Case study · CRM & Retention · Zero
Four years. One CRM team.
Zero brought us in to lead the SendGrid → Braze migration. Four years later we still run their entire lifecycle program — campaign ops, experimentation, rebrands, integration planning — and the day-to-day work that makes Braze a real DAU lever.
4 yrs
Ongoing CRM partnership
SG → Braze
Migration led + managed
End-to-end
Braze ownership
DAU
Driven through lifecycle
Service
CRM & Retention
Engagement
Retainer · 4+ years
Platforms
Braze · Segment · SendGrid (legacy)
The engagement
Migration. Then four years of ownership.
Retainer length
4+ yrs
End-to-end Braze ownership
The same team that scoped and shipped the SendGrid → Braze migration runs Zero’s CRM program today — campaign ops, experimentation, rebrands, integration planning, and the day-to-day work behind a Braze instance that drives DAU.
The challenges
A legacy stack and a marketing org outgrown.
01
Legacy SendGrid stack
Email lived on SendGrid with limited segmentation, no behavioral triggers, and a workflow the product team had outgrown.
02
No real lifecycle program
Campaigns were one-off sends. There was no cohesive lifecycle, no retention architecture, and no clear line from email back to DAU.
03
Marketing dependent on engineering
Every meaningful campaign or template change required an engineering ticket. CRM couldn't move at product velocity.
The solution
Migrate the platform. Own the program.
01
Led the SendGrid → Braze migration
Planned, scoped, and executed the full platform move — and stayed on to run it.
- Data model + event taxonomy design
- Deliverability rebuild on a fresh sending domain
- Template + campaign parity migration
- Phased cutover with QA + dual-send validation
02
Full end-to-end Braze ownership
Four years in, we are Zero's CRM team. Every campaign, every journey, every rebrand runs through us.
- Day-to-day campaign ops + journey architecture
- Continuous experimentation cadence
- Rebrand rollouts through the template system
- Integration planning + deliverability monitoring
03
Lifecycle as a DAU lever
Pushed Braze beyond transactional to become a primary channel for daily-active engagement.
- Re-engagement journeys for lapsed cohorts
- Behavioral push tied to product moments
- In-app messaging on product-event triggers
- Segment data flowing into real-time triggers
- Led and managed the full SendGrid → Braze migration: data model, event taxonomy, deliverability rebuild, template parity, phased cutover
- End-to-end Braze ownership for four years — campaign ops, journey design, segmentation, deliverability, integration planning
- Continuous experimentation cadence across copy, offer, timing, channel, and audience
- Multi-channel orchestration across email, push, and in-app to make Braze a real DAU lever
- Shipped multiple rebrands through CRM — template systems, design tokens, brand-aligned creative across every touchpoint
- Integration planning with Segment + product data so behavioral triggers stay honest as the product evolves
Technologies & platforms
The stack we ran.
The result
Four years. One CRM partner.
We led the SendGrid → Braze migration and have been Zero’s CRM team ever since. Every campaign, every journey, every rebrand, every integration plan goes through us. Braze isn’t a transactional tool at Zero anymore — it’s a real DAU lever, run by the same group that built the foundation.
4 yrs
Ongoing CRM partnership
SG → Braze
Migration led + managed
End-to-end
Braze ownership
DAU
Driven through lifecycle
What the team said
In their words.
BRCG led our SendGrid → Braze migration four years ago and they’ve been our CRM team ever since — campaign ops, experimentation, rebrands, integration planning. Braze is now a real DAU lever for the product, not just transactional email.
Marketing leadership
Zero
Zero · CRM & Retention
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