WHAT IS IT?

fit52 is a community-powered fitness platform inspired by Carrie Underwood’s passion for an active lifestyle.

Our team released the app on the launch of Carrie’s book called Find Your Path with a tight deadline and the need to put something out that would measure up to the quality of Sweat and Centr. We had to make it simple to understand and easy to start. The success of the app shows our ability to deliver on exactly that. Since the launch in March 2020, we have grown the fit52 family to more than 500,000 fitness enthusiasts.

PROJECT HIGHLIGHTS

• OF NOTE (numbers are not available to the public):
  • Oversaw and mapped the Customer Journey while using various analytics tools to create a better First Time User Experience (FTUE), drive retention and increase the Lifetime Value (LTV) of the customer.
  • Helped to create efficiencies to improve Customer Acquisition Costs (CAC) and Cost Per Install (CPIs).
  • Scoped out and created the entire flow of automated emails and notifications for an increase in retention.
• MONTHLY ACTIVE USERS: (ask for details)
• REVENUE GROWTH: (ask for details)
• CUSTOMER ACQUISITION COST REDUCTION: (ask for details)
• CHURN REDUCTION: (ask for details)

MY ROLE

As the Director of Digital Production at Caravan/m56 Studios, I spearheaded various phases of our build. My leadership spanned multiple segments of the project, including:

• Customer Journey – Collaborated with the data science team to integrate trackable metrics across platforms like Firebase, Tableau, and Google Analytics. Our objective was to deeply understand user churn and enhance the Lifetime Value of our users.
• Content Management System Upgrade: Orchestrated communications on Clevertap/Leanplum, rolling out over 300 campaigns. These encompassed a diverse range of touchpoints – from Welcome Emails and Pushes with more than 30 unique notifications to extensive Seasonal Challenges with over 100 messages spanning Motivational, Retention, Win-back, Weekly Newsletters, Promotional, Educational, Recipes, and much more.
• Business Intelligence: Leveraged analytical insights to revamp the user onboarding process, curating two distinct paths tailored for both beginner and advanced fitness enthusiasts. This resulted in an 8.9% surge in Trial Starts.

Moreover, I played a pivotal role in the creation, analysis, and reporting of focus groups, surveys, and usability assessments. I contributed significantly to the brand’s strategic and social direction and regularly liaised with the Carrie Underwood team for inputs and endorsements.