A member lifecycle, redesigned with the founder.
Data read, then decisions made
Onboarding, engagement, win-back
Evidence into product moves
Figures are approximate and rounded to protect client confidentiality; exact numbers are withheld.
The problem.
The hard questions weren't about building another report, they were about what to do with what the data already said. How should onboarding change to make the first box land? Where does engagement quietly decay? Which win-back moments are worth the spend? These are judgment calls, made better with a data-literate partner in the room.
The approach.
I worked directly with leadership as an advisor, not delivering a deck and leaving, but sitting in the decisions. Reading the lifecycle data honestly, pressure-testing options, and helping translate evidence into concrete product and lifecycle moves the team could ship and measure.
The outcome.
The member lifecycle got redesigned around what the data actually showed instead of assumptions, with the founder, not for them. A standing loop where evidence turns into decisions, and decisions come back as measurable moves.
From the work.
If the hard calls aren't about building reports but deciding what to do with them, I advise founders through exactly that. One slot open for Q3 2026.