I find the revenue leaks in your lifecycle programs.

For 15+ years I've run brand, content, paid, social, PR, and lifecycle as one connected function — not six silos. Samsung and Disney at the top; founder-led DTC at the ground floor. The through-line: turning acquisition spend into retention revenue, with a $25M+ P&L behind it and AI pipelines doing the reporting.

This site is home to An Average Marketer, my teardown publication. The name works twice: I sign up as the "average" customer, and I write for the everyday marketer — the one fixing all of this without a twenty-person growth team.

Read a teardown first Start a conversation LinkedIn ↗

–15% → +20%

YoY revenue turnaround

Full marketing-strategy overhaul — paid first, then email and SMS — at a 9-figure multi-channel DTC brand

2× MAU to 500K

in 6 months

Activation, engagement, and retention programs for Samsung Food — a global DTC mobile app

$25M+

Annual retention revenue owned

+50% YoY at StackCommerce — behavioral segmentation, cohort programs, and omnichannel journeys across 5 owned brands and 300+ storefronts

Complete martech stacks migrated

Braze, Iterable, Klaviyo, Segment, AppsFlyer and more — every migration led hands-on

01 —An Average Marketer · The Publication

I sign up as a real user, open every email and flag the gaps

Every teardown follows the same spine: biggest finding first, a step-by-step funnel walkthrough, and a prioritized fix list — the same exercise I assigned every new hire on my teams.

Lifecycle Teardown · Letter Nº 7 · Deck Format Reveri: The Mechanics All Work. The Content and Timing Don't. A 7-day, two-phone user test of the self-hypnosis app, delivered as an 11-slide deck — a 30-day trial reminded it's ending on day 6, the best email landing at 3:27am, and flows that never use the goal you pick at signup Open the deck → Lifecycle Teardown · Letter Nº 6 Grüns: Viewer to Subscriber in 47 Minutes. Then Four Systems Welcomed Me as Four Different People. A one-afternoon user test across pop-up, page, cart, checkout, inbox, and member portal — plus all three sibling brands. Four platforms send email in four voices, and the offer changes number on every surface: 52%, 61%, 49% Read the teardown → Lifecycle Teardown · Letter Nº 5 Going: One Account. Web, App, and Email Treat You as Three Different People. A two-account user test of the flight-deal app — four discounts in one signup, a "biggest sale of the year" the checkout never honored, and a welcome that arrived cold. Backed by an eight-year, 358-email archive Read the teardown → Lifecycle Teardown · Letter Nº 4 IPSY: 15 Quiz Screens About My Face. Zero About the One Thing a Makeup Match Needs. A 14-day user test of the Beauty Quiz, checkout, and email program — where "made for you" emails never use a single quiz answer, and the members-only shop sells undertone-coded concealer it has no undertone data for. Read the teardown → Lifecycle Teardown · Letter Nº 3 Landing: One Lifecycle Campaign for Every Customer — Its Own UTM Tags Say So. A 72-hour trace of what a new user actually receives: an unbranded SMS within the hour, three batch emails at exactly 7:03am, and a behavioral trigger that proves the data to do better already exists Read the teardown → Lifecycle Teardown · Letter Nº 2 Legacybox: Its Best Marketing Asset Is Its Own Story. It Sends It as Email #6. Five popups — two broken, one non-compliant. Nine emails in five days across three colliding flows, with the brand's genuinely moving founding story buried at the bottom of the welcome sequence. Read the teardown → Lifecycle Teardown · Letter Nº 1 Hungryroot: 30+ Questions About How I Eat. Zero Recipes Shown at Checkout. An end-to-end user test of the quiz, checkout, and 7-email abandonment program — where some of the richest zero-party data in DTC never reaches the customer. With screenshots and the full email timeline Read the teardown →

02 —AI Operations

This site is the demo.

Lifecycle marketing is becoming an orchestration job. Every page here was researched, drafted, and shipped by a five-agent Claude pipeline I designed and run — model tiering, prompt caching, cost telemetry and all. This is what that looks like in practice: real hours, honestly counted, iteration included.

