On being a Klaviyo Community Champion (again)

I was named a Klaviyo Community Champion for the third year running recently.

It is one of those things that is genuinely lovely to receive, but also slightly strange to write about. Not because I do not appreciate it, I really do, but because the work behind it has never felt like a separate project or something particularly headline-worthy.

It is mostly made up of small things.

A question answered between client calls. A reply written because someone is stuck and I happen to know where to look. A conversation about a problem that appears to be technical, but turns out to be about data, customer behaviour, consent, messaging, or a process that has quietly unravelled somewhere along the way.

None of it feels especially significant in the moment.

But I suppose that is the point. You keep showing up. You share what you know. You stay curious. You try to be useful. And, over time, it becomes something.

What a Community Champion actually is

If you are not living and breathing Klaviyo every day, the title can sound a little vague.

A Klaviyo Community Champion is someone recognised for contributing consistently to the wider Klaviyo community: sharing knowledge, helping people solve problems, offering perspective, and making a very large platform feel a little more manageable.

There are 82 Champions globally this year, which makes the recognition feel particularly meaningful.

Not because it is a competition, and not because expertise needs a badge to be valid. But because it comes from a space full of people who understand the work. People who know that a seemingly simple question can often have a rather less simple answer.

There is a lot of generosity in the Klaviyo community. People share ideas, troubleshoot odd behaviour, compare notes, and help each other get to a better outcome. I have always valued being part of that.

The work is rarely just “a Klaviyo problem”

One of the reasons I enjoy this work so much is that Klaviyo is never really just about Klaviyo.

Someone might come in asking why a flow is not performing, for example. But the issue may not be the flow at all. It might be that the offer is not compelling enough. Or the message is too generic. Or the timing does not match how their customers actually buy.

A brand might think it needs to send more campaigns, when it may really need to think about what it has to say.

A team might be worried about increasing active-profile costs, when the real question is why thousands of profiles are being created through checkout, customer service, or integrations without anyone reviewing whether they belong in the marketing database.

The platform gives you the tools. But the interesting is deciding how, when, and whether to use them.

That is the work I do with clients. Not simply building things because they can be built, but stepping back and asking what will genuinely make the customer experience better and the business stronger.

What being part of the community brings to my work

Working independently can be brilliant. It gives you space to think, to work closely with clients, and to build a way of working that is thoughtful rather than rushed.

But it can also be easy to become very focused on the accounts directly in front of you.

Being part of the Klaviyo community means I am constantly exposed to a much broader mix of questions, industries, customer behaviours, approaches, and challenges.

There are beauty brands thinking carefully about post-purchase journeys and repeat purchase. Nutrition brands working through replenishment, education and retention. Fashion brands balancing frequency, seasonality and brand voice. Teams navigating consent, migrations, data quality, deliverability, and all the slightly awkward bits that happen when a business grows faster than its systems.

It keeps your thinking moving.

Not because every new idea should be copied and rolled out everywhere. Quite the opposite. Most brands do not need more tactics collected from the internet.

But seeing the patterns helps you ask better questions. It helps you spot what might be missing. And it means that when something unusual lands in front of you, there is a wider body of experience to draw from.

What that means when we work together

In practice, I will still approach your account in the same way I always do.

I will want to understand your customers before we make assumptions about what they need.

I will want to know what your team can realistically manage, rather than creating an overly complicated programme that becomes impossible to keep up with.

I will care about whether your emails sound like your brand, rather than sounding like every other ecommerce business in someone’s inbox.

And I will always be more interested in the right solution than the biggest one.

The Community Champion recognition does not change that. It simply reflects the depth behind it.

It means I am close to the platform, close to how it is evolving, and close to the kinds of questions brands are asking right now. I am able to bring that perspective into client work without losing sight of the fact that your business is not a template.

What works for a skincare subscription brand is not automatically right for a considered-purchase interiors brand. What works for a fast-moving fashion business may be completely wrong for a food or wellness brand with a very different customer rhythm.

The strategy has to start with the people you are trying to serve.

A lovely thing to be recognised for

I am proud to be a Klaviyo Community Champion again.

But I think what I appreciate most is what it recognises: not a single campaign, client, or clever idea, but a way of working.

Showing up consistently. Sharing knowledge where it is useful. Staying open to other people’s perspectives. Taking the time to work through the tricky questions instead of reaching for the quickest answer.

That is how I want to work, whether I am answering a question in the Community, working through a customer journey with a client, or helping a team feel more confident inside their own Klaviyo account.

So, thank you to Klaviyo and to the people in the Community who continue to make it such a thoughtful, generous place to be.

And if you are looking for support with your CRM, someone who can get into the detail, but will always keep one eye on the bigger picture, I would love to hear from you.