Kikoff

Fintech DTC startup

Marketing Director

Led product and lifecycle marketing strategies for suite of credit building tools, owning GTM strategy, brand positioning, and lifecycle campaigns.

Key Accomplishments

  • Launch a new cash advance brand to create a lead engine for main credit building product line. My efforts contributed to ranking #3 in App Store for financial products pre-launch

  • Improve onboarding experience and retention by educating users and reducing churn during their first month, leading to a 300% lift in CTR

  • Turn around a struggling secured credit card product within one quarter to prevent deprecation. One test led to an astounding +85% increase in CTR

Cash Advance App GTM Launch

Launch a new cash advance brand to create a lead engine for main credit building product line. 

    • Conducted competitive analysis to identify opportunities

    • Defined positioning and messaging based on user surveys

    • Partnered with growth team to run paid media test to validate brand name, positioning and tone 

    • Developed GTM plan across email, in-app, and paid social

    • Collaborated with creative, growth, product, CX, and compliance 

    • Oversaw production of all launch assets: onboarding flow, landing page, emails, and paid creative

    • Waitlist sign ups

    • CAC and RoAS 

    • App downloads 

    • New user conversion

    • Email open rate, click through, and conversion rates

    • Paid media messaging test achieved 2x RoAS

    • Over 20k waitlist sign ups 

    • Pre-launch, app was ranked #3 in the App Store due to the anticipation I built through pre-launch content and cross-promotion

#3 App Store Ranking

〰️

#3 App Store Ranking 〰️

+300% Lift in CTR

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+300% Lift in CTR 〰️

Improve onboarding experience without any design resources, increase retention by educating users and reducing first-month churn.

    • Partnered with Ops to identify confