Mogo / Senior Marketing Operations Manager / 2024 – Present
The Mogo lifecycle rebuild
Activation was stuck and everyone blamed email. The real problem was a web and lifecycle misalignment nobody had named.
The read
Activation was 24%. Everyone in the room said the same thing: the emails are not working. Fix the emails.
I looked at the actual customer path. The problem was not the email. It was that the product web experience and the lifecycle program were running as two separate tracks. Users were dropping in the product before the emails had any chance to land. The lifecycle was timed to a behavior that was not happening.
Nobody had named that. The activation problem was a web and lifecycle misalignment problem. That is the read that changed everything downstream.
The decision
Rebuild the lifecycle around the actual product activation event, not a time-based email sequence. That meant rebuilding the web experience in parallel, instrumenting the real behavioral triggers, and making lifecycle an extension of the product rather than a marketing layer on top of it.
This was not a campaign brief. It was an architectural decision about how lifecycle and product should relate to each other.
The metric I chose
Activation rate at 7 days. Not email open rate, not click rate, not revenue. Those are downstream. Activation at day 7 was the leading indicator that predicted retention, credit utilization, and LTV. If that number moved, the read was correct.
I also tracked 7-day drop-off as the inverse. Both numbers had to move together, or the intervention was noise.
The build
Rebuilt the Mogo web onboarding experience. Added behavioral event tracking for real product actions. Rebuilt the lifecycle in Braze around those events instead of time delays. Built segmented journeys for activated vs. not-yet-activated users with distinct messaging and timing logic.
Pulled in product and engineering to instrument the activation event properly. Worked with data to build the measurement framework. The build took three months, running in parallel with the Webflow rebuild. Metrics came in two months after launch. Those numbers became the baseline.
24% to 38%
Activation rate
78% to 62%
7-day drop-off
35% to 23%
First-year churn
The read held. Activation moved because the lifecycle was now tracking the actual product behavior. Drop-off fell because users who were not activating got a different experience, not just more emails. Churn followed. The system compounded.
Tech
Braze, lifecycle and behavioral messaging
Webflow, onboarding web experience
Snowflake, behavioral data and event routing
Looker, measurement and reporting
GA4 + GTM, measurement and attribution
Miguel N. Monzones
Vancouver, BC, Canada
