EDTECH · HEAD OF MARKETING
EdTech
Built a launch model focused on repeat sales and manageable product economics.
30–35%repeat customers
LTV > CAC ×2.5product economics
Context and challenge
Launch and scale a B2C EdTech product using a cohort-launch sales model with a focus on repeat purchases.
Before
- Launches did not form a predictable system
- The product, funnel and analytics were disconnected
- The potential of repeat sales was underused
Work completed
- Shaped the product offer and programme structure
- Built the acquisition, nurture and sales funnel
- Set up marketing and product analytics
- Launched performance activity and work with the existing customer base
Results
- 30–35% of customers returned
- LTV exceeded CAC by more than 2.5×
- Repeat sales and upsells generated a significant share of revenue
- Launches became predictable
My role
Head of Marketing: product marketing, funnel, analytics, performance and CRM.