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.
Coda-Based Integrated CRM for Clinic Operations
Centro de Psicología Sandra Ribeiro — Systems Architect
As the clinic grew, managing patient sessions, therapist coordination, billing, documentation, and communications across disconnected platforms became unsustainable and error-prone.
The clinic needed a scalable, fully integrated CRM solution to consolidate administrative, therapist, and management workflows, while ensuring data security, operational efficiency, and seamless integration with external services.
- Designed and built a multi-role CRM system entirely in Coda, supporting psychologists, administrative staff, management, and communications.
- Integrated external platforms including Google Calendar, Google Drive, the internal signature system, and Slack into operational workflows.
- Developed modules for patient intake, therapy session scheduling, session notes, payment tracking, invoicing, supervision tracking, and HR management.
- Implemented role-based access permissions to ensure patient confidentiality and operational clarity.
- Established automated workflows for session reminders, document management, and team communications.
- Led full team training and onboarding to ensure rapid adoption and minimal disruption.
- Centralized all clinic operations into a single, easily accessible platform, reducing administrative time and errors.
- Achieved seamless data flow between therapy sessions, billing, HR processes, and communication tools.
- Enabled real-time operational tracking for management without breaching patient confidentiality.
- Increased therapist and administrative staff satisfaction by reducing manual and duplicated tasks.
Digital Transformation of Educational Product Portfolio
Instituto Europeo De Salud Y Bienestar Social — Product Owner
Instituto Europeo’s educational programs were originally delivered through static PDFs with minimal interaction, making them outdated and uncompetitive in the growing online education market.
The organization’s reliance on PDF-based courses severely limited student engagement, learning outcomes, and program scalability.
The opportunity was to modernize the entire program offering into dynamic, interactive, LMS-driven online experiences, dramatically improving student satisfaction and positioning the institution competitively in the digital education market.
- Led the full transformation of educational products from static PDF materials to interactive, dynamic online programs.
- Designed and launched a proprietary LMS platform customized for streaming classes, professor-led student support, interactive activities, and assessments.
- Defined and implemented structured workflows for course creation, professor training, and student onboarding within the new LMS environment.
- Managed cross-functional teams (engineering, education, communications, marketing) to ensure alignment and timely delivery.
- Built feedback loops to continuously gather student input and iterate course structures for improved engagement and completion rates.
- Integrated marketing strategies to reposition Instituto Europeo as a modern, high-quality online education provider.
- Successfully launched a new LMS platform supporting multiple Masters, Expert Degrees, and specialized courses.
- Increased student engagement and course completion rates significantly compared to the legacy PDF-based model.
- Expanded enrollment numbers through improved digital marketing aligned with the new interactive product offering.
- Strengthened student satisfaction scores and program reputation in partner university evaluations.
- Established a scalable and repeatable model for future program launches and updates.
Pricing Strategy for Service Packaging
Centro de Psicología Sandra Ribeiro — Marketing Strategist
The clinic needed a pricing structure that balanced accessibility for patients with financial sustainability for the business.
Competitive clinics offered inconsistent pricing, often leading to patient mistrust or operational inefficiencies.
There was an opportunity to design transparent, value-driven service packages that improved both patient acquisition and long-term retention.
- Conducted local market research to benchmark therapy service pricing and packaging models.
- Developed tiered service packages tailored to different therapy needs (individual, couples, supervisions, evaluations).
- Implemented transparent pricing models across all clinic communication channels (website, landing pages, internal scripts).
- Monitored sales performance of each package to validate and refine pricing models post-launch.
- Increased patient enrollment rates by offering clear, upfront service packages with strong perceived value.
- Improved operational forecasting and cash flow predictability through standardized pricing structures.
- Enhanced patient trust and reduced friction during the initial onboarding process.
Strategic Vision for a Personalized, AI-Driven Learning Experience
Brainly — Marketing Strategist
Brainly needed to evolve from a high-traffic homework Q&A platform into a more engaging, indispensable learning companion.
This self-initiated vision work aimed to define what that transformation could look like through a structured, personalized, and AI-augmented study experience.
