Elevate Your eCommerce Retention Strategy
I help senior eCommerce leaders solve the decision problems behind retention performance issues.
Your Retention Strategy Needs Clarity, Not More Campaigns
Most retention performance issues are not execution problems but decision problems.
Unclear Ownership
When multiple teams share responsibilities for retention channels without clear boundaries, progress stalls and friction increases.
Competing Priorities
When every initiative is labeled "high priority," nothing truly is. Your team needs a clear framework for decision-making.
Directionless Execution
Teams asked to "do more" without clear direction burn out fast and produce mediocre results despite their best efforts.
The Hidden Decision Layer Above Execution
Most eCommerce leaders focus heavily on campaign execution, but the real leverage point exists one level up – at the decision layer.
The decision layer determines:
- Who owns what across your retention ecosystem
- How priorities are established and communicated
- Which strategic initiatives get resourced first
- How cross-functional alignment is maintained
"I operate exclusively at the decision layer, guiding senior leaders to create the conditions where exceptional retention execution becomes inevitable."
Common Decision Layer Challenges:
Silos Between Channels
Email, SMS, and loyalty teams operating independently without cohesive strategy
Fractured Customer Experience
Inconsistent messaging and timing across touchpoints
Unclear Performance Metrics
Competing KPIs that create conflicting incentives
Tactical Overwhelm
Teams drowning in campaign execution without strategic direction
How We Transform Your Retention Strategy
As your fractional CRM & Lifecycle Strategy Leader, I bring executive-level clarity to your retention efforts.
Strategic Decision Framework
Establish a clear decision-making framework that aligns teams, sets clear priorities, and creates accountability.
Cross-Channel Ownership Model
Create clarity around which team owns which aspects of the customer journey across email, SMS, loyalty, and more.
Performance Measurement System
Develop a clear metrics framework that measures what matters at each level of the organization.
Strategic Roadmap Development
Create a clear, sequenced plan that balances quick wins with long-term strategic initiatives.
I Don't Execute Campaigns. I Create Clarity.
Unlike tactical agencies or consultants who focus on campaign execution, I operate exclusively at the decision layer – helping you create the conditions where exceptional execution becomes inevitable.
What eCommerce Leaders Are Saying
Strategic clarity leads to exceptional results.
"Alexandra helped us completely rethink our approach to retention. Instead of simply launching more campaigns, she helped us create a decision framework that aligned our teams and clarified priorities. Within three months, our retention metrics improved by 22%."
Jennifer Lee
VP of eCommerce, Health & Wellness Brand
"The most valuable aspect of working with Alexandra was how quickly she identified the decision layer issues that were causing our execution problems. Our team was working incredibly hard but not seeing results. She helped us fix the upstream issues."
Michael Rodriguez
Director of CRM, DTC Fashion Brand
About Alexandra Palau
With over 20+ years in CRM, I've guided retention strategy for brands generating $10MM to $500MM in annual revenue across DTC, subscription, and omnichannel models.
My approach focuses exclusively on the decision layer of retention strategy – helping senior leaders clarify direction, ownership, priorities, and alignment across email, SMS, loyalty, and lifecycle initiatives.
Unlike tactical consultants who focus on campaign execution, I help leadership teams solve the upstream decision problems that create downstream execution challenges.
20+ Years
eCommerce Leadership
20+ Brands
Strategic Guidance
$10MM-$500MM
Revenue Range
20%+ Average
Retention Improvement
Common Questions
Understanding how we can work together
Q:Do you execute email or SMS campaigns?
No. I operate exclusively at the decision layer, not the execution layer. I help senior leaders create the strategic clarity, ownership models, and decision frameworks that make exceptional execution possible. If you need campaign execution, I can refer you to trusted partners.
Q:How long does it typically take to see results?
It depends on your starting point. Strategic clarity and improved decision-making often produce immediate qualitative benefits within weeks (reduced team friction, clearer priorities). Quantitative performance improvements typically begin within 60-90 days as the improved decision framework influences execution.
Q:Do you work with brands of all sizes?
I focus on established brands. My approach is most effective for eCommerce businesses generating at least $10MM in annual revenue, with multiple team members involved in retention strategy. The decision layer becomes increasingly important as your organization grows.
Q:How does the fractional leadership model work?
Flexible engagement based on your needs. Most clients engage me either on a project basis (3-6 months) to solve specific strategic challenges, or on an ongoing advisory basis (typically 10-20 hours per month) to provide continuous strategic guidance to their leadership team.
Q:What if we already have an agency or in-house team?
That's ideal. My role complements rather than replaces your existing resources. I help create the strategic clarity that allows your agency or in-house team to execute more effectively. The best results come when execution teams have clear direction and ownership.
Why Act Now?
Every day without strategic clarity is a day of:
- Wasted team effort
- Conflicting priorities
- Disjointed customer experience
- Unrealized revenue potential
Three Simple Steps to Begin
Book a Conversation
Schedule a 30-minute call where we'll discuss your current retention challenges and goals.
Decision Layer Assessment
I'll conduct a focused evaluation of your current retention decision framework.
Strategic Clarity Plan
You'll receive a tailored recommendation for how we can create strategic clarity for your retention efforts.
Book a Strategy Conversation
Let's discuss how we can bring strategic clarity to your retention efforts.
What to Expect
- A focused 30-minute conversation
- Clear identification of your decision layer challenges
- Initial insights on potential strategic approaches
- Determination if we're a good fit to work together
"The decision layer is where the highest leverage exists in retention strategy. A single clarity breakthrough at this level can unlock months of execution progress."
Alexandra Palau
Fractional eCommerce CRM & Lifecycle Strategy Leader
My Clear-Value Commitment
After our initial conversation, if we decide to work together, I will provide a clear proposal with:
- Specific outcomes and deliverables you can expect
- Precise timeline for implementation and results
If at any point during our engagement you feel you're not getting the strategic clarity promised, we'll discuss adjustments or end our work together. My reputation depends on delivering measurable value.