IT PRODUCT · HEAD OF GROWTH
IT product
Launched and grew an IT product with a focus on unit economics, retention and repeat sales.
45%repeat purchases
LTV/CAC ×3.2product economics
>60%revenue from existing customers
Context and challenge
Build marketing and a funnel for an IT product using a launch model focused on repeat sales and LTV.
Before
- Launches required a systematic growth model
- Acquisition, activation and retention lacked one logic
- Product and marketing metrics were fragmented
Work completed
- Created a strategy for the launch model
- Built the acquisition, activation and repeat-purchase funnel
- Connected product and marketing metrics
- Set up nurture and performance campaigns
Results
- 45% of customers made a repeat purchase
- LTV exceeded CAC by 3.2×
- More than 60% of revenue came from the existing customer base
- Launches became predictable
My role
Head of Growth: growth strategy, unit economics, analytics, performance and retention.