03·Fever, '24

New Business Vertical (Tourism): Lifecycle design & build

Lifecycle built from scratch for a new tourism vertical. Pre-trip, in-trip and post-trip stages with re-purchase moments along the way.

My role

Lifecycle Strategist

Tools

SFMC, Journey Builder, SQL, Looker, Figma

Timeline

3 months

Overview

A new tourism vertical at Fever needed a lifecycle program from zero. The strategy mapped travel behavior, booking lead time and origin-vs-destination dynamics into a journey with five stages and re-purchase opportunities at every transition.

The challenge

A new tourism vertical launch required a lifecycle strategy built from scratch — adapted to travel behavior, booking lead time and origin-vs-destination dynamics.

The solution

Pre-trip, in-trip and post-trip lifecycle stages
Digital benchmarking of competitors plus on-site research
Campaigns optimized per stage, timing and messaging
Re-purchase opportunities surfaced between every stage transition

Outcome

New vertical launched on schedule
Repeat + cross-sell opportunities surfaced across the journey
Lifecycle playbook reusable for future verticals