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Over the last decade, I’ve worked across hundreds of ecommerce brands, including companies doing well over $100M per year, where email and SMS contribute 30–60% of total revenue. In almost every case, I wasn’t brought in to “improve email marketing”. I was brought in to stabilize a system that had started behaving unpredictably at scale.
Most email programs don’t fail. They decay.
I originally studied engineering in China, later pursued a Master’s in Engineering Management in Australia, and became early-interested in quantifying consumer trust long before the tooling existed to support it.