For Pet Care and Health & Wellness Brands
Lifecycle Marketing That Feels Human and Converts
In 90–120 days, start seeing deeper relationships, higher engagement, and customers who keep coming back.
✔ Humanize every customer interaction, from first hello to loyal advocate.
✔ Imagine your emails and content pulling in more engagement and revenue guaranteed in 90-120 days.
✔ Build trust with messaging that speaks to real pet parents and wellness-minded customers.
✔ Keep your team energized and projects moving with flexible consulting and staff support.
A 30-minute call to see if this approach feels right for your brand
Pet Care and Health & Wellness
HUMAN-FIRST MARKETING MAKES EVERY MESSAGE MATTER
My Approach: The CARE Method™ for Lifecycle Marketing
The CARE Method™ helps you understand what customers really think and feel, so every interaction feels intentional and keeps them coming back.
Connect — Be the brand customers look forward to, with interactions that feel personal and intentional. Gain actionable insights through audits, surveys, behavior data, and VOC (voice of customer) research.
Align — Guide customers every step of their journey with messaging that feels clear, natural, and supportive. Turn curiosity into commitment by mapping messaging to each lifecycle stage.
Refine — Listen to the data and customer feedback to improve emails, content, and campaigns over time.
Engage — Strengthen trust and loyalty by creating content that listens to customers, reflects their needs, and inspires them to advocate for your brand.
Whether you need lifecycle strategy or execution, I bring clarity every step of the journey.
MY IMPACT
Professional Experience Helping Brands & Organizations Better Serve Their Customers
THE GAPS COSTING YOU REVENUE
Let's Fix The Gaps That Block Conversions
Are you experiencing...
Emails and content not getting noticed, or clicked?
“I tried tweaking subject lines and visuals, but inboxes are so crowded; we're just not breaking through anymore.”
Your team juggling too much, with important opportunities slipping through?
"I’m the social media coordinator by title, but really I manage content, email, SEO…everything. Social gets lost in the shuffle."
Traffic coming in, but not converting?
“My social posts get a few likes, but nobody actually buys.”
Not sure why customers drop off along the journey?
“We’re losing people somewhere in the funnel and have no clue why.”
If that sounds familiar, you're not alone. Many marketing teams move fast but miss the insights needed to consistently connect, convert, and retain customers.
Here’s how I help brands connect with customers and keep them coming back:
Turn every interaction into a connection that drives loyalty
Lifecycle marketing strategy & audits that elevate the customer experience from first hello to loyal advocate.
Get emails and content that actually perform
Email and content execution that boosts engagement and conversions in 90–120 days (or I optimize at no extra cost).
Save your team time and energy
Flexible consulting and staff support to keep projects moving and avoid burnout.
Craft messaging customers trust
Pet care and wellness expertise that builds credibility, trust, and revenue.
If this feels right for your brand, let’s take the next step.
A 30-minute call to see if this approach feels right for your brand
TRUSTED IN THE HEALTH & WELLNESS AND PET CARE SPACES
Case Studies
MARKETING THAT LISTENS
Services
Lifecycle Marketing Strategy & Audits
Evaluate your customer journey from first touch to loyal advocate, identifying opportunities for meaningful connection and increased retention.
What’s included: Full review of your customer journey, messaging gaps, segmentation strategy, and engagement data. Timeframe: 3–4 weeks Deliverable: Strategy brief + prioritized action plan Ideal for: Brands that want to improve customer experience, retention, and revenue but don’t know where messaging or performance is breaking down. Starting at: $3,500+
Customer Journey Mapping & Voice of Customer Integration
Understand what your audience truly wants and needs, and align messaging to every stage of their experience.
What’s included: VOC survey development, behavioral data review, lifecycle mapping Timeframe: 4–6 weeks Deliverables: Journey map, messaging framework, insights report Ideal for: Brands planning a pivot, product launch, or scaling phase and need a messaging strategy grounded in real customer behavior and feedback. Starting at: $4,000+
Email & Content Marketing Execution
Craft and deliver targeted campaigns that boost engagement, conversions, and brand loyalty, optimized continuously for engagement, conversions, and retention.
What’s included: Monthly content calendars, 2–4 email sequences or campaigns/month, optimization, reporting. Timeframe: 90 days Deliverables: Copy, strategy, implementation oversight Ideal for: Brands that know what they want to say but don’t have the time, bandwidth, or in-house expertise to consistently say it well, and in the right lifecycle stage. Starting at: $7,500 for a 3-month sprint or $3,500/month
Retention & Reactivation Campaigns
Bring back lost customers and keep your most valuable audiences engaged with personalized, timely communications.
