Migrations Are Where Lifecycle Programs Break.
I move retention programs onto Braze without losing revenue in the gap. Listrak, Klaviyo, Salesforce Marketing Cloud, Mailchimp. Twenty years of enterprise CRM, and hands on the keyboard.
Luck is preparation meeting opportunity.
Tell Me About Your MigrationBuying the Platform Is the Easy Part.
Signing with Braze takes a quarter. Getting off the old system takes longer, and it is where programs quietly lose money.
Between "the canvases are built" and "the canvases are live and earning what the old system earned." Closing that gap is the entire job, and it is the part nobody scopes.
Journeys get rebuilt from screenshots instead of from their logic. Nobody maps the revenue running through the flows being replaced, so there is no way to prove parity afterward. A new IP starts sending peak volume from a cold start. The launch date moves, but the old contract expires on schedule anyway.
None of this is a Braze problem. It is a sequencing problem, and it is solvable if someone owns it.
Twenty Years of This, Most of It at Enterprise Scale.
Amazon, Ancestry, Stanley Black & Decker, Bed Bath & Beyond, and most recently a seven brand commerce portfolio. I have run the team, owned the budget, and built the journeys myself. On a migration you get the second one.
Currently mid-flight on a Listrak to Braze migration for a US ecommerce retailer.
Four Ways to Work Together.
ESP Migration Delivery
Listrak, Klaviyo, Salesforce Marketing Cloud or Mailchimp onto Braze. Parity mapping, canvas build, data and subscription model, QA, phased cutover, and the report that proves the new program matches the old one.
Fractional Lifecycle Leadership
Fifteen to twenty hours a week running retention for a team between a departure and a hire, or covering a leave. Strategy and roadmap, plus the execution, not just the deck.
Lifecycle and Deliverability Audit
A fixed fee two week review of your program, your sending reputation and your data model, ending in a prioritized plan. Credited toward a build phase if you go ahead.
Agency Overflow
White label delivery capacity for Braze partners and agencies carrying more signed work than builders. Your client relationship, your process, my hours.
How a Migration Actually Runs.
Map
Before anything is built, every live journey in the old system gets documented with its logic and its revenue. You cannot hit a parity number you never measured.
Build
Canvases, segments, catalogs, subscription groups and templates built in your workspace, tracked ticket by ticket with hours against each one, so you always know what the spend bought.
Cut Over
Phased send migration, IP and domain warming on a schedule that starts before launch, and a parity report afterward comparing the new program to what the old one earned.
Two Ways This Goes.
Done Properly
- Every journey in the old system accounted for, and kept or killed on purpose.
- Sending reputation warmed on a schedule that begins well before launch.
- A parity report after cutover, so the migration is proven rather than assumed.
- Documentation your team can run without the consultant who wrote it.
The Usual Version
- Journeys rebuilt from screenshots, with the branching logic quietly lost.
- A cold IP sending peak volume into the holiday season.
- Revenue dips after launch and nobody can say by how much, or for how long.
- A build only the agency understands, and a renewal you cannot refuse.
Platforms I Have Actually Shipped On.
- Braze
- Listrak
- Klaviyo
- Salesforce Marketing Cloud
- Salesforce Data Cloud
- Treasure Data
- Mailchimp and Mandrill
- Attentive
- MAPP
- BigQuery
- GA4
Deliverability work across those programs has included BIMI with DMARC enforcement on three brands, a dedicated IP warmed from zero, and twelve sending domains stood up during an EMEA migration.
Tell Me About the Migration.
If you are moving onto Braze, or you have already moved and it is not performing, send a note with where you are. I will tell you what I would do first, whether or not you hire me.