Project Overview

As Lead Marketing Automation Consultant for UnitedMasters, I developed and launched data-driven email and SMS campaigns that supported independent music artists throughout their journey—from signup and first release to monetization and promotion. The objective was to increase artist retention, boost distribution volume, and scale lifecycle communication without losing personalization.

UnitedMasters operates in a high-volume, fast-moving digital media space, which required automation strategies that were flexible, scalable, and deeply integrated with user behavior.

Key Contributions:

• Artist Lifecycle Journeys: Built onboarding, activation, and retention workflows tailored to the artist’s engagement level and distribution history.
• Event-Triggered Messaging: Used behavior (e.g., track upload, release inactivity) to trigger real-time reminders and promotional content.
• Subscription Tier Personalization: Developed dynamic content streams for free vs. paid creators, with upsell pathways to UnitedMasters SELECT.
• Platform Integration: Connected Iterable with internal systems to pull artist metadata, release history, and stream performance into campaign logic.
• Testing Strategy: A/B tested incentives, subject lines, and message timing to improve engagement across segments.
• Deliverability Optimization: Improved sender reputation and inbox placement to support high-frequency sends during peak campaigns.

Project Execution

1. Strategy & Planning

• Audited the full user lifecycle—from account creation to content distribution to monetization
• Identified key drop-off points in artist journeys (e.g., post-signup with no upload, SELECT churn)
• Built a messaging calendar to align with artist release timelines, editorial playlists, and platform announcements

2. Campaign Architecture

• Developed 10+ artist workflows including onboarding, reactivation, SELECT trials, missed-release follow-ups, and milestone celebrations
• Applied branching logic to trigger campaigns based on artist status, past engagement, music genre, and release cadence
• Coordinated omnichannel automation across email, in-app messages, and SMS for key actions and announcements

3. Template Development

• Designed mobile-first templates optimized for creators managing their accounts on the go
• Embedded dynamic blocks for current stats (e.g., “You hit 10,000 streams!”), release reminders, and trending music insights
• Built templates with modular design to rapidly support new promotions, editorial programs, and seasonal campaigns

4. Personalization & Segmentation

• Used artist metadata (genre, fan growth, distribution frequency) to deliver relevant content and promotion suggestions
• Tailored content for emerging, mid-level, and SELECT-tier creators with pathways for upsell and retention
• Applied conditional logic to promote tools like the Beat Exchange, playlist placements, and monetization features

5. Testing & Optimization

• Conducted structured tests around CTA phrasing (“Drop Your Track” vs. “Distribute Now”), send timing, and format (carousel vs. scroll)
• Applied data insights to future flows, increasing email click-through and reducing friction in the artist funnel

6. Performance Monitoring & Reporting

• Delivered campaign reporting segmented by artist lifecycle stage, region, and subscription tier
• Built dashboards tracking email performance alongside platform KPIs: uploads, SELECT upgrades, engagement, and churn
• Provided actionable feedback to UnitedMasters’ growth and content teams to guide platform messaging priorities

Project Result

📈 Performance Highlights:

• 38% increase in distribution volume through timely release reminders and upsell automation
• 50% growth in SELECT upgrades via behavioral nudges and lifecycle education campaigns
• 22% reduction in churn among engaged artists through personalized reactivation efforts
• 100% email deliverability across campaigns to over 500,000 active and dormant accounts
• 0.01% complaint rate, maintained even during volume spikes around major artist releases

🏆 Business Impact:

• Enabled UnitedMasters to scale artist communication globally without sacrificing personalization
• Increased long-term artist value and platform stickiness through proactive lifecycle messaging
• Supported revenue growth through targeted subscription and monetization pathway automation
• Strengthened creator engagement by syncing messaging with platform features and artist goals

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