In this episode of The Orita Podcast, Aaron Schwartz sits down with Liz Hayes, CRM Marketing Manager at MESHKI. In beauty, you predict need. In fashion, you have to understand desire, and that changes everything about retention.

• Liz Hayes explains why fashion CRM has to interpret intent when customers don't have natural replenishment cycles.

• MESHKI adapts its global retention strategy to what customers in the US, UK, and Australia actually value.

• Data should make creativity smarter, not dictate it: historical performance can tell you what worked before, but it can't create desire on its own.

• MESHKI automates eligibility, timing, suppression, channel logic, and lifecycle triggers — while protecting the human judgment behind creative, tone, and cultural context.

• Liz's rule for AI and automation: automate the logic, not the taste.

• Her advice for BFCM: look outside CRM for inspiration and make every message earn attention.

👥 Meet the guest

Liz Hayes, CRM Marketing Manager at MESHKI

🎙 Hosted by

Hosted by Aaron Schwartz, Co-Founder and Co-CEO at Orita.ai

🎧 Chapters

[00:00:00] Meet Liz Hayes at MESHKI

[00:03:13] CRM Beyond the Traditional Remit

[00:05:50] Beauty Predicts Need, Fashion Creates Desire

[00:08:00] Reading Intent Behind Fashion Purchases

[00:10:19] Data Shouldn't Dictate Creativity

[00:12:31] Building CRM Across Global Markets

[00:15:51] Getting CRM Into Every Room

[00:26:58] Automate the Logic, Not Taste

[00:29:54] MESHKI's Flexible Black Friday Playbook

[00:33:32] Auditing Retention From the Ground Up

[00:38:07] Look Outside CRM for Inspiration

[00:41:13] Liz's Three Big Takeaways

🌐 Check out Orita.ai for more episodes of The Orita Podcast, where we sit down with the most interesting operators, marketers, and founders in e-commerce to talk about what’s working right now. Hosted by the Orita team. Orita uses machine learning to help brands send smarter, more profitable marketing, by figuring out who actually wants to hear from you and when.

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