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Your   retention Marketing Partner.

We don't manage campaigns, we create loyal customers. As an extension of your team, we architect lifecycle strategies that transform retention into your most profitable growth channel.
GET A FREE RETENTION AUDIT
what we offer

We’re not just an agency, we’re your retention team.

Our experience is both brand, and agency. We know what actually builds loyalty and drives sustainable growth. Our approach combines innovative personalization strategies + customer lifecycle to deliver 1:1 messaging for every funnel stage.
(01)
Email Marketing
(02)
SMS Marketing
(03)
Direct Mail & Box Inserts
(04)
Vendor Management
(05)
Full-Funnel Lifecycle Strategy

Trusted by Leading Brands

Chosen by brands that value strategy, precision, and long-term growth, with a focus on building customer relationships that last.
present
past
our impact

our numbers

With experience on both brand and agency sides, we know how to build loyalty from the inside out.
0
%
client
retention rate
Because partnership isn’t a buzzword, it’s how we work.
0
+
years combined marketing experience
Director-level leadership managing both brand + agency marketing teams
0
%
increase in repeat customer revenue
Our strategies turn one-time buyers into lifelong customers.
0
x
higher engagement vs. industry benchmarks
Innovative tactics deliver 4× the engagement and conversion rates of industry standards.
our approach

Owning the Customer Journey

We own every touchpoint, from welcome to winback, driving measurable growth through strategic lifecycle marketing that actually converts.
Activation → Reactivation
We maximize the value of every customer with targeted campaigns that drive repeat purchases and win back lost revenue.side of a div block.
Collaboration
We partner with your top-of-funnel providers to create a unified brand experience so every message your customers receive feels intentional, cohesive, and unmistakably yours.
Quality
Over Quantity
We focus on acquiring customers who actually stick around. No vanity metrics, no discount addiction, just sustainable growth from buyers who come back.
Foundations
First
We build the infrastructure that scales: proper segmentation, clean data, and automated flows, turning one-time setup into ongoing revenue.
case studies

case studies

A closer look at the projects where strategy, creativity, and execution delivered measurable impact.

case study title

strategy
email marketing
SMS Marketing
VIEW CASE STUDY
VIEW CASE STUDY

case study title

strategy
email marketing
SMS Marketing
VIEW CASE STUDY
VIEW CASE STUDY

case study title

strategy
email marketing
SMS Marketing
VIEW CASE STUDY
VIEW CASE STUDY
testimonials

CLIENT TESTIMONIALS

Insights from partners who’ve experienced our strategy, execution, and impact first-hand.
"BLAC Willow has been pivotal to our success as a brand. They produce results like no other agency has."
...
"BLAC Willow has been pivotal to our success as a brand. They produce results like no other agency has.

"Obvi has been through a number of retention agencies over the years, and all of them have lacked expertise when it came to advanced retention strategies -- customer lifecycle, deliverability, and personalization. BLAC Willow has the depth of knowledge we've been looking for, and that has translated into next level performance for us. Our emails are less generic, better targeted, and more engaging. Can't recommend them enough!
Read more
Ash Melwani
CMO at Obvi
‘’Working with BLAC Willow has felt like an extension of our team. They are extremely accessible (almost more than I would think possible!) and thor...
‘’Working with BLAC Willow has felt like an extension of our team. They are extremely accessible (almost more than I would think possible!) and thorough in reporting and analytics. From having the capacity to schedule weekly meetings, and connect extra where needed, to joining our brainstorming and strategy sessions on upcoming content -- I'm so grateful to have found BLAC Willow. Our attributed revenue continues to climb month-over-month, and they're also leading the charge on (numerous) flows to increase LTV and convert loyal customers.’’
Read more
Danielle Nederend
Director of Brand Wondercow
"BLAC Willow has exceeded our expectations in understanding our value proposition and the why behind Dr. Jen's...
"BLAC Willow has exceeded our expectations in understanding our value proposition and the why behind Dr. Jen's"



They have taken hard-to-understand science and broken it down so consumers can purchase our products with a clear understanding of Dr. Jen's value proposition. Their messaging has elevated our brand and increased customer engagement’’
Read more
Dr. Jen and Peter
Co-Founders at Dr.Jen's Oral Care
"BLAC Willow has been pivotal to our success as a brand. They produce results like no other agency has."
...
"BLAC Willow has been pivotal to our success as a brand. They produce results like no other agency has.

"Obvi has been through a number of retention agencies over the years, and all of them have lacked expertise when it came to advanced retention strategies -- customer lifecycle, deliverability, and personalization. BLAC Willow has the depth of knowledge we've been looking for, and that has translated into next level performance for us. Our emails are less generic, better targeted, and more engaging. Can't recommend them enough!
Read more
Ash Melwani
CMO at Obvi
‘’Working with BLAC Willow has felt like an extension of our team. They are extremely accessible (almost more than I would think possible!) and thor...
‘’Working with BLAC Willow has felt like an extension of our team. They are extremely accessible (almost more than I would think possible!) and thorough in reporting and analytics. From having the capacity to schedule weekly meetings, and connect extra where needed, to joining our brainstorming and strategy sessions on upcoming content -- I'm so grateful to have found BLAC Willow. Our attributed revenue continues to climb month-over-month, and they're also leading the charge on (numerous) flows to increase LTV and convert loyal customers.’’
Read more
Danielle Nederend
Director of Brand Wondercow
"BLAC Willow has exceeded our expectations in understanding our value proposition and the why behind Dr. Jen's...
"BLAC Willow has exceeded our expectations in understanding our value proposition and the why behind Dr. Jen's"



They have taken hard-to-understand science and broken it down so consumers can purchase our products with a clear understanding of Dr. Jen's value proposition. Their messaging has elevated our brand and increased customer engagement’’
Read more
Dr. Jen and Peter
Co-Founders at Dr.Jen's Oral Care
about us

Built on Insight.
Focused on Retention.
Driven by Results.

