The situation
A powerful product with no story.
Aigeon was an AI-native ESP incubated inside NewsBreak — a unicorn-valued media platform. The technology worked. But when I joined there was no positioning, no onboarding, no sales collateral, and no narrative. My job was to build all of it — from the homepage to the sales deck to the event presence — while simultaneously driving subscriber growth and preparing the product for a self-serve launch.
The repositioning
From technical utility to revenue engine.
The original framing positioned Aigeon as an ESP with programmatic ad capabilities. Technically accurate, but it buried the lead. Publishers didn't need another email tool — they needed a growth engine that worked while they focused on their craft.
I led the full brand repositioning: new homepage copy, updated product narrative, a revised value prop that centered monetization and creator autonomy. The core message became simple: send for free, earn for every open.
Growth & onboarding
From 1M to 6.4M subscribers in one quarter.
New Media Summit — on the floor driving leads
I owned the end-to-end onboarding overhaul — redesigning the first-mile experience to reduce friction, clarify value faster, and convert more signups into active senders.
We moved from a white-glove onboarding model to a streamlined self-serve flow — scaling acquisition without scaling headcount. The result: a 20% lift in lead conversion and a subscriber base that grew more than 6x in a single quarter.
What I built
The full GTM stack.
I was the first and only PMM — every deliverable started from a blank page.
Conference printouts — designed & produced
The pivot
Aigeon Reach — built after the growth, not before.
An important note on sequencing
Aigeon Reach was built after we hit 6.4M subscribers, not in parallel. The growth came first, driven by the repositioning and onboarding work. Reach was the next chapter: a more structured product identity built on top of proven traction. I led the GTM and foundational branding for that launch as well.
Pricing & messaging
Winning the argument that protected the differentiation.
When there was internal pressure to soften our "payout" pricing model, I made the case to keep it. The payout model — where publishers earn revenue per open — was the single thing that made Aigeon genuinely different from every other ESP. I made the case across multiple rounds of internal review. It held, and that positioning became the cornerstone of every sales conversation.
The line that made everything click
"Send for Free. Earn for every open." — seven words that reframed Aigeon from a cost center into a revenue stream.