02 — 2020
Multichannel & CommunicationSMS
A new communication channel built end to end: integrations, creator UI, sender registration, pricing and packaging, compliance.
- Role
- Product manager and program manager
- TEAM
- 7-8 developers (front-end and PHP) with QA, UX and design experts, and data analysts; legal, security, compliance and customer success as stakeholders and SMEs
Goal
Add a genuinely new communication channel and take the platform a step towards being a multichannel tool - reaching new market segments, giving existing customers new value, and building a defensible competitive position alongside new revenue.
Context
The product was email-first. Customers with time-critical or transactional messaging had to leave the platform to send SMS, which capped both the value of the platform and its relevance to larger accounts.
What I did
- Selected and integrated three telecom providers (SMSAPI, Twilio, Vonage) and managed them as vendors, balancing coverage, deliverability and unit economics per market.
- Designed the user-facing surface: SMS creation and dispatch, two-way SMS, number handling, security guardrails, and the sender name registration process.
- Owned pricing and packaging for the channel, including which tiers it belonged in and how message volume was sold.
- Ran product communication as a cross-functional program: legal, marketing, customer support education and processes, and compliance, so that launch readiness was not just engineering readiness.
- Delivered localisations so the channel launched across markets rather than in English only.
Outcome
ShippedShipped. Directionally: a meaningful revenue lift from the enterprise tier where SMS was positioned, plus a measurable contribution to new customer acquisition and retention in segments email alone did not win.
Stack & methods
Public references
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