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Adil Wali

CPO at Klaviyo, with a background as an e-commerce entrepreneur and experience at Meta. Focuses on B2C CRM and leveraging data for customer relationships.

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Apr 23, 2025 • 28min

Bonus: How Klaviyo’s CPO Thinks DTC Brands Should Build Customer Relationships in 2025

Adil Wali, CPO at Klaviyo and former e-commerce entrepreneur with a stint at Meta, dives into the future of consumer marketing. He discusses the shift from transaction-focused strategies to building meaningful customer relationships through first-party data and smarter segmentation. Adil emphasizes the importance of loyalty programs and retention tactics without relying on discounts. He also shares insights from Klaviyo’s new report, highlighting the future needs of DTC brands in navigating rising consumer expectations and acquisition costs.