CoPromote: 4x member base to 700K+

Context

CoPromote (CreatorsPromote) is a cross-promotion marketplace for creators and influencers: members share each other’s content to reach new audiences, with paid plans for creators who want more reach. I joined as Head of Marketing in September 2013 and built the marketing and growth function from the ground up.

Scope: the full funnel (acquisition, activation, conversion and retention) for a network that grew past 700,000 members; a $1M+ paid acquisition budget; a team I hired and led.

The problem

A two-sided creator network lives or dies on liquidity. New members need to get reach quickly or they churn, and paid plans only make sense once the free experience has proven the network works. Growth had to be engineered across the product, not bolted on in the ad accounts.

What I did

• Growth experiments in the roadmap. Worked with engineering and design to put growth experiments directly into the product roadmap, rather than running marketing alongside it.
• Cohort analysis to find LTV levers. Analyzed engagement and lifetime value by cohort, then designed product features aimed at the behaviors that predicted retention and upgrade.
• Accountable paid acquisition. Managed $1M+ in paid campaigns, optimized against downstream value rather than signups.
• SEO. Implemented SEO strategy so that creator-intent searches became a durable acquisition channel.

Results

• 4x increase in member base and SaaS revenue.
• A network of 700K+ members, with acquisition, activation, conversion and retention owned by the growth team.