STRONG EXECUTION ISN’T ENOUGH.
AGENCIES NEED STRONGER STRATEGY.
I work primarily with eCommerce agencies running retention and lifecycle marketing in Klaviyo who want to strengthen the strategy layer behind that work.
25 yearS
in email & retention strategy
$1B+
in
revenue INFLUENCED
3X Klaviyo Champion
2024–2025–2026
Klaviyo Partner
SINCE 2021
EAG CHAMPION
CRM STRATEGY
The gap between
execution and strategy
You might recognize some of these situations…
Strategists are busy executing campaigns but struggle to connect the work to real business outcomes.
Client results vary widely depending on who the strategist is.
Retention strategy lives in the founder’s head instead of being embedded in the team.
Email Campaigns and flows are being built, but the thinking behind them isn’t always clear.
Client expectations around “strategy” are growing faster than the team’s ability to deliver it.
That’s the gap I help agencies close.
How I Support Agencies
Agencies bring me in when they want a stronger retention strategy, better strategic thinking, and greater confidence in the work they deliver to clients.
Retention Infrastructure Intensive™
For agencies that want clarity before making bigger strategic changes.
A focused diagnostic session where we evaluate how retention strategy is being sold, structured, and delivered across your agency.
Together we review:
The gap between sales promises and execution
Retention strategy depth inside client accounts
How strategists are approaching lifecycle thinking
Where founder oversight is still required
Risks that may impact client retention or results
You leave with a clear roadmap of what needs to change, what needs strengthening, and where the biggest opportunities exist.
Best for: Agencies that want to step back, diagnose the real issues, and build a smarter retention structure.
Fractional Retention Lead
For agencies that need senior retention leadership.
This partnership embeds a strategic retention layer into the agency, supporting founders, strategists, and client strategy at a deeper level.
Instead of the founder carrying the strategy layer alone, I work alongside your team to strengthen retention thinking, improve consistency across accounts, and elevate how retention strategy is delivered to clients.
Together we focus on:
• Elevating strategist capability across the team
• Establishing stronger retention frameworks and lifecycle planning approaches
• Reviewing retention performance across priority client accounts
• Supporting founders on complex retention and client strategy decisions
• Strengthening how retention strategy is positioned and communicated to clients
• Helping the team connect retention work to measurable business outcomes
Best for: growing agencies that want to scale retention thinking across the organization.
This allows agencies to access senior retention leadership without hiring a full-time strategist.
Minimum engagement: 6 months
Strategic Retention Advisor
For agencies that want ongoing strategic guidance.
This advisory partnership helps agencies strengthen retention strategy across client accounts while developing strategist capability internally.
I work closely with founders and strategy teams to:
Review and refine client retention strategy
Strengthen strategist thinking and decision-making
Provide guidance on lifecycle architecture and campaign planning
Support complex client situations
Help teams connect retention work to real business outcomes
Best for: agencies that want stronger strategy without hiring a full-time retention leader.
Minimum engagement: 3 months
On-Demand Strategic Support
For agencies that occasionally need a second strategic brain.
Use cases might include:
• Reviewing a complex client situation
• Pressure-testing retention strategy before presenting to a client
• Strategic input on campaigns, lifecycle plans, or segmentation
• Proposal or pitch support
Available in 5-hour or 10-hour advisory blocks.
Hourly Strategic Support
For agencies that need quick input on a specific question or situation.
This option is best suited for focused conversations where a second strategic perspective can help move something forward quickly.
Common uses include:
• Reviewing a retention strategy before presenting to a client
• Sanity-checking lifecycle planning or segmentation ideas
• Talking through a tricky client conversation
• Getting quick feedback on a strategic decision
Available on an hourly basis when scheduling permits.
If your agency is ready to strengthen the strategy layer behind your retention work, the next step is to start a conversation.
Book a Strategy Conversation
Let's discuss how we can bring strategic clarity to your retention efforts.
About Alexandra Palau
I’ve spent 25 years working in email and CRM strategy, helping brands and agencies turn retention marketing into a meaningful driver of revenue.
As a multi-year Klaviyo Champion, I’ve worked closely with eCommerce teams and agencies navigating the realities of lifecycle marketing from building strategy to strengthening how that strategy is delivered inside growing teams.
I also serve as the CRM Champion within the EAG (Ecommerce Agency Growth) community, founded by Rachel Jacobs, where I support agency leaders in strengthening retention and lifecycle strategy across their organizations.
I partner with eCommerce agencies operating in the Klaviyo ecosystem to strengthen retention thinking, develop strategist capability, and build confidence in the work being delivered to clients.
My role is not to replace the work agencies already do, but to help elevate the strategy layer behind it.