Product Marketing & Growth Lead

Led go-to-market for Budgety’s largest product release, spanning six major features including AI Budgets, Canadian Bank Sync, and Squads. Built launch infrastructure from scratch, including a pillar page, six feature guides, YouTube tutorials, SEO comparison tools, and a coordinated four-week launch campaign.

Developed product positioning and messaging for current users, trial users, and new organic audiences. Wrote the PR brief for a LoansCanada collaboration that placed Budgety in its Best Budgeting Apps in Canada 2025 roundup, while monitoring competitors including YNAB and Goodbudget.

Used Mixpanel, Google Analytics, Play Analytics, Apple Analytics, and user feedback to diagnose onboarding and subscription drop-offs. Improved sign-up-to-trial conversion to 58% and trial-to-paid conversion to 20.83%.

Shifted acquisition strategy away from underperforming paid channels toward organic and community growth. Increased monthly search impressions from 24.5K to 931K, monthly visits from 450 to 6,000, traffic value to $3,500 per month, and domain authority by 42% in under five months.

Wrote more than 100 blog articles that contributed to 400K monthly organic visits and a domain authority of 70. Produced search-focused B2B SaaS content that translated complex product capabilities into clear buyer education and adoption resources.

Produced a multilingual survey research article cited by the University of Kansas Center for Educational Opportunity Programs alongside Pew Research and the U.S. Census Bureau. Ranked fifth for a high-intent keyword with approximately 17K monthly searches and built long-tail keyword template guides that supported product adoption.

Drove a 250% increase in weekly user engagement and a 60% increase in website traffic through product-led content campaigns for African student and educator audiences. Managed a 1,000+ subscriber email list using behavioral segmentation workflows and maintained a 36% average open rate.

Grew social media following by 70% in 12 months through a revised UGC and storytelling strategy. Developed a campus ambassador program concept to support peer-led distribution across African universities.

Led content development across digital channels, including campaigns, concept notes, and website copy aligned with the foundation’s mission. Coordinated mentor-interns across research, production, and editing through editorial briefings and review cycles.

Launched a content series and delivered capacity-building workshops focused on digital design, SEO, and user experience.