Press Release: Increased premium subscriptions by over 60% in FY 2021
Over the course of 21 months as the Product Marketing Lead for the memberships portfolio, I worked with Product, Design, Engineering teams on the discovery, roadmap, testing and launch of the complete Premium Membership proposition that drove record growth, including initiatives such as:
-
Value Proposition and Positioning of 3 Tiers - Smart, You and Metal
-
Optimizing premium sign-up, onboarding, and upgrade flows
-
Lowering premium churn through experiments and engagement.
-
Launching Free Trials
-
Bundling of free vs. paywalled features like virtual cards, ATMs & payments, money tools, sub-accounts, insurances and travel benefits
-
App-led differentiation of member experience across tiers
-
Launching new pricing plans and billing options
-
Premium cashback, partnerships and perks
Premium Value Proposition
Swipe for more →
![](https://res.cloudinary.com/read-cv/image/upload/c_limit,h_2048,w_2048/v1/1/pages/lZ1ljRFvCvghy3SZEZonNWH5YaG3/10EayJa5fcsiDLB2R8y7/3f8d3569-bd6a-4c40-a5fc-560e1df67723.png?_a=DATAdtfiZAA0)
![](https://res.cloudinary.com/read-cv/image/upload/c_limit,h_2048,w_2048/v1/1/pages/lZ1ljRFvCvghy3SZEZonNWH5YaG3/10EayJa5fcsiDLB2R8y7/a2c7a0dd-5abf-4533-a251-df16b3bae2b8.jpg?_a=DATAdtfiZAA0)
![](https://res.cloudinary.com/read-cv/image/upload/c_limit,h_2048,w_2048/v1/1/pages/lZ1ljRFvCvghy3SZEZonNWH5YaG3/10EayJa5fcsiDLB2R8y7/2d81898b-1b12-4751-9909-ad955628e9a1.jpg?_a=DATAdtfiZAA0)
Onboarding & Activation
Swipe for more →
![](https://res.cloudinary.com/read-cv/image/upload/c_limit,h_2048,w_2048/v1/1/pages/lZ1ljRFvCvghy3SZEZonNWH5YaG3/10EayJa5fcsiDLB2R8y7/64682593-0f57-46cd-87fc-20b3edc954a7.jpg?_a=DATAdtfiZAA0)
![](https://res.cloudinary.com/read-cv/image/upload/c_limit,h_2048,w_2048/v1/1/pages/lZ1ljRFvCvghy3SZEZonNWH5YaG3/10EayJa5fcsiDLB2R8y7/3dbfabb9-2fc8-4a18-97fd-45de0ba406e4.png?_a=DATAdtfiZAA0)
![](https://res.cloudinary.com/read-cv/image/upload/c_limit,h_2048,w_2048/v1/1/pages/lZ1ljRFvCvghy3SZEZonNWH5YaG3/10EayJa5fcsiDLB2R8y7/a67c62b1-92ef-4c11-9770-6ebb00cf70c9.png?_a=DATAdtfiZAA0)
Engagement, Upgrades & Retention
Swipe for more →
![](https://res.cloudinary.com/read-cv/image/upload/c_limit,h_2048,w_2048/v1/1/pages/lZ1ljRFvCvghy3SZEZonNWH5YaG3/10EayJa5fcsiDLB2R8y7/4481aa91-3103-4635-b25e-b9e9ea4f3c40.jpg?_a=DATAdtfiZAA0)
![](https://res.cloudinary.com/read-cv/image/upload/c_limit,h_2048,w_2048/v1/1/pages/lZ1ljRFvCvghy3SZEZonNWH5YaG3/10EayJa5fcsiDLB2R8y7/49e79df1-dfcc-41eb-af82-3ce4e96103fe.jpg?_a=DATAdtfiZAA0)
![](https://res.cloudinary.com/read-cv/image/upload/c_limit,h_2048,w_2048/v1/1/pages/lZ1ljRFvCvghy3SZEZonNWH5YaG3/10EayJa5fcsiDLB2R8y7/9bbbc07b-975f-49df-a276-f6f4f9c4dea3.jpg?_a=DATAdtfiZAA0)
![](https://res.cloudinary.com/read-cv/image/upload/c_limit,h_2048,w_2048/v1/1/pages/lZ1ljRFvCvghy3SZEZonNWH5YaG3/10EayJa5fcsiDLB2R8y7/4c5aef95-974c-4d24-8d3f-a8f094c59454.jpg?_a=DATAdtfiZAA0)
![](https://res.cloudinary.com/read-cv/image/upload/c_limit,h_2048,w_2048/v1/1/pages/lZ1ljRFvCvghy3SZEZonNWH5YaG3/10EayJa5fcsiDLB2R8y7/dd5853fb-02f3-412d-a434-f0738edfd776.jpg?_a=DATAdtfiZAA0)
Membership Campaigns
Swipe for more →
![](https://res.cloudinary.com/read-cv/image/upload/c_limit,h_2048,w_2048/v1/1/pages/lZ1ljRFvCvghy3SZEZonNWH5YaG3/10EayJa5fcsiDLB2R8y7/6950fa7d-21c1-4446-9e0e-783aea0eaf47.jpg?_a=DATAdtfiZAA0)
![](https://res.cloudinary.com/read-cv/image/upload/c_limit,h_2048,w_2048/v1/1/pages/lZ1ljRFvCvghy3SZEZonNWH5YaG3/10EayJa5fcsiDLB2R8y7/d2fb9cca-672a-45b9-827f-0099346b11b0.jpg?_a=DATAdtfiZAA0)
![](https://res.cloudinary.com/read-cv/image/upload/c_limit,h_2048,w_2048/v1/1/pages/lZ1ljRFvCvghy3SZEZonNWH5YaG3/10EayJa5fcsiDLB2R8y7/55c41d7f-e04b-4ec2-ae28-c7a8eebc2eab.jpg?_a=DATAdtfiZAA0)
![](https://res.cloudinary.com/read-cv/image/upload/c_limit,h_2048,w_2048/v1/1/pages/lZ1ljRFvCvghy3SZEZonNWH5YaG3/10EayJa5fcsiDLB2R8y7/d70390d1-f811-41e3-b09a-c4e641e597c7.jpg?_a=DATAdtfiZAA0)
![](https://res.cloudinary.com/read-cv/image/upload/c_limit,h_2048,w_2048/v1/1/pages/lZ1ljRFvCvghy3SZEZonNWH5YaG3/10EayJa5fcsiDLB2R8y7/d7398c0e-f07c-4e98-90f5-ae26f582f66d.jpg?_a=DATAdtfiZAA0)