Case Studies

The Challenge

Maven Clinic is a $1.7B digital health platform focused on women's and family healthcare, operating a B2B2C model where they sell to employers and health plans who offer it as a benefit to their employees. Serving 28 million lives globally across 2,000+ enterprise clients including Amazon, Microsoft, and AT&T, Maven combines virtual care with 30+ provider specialties and AI-driven population health tools.

At this scale, Maven struggled with automating clear communication of complex reimbursement workflows for their members. Existing messaging was fragmented and difficult to scale as reimbursement states evolved across their vast enterprise client base. The support team was overwhelmed with questions about reimbursement status, and members lacked visibility into their journey.

The Solution

Working closely with Maven's cross-functional team, I provided Braze expertise to build a state-driven communication architecture:

• Collaborated with engineering to define custom events, attributes, and triggers needed to support automated reimbursement communications
• Built scalable HTML email templates in Braze that could adapt to different reimbursement states and member attributes
• Implemented complex Braze liquid logic for dynamic personalization, translating copy requirements into functional email templates with conditional content blocks
• Established the technical Braze foundation to enable personalized member touchpoints throughout their reimbursement journey

Project Results

The collaborative effort resulted in a transformed reimbursement experience that improved member visibility and operational efficiency across Maven's 28 million member platform. The new Braze communication infrastructure supports automated, personalized outreach that replaced manual processes, enabling Maven to maintain their 98% enterprise customer retention rate while scaling their family health benefits platform.

My Braze Contributions

The Challenge

As Maven Clinic scaled their digital health platform to serve 28 million lives across 2,000+ enterprise clients (including Amazon, Microsoft, and AT&T), they faced significant operational challenges with reimbursement process transparency and efficiency. Member questions about reimbursement status updates and denials represented16% of Member Business Services (MBS) handling time and 13% of all inbound questions. Even more critically, reimbursements drove the majority of member and client escalations at 54%.

Operating at this scale with enterprise clients expecting seamless benefits administration, the existing system relied heavily on manual macros and processes, provided limited visibility for members trying to understand their reimbursement journey, and lacked the granular state tracking needed for efficient operations across their comprehensive women's and family healthcare programs.

The Solution

As part of Maven's cross-functional initiative, I provided specialized Braze expertise to support their comprehensive reimbursement infrastructure overhaul:

• Collaborated with engineering to define the Braze data architecture needed for Maven's new reimbursement state machine, including custom events, attributes, and triggers
• Supported the member-facing Reimbursement Tracker by building the email communication layer that would sync with the app experience, ensuring consistent messaging across touchpoints
• Built and QA'd 30+ HTML email templates across Maven Wallet + Reimbursement Tracker, taking provided copy and translating it into functional Braze templates with dynamic content and personalization
• Implemented complex liquid logic to enable reimbursement-specific details, payout information, and denial reasons to populate automatically based on member state and attributes

Project Results

Maven's comprehensive reimbursement overhaul provided better process oversight and significantly reduced operational overhead across their enterprise client base. The new system, supported by automated email communications and member-facing tracking, successfully eliminated approximately one-third of related member questions and escalations while providing unprecedented transparency for their 28 million members. This operational efficiency supports Maven's continued growth and their ability to maintain enterprise clients like Amazon, Microsoft, and AT&T.

My Braze Contributions

The Challenge

Route is a $1.4B company that operates as a post-purchase experience platform for ecommerce, sitting between online retailers and their customers to handle everything after purchase. With over $15 billion in protected merchandise and integrations across major platforms like Shopify, Salesforce Commerce Cloud, and BigCommerce, they serve both merchants (B2B) and shoppers (B2C) at massive scale.

Route needed to completely revamp their package tracking email communications to deliver an "Amazon-level" post-purchase experience while maintaining each merchant partner's unique branding. The challenge was creating a sophisticated 8-stage delivery journey (order confirmation, fulfillment delay, shipping, carrier pickup, in transit, carrier delay, delivery offer, and final delivery) that could scale across their vast merchant network.