What’s included: Strategy and content for win-back, upsell, or re-engagement Timeframe: 4–6 weeks Deliverables: Email series, messaging framework, performance metrics Ideal for: Brands with high customer acquisition costs and low repeat engagement, or large segments of inactive customers. Starting at: $3,500+
Flexible Staff Augmentation & Consulting
Support your internal team with expert strategy and hands-on execution, without burnout or overhead.
What’s included: Ongoing support as an embedded lifecycle marketer, either handling campaign work, supporting strategy execution, or filling a gap while a role is unfilled. Timeframe: 20–40 hours/month (depending on need) Deliverables: Depends on scope; could include strategy, email planning, writing, content QA, or campaign management. Ideal for: Lean teams that need extra strategic support or hands-on execution, without the overhead of hiring full-time. Starting at: $5,000/month
Not sure where to start?
Let’s make sense of your customer journey and uncover the moments that move customers from interest to action.
Apply for your 30-minute Insights-to-Impact Call, a small step now that can save months of low conversions.
A 30-minute call to see if this approach feels right for your brand
A CLEAR ROADMAP
How It Works
Step 1: Apply for Your Insights-to-Impact Call
Take the first step with a short application to share your goals and where you’d love to take your brand next.
Step 2: Apply the CARE Method™
Using my signature CARE Method™, I support your team to:
Connect – Identify insights through audits, VOC, and behavior data
Align – Map messaging to each lifecycle stage to guide the journey
Refine – Optimize campaigns based on real engagement data
Engage – Deliver consistent, meaningful content that builds trust over time
Whether you need a strategist or an execution partner, I meet your team where you are.
Step 3: See Measurable Results in 90–120 Days
Clients typically see stronger engagement, more conversions, and better customer retention in as little as 90–120 days. If not, I'll continue optimizing at no additional cost.
BEFORE WE BEGIN
FAQs
Considering lifecycle marketing support?
Here’s what partnering with me looks like and what your team can expect.
We already have a marketing team. Would working with you create overlap?
Not at all. My role is to support and extend your team’s work. Whether you need strategic guidance, lifecycle direction, or help executing campaigns, I adapt to your structure and workflows. My goal is to bring clarity, capacity, and a focused outside perspective that helps your team move forward effectively.
How quickly would we start seeing impact from this kind of work?
Most businesses begin seeing measurable improvements—stronger engagement, clearer messaging, and better retention—within 90 to 120 days. Exact timing depends on your current strategy and execution gaps, but I prioritize early wins while building a foundation for long-term growth.
We’ve done email and content marketing before, but it didn’t do much. How is your approach different?
I start by aligning your content and campaigns to the customer journey so messaging supports what your audience needs at each stage—awareness, evaluation, or decision-making. Rather than beginning with content calendars or promotions, I analyze behavior data and voice-of-customer insights, then craft messaging that meets audiences where they are.
How do you know what messaging works for audiences like ours?
Experience and insight shape messaging that resonates. I draw from years of digital marketing, content strategy, and copywriting in pet care and wellness, plus hands-on experience as a Rover contractor and through pet caregiver referrals, caring for hundreds of pets, and as a wellness advocate in mental health initiatives. I combine these insights with audience behavior patterns, industry trends, and real-world engagement data, and then test and refine, so your messaging continues to hit the mark.
We don’t have a mapped-out customer journey. Is that something you can help with?
Yes, this is often a critical first step. I offer Customer Journey Mapping as part of strategy services, using behavior data, voice-of-customer feedback, and performance analysis to identify key stages in your customer experience. From there, we align content and campaigns to move audiences from first touch to long-term loyalty.
We’re a smaller brand. Can we still get value from working with a consultant like you?
Absolutely. While I work with brands of all sizes, smaller or mid-sized teams often benefit the most from focused support. Whether you need lifecycle strategy, hands-on email and content execution, or both, I offer flexible partnerships tailored to your brand’s size and goals, helping you grow intentionally without overloading your team.
How do payments and ownership work?
Payments are made upfront: projects in full before work begins, and retainers on the first of each month. All final deliverables are yours once payment has been made in full. Drafts, working files, and proprietary frameworks remain my intellectual property unless otherwise agreed in writing.
Do you offer refunds or cancellations?
Because work begins quickly and resources are reserved in advance, payments are non-refundable. I believe clarity builds trust, and I’m committed to delivering the full value of what you’ve invested. If adjustments are ever needed, I’ll work with you to make sure the scope and deliverables align with your goals.
