Email and CRM work was a significant part of my role at Kinship—spanning lifecycle, retention, promotional, and content-driven emails across the full portfolio of brands under the Kinship umbrella. The audience shifted constantly, from pet parents to veterinarians to animal welfare professionals, with messaging also shifting from D2C to B2B. I worked closely with the CRM and design teams to A/B test messaging, copy length, and layout—always optimizing for CTR.