Despite its scale, Brainly’s user experience was transactional — users came for one-off answers rather than long-term study support.
The opportunity was to design a product direction that shifted from isolated queries to structured, session-based learning journeys, aligning with user behavior, retention, and educational value.
- Conducted research to map user pain points and emotional friction in the current experience.
- Analyzed competitor platforms and user motivations to uncover opportunities for differentiation.
- Designed a modular product framework centered on guided “study sessions” combining AI-generated support, user goals, and progress tracking.
- Proposed features such as dynamic content personalization, dual-model answer comparison, citation generation, paraphrasing tools, and learning analytics dashboards.
- Integrated AI into user workflows not as a gimmick, but as a tool for confidence-building, clarity, and reduced cognitive load.
- Created a phased rollout roadmap, including MVP scoping, adoption strategies, and UX principles for long-term engagement.
- Delivered a complete strategic blueprint for platform evolution, presented to internal stakeholders.
- Elevated internal discussion around long-term product direction, AI integration, and session-based learning value.
- Positioned the platform to explore deeper engagement models beyond reactive Q&A loops.
Exploration of a Dynamic Metering System for Monetization Optimization
Brainly — Product Manager
As Brainly looked to evolve its freemium model, static access limits (e.g., fixed paywalls after X answers) created blunt user experiences and left revenue on the table.
There was a need to explore more nuanced, behavior-based metering to balance engagement and monetization.
The existing access model treated all users the same, regardless of behavior or intent — either offering too much for free or pushing away high-value users too early.
The opportunity was to design a dynamic metering system that adjusted content access thresholds based on user behavior, predicted conversion potential, and platform value delivery — increasing monetization without harming engagement.
- Conducted exploratory research on metering strategies used by subscription-based content platforms (media, edtech, productivity).
- Designed a scoring algorithm using behavioral inputs (session depth, feature usage, engagement history) to dynamically assign access thresholds.
- Proposed content gating flows (e.g., adwall, soft paywall, reward-unlock gates) tailored to user clusters.
- Used principal component analysis (PCA) and engagement signals to simulate user segmentation for prototype testing.
- Outlined experimental design for phased A/B testing, including fallback conditions and sensitivity analysis for impact on churn, engagement, and LTV.
- Delivered a full spec doc including architecture, scoring logic, threshold calibration strategy, and success metrics.
- Provided a technically and behaviorally grounded framework for adaptive monetization experimentation.
- Shifted internal thinking away from fixed thresholds toward intent-driven gating models.
- Enabled future pilots of metering strategies aligned with personalization and AI scoring tools.
- Positioned Brainly to scale monetization intelligently without compromising trust or learning outcomes.
Coda-Based Accounting System with Multi-Table Sync and Automation
Centro de Psicología Sandra Ribeiro — Systems Architect
As the clinic scaled, financial tracking became fragmented across spreadsheets, invoices, and session logs.
There was an urgent need for a unified accounting system to track revenue and expenses across therapists, session types, and payment sources — while ensuring data integrity and auditability.
Existing tools couldn’t connect session records, payments, invoices, and supervision tracking into a coherent, flexible financial overview.
Manual entry created duplication risk, poor traceability, and no real-time visibility into financial health.
The opportunity was to design a live, low-maintenance, auditable accounting system built entirely in Coda.
- Designed the system architecture to consolidate financial data from multiple service lines and workflows into a single source of truth.
- Implemented automated logic to sync and categorize income and expenses based on operational activity.
- Built custom interfaces to allow the administrative team to manage finances with minimal manual input or duplication.
- Ensured traceability between financial records and their operational origin (sessions, supervisions, payroll, etc.).
- Structured the system to support accurate forecasting, tax preparation, and performance reporting.
- Replaced fragmented financial tracking with a unified, real-time accounting system.
- Reduced manual workload and error rates in financial reporting.
- Enabled strategic oversight of the clinic’s revenue streams, costs, and category-level performance.
- Created a scalable foundation for further automation (e.g., invoicing, digital signatures, external integrations).