Do you guarantee results?
While no one can promise exact outcomes, here’s what I can share: it typically takes 90–120 days to start seeing meaningful progress. During that time, I’ll be refining, testing, and adjusting the strategy so we’re always moving forward. My commitment is to stay focused and keep improving until the results we see truly align with your brand’s goals.
VOICES FROM INDUSTRY PEERS
What Leaders Say About My Impact
Throughout my career, I’ve partnered with teams navigating high-pressure projects and complex challenges. Colleagues consistently praise my ability to turn insights into strategy, ideas into action, and challenges into measurable results. I bring that same focus, care, and creativity to pet care and wellness brands, helping them connect with customers in ways that drive loyalty, trust, and growth.
Frank Geslani
Employee Communications & Channels, Content Innovation, ERG Leader at McKesson
"Shanda came to us at a pivotal time. Many needle-moving projects were either launching or reaching a critical stage, and her creativity, grit and grace under pressure saved the day on many occasions."
Jamese R. Washington
Digital Marketing Consultant
"Serving as a Content Director, Shanda curates relevant, thought provoking content to grow digital platforms."
Emily Ellis
Seasoned Writer & Editor, Resume Expert, Spin Doctor
"It was always clear that quality and customer service were of utmost importance to her, and on those fronts she consistently delivered."
GUIDING BRANDS FROM FIRST HELLO TO LOYAL ADVOCATE
About Shanda Henley Consulting
I’m a consultant who believes lifecycle marketing should feel as human as it is strategic. With 10+ years of experience in copywriting, content strategy, digital marketing, and customer service, I help brands turn customer insights into meaningful connections and measurable growth.
Guided by the values of empathy, communication, and strategy, I help leaders in the pet care and health and wellness spaces turn scattered messaging into cohesive customer journeys, from first touch to long-term loyalty.
By the Numbers
My background includes roles like Digital Content Director for T.D. Jakes Ministries and The Potter’s House, where I collaborated on hundreds of high-performing digital campaigns across email, SEO, and social, consistently exceeding industry benchmarks with 30% open rates and 18% click-through rates. I also contributed to content efforts that generated $250K/month in revenue and helped the team earn YouTube’s Gold Creator Award (1M+ subscribers).
Wellness
In the wellness space, I’ve supported campaigns that prioritized emotional well-being and access, including the Be Anxious for Nothing mental health campaign, which reached millions through email, social media, and the YouVersion Bible app. I also helped launch the Hope INsight Initiative, which provided hygiene kits, shelter, and mental health support to underserved communities across 10+ cities globally.
Pet Care
On the pet care side, I worked on content strategy for Petmate’s shift from selling primarily to retailers (B2B) to selling directly to consumers online (B2C). I managed 3,000+ product descriptions and customer-facing content designed to resonate with today’s pet parents. As a longtime advocate for pet adoption and fostering, and as a former pet parent and contractor through Rover, I understand firsthand what builds lasting trust between brands and pet families.
My Philosophy
For me, great marketing lives at the intersection of insight and humanity. It’s about uncovering what people really think and feel, then shaping strategies that connect with those needs in creative, thoughtful ways. When customers feel that deeper connection, like you’ve spoken directly to their inner thoughts and genuinely taken the time to solve their problems, they don’t just engage. They become loyal advocates, naturally sharing their experience with the friends, family, and communities that matter most.
My Values
Empathy
I believe understanding people is the foundation of effective lifecycle marketing. Every strategy begins with listening to customers, teams, and data and translating those insights into actions that foster stronger, lasting connections.
Integrity
Trust is the foundation of any great partnership. That means delivering what I promise with honesty, transparency, and consistency.
Communication
Clear, open communication is how great strategies take shape. I believe in simplifying the complex and keeping teams aligned every step of the way.
Collaboration
I view my clients as partners, not projects. The best ideas come from working together toward a shared vision.
Transformation
Growth doesn’t happen by accident; it’s the result of curiosity, insight, and intentional change. I help brands transform how they connect with their customers and measure what matters most.
Strategic Creativity
Data guides the plan; creativity makes it memorable. I bring both to every project, so messages don’t just perform, they resonate.
If you’re ready for insight-led lifecycle marketing that feels human and delivers results, let’s explore how we can help your brand connect with customers and keep them coming back.
When I’m not working on marketing strategy, you can usually find me out in nature, sipping a green smoothie, soaking up the sun with a pup by my side, or picking out a pretty bouquet from Trader Joe's.
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