Ep 1. Tecovas CMO Krista Dalton: You're Not Just The Email Person - You're Bigger Than That

Ep 2. Attentive CMO Keri McGhee & VP Megan Miller: Stop Being the Operator — Become the Architect

Welcome to The E/X Sessions - a show where we dig into what really matters to leadership teams in DTC and e-commerce marketing, with a special focus on retention. In Episode 2, I sit down with Keri McGhee, CMO of Attentive, and Megan Miller, VP of Revenue Marketing at Attentive. We talk about where CRM teams are actually spending their time (and where they should be), the KPIs that matter beyond the revenue number, the stories brands are telling through SMS and email, and what it takes to move from operator to architect in the retention space. Keri and Megan share why most teams are still stuck in execution mode, how the best brands are using channels like RCS to drive brand affinity (not just conversions), and the one mindset shift every CRM professional needs to make right now. Topics covered: * Why CRM teams spend 90% of their time on execution instead of strategy * The shift from campaign calendars to scalable lifecycle engines * Revenue per subscriber, repeat purchase rate, and time to second purchase as key metrics * How brands like Crocs and Olipop are using SMS for brand storytelling and product drops * Translating execution into impact — speaking the language leadership cares about * AI agents and what they actually unlock for retention teams * Guests: Keri McGhee, CMO, Attentive & Megan Miller, VP of Revenue Marketing, Attentive Host: Jason - founder of The Email Experience, retention marketing consultant Learn more at experience.email [http://experience.email] & attentive.com [https://www.attentive.com/]

Ep 1. Tecovas CMO Krista Dalton: You're Not Just The Email Person - You're Bigger Than That

Welcome to The E/X Sessions - a show where we dig into what really matters to leadership teams in DTC and e-commerce marketing, with a special focus on retention marketing. In our first episode, I sit down with Krista Dalton, Chief Marketing and Digital Officer at Tecovas. We talk about where her email/SMS team actually spends their time, the stories she wants to tell leadership about CRM's role, and the metrics she watches to know the program is healthy. Krista shares why CRM is so often misunderstood, why she doesn't want her team building flows all day, and her advice for CRM professionals who want to have a bigger seat at the table. Topics covered: Where email/SMS teams should actually spend their time How to arm leadership with the right data RPR, unsubscribe rate, and earned channel revenue as key metrics Why you shouldn't be married to a platform Running your CRM like an internal agency Guest: Krista Dalton, Chief Marketing and Digital Officer, Tecovas Host: Jason Donapel -founder of The Email Experience, Strategic Retention Marketing Advisor 🔗 Learn more at https://www.experience.email/audits [https://www.experience.email/audits]