For years, the marketer's job ended when the campaign shipped. Hit send, check the numbers, measure growth, repeat. That model is changing, and what replaces it is agentic orchestration, where the system and the journey around a message matter more than a single send.

Recorded live at K:LDN 2026, this conversation pairs the person building the AI with an operator running it at real scale. Gilbert Hsu, who leads Marketing AI at Klaviyo, sits down with Alon Turchin, VP of Retention at Particle, a US-manufactured DTC self-care brand for men with a marketing team based in Israel.

That kind of scale brings real complexity, and this is where Composer by Klaviyo brings solutions at scale. Alon describes it today as the brain and the eyes, the thing that finds and frames problems he might not catch manually. His wish list is for it to become the hands too, trusted to edit filters, rules, and content, a trust he says has to be earned through testing first.

Closing advice for teams earlier in their journey: know your audience before you trust anyone's benchmarks, remember that selling is mostly psychological, and test your way to what actually works rather than assuming you already know.

What you'll learn

How Particle scaled from one million to ten million monthly sends in weeks, not months, while doubling revenue
Why "the campaign is not the product, the system is" changes what a marketing team actually optimizes for
How Particle segments customers and non-customers by urgency and lifecycle stage across 150-plus flows and 100-plus forms
Where Composer fits today (the brain and the eyes) and what Alon wants it to become next (the hands)
Why rigorous A/B testing is the gate that lets Alon hand more decisions to AI
Alon's advice for marketers earlier in their own orchestration journey

Key takeaways

Alon's operating principle: the campaign is not the product, the system is, meaning the journey around a message matters more than the message itself.

Particle scaled from one million to ten million sends a month in a matter of weeks, not months or a year of slow warmup, while revenue doubled, run across more than 150 active flows and 100-plus forms.

Segmentation isn't just more lists, it's urgency based. Recent sign-ups get reached while the brand is still top of mind. Older, colder contacts get reintroduced rather than ignored.

Composer today functions as the brain and the eyes, surfacing problems and opportunities Alon might miss manually. His wish list is for it to become the hands, trusted to edit filters, rules, and content, once testing earns that trust.

Alon's closing advice: don't assume you know your audience or trust someone else's benchmark. Selling is mostly psychological, so test relentlessly until you find what actually works for your own customers.

Chapters

0:00 Cold open and introductions
1:38 Meet Particle, and how the marketing job has changed
2:48 The campaign is not the product, the system is
3:30 From engagement to behavior-based segmentation
4:49 Why sending more, to the right tiers, doubled revenue
7:12 Managing 150-plus flows without losing control
7:55 Composer as the brain and eyes, and the wishlist for the hands
10:43 Keeping the brand's soul with a human in the loop
11:55 Advice for teams earlier in the journey

In-Show Mentions:

Learn more about Klaviyo’s Composer

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From One to Ten Million Sends in One Month: Marketing is Orchestration Now

Future Commerce

From One to Ten Million Sends in One Month: Marketing is Orchestration Now