Sonja currently serves as Head of Retention and CRM for Wellbel, a leading health and wellness brand she'll be representing at SubSummit 2025. She is also the founder of Retention Theory, a specialized retention consulting practice. Known for balancing strategic vision with tactical implementation, Sonja has helped Wellbel and numerous other subscription-based brands identify hidden revenue opportunities within their existing customer base. Her methodology combines data analysis with customer psychology to create retention systems that convert one-time purchasers into long-term brand advocates. Originally from Austria and now based in the United States, Sonja specializes in helping brands navigate the critical growth stage where retention becomes the primary driver of profitability. Her expertise encompasses strategic retention leadership, customer journey optimization, and data-driven growth methodologies for subscription-based businesses. At SubSummit 2025, Sonja will share insights on "Mastering Email & SMS Marketing in an Intensely Competitive DTC Landscape," revealing cutting-edge strategies that help brands stand out in crowded inboxes. Drawing from her experience at Wellbel, MaryRuth's Organics, and other successful CPG brands, she'll cover hyper-targeted personalization, workflow optimization, and psychological triggers that drive engagement and conversions in subscription businesses.