Hi, I’m Victoria; your Klaviyo marketing specialist.

And a professional spotter of hidden threads.

I didn’t start in email marketing. I started as a jewellery designer, learning how small details, thoughtful structure, and craftsmanship turn something nice into something lasting.

That way of thinking never left me.

When I moved into digital marketing over a decade ago, I brought the same mindset with me: every brand has a story worth telling, and every customer deserves to feel seen, not segmented into oblivion.

Victoria ap Gwynedd sits on a sofa. She builds email marketing that reflects your craft, tells your story, and drives sales.

Following the Thread

After 12 years as a marketing director, working across interior design, fashion, beauty, jewellery, and nutrition, I kept noticing the same pattern.

Brilliant brands.
Great products.
Email marketing that was… fine.

Campaigns going out, data sitting there, Klaviyo set up but not really working as a system. Teams doing their best, but without a clear CRM strategy or confidence in what actually mattered.

That’s the thread I pulled.

I realised I could make the biggest difference by specialising in CRM and Klaviyo. Not as an agency that disappears into the background, but as a partner who helps teams understand their data, sharpen their thinking, and genuinely own their marketing.

What Makes Me Different

I sit comfortably between data and storytelling.

I’m strategic, but creative. Analytical, but human.
Whether it’s a wishlist reminder, a win-back flow, or a multi-channel lifecycle journey for a luxury brand, every message should feel intentional, not automated.

I work with email, SMS, and WhatsApp as parts of the same system, not separate tactics.
Because customers don’t experience channels, they experience brands.

The “hidden threads” in CRM are things like:

  • How behaviour today predicts value tomorrow

  • Where timing matters more than volume

  • How one channel quietly strengthens another

Once you see those connections, growth stops feeling forced.

My CRM Philosophy

Set up your basics. Then get creative.

Walk before you run, but make sure you’re walking in the right direction.

That means:

  • Real-time segmentation that reflects how customers actually behave

  • Strategies grounded in data, refined through testing

  • Messaging that speaks to the right person, at the right time, with the right tone.

    Simple in principle. Powerful in practice.

What Drives Me

I love the aha moments.

When a team finally sees what their data has been trying to tell them.
When a campaign outperforms expectations because it’s genuinely relevant.
When a marketing manager presents results they’re proud of,  and understands why they worked.

That’s what gets me up in the morning: helping brands unlock potential they knew was there, but hadn’t quite reached yet.

Becoming a double Klaviyo Community Champion (2023 & 2024) wasn’t just a badge for me. It was validation that caring deeply about doing CRM well, and sharing knowledge openly, actually matters.

I stay close to Klaviyo because I’m genuinely excited by how smart CRM, used properly, can transform how brands grow.

How I Work

  • I’m a problem-solver at heart, blending analytics with creativity

  • I’m hands-on and empowering. Klaviyo should feel understandable, not intimidating

  • I think holistically. Email, SMS, and WhatsApp don’t exist in isolation

  • I care deeply about authentic storytelling. Your brand isn’t generic, and your CRM shouldn’t be either

Credentials

  • Double Klaviyo Community Champion (2023 & 2024)

  • 12+ years as a marketing director across premium brands

  • Trained jewellery designer with a deep understanding of luxury and craftsmanship

  • Active Klaviyo Community contributor, sharing knowledge and solving tricky problems

  • Experience with high end brands, crafting customer journeys that drive real results