Index
Ten programs, one product, seven years
Shortlisted based on impact and results. Grouped by the problem they solve rather than the order they happened — though each group runs chronologically, so the compounding is visible. Filter by discipline if you are hiring for one side of the role.
Growth & Monetisation
Opening self-serve acquisition and turning pricing from a page into an architecture.
Product repackaging & pricing redesign
A monetisation architecture for 2026-2028: packaging aligned to personas and usage, with expansion designed in.
PLG: free-forever plan
Introducing product-led growth to a sales-assisted SaaS: a free-forever plan with deliberate gating, new positioning, and a migrated user base.
Onboarding & Activation
Removing the empty state so a new account reaches its first real outcome, not just its first login.
New onboarding
A full rebuild of account setup and first-run experience: signup, guided activation, brand kit and a redesigned dashboard.
AI campaign generator
Replacing the empty state with a personalised, ready-made campaign: a full marketing campaign drafted from a short intake.
Multichannel & Communication
Adding channels beyond email - and the contact, pricing and compliance foundations they need.
Multichannel program
From one extra channel to an omnichannel foundation: SMS, WhatsApp and RCS with unified contact management.
SMS
A new communication channel built end to end: integrations, creator UI, sender registration, pricing and packaging, compliance.
Platform, Web & Trust
The unglamorous systems work: localisation, content infrastructure, deliverability, authentication - items that everything else stands on.
Login & account security
Standardising authentication: reCAPTCHA, 2FA, SSO and social signup to reduce abuse and friction, and support enterprise security needs.
Email compliance suite
The authentication work that kept an entire customer base deliverable.
Website & CMS systems
Content infrastructure for demand generation in 12 markets: FAQs, resources, legal docs, case studies and competitor comparisons.
Translation panel
First end-to-end project: a localisation system that let one product ship in 12 languages without 12 separate release trains.