We've sat on both sides of the table, agency and brand, which means we don't just understand lifecycle marketing theory. We've lived the reality of tight budgets, impossible timelines, and executives demanding ROI yesterday. That's why we know what actually drives loyalty, what builds long-term customer value, and the difference between quarterly spikes and compounding growth.


Retention isn't a channel we dabble in. It's the only thing we do.
LET'S CHAT

Why Brands Partner With Us

Brand-Side Insight
Our team brings deep brand-side experience that most agencies can't match. We understand what drives retention, LTV, and profitability because we've owned those metrics ourselves.
Boutique Attention
Structured as managed services, not your traditional agency. Every client gets senior-level strategy. No exceptions. No excuses.
Lifecycle Expertise
We've built and scaled lifecycle programs that generate millions in revenue. From complex segmentation to reactivation strategies, we know what actually moves the needle.
Retention-First Growth
We build businesses that last. Our approach prioritizes customer quality, repeat purchase behavior, and sustainable unit economics over vanity metrics.
our team

our leadership

Brand-side insight meets managed service execution. Our leadership has built retention programs from both perspectives, so we architect strategies grounded in operational reality and deliver results that move the needle.
Valerie
Co-Founder
Valerie brings a distinctive perspective to DTC lifecycle marketing, shaped by her diverse career path from finance at JP Morgan and Merrill Lynch to the agency world at Experian's CheetahMail, where she managed retention strategies for luxury and travel brands like Saks, Carnival Cruise Lines, and Bloomingdale's. Her transition to the brand side at Plated, leading retention marketing, gave her invaluable hands-on experience executing strategies from within a DTC organization. This trifecta of financial acumen, agency-side execution, and brand-side leadership uniquely positions her to architect personalized customer journeys that balance strategic vision with operational reality and measurable ROI.
Read more
Angelo
Co-Founder
Angelo brings over 15 years of lifecycle marketing expertise, driving revenue growth for enterprise brands including Amazon, Choice Hotels, JPMorgan Chase, and Neiman Marcus. His career spans the full spectrum of retention marketing, from managing enterprise-level CRM programs to leading lifecycle strategy for high-growth DTC brands. At Movable Ink, he managed lifecycle marketing for some of the world's largest digital brands, growing Amazon's portfolio while spearheading onboarding for new business units. His strategic foundation was built through progressive roles at MediaMath, Engauge, Seligent, and Cheetah Digital, where he mastered multi-touch attribution, programmatic media buying, and omni-channel automation. Angelo's deep technical knowledge of marketing platforms, combined with his analytical approach to retention strategies, makes him instrumental in optimizing lifecycle flows and extracting actionable insights that drive measurable results.
Read more
get started

GET A FREE RETENTION AUDIT

Discover the gaps in your retention marketing that are costing you revenue every month. We'll deliver a comprehensive analysis of your current strategy with specific recommendations to increase customer lifetime value.
GET A FREE AUDIT
faq’s

frequently asked questions

Why do brands choose BLAC Willow over other agencies?
Because we don't treat lifecycle marketing as an afterthought to acquisition. While other agencies chase vanity metrics, we architect full-funnel strategies that turn existing customers into your most profitable revenue channel. You get senior CRM strategists leading your account, not junior coordinators learning on your dime.
What types of brands do you work with?
DTC brands serious about maximizing customer lifetime value. Our clients typically come to us when rising CACs have made their acquisition-heavy approach unsustainable, or when they've realized their existing customers represent untapped revenue they're leaving on the table.
Do you only focus on retention?
We take a full-funnel approach because lifecycle marketing doesn't exist in a vacuum. While retention is our expertise, we partner strategically with top-of-funnel providers to ensure your entire customer journey is cohesive from first touch to loyal advocate. That's how you build sustainable growth, not just quick wins.
How does working with you differ from working with a bigger agency?
Bigger agencies staff your account with junior team members managed by someone who's never touched your campaigns. We don't operate that way. You work directly with senior CRM strategists who've managed millions in lifecycle revenue. We're an extension of your team, not an external vendor checking boxes.
What does your onboarding process look like?
We start with foundations not quick fixes. That means auditing your current lifecycle strategy, identifying gaps in your customer journey, and building a roadmap that addresses root causes rather than symptoms. You'll know exactly what we're doing, why we're doing it, and what results to expect.
Do you offer project-based work or only ongoing partnerships?
We operate on a managed services model because sustainable lifecycle marketing isn't a one-time project, it's an ongoing strategic partnership. Our clients stay with us because we consistently deliver measurable results and operate as a true extension of their marketing team, not a transactional vendor.

Reactivating Dormant
Customers for a Fashion Brand

overview
A fast-growing fashion retailer saw declining engagement among lapsed customers. We redefined their reactivation strategy using predictive segmentation and re-engagement flows.
results
0
%
increase in reactivation rate
0
%
higher AOV among reactivated users
0
x
ROI on lifecycle campaigns

Reactivating Dormant
Customers for a Fashion Brand

overview
A fast-growing fashion retailer saw declining engagement among lapsed customers. We redefined their reactivation strategy using predictive segmentation and re-engagement flows.
results
0
%
increase in reactivation rate
0
%
higher AOV among reactivated users
0
x
ROI on lifecycle campaigns

Reactivating Dormant
Customers for a Fashion Brand

overview
A fast-growing fashion retailer saw declining engagement among lapsed customers. We redefined their reactivation strategy using predictive segmentation and re-engagement flows.
results
0
%
increase in reactivation rate
0
%
higher AOV among reactivated users
0
x
ROI on lifecycle campaigns