The Solution

Working with Route's team, I provided comprehensive Braze expertise to rebuild their entire tracking communication system:

• Designed the complete email experience by creating Figma designs for all 8 tracking email templates, mapping out the user journey from order to delivery
• Built dynamic HTML email templates using a modular approach with one template per campaign, allowing for scalable content management across different tracking stages
• Implemented merchant-specific branding using connected content and liquid variables to dynamically populate emails with each merchant's branding, colors, and messaging
• Created modular content blocks that display conditionally based on event properties sent to Braze, ensuring relevant information appears for each package's unique circumstances

Project Results

The revamped tracking email series successfully delivers Route's vision of "Amazon-level" post-purchase experiences across their merchant network. Since launch in February 2025, the email series has reached over 50 million people, supporting Route's platform that protects over $15 billion in merchandise. The sophisticated modular system allows Route to maintain their high-quality brand experience while seamlessly adapting to the diverse branding needs of merchants across major ecommerce platforms.

My Braze Contributions

The Challenge

Route needed to migrate their entire email infrastructure from SendGrid to Braze to better support their growing platform needs. With 26 different email templates serving their post-purchase experience platform, the migration required not only technical execution but also strategic consolidation. Route provided Figma designs for both their existing SendGrid emails and the new desired implementations in Braze, requiring a comprehensive approach to maintain functionality while improving scalability.

The Solution

Working with Route's team, I provided comprehensive Braze expertise to execute a strategic platform migration:

• Architected a 7-template modular system that consolidated 26 individual email templates into a more efficient, maintainable structure using advanced liquid variables
• Built intelligent template logic that displays different email sections based on email type, allowing one template to handle multiple use cases through conditional rendering
• Created self-documenting templates with built-in liquid logic instructions, enabling non-technical marketers to easily build campaigns in Braze by following the provided HTML instructions and variable configurations
• Collaborated with engineering to migrate custom event data and triggers from SendGrid to Braze, ensuring seamless transition of automated email workflows
• Maintained design consistency by working from Route's Figma specifications while optimizing the technical architecture for Braze's capabilities

Project Results

The migration successfully consolidated Route's email infrastructure while improving efficiency and maintainability. The new modular system reduced template complexity from 26 individual templates to 7 intelligent templates, making it easier for Route's team to create and manage emails while maintaining the sophisticated functionality required for their $1.4B platform.

Modular Template System

The purpose of building the modular templates this way was to empower non-technical marketers to come into Braze and build campaigns independently by following the instructions provided directly in the HTML with simple variable configurations. This approach eliminates the need for technical expertise while maintaining sophisticated functionality.

Template logic with built-in instructions for marketers

Email template example 1

Email template example 2

My Braze Contributions

The Challenge

Marketing teams frequently need to perform day-to-day Braze operations like testing data flows, generating audit reports, and handling manual user management tasks (deleting users, adjusting subscription status, removing hard bounces), but lack the technical expertise to work directly with REST endpoints and API calls. At For Now Marketing, we identified the need for a simple UI tool that could handle these routine operations without requiring technical knowledge.

The Solution

I developed BrazeSmith as an internal passion project in 2025, leveraging AI to build an efficient tool that bridges the gap between complex API operations and user-friendly interfaces:

• Built a no-code testing interface that allows marketing teams to send custom attributes, custom events, and purchase data to Braze profiles for testing purposes
• Implemented secure API integration supporting connection to Braze instances using API keys and REST URLs for day-to-day operations
• Created campaign audit functionality with keyword search capabilities across live campaigns and canvases, generating detailed spreadsheets for reporting
• Developed light user management tools for routine tasks like deleting Braze users, adjusting subscription status, and removing hard bounces
• Leveraged AI throughout development to build efficient, user-friendly solutions that streamline daily marketing operations

Tool Features & Impact

BrazeSmith streamlines routine Braze operations, enabling marketing teams to handle day-to-day testing, generate audit reports, and perform light user management tasks independently. The tool serves as both a practical utility for everyday marketing operations and a demonstration of deep Braze API expertise applied to solve real workflow challenges.

BrazeSmith's intuitive interface for managing Braze API operations

Try BrazeSmith

Technical Capabilities Demonstrated