I helped GrowthHero connect onboarding, lifecycle communication, product engagement and pricing into one commercial growth system.
Onboarding completion
Average revenue per user
Weekly active users
GrowthHero served two audiences at once. Ecommerce merchants had to design, launch and run an affiliate programme, while affiliates had to be recruited, briefed and rewarded well enough to keep promoting. Value only appeared when both sides were active — and almost every failure happened somewhere in the gaps between them.
Each team owned one part of the journey and optimised it alone. The compounding losses happened where those parts met.
Onboarding asked merchants to configure a programme before they understood it. Progress was invisible, so effort stalled long before the product could prove itself.
Weekly usage decided whether a programme grew or quietly died, yet nothing in the product prompted the small recurring actions that kept it alive.
Messages were campaign-shaped rather than journey-shaped. Customers heard from us at launch and at renewal, but rarely at the moments that mattered in between.
Packaging was tied to account size rather than to value delivered, so the customers getting the most from the product were often paying the least.
I restructured setup around a merchant reaching their first live affiliate rather than around a configuration checklist. Steps were sequenced by value, defaults replaced decisions, and visible progress made the remaining effort feel finite.
I mapped the journey from signup through activation, growth and renewal, and designed communication against the behaviour at each stage — in-app, email and account touchpoints working from the same model rather than three separate calendars.
Merchants needed to brief, motivate and reward affiliates, and affiliates needed to respond. I introduced in-product communication so both sides of the marketplace could act without leaving the platform.
I re-based pricing on the value merchants actually received, aligning tiers with programme scale and capability. Upgrades became a natural consequence of growth instead of a negotiation.
Involuntary churn and silent cancellations were leaking revenue. I rebuilt the billing and cancellation journeys so failures were recovered early and cancellation became a conversation rather than a button.
Product usage, CRM, support and billing were joined so that one view of a customer existed. Account management could see risk and opportunity in the same place the numbers were reported from.
More merchants reached first value, which gave every later stage of the journey a larger base to work with.
In-product communication and lifecycle prompts turned setup into recurring weekly use.
Connected systems surfaced declining usage while it could still be reversed, not at renewal.
Value-aligned pricing and recovered payments converted that usage into durable revenue.
Onboarding completion
Average revenue per user
Monthly recurring revenue
Weekly active users
Customers at high risk of churn
These outcomes came from product, communication and commercial changes working together rather than from one isolated feature.
I help SaaS businesses connect product journeys, customer communication and monetisation so that growth does not depend on isolated campaigns or features.