YOCTO

Founder & CEO of YOCTO — a full-service retention marketing agency trusted by Heights, BetterMe, Kilo Health, Healf, and others. We build full-funnel CRM programs that increase LTV, reduce churn, and scale subscription revenue. Invited to Klaviyo’s Partner Advisory Council and Yotpo’s Advisory Board in our first year

Founder

CEO AFTER DARK

Host of CEO AFTER DARK — a candid podcast where high-performing founders share the real stories behind their biggest wins, toughest moments, and what no one talks about in DTC and online business, full of raw lessons from the operators building what's next.

Founder & Host

Reforge

Member of Reforge’s Retention + Engagement and Growth Series programs, with a focus on scaling LTV-first brands through behavioral triggers, segmentation strategy, and monetization loops.

Member

Kilo Health

Led conversion content strategy at one of Europe’s fastest-growing healthtech companies. Owned retention messaging, monetization flows, and content-driven acquisition across multiple brands. Also built the internal onboarding and training system for Kilo’s next generation of conversion copywriters.

Conversion Content Lead

George Kapernaros

I consulted small, mid-sized, and large companies on how to improve customer life value and user monetization. Projects ranged from user onboarding and lifecycle optimization to acquisition funnels, pricing, upsells, and product-market fit clarity.

The Atomic Garden Vilnius

Delivered guest lectures on advanced conversion messaging and user behavior at Lithuania’s top advertising school, The Atomic Garden Vilnius — focused on helping young creatives learn how turn messaging into measurable performance.

Guest Lecturer

divbrands

When the company broke the 100+ employee mark (in less than 3 years), I was promoted to marketing director. During that time my responsibilities grew to include the brand strategy for every new product or store, a new CRM and email marketing department, and an ever-growing marketing team, which now also included a fully fleshed CRO arm and a market research team. 

In parallel, I was also responsible for liaising with the company's agency and other creative partners, including performance agencies and content producers, spread in 3 continents.

When I decided to leave to pursue my entrepreneurial journey, the company was at a record high financial performance and expanding aggressively.

Marketing Director

As the company started growing, I was promoted to lead copywriter and almost immediately to general marketing manager. During that time, I led the entire creative content production team, including 3 copywriters, 3 video editors, and 1 photographer. 

I also established the foundations of CRO (conversion rate optimization) in the company and developed an advertising creative framework that would become the basis of new product and store launches. 

Overall, I was involved in or directly led 200+ e-commerce product launches in European markets (often launching multiple stores per week).

Marketing Manager / Head Copywriter

Got offered a full-time position after an advertising campaign I produced as a freelancer scaled to high 6-figures in Facebook ads revenue. 

During my role, I brainstormed marketing campaign angles and produced a variety of conversion assets (sales pages, advertorials, email sequences, Facebook ads, and more) which helped generate massive growth in Germany, France, Italy, Spain, the Netherlands, and Japan.

As the company's third full-time employee, I was there since the beginning and helped build the processes and systems that would later support 100+ employees and contractors.

Copywriter

Independent Consultant

I've been living and breathing direct response for many years. Here are some nice things people said about me, when I was starting:

"George is more than capable of turning even the most abstract idea into solid, highly compelling copy. Very professional, extraordinarily talented - he is definitely an asset to your team."

"I am amazed by George’s ability to turn any of our e-commerce projects into an exciting, unique and profitable story. He is highly knowledgeable in the field of marketing and sales, and besides copywriting, he is always curious, helpful and available to think together about performance, tactics, strategy, leadership or any of the creative steps of our projects in order to reach our common goals as a team."

"Amazing experience would highly recommend George anytime! He's a talented copywriter and has a great sense for persuasion and marketing."

"Thank you, George, for your professionalism and excellent writing skill. You helped rescue our project when it was needed the most. A++++ would love to work with him again!"

"George is an excellent copywriter and all-around great person. He went above and beyond the call of duty for my project to make sure it was what I was looking for. His communication was excellent and he even delivered ahead of an already tight deadline. I will certainly be working with him again soon."

"George has had a key role in the growth of our international e-commerce business. He's extremely competent, full of positive energy and a true self-starter. My team and I really enjoy working with him, because he always brings excellent knowledge about marketing and sales to the table and a great attitude! His sales copywriting helped us generate multiple six figures in sales over the past months. I highly recommend George for any leadership role involving an in-depth understanding of sales, marketing, and copywriting in your organization."

Direct-Response Copywriter & Strategist

Smarterchains

I helped refine and develop SmarterChains' communication and content marketing strategy, collaborated with the design and development team, and executed the day-to-day content production and content promotion.

I discussed marketing strategy and content tactics directly with the CEO & Co-Founders (top-ranked senior executives & P&G alumni).

