Zillow Group / StreetEasy / Lifecycle automation
More effective messaging. Less unnecessary volume.
Event-triggered workflows connected requests, campaign production, and customer journeys—with controls built into the process.
THE GOAL
What needed to work better.
Reduce repetitive campaign work and make personalized lifecycle programs easier to operate with limited engineering resources.
MY CONTRIBUTION
From complexity to a working system.
I connected low-code tools and event-triggered workflows, including Formstack, Jira, and Iterable. Reusable patterns supported campaign production and preference management. In 2024, my manager’s annual evaluation credited my inferred-search testing with reducing email send volume by 35%, increasing rental submissions by 3%, and improving click-to-open rates by 2%, while sales submissions remained steady. These results concern that program, not all campaigns. At Activate Summit 2022, I shared how StreetEasy used catalogs and data feeds to automate customer journeys.
- 01
Event or request
- 02
Connected workflow
- 03
Audience & content
- 04
Triggered journey
THE OUTCOMES
What changed.
inferred-search emails in 2024, with rental submissions up 3%
presented automation approaches at Iterable Activate
patterns for campaigns and preference handling
These outcomes describe specific work during my time at Zillow Group / StreetEasy. The dates above are my employment period, rather than a project completion date.
THE TAKEAWAY
Automate the repeatable work and make the exceptions visible. A dependable journey needs clear data, reusable content, and a deliberate path for quality checks.
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