Lifecycle Marketing & CRM & Marketing Ops.

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About

Focusing on all things lifecyle marketing, CRM, and marketing ops, Flowcraft is Mariana Santiago’s consultancy. With nearly seven years of experience in the field and having worked with organizations including Warner Brothers Discovery’s HBO Max, Lightspeed, Lean In, and OSMOS, Mariana is a lifecycle marketing subject matter expert. Mariana entered the field as an email copywriter, but quickly realized she could make herself more useful by becoming a marketing automation expert and learning how to operate the platforms behind the emails. (Usefulness and competency are Flowcraft’s core values.) At this point, although she remains a skilled copywriter, Mariana’s work primarily focuses on marketing automation and CRM + ESP solution architecture.

Flowcraft works at the intersection of marketing and technology to bring the most persuasive messages to your customers at perfectly timed moments. The ability to craft the right message doesn’t often come with the ability to manage sophisticated marketing automations within complex platforms like Braze, customer.io, Klaviyo, and SFMC — but when those two capabilities combine, good things happen.

Services

CRM and ESP implementations
CRM and ESP migrations
Lifecycle and email marketing program audits

Marketing automation / workflow troubleshooting
Lifecycle marketing support on retainer
Lifecycle marketing consulting

Certifications

Publications and Presentations

Resources

A Workaround for More Granular Customer.io Segmentation

You couldn’t have created a data-driven segment strictly for people who’ve performed a specific event in the last 30 minutes, but you can do it with manual segments and a little out-of-the-box automation thinking ...

Case Study: HBO Max + Mariana Santiago

With more than 20 million subscribers and a content library spanning hundreds of genres, HBO Max faces a significant challenge: delivering timely, personalized communications at scale. The award-winning CRM marketing team manages thousands of campaigns annually, often on tight deadlines ...

What is CRM Architecture and why does it matter?

"CRM architecture" refers to the internal organization and configuration of your CRM. CRM architecture defines how your CRM is configured, what information it contains, and what it does with that information ...

Testimonials

I had the pleasure of managing Mariana Santiago during her time contracting with HBO Max, and I can confidently say she was an absolute standout. From day one, Mariana brought a level of organization, drive, and reliability that made a huge impact on our team. She worked on fast-paced, high-stakes campaigns tied to breaking news and pop culture moments, often with less than 24 hours to turn things around, and she handled it all with grace and precision. Over the course of her contract, she executed over 600 Braze campaigns and canvases, which is a testament to both her work ethic and her ability to thrive under pressure. What really sets Mariana apart is her willingness to jump in wherever needed. She’s a true team player who consistently goes above and beyond, and she does it all with a positive attitude and a calm, can-do spirit. Any team would be lucky to have her.

Meghan Morgan

HBO Max (a Warner Brothers Discovery property)

In my time working with her, Mariana helped support campaigns that included push, email, and content card notifications to a large user base. She navigated a fast-paced environment with ease, always delivering high quality CRM campaigns without error. Our CRM program is one of high complexity, and Mariana was able to adapt and learn the nuances quickly. She would be a valuable addition to any team.

Bruno Maldonado

HBO Max (a Warner Brothers Discovery property)

Mariana is simply wonderful to work with. I initially engaged her for a project with a very tight timeline. She quickly got up to speed and added incredible value just hours into the project. I appreciated that even as we rushed her, Mariana encouraged us to briefly pause in our 'why', and from this place of deeper understanding she was able to suggest fresh, optimized ways to accomplish our goals. She did an excellent job of communicating her availability, providing status updates, and delivering on time. Mariana has an upbeat, can-do attitude and is always professional and responsive. She's great!

Maren Ohaks

Impact Energy Partners

Mariana consulted with me and my team to build Lean In's CRM program from the ground up. She brought strong strategic thinking to the table and incredible tech savvy that helped us fill skill and knowledge gaps on our small team. This was a complicated project, filled with tech debt and tight deadlines, but she over-delivered in so many ways. And she was always willing to go above and beyond to get what needed to be done done. She was also ever patient in explaining best email practices and tech constraints—and was great at coming up with creative technical solutions. Thanks in great part to Mariana, we launched a high performing email program in just one quarter that raised awareness and increased adoption of Lean In's company programs. In the process, we learned a ton about our audience and expanded the team's marketing and communication capabilities.

Amy Copperman

Lean In

Contact

If you have a question, comment, or inquiry, please email info@flowcraft.io.