Multi-Brand ESP Migration for Parts Town’s Consumer Brands

Parts Town, a global distributor and parent company to several B2C ecommerce properties—including PartSelect.com and eReplacementParts.com—engaged me to lead the technical replatforming of five consumer brands from Mailchimp to Klaviyo. The objective: unlock Klaviyo’s advanced segmentation, automation, and integration capabilities to support their custom ecommerce infrastructure—just in time for peak holiday season.

While Klaviyo had already been selected and contracted, I was brought in to serve as both project manager and hands-on execution lead. As a Klaviyo Platinum Partner, I provisioned and configured all five brand accounts, built the project plan, and coordinated across internal stakeholders including marketing, development, and data teams. I also served as the primary liaison with Klaviyo’s partner success team.

The migration involved building a custom integration between Klaviyo and Parts Town’s ecommerce and data platforms. I worked closely with two dev teams to ensure successful deployment of key event APIs (e.g., product views, cart activity, orders), and partnered with the data team to ingest historical purchase data for deep segmentation and lifecycle targeting.

In parallel, I led the full ESP migration: designing the data migration and list hygiene strategy, executing IP and domain warmups, rebuilding core flows (e.g., welcome, abandonment), and supporting campaign readiness across all brands. Wunderkind, previously integrated with Mailchimp, was reconnected to Klaviyo to continue capturing onsite behaviours and funneling subscribers into the system.

Our biggest win? We launched campaign functionality across all five brands ahead of schedule—before Black Friday/Cyber Monday—ensuring the teams could execute at full speed during the busiest sales period of the year. I'm especially proud of the speed and efficiency of the rollout, made possible by close collaboration with outstanding internal dev and data teams.