Lifecycle marketing
Customer data management
Email campaign production
Search marketing
CMS development
Who we are
How we work
Case studies
Testimonials
Salesforce Marketing Cloud
Braze
HubSpot
Marketo
Pardot
DataBricks
Snowflake
HighTouch
RudderStack
Segment by Twilio
Videos
How Mavlers Scaled WeightWatchers’ Braze Program by 328% Across Global Markets
Mavlers became WeightWatchers’ dedicated Braze delivery partner, supporting a high-volume CRM program across nearly 15 markets, from ESP migration and campaign execution to lifecycle journey ownership, while achieving 99.98% delivery accuracy and delivering 1,900+ templates.
Executive summary
WeightWatchers runs a high-volume Braze email program across nearly 15 global markets, with five to ten sends every business day. Each campaign can require multiple market versions, localized offers, and market-specific legal disclosures, making speed and accuracy equally important.
Mavlers began working with WeightWatchers in 2019 as an email development and campaign management partner. When WeightWatchers migrated from Salesforce Marketing Cloud to Braze in 2023, Mavlers became its dedicated Braze delivery partner.
Since then, the engagement has grown well beyond email production. Mavlers now supports Braze campaign execution, template development, triggered journeys, localization, and lifecycle programs.
The partnership has continued through a full brand refresh, corporate restructuring, CMO transition, and WeightWatchers’ expansion into GLP-1 and clinical telehealth, without disrupting the campaign calendar.
The result: 328% higher email output, 99.98% delivery accuracy, 1,900+ templates delivered, and the ability to localize campaigns across 7–14 markets within days.
At a Glance
328%
Increase in output
99.98%
Delivery accuracy
1,900+
Email templatesdelivered
15
Global marketssupported
About WeightWatchers
Health & Wellness | Global
WeightWatchers (WW International, Inc.) is a global wellness brand serving members across approximately 15 countries. Its CRM operation needs to balance a consistent global brand with the realities of individual markets- different offers, localized content, and market-specific legal requirements.
Mavlers began working with WeightWatchers in July 2019, initially supporting email development and campaign management. Following the company's migration from Salesforce Marketing Cloud to Braze in 2023, Mavlers became its dedicated Braze delivery partner.
Today, the engagement operates through a seven-person, EST-based pod working as an extension of the WeightWatchers CRM team.
The challenge: Keeping a Global CRM Program Moving Through Change
WeightWatchers’ CRM calendar doesn't stop when the business changes. Between 2019 and 2026, the company went through a brand refresh, corporate restructuring, CMO transition, and strategic expansion into GLP-1 and clinical telehealth, all while continuing to run a high-volume global email program.
The delivery environment itself was demanding:
- Five to ten emails every business day, with campaign volumes reaching up to 200 sends per week
- Campaigns localized across up to 15 markets, often with different offers and legal disclosures
- A live Salesforce Marketing Cloud-to-Braze migration while regular campaign operations continued
- Legacy templates and journeys that needed to be rebuilt and validated in Braze
- Strict brand, rendering, and quality requirements across email clients
- Increasing campaign demands alongside a leaner internal WeightWatchers team
WeightWatchers needed a team that could understand the business, take ownership of CRM priorities, and carry them through to execution.
A Dedicated Braze Team, Embedded in the Day-to-Day
Rather than treating each campaign as a separate project, Mavlers built a dedicated delivery pod around WeightWatchers’ ongoing CRM needs. The team works EST hours and operates within WeightWatchers’ existing workflows and tools, including JIRA, Bynder, and Hive. That allows the team to work much like an extension of the internal CRM organization rather than an external production queue.
The workflow is structured but practical: Brief intake → HTML development → QA → Braze campaign setup → Rendering validation → Client review → Deployment
The pod brings together email developers, campaign managers, QA, and Braze expertise, giving WeightWatchers a consistent team that understands the brand, processes, and campaign requirements.
Turning the Braze Migration Into a Stronger Delivery Foundation
The move from Salesforce Marketing Cloud to Braze had to happen alongside the regular campaign calendar. Mavlers supported the redevelopment of legacy email assets and journeys in Braze, including an eight-email welcome series.
Importantly, the team didn't simply move existing templates across. Where legacy emails were broken or needed improvement, they were identified and fixed as part of the rebuild. That approach helped establish a cleaner foundation for ongoing Braze execution while keeping campaign production moving.
To date, Mavlers has delivered more than 1,900 email templates for WeightWatchers.
Making Global Campaign Production Repeatable
At WeightWatchers’ scale, localization is not an occasional requirement. It is part of the daily operating model. A single campaign can need multiple market versions, each with its own content, offer terms, and legal requirements. The delivery process therefore needs to be repeatable enough to handle volume while still leaving room for market-level detail.
Mavlers manages the production cycle from HTML development through QA, Braze setup, rendering validation, and deployment. Campaigns are tested using Litmus and Email on Acid before client review. This operating model allows the team to routinely support 7–14 market variants within a single day.
The result is a localization process that can keep pace with the campaign calendar instead of becoming a bottleneck.
Expanding From Campaigns to Lifecycle Journeys
The relationship has also evolved beyond one-off campaign execution. Mavlers now builds and maintains triggered Braze journeys across key stages of the customer lifecycle, including:
The team also supports the campaign layer behind WeightWatchers’ expansion into GLP-1 and clinical telehealth. This has gradually changed the role Mavlers plays—from executing individual campaigns to taking ownership of more of the Braze lifecycle execution layer.
The Business Impact
The impact of the model goes beyond producing more email.
328% higher email output: Following the migration to Braze, WeightWatchers’ email output increased 328%, giving the organization significantly more campaign execution capacity.
99.98% delivery accuracy: Delivery accuracy reached 99.98% across a program where every campaign can carry different market offers and legal requirements. The source reports no recorded escalations.
Global localization at speed: The team can support 7–14 market variants within days, including large launches that need to move across multiple markets on compressed timelines.
1,900+ templates delivered: More than 1,900 templates have been delivered through the partnership, creating a substantial production engine behind WeightWatchers’ global CRM activity.
A broader role in lifecycle execution: Mavlers' responsibility has expanded from email production and campaign management into Braze journey builds, journey maintenance, and lifecycle execution.
The evolution is significant: WeightWatchers is not simply using Mavlers for additional production capacity. The team has become part of how its global Braze program gets delivered.
What’s Next for WeightWatchers’ Braze Program
More than six years after the partnership began, Mavlers continues to take on a broader role across WeightWatchers’ CRM operation. The focus is moving further into journey builds, design support, and lifecycle execution, alongside the campaign production work that established the partnership.
As WeightWatchers continues to evolve its customer proposition and expand its lifecycle programs, Mavlers is positioned to support more of the Braze execution layer without requiring the internal team to scale at the same rate.