Kicking off the AMA on the 2025 CER with Spark Networks

Thanks so much for having me! I’m the Director of Lifecycle Marketing at Spark Networks, where I lead a lean but mighty team of three focused on driving customer engagement, retention, and monetization across our portfolio of dating brands.

When I joined Spark, lifecycle marketing was primarily agency-run, and one of my key initiatives was transitioning it in-house. That shift has allowed us to be more agile, strategic, and data-driven in how we engage our users throughout their dating experience.

We manage all brands within our portfolio using Braze, leveraging email, push, and in-app messaging to create personalized, impactful customer journeys. With Braze, we're able to test, iterate, and optimize our messaging strategies to meet users where they are, whether they’re new to the app, actively looking for matches, or considering premium features.