Growth & Product Leadership for 'Netflix of Coaching' | €50k to €275k MRR

Project Overview

Engaged via Toptal with the premier B2C SaaS coaching platform in the DACH region (akin to a Netflix/Coursera for personal development). The initial focus on growth hacking expanded into leading Product Management and Marketing to drive holistic business growth.

My Role & Work Done

• Growth Hacking & Data Analysis: Initially focused on analyzing user behavior, identifying growth levers, and implementing tracking infrastructure (GTM, GA4 Enhanced Ecommerce).
• Lifecycle Optimization: Developed and executed strategies to improve traffic acquisition (SEO, SEM, referrals), landing page conversion rates (reducing bounce rates significantly), user onboarding, engagement loops, and upsell pathways.
• Product & Marketing Leadership: Evolved into leading Product Management and Marketing functions, defining product roadmap elements related to growth and monetization, overseeing marketing campaigns, and acting as a strategic advisor.
• Tool Implementation & Use: Extensive hands-on use of Google Marketing Platform tools (GA4, GTM, Optimize, Ads) for tracking, analysis, and experimentation.

Solution Overview

Evolved from Growth Hacker/Data Specialist to Product & Marketing Lead. Leveraged Google Marketing Platform (Analytics, GTM, Optimize, Ads) extensively. Focused on data-driven optimization of acquisition funnels (paid, organic, referral), website/app conversion rates (achieving ~50% bounce rate reduction), user engagement, and implementing upsell strategies.