About Tractive
Tractive is the leading provider of GPS and health-monitoring solutions for dogs and cats. The company’s mission is to help pet parents keep their pets safe, healthy, and happy.
Sanda's Bio
Sanda is a dynamic marketing leader with 7+ years of expertise in CRM and growth marketing. Originally from Romania and now based in Los Angeles, she specializes in driving growth and innovation in e-commerce subscription businesses, with a strong focus on the B2C pet tech industry. As a CRM Manager at Tractive, Sanda spearheads omnichannel strategies, leveraging data-driven experimentation and personalization to maximize customer engagement and loyalty.
Backed by two Master’s degrees in Business Administration and Communication, Sanda brings a powerful blend of strategic thinking and analytical expertise to her work. Beyond marketing, she is deeply passionate about health and wellness, channeling that energy into 15+ years as a certified fitness instructor.
Fun Facts
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Featured Quote
Iterable features like reusable design blocks and Snippets show a real commitment to making marketers’ lives easier—and that’s something I absolutely appreciate.
Interview
What brings you joy in your role?
Working for a company with a mission I deeply believe in—keeping pets safe and healthy—brings me so much joy. I love creating personalized, meaningful customer experiences that celebrate the bond between people and their pets. One of my favorite early moments was a customer replying to a breed-personalized email saying they were jealous of my job—proof that our work brings joy, and a reminder of why I give it my all every day.
How do you stay inspired or motivated in your work?
Beyond the joy of working with adorable pet pictures every day, I’m constantly inspired by the real-life stories our customers share—like finding their cat trapped on a construction site or a dog rescued from icy waters thanks to Tractive. Knowing our product truly makes a difference fuels my drive to create meaningful campaigns. I’m also deeply motivated by growth and learning—industry events like Iterable’s Activate always leave me energized, full of fresh ideas I can’t wait to put into action.
What tips, tricks, or pieces of advice would give a new Iterable user?
Set up a clear structure from day one. As your campaign volume or number of users grows, having a scalable naming convention, consistent use of folders and labels, and solid documentation will save you countless hours. Document everything—from small processes to A/B tests—so your team’s knowledge lives on and keeps delivering value.
What are some Iterable features that have made your job easier? Or have been game-changers for yourself and your team?
Journeys have been a game-changer, especially the ability to clone them from staging to production—huge time-saver for a team like ours, where journey optimization is a major focus. I’m also a big fan of Brand Affinity. Being able to target high-engagement audiences with tailored messaging has consistently driven great results. And Iterable’s Dynamic Content Builder has evolved beautifully over the years. Features like reusable design blocks and Snippets show a real commitment to making marketers’ lives easier—and that’s something I absolutely appreciate.
Besides Iterable, what are the other tools in your marketing toolkit that you can’t live without?
Tableau is essential for turning complex data into clear, actionable insights that guide our strategy. I also rely on Figma and FigJam—for everything from designing eye-catching visuals to mapping out intricate user journeys. They’re game-changers for collaboration and clarity.
What would you like to see brands doing more of? Or less of?
I’d love to see brands create more personalized, tailored experiences that feel truly one-to-one—less generic messaging, more playful, human-centered campaigns that make customers feel seen. With the right use of AI, we can unlock smart, subtle personalization at scale—without crossing into creepy. It’s all about making communication feel authentic, not automated.
What’s one thing that can instantly make your day better?
Protein Pancakes.
If you weren’t a marketer, what would you be?
A very enthusiastic Group Fitness Instructor 😉
Campaign Portfolio
Personalized Winback: Boosting Retention with Intent-Based Messaging
Objective
Tractive aimed to improve winback rates by personalizing its Subscription Canceled journey, using user-provided cancellation reasons to deliver more relevant messaging.
Summary
To improve re-engagement, Tractive implemented an A/B test within its Subscription Canceled journey, tailoring messages based on the specific cancellation reasons provided by users. This approach ensured that communications were personalized and directly addressed users' concerns.
Results
While the test is still ongoing, early results indicate a 37% increase in conversion rate (winbacks)—demonstrating that intent-based messaging significantly improves re-engagement. Tractive continues to refine this journey and explore additional opportunities to enhance it with Iterable’s features.
Subscription Cancellation: Winback Campaign
When a customer cancels their subscription, Tractive sends a thoughtful winback email, personalized according to their cancellation reason. The message acknowledges the cancellation while highlighting the tracker’s continued availability until the end date of their subscription.
This email example addresses their main reason for cancelling—the cost of the subscription. To incentivize reactivation, the email offers two free months of service, encouraging immediate action. It reassures users with a pause option at no extra cost, and promotes flexible plan choices, all bundled with the same two-month bonus. The campaign strikes a balance between empathy, personalization, and clear value, aiming to convert cancellations into returning users.
