Context
First in the door at a stealth startup.
SCTR Services was a stealth-stage startup in the content monetization and livestreaming space — 52K+ MAU, no dedicated product or GTM function. I was the first person hired to fill that gap. When ATG (Accretive Technology Group) acquired SCTR, I continued in the same role inside a larger media and video streaming organization.
The platform's content category means I keep the specific product name confidential, but the work speaks for itself: built the GTM function from zero, launched a monetization feature that changed creator behavior, and helped set up the acquisition.
The feature
Speed Tipping — monetization as a live experience.
Speed Tipping was a new monetization mechanic for live content creators. During a livestream, creators could trigger timed tipping events — creating urgency, gamification, and a reason for audiences to engage and spend in real time. The GTM strategy was as important as the product itself.
The product challenge
Design a tipping mechanic that felt native to live content — frictionless enough that creators would use it mid-stream without breaking momentum.
The GTM challenge
Get creators to change their behavior. Speed Tipping only worked if creators actively triggered it. The launch had to educate, excite, and give them a reason to try it live.
The launch
UGC-driven launch that moved the needle fast.
I led Speed Tipping's launch with a UGC-first strategy — working directly with creators to produce native content demonstrating the feature in action. Real streams, real reactions, real tips flying. Within 60 days, user spending was up 40%. That number became part of ATG's acquisition story.
Beyond the feature
Building the GTM function from nothing.
Creator onboarding — redesigned the onboarding experience and GTM content strategy, increasing user activation by 50%. New creators went from confused to active faster.
A/B testing — led ideation and experimentation for new category names and landing page content, running iterative tests to maximize clarity and engagement.
From launch to exit
The Speed Tipping launch directly contributed to the platform's acquisition by ATG. A 40% increase in user spending in 60 days is the kind of metric that changes how a company looks to potential acquirers.