Back to School Monetization A/B Testing
Brainly — Product Manager
Back to School season is Brainly’s peak revenue window in the US, critical for annual subscription targets and user growth milestones.
User acquisition during Back to School surges dramatically, but converting free users to subscribers was historically inconsistent.
There was an urgent opportunity to optimize packaging, pricing, and promotion strategies to maximize conversion rates and reduce churn during this short, high-impact season.
- Designed and executed A/B tests on subscription pricing tiers, feature packaging, and promotional messaging tailored for the US student and parent demographic.
- Coordinated cross-platform rollout across Android, iOS, and Desktop, aligning marketing, engineering, and analytics teams.
- Leveraged behavioral segmentation to personalize onboarding offers and pricing experiments based on acquisition channels.
- Conducted rapid-cycle testing and iterative hypothesis refinement based on real-time Amplitude data analysis.
- Synthesized results into strategic recommendations for permanent pricing model adjustments.
- Achieved a significant uplift in subscription conversion rates during Back to School window.
- Reduced onboarding drop-off by optimizing offer timing and channel targeting.
- Improved LTV of new users acquired during the Back to School campaign versus previous years.
Appbot Platform Ownership and App Review Insights Team Management
Brainly — Product Owner
With millions of mobile users, Brainly’s app stores received constant user feedback through reviews — a high-volume, high-noise channel that had been underutilized for actionable insights.
User sentiment was fragmented across platforms and languages, with no structured process for extracting insights from reviews.
The opportunity was to operationalize app store feedback analysis using Appbot and a dedicated team to surface qualitative insights for product, UX, and support teams.
- Took full ownership of Appbot platform: user management, tag design, alerting logic, and feedback flow configuration.
- Recruited and managed a dedicated app review team responsible for tagging, triaging, and summarizing feedback across 7+ languages.
- Created standardized workflows for feedback escalation to Product, Design, Engineering, and Support teams.
- Implemented sentiment tracking dashboards segmented by platform, language, and feature.
- Coordinated with the localization and content teams to manage cultural and linguistic nuances in feedback interpretation.
- Established periodic insight reports and reactive feedback alerts tied to releases or spikes in negative reviews.
- Reduced latency between app feedback and issue detection, improving response time and customer trust.
- Improved signal-to-noise ratio in app reviews, surfacing 10x more actionable insights per cycle.
- Enabled structured tracking of feature-specific sentiment across time and geographies.
- Institutionalized a permanent feedback channel within the product development cycle.