Consulting

Help with lifecycle, conversion, and the automation underneath.

Hi — I’m Miguel. Eleven years on lifecycle, web and marketing operations, mostly fintech with some SaaS and ecommerce. Consulting runs through MNM Alaminos Consulting Ltd.

Most people come to me with a number that’s moving the wrong way and a theory about why. The first thing I do is check the theory, because it’s usually not the thing everyone’s looking at. Activation that looks like an email problem turns out to be a promise the product isn’t keeping. Falling opens turn out to be a shared IP with a damaged reputation.

Then I decide what actually needs to change, pick the number that will tell us whether I read it right, and build it — or hand you a plan precise enough that your team can.

What I work on

Three areas — though the problem usually sits between two of them.

Have a look at whichever one sounds like your problem.

Lifecycle & retention

Most lifecycle programs are a set of campaigns that were never designed as a system. I read the whole path — product events, onboarding, web, the ESP — find where the promise and the experience come apart, and rebuild the triggers around real behaviour.

Typically includes

  • Lifecycle and CRM audit
  • Onboarding and activation rebuild
  • Winback and cross-sell programs
  • Braze, Klaviyo and ESP implementation
  • Deliverability and sending infrastructure
  • Segmentation and event architecture

Braze · Klaviyo · Iterable · Segment · Amplitude

How it’s scoped

Ways to work together, from a one-week teardown to a day a week.

Showing what’s available for lifecycle & retention. Not everything fits every area, and I’d rather say so than sell you the bigger one.

6 of 6 fit this area

Teardown

1 week

One narrow question, one fast read. I go through the system myself, then write up what I found and what I’d change, in order.

Written findings, no slides.Available

Full audit

2–3 weeks

The whole system — data, triggers, journeys, tooling, and the ownership between teams. Includes talking to the people who run it, because the org chart is usually part of the diagnosis.

Prioritised plan with an owner and a metric per item.Available

Build

6–12 weeks

I do the work. Rebuild the flows, the site or the automation infrastructure, alongside your team, and leave it documented enough that they can keep going.

Shipped, handed over, measured.Available

Advisory retainer

Monthly

A standing second read for a team that already has hands. Strategy, prioritisation, reviewing what your people build. No execution from me.

You get a standing second opinion.Available

Fractional

1–2 days a week

Inside the team, owning the function — running the roadmap, making the calls, hiring the person who eventually replaces me.

You get someone accountable for the function, not just advice.Available

Something else

Depends

Advisory, a one-off build, an interim stretch while you hire, a second opinion on someone else’s plan. Tell me the shape and I’ll tell you honestly whether I’m the right person.

An honest answer either way.Email me

Fixed fee, quoted with the proposal before anything starts. No hourly billing after the intro call.

Receipts

These are all from in-house work rather than client engagements, which I’d rather you knew up front.

24% → 38%

Activation, two months into the Mogo lifecycle rebuild

35% → 23%

First-year churn, after the longer-term flows went in

~54K

Dormant customers activated or returned across two rounds

15+

Automations in production, run by the Ops teams themselves

MogoRebuilding lifecycleHired to fix the email. The email was fine — the product was contradicting it.Read the full case →MogoThe Intelligent Investing winback and cross-sellAbout 900,000 quiet customers who turned out to be two audiences and four different conversations.Read the full case →MogoAutomation infrastructureA hybrid n8n and Zapier setup the ops teams now build on themselves.Read the full case →

Fit

Who this works for, and who it doesn’t.

Good fit

  • You have a number that’s moving the wrong way and you’re not sure why.
  • There’s a team who can execute, but nobody owning the thread between marketing, product and engineering.
  • You want someone to tell you what’s actually wrong, including when it isn’t the thing you asked about.
  • Fintech, SaaS or ecommerce with real volume and real data behind the question.
  • You’d rather have a plan your team can run than a dependency on me.

Not a fit

  • You need extra hands to ship a campaign calendar someone else already decided on.
  • You have already settled on the diagnosis and you would like someone to agree with it.
  • You need a whole team. I’m one person, and I’d rather say that now than three weeks in.
  • Pre-product or pre-traffic. There isn’t enough signal yet for this to be worth your money.
  • You need the answer next week. The read usually takes longer than that, and rushing it defeats the point of it.

How it starts

Three steps, and you can stop after any of them.

  1. 01Email meThe number, the theory, and what you’ve already tried. Two paragraphs is plenty.
  2. 02A 30-minute intro callFree, and the point of it is working out whether this is something I can actually help with — not advice on the call itself. Sometimes it ends with me pointing you somewhere else.
  3. 03A written scopeWhat I’d do, what it costs as a fixed number, when it’s done, and the metric we’ll judge it on. Nothing starts before you’ve seen that.

Tell me what’s stuck.

Booking is by email for now. Send me the number that’s moving the wrong way and what you think is causing it — I’ll tell you whether I agree, and whether I’m the right person.

Consulting now · open to the right senior role

Emailmiguel@mnmonzones.comPhone+1 778 829 6453LinkedInlinkedin.com/in/mmonzones

Vancouver, BC

If you’re in town, coffee’s on me. I’d rather hear it out loud anyway.