1 hr

Per teardown, idea → live

Screenshots in, structure agreed, published. The slide-deck version of me needed 10–20 hours each

2 hrs

Teardowns → full site

From standalone pages to the site you're reading, live on this domain

10 hrs

Reporting stack, brief → live

Klaviyo + Stripe + Resend into Sheets with a live Looker dashboard, QA included. Previously 40–60 hours

Agents in the pipeline

Each with its own model tier and job — costs logged per token

Free Tool Klaviyo → Google Sheets → Looker Reporting Template Campaign + flow performance, list growth, and any conversion metric you care about, pulled into a Google Sheet on a schedule and feeding a live Looker dashboard — no manual exports, no engineering ticket. Works with any Klaviyo account in about 10 minutes Get the template → Build Case Study The Job Search Agent: A Five-Step Claude Pipeline The system behind this site — discovers roles, tailors applications, scaffolds teardowns, red-teams them from the hiring manager's chair, and drafts outreach I personally review and rewrite before anything sends. I apply lifecycle thinking to everything, including this See how it's built →

03 —About

The receipts.

I diagnose like an analyst, prioritize like an operator, and build like an owner — comfortable owning the lifecycle function, and just as comfortable being the most senior pair of hands in it.

Born in Hong Kong, trained in London, caffeinated in Los Angeles. The numbers below are the résumé — the photo is what signing up as everyone's most average customer actually looks like.

Queenie Kung, grinning behind a cotton-candy-topped boba

Field research · Los Angeles

2025–nowFractional lifecycle operator & strategic advisor — clients include TYR, Seoul Beauty Club, Pho'nomenal Foods, and Swimwear Anywhere. Recent outcomes: –15% reversed to +20% YoY at TYR, a 9-figure multichannel DTC brand; 5× revenue in 6 months for Pho'nomenal Foods, establishing its first DTC channel and lifecycle automation; Seoul Beauty Club's first structured lifecycle system — save flows, pause/deferral, skip-a-box, and at-risk interventions built from scratch.

2023–25Head of Marketing, Lirvana Labs (AI-powered EdTech) — owned P&L; found the 72-hour activation event and built the journeys around it: +40% activation, 2× trial-to-paid conversion, +15% retention. Compressed trial from 30 to 7 days to accelerate time-to-value; drove 10× monthly app installs at –70% CPA.

2022–23Head of Growth, Samsung Food — built the growth org, martech stack, and lifecycle architecture from scratch; 2× MAU to 500K in 6 months; owned the P&L and a rolling 3-year forecast, reporting to the CEO.

2018–21Senior Director, Lifecycle & Retention, StackCommerce (acquired by TPG) — team of 5, $25M+ annual retention revenue, +50% YoY. Launched an e-learning subscription platform: 5% conversion (vs. 2% benchmark), $1M+ incremental annual revenue, 55%+ M6 retention.

2015–17Senior Retention Marketing Manager, Leaf Group — retention across Society6, LIVESTRONG, and eHow with a team of 4; 150% YoY email revenue lift, $2M+ quarterly revenue; led an $800K ESP migration.

2012–14Marketing Campaign Analyst (CRM), The Walt Disney Company — email and SMS across 8 Disney-ABC properties; launched ABC's first personalized newsletter.

Stack: Braze · Iterable (Customer Advisory Board) · Klaviyo · Shopify · Segment · Amplitude · AppsFlyer · Postscript · Attentive — every migration led hands-on.

Operator Case Study

How lifecycle fixes turned a –15% year into +20% at a 9-figure DTC brand.

The teardowns show how I diagnose from the outside. This is what happened when I owned it from the inside — the retention failure points, the budget reallocation toward higher-LTV cohorts, the fights I lost, and the number that moved. Client kept anonymous here out of respect for their data; ask me about this one and I'll walk you through the whole thing.

An Average Marketer · Monthly