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:
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Value Proposition and Positioning of 3 Tiers - Smart, You and Metal
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Optimizing premium sign-up, onboarding, and upgrade flows
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Lowering premium churn through experiments and engagement.
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Launching Free Trials
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Bundling of free vs. paywalled features like virtual cards, ATMs & payments, money tools, sub-accounts, insurances and travel benefits
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App-led differentiation of member experience across tiers
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Launching new pricing plans and billing options
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Premium cashback, partnerships and perks
Premium Value Proposition
Onboarding & Activation
Engagement, Upgrades & Retention
Membership Campaigns
