15+ years and 20+ consumer brands as an operator, marketing lead and fractional CMO.
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 hands-on lifecycle and retention lead for DTC and consumer brands, with 15+ years in e-commerce and retail across 20+ brands. She has worked as an operator, marketing lead and fractional CMO, including as director of e-commerce at Stojo.
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.