Content Marketing

ReGeneration | Global Shapers Athens Hub

Out of 6000 candidates, finished as a top 100 finalist. Scored at the top percentile for both abstract reasoning and numerical reasoning. Received 56+ hours of business and softs skills training by industry experts and a placement in a Greek tech startup.

Finalist

Owner @ YOCTO | 传奇 | CXL Instructor | Reforge Member

I run YOCTO, a retention marketing agency trusted by brands like Healf, Heights, BetterMe, and Kilo Health. We help DTC teams solve complex CRM problems and break through their acquisition ceiling.

Quick Bio:
- CEO & Founder of YOCTO, the #1 retention marketing agency for health & wellness brands
- Powered CRM for 100+ clients incl. Heights, BetterMe, Kilo Health, Elo, Miracare, Healf and others
- Advisor to Klaviyo (Partner Council) & Yotpo (Email Advisory Board)
- Host of CEO AFTER DARK, a candid podcast for high-performing founders
- MBA, Reforge member, CXL instructor, guest lecturer @ The Atomic Garden

WE DO NOT PROVIDE 'AUDITS' FOR A VERY GOOD REASON

Transparently, you don’t need another teardown that says,

- “Your welcome flow is missing a text.”
- “You should A/B test your popup.”
- “Send more segments.”

You already know that. What you need is a plan. A real, outcome-driven plan that gets you closer to your retention goal - whether that’s increasing LTV, fixing drop-off between orders one and two, reducing churn, or improving CAC payback.

That’s why YOCTO doesn’t do audits. We do Strategy Activations.™

A STRATEGY ACTIVATION™ IS A GAMEPLAN

This isn’t a templated teardown or a list of flaws in your lifecycle setup. It’s a fully mapped, high-leverage strategy designed to help you hit your retention targets *this quarter.* Specific moves. Clear priorities.

You’ll walk away with:

- A diagnosis of what’s actually hurting retention (backed by cancel behavior and flow data)
-  A focused roadmap to increase LTV, improve AOV, or hit any retention KPI that matters right now
- LTV:CAC modeling that shows how the plan could pay off
- Built by people who live and breathe CRM, not best-practice blogs

If you’re serious about scaling through retention... find a time here:
https://calendly.com/george-kapernaros/socratic-interview

Pulsetto’s built a $40M+ funnel that’s scaling like crazy. I give them a 10/10 on their monetization strategy, however, certain areas can improve. I recorded a quick video breaking it all down (ads, emails, landing pages, CRO, etc.) + where I think they should be focusing on.

CEO at YOCTO | Klaviyo Elite Partner + Advisory Council Member | #1 Lifecycle Agency for Health & Wellness | Clients: Kilo.health, BetterMe, Healf, Evereden, Frøya Organics, Heights, Miracare, Elo.health +100 Others

One of the things I aspire to do is reason through first principles, not analogy. In ecommerce - especially lifecycle marketing - people simply repeat what they’ve heard: "Don't send too many emails" "you'll annoy people," "you'll hurt deliverability," etc. 

Yet if you reason from first principles instead of folklore:

Fact 1: People can only buy if they know about your offer.
Fact 2: To know about your offer, they need to see it.
Fact 3: For them to see it, you have to send it.

Therefore - the more you send, the more chances you create for people to see and buy. 

Or as I like to say... the more you send, the more you earn. 😉 

See below, for example. The brand below sent 12 emails to the same audience in a single day.

The "best practice" crowd - the lifecycle dinosaurs - would panic. 

They'd yell, "Cut frequency in half! You'll burn the list!"

My recommendation is to double it, sending as many as 24 emails per day. 

Why? 

Every email is novel, time-sensitive, and interesting. The audience enjoys them. Unsubscribes and spam complaints are well within acceptable thresholds. Revenue is up and to the right.

They're driving 60% of total revenue from email alone, using a 24-hour, clicks-only attribution window.

(For context: most "top brands" don’t hit those numbers even with 5-day, open-inclusive attribution.)

We’ve looked at thousands of sends. The pattern is clear: The more they send, the more they earn. It's that simple.

The real issue isn't frequency, it's boredom. People spend 8 hours binging Netflix and 6 hours scrolling TikTok. They don’t hate repetition, they hate being bored.

If your emails are interesting, you can send WAY more than you think is possible. 

- G

I have significantly less respect for lifecycle specialists who move from agency to brand than lifecycle specialists who move from brand to agency. Brand-side is easy mode! Where's the fun in going for "easy mode"!???! Only someone who's done both can recognize this.

From $46 million to $50 million with a 5% relative improvement in this metric. 👇

You’ll find a ton of content online about e-commerce, but hardly anything useful about subscriptions. And the content that is available overcomplicate

Open article: Ecommerce Subscription Growth Playbook by George Kapernaros • 5 min read

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