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How Mavlers Built an AI-Enabled Braze CRM Operation for Begin Learning
Mavlers became Begin Learning's embedded CRM team, taking ownership of strategy, execution, and Braze operations while introducing AI capabilities and creating a more structured foundation for lifecycle marketing.
Executive Summary
Begin Learning partnered with Mavlers to strengthen its CRM operation after its only dedicated CRM specialist left in early 2026. What began as campaign execution support evolved into full CRM ownership across lifecycle planning, Braze and Attentive operations, campaign execution, email design, content, QA, and CRM roadmap development.
Mavlers first focused on continuity, keeping CRM activity running without downtime and establishing visibility across the existing CRM environment. The team then identified dependencies within a stalled Braze workspace consolidation, introduced a structured campaign planning process, and began putting Braze AI capabilities into use.
Today, Mavlers supports CRM across three brands, combining strategy, platform expertise, campaign execution, and ongoing optimization.
At a Glance
3
Brands supported
0
Downtime during the transition
50%
Reduction in Braze workspaces
100%
CRM ownership
About Begin Learning
Education Technology | Global
Begin Learning is an education technology company behind HOMER, codeSpark, and Little Passports. Its brands help children develop foundational skills, learn to code, and explore the world. Its CRM programmes use Braze and Attentive, supporting Email, SMS, mobile engagement, and lifecycle communications across its brands.
Mavlers was already supporting Begin Learning as a campaign execution partner, handling campaign production and CRM operations while strategic ownership remained in-house. When the company's dedicated CRM resource left, the requirement changed. Begin Learning needed more than additional campaign capacity; it needed a partner that could take ownership of the CRM function and keep the program moving.
The Challenge: Maintaining CRM Continuity During a Team Transition
The departure of Begin Learning's only dedicated CRM specialist created a gap across CRM strategy, operations, and platform ownership. Lifecycle strategy no longer had a dedicated owner, while daily CRM activity across HOMER, codeSpark, and Little Passports still needed to continue.
At the same time, a planned consolidation of four Braze workspaces into two had stalled, with campaigns and dependencies spread across legacy and new environments. Begin Learning needed to:
- Maintain CRM continuity across three brands
- Establish ownership of CRM strategy and planning
- Continue Braze and Attentive operations
- Understand the existing lifecycle environment before making changes
- Identify dependencies within the stalled Braze workspace consolidation
- Create a more structured campaign planning process
- Identify opportunities to use new Braze capabilities
Begin Learning needed a team that could understand the business, take ownership of CRM priorities, and carry them through to execution.
From Campaign Execution to Full CRM Ownership
In January 2026, Mavlers' role with Begin Learning expanded significantly. What had started as campaign production and CRM operations support became full ownership of the CRM function across three brands. The expanded scope brought strategy and execution together, covering:
- Lifecycle planning and CRM roadmap development
- Braze and Attentive operations
- Campaign execution, email design, and content
- QA and ongoing CRM optimization
Mavlers also moved closer to the business. The team joined leadership planning discussions, represented CRM in business conversations, and became a central point of contact for Braze usage and new platform capabilities. This gave Begin Learning a dedicated team that could not only execute campaigns, but also identify priorities, make platform decisions, and carry those decisions through to execution.
Establishing Visibility Across the CRM Environment
Before making changes, Mavlers established a clearer view of Begin Learning's existing CRM environment. The team audited active Canvas journeys, triggered campaigns, and subscription flows across HOMER, codeSpark, and Little Passports. This created visibility into the existing lifecycle program and helped identify opportunities for personalization and journey optimization.
The audit also surfaced issues within the planned Braze workspace consolidation. Active campaigns were still running in legacy workspaces, some migrated campaigns had not been activated, and key dependencies had not been fully mapped.
Mavlers took ownership of the assessment and activation plan, giving Begin Learning a clearer path toward consolidating its Braze environment.
Creating a More Structured CRM Planning Process
With ownership established and the CRM environment mapped, Mavlers introduced a more structured approach to campaign planning. Monthly campaign calendars were aligned around holidays, seasonal moments, promotional priorities, educational content, and brand storytelling. This gave the CRM team greater visibility into upcoming activity and created a more consistent planning process across the three brands.
CRM planning shifted from individual campaign requests to a more structured, calendar-based approach.
Putting Braze AI Capabilities Into Use
Once the core CRM operation was stabilized, Mavlers began looking at how new Braze capabilities could support the next stage of the program.
The team put Braze AI Operator into use for Liquid development and dynamic content, launched landing pages to support feedback collection, and began evaluating AI Agent and mobile engagement capabilities as part of the broader CRM roadmap.
The approach was deliberately practical. Rather than treating AI as a standalone initiative, Mavlers evaluated new Braze capabilities against specific CRM needs and opportunities within Begin Learning's existing programme. AI became part of the CRM roadmap, not a separate technology experiment.
The Business Impact
The engagement delivered more than additional campaign execution capacity. It established a new operating model for Begin Learning's CRM function.
Zero downtime during the transition
CRM activity continued through the departure of the company's dedicated CRM resource without an interruption to operations or an emergency hire.
Full CRM ownership
Mavlers moved from campaign and production support to ownership across strategy, planning, platform operations, governance, and innovation.
Greater visibility into the Braze environment
The CRM audit surfaced the stalled workspace consolidation and previously unmapped dependencies, giving Begin Learning a clearer path forward.
A more structured campaign planning process
Monthly planning created a consistent rhythm around seasonal, educational, promotional, and brand content.
Braze AI capabilities in use
Begin Learning is using Braze AI Operator for Liquid development and dynamic content, while AI Agent and mobile engagement capabilities are being evaluated.
What's next for Begin Learning's CRM program
Mavlers continues to support Begin Learning's CRM roadmap, with the next phase focused on completing the Braze workspace consolidation, expanding AI-enabled lifecycle marketing, advancing mobile engagement, and identifying further opportunities for personalization and journey optimization.
The focus now shifts from maintaining CRM continuity to increasing the maturity and capabilities of the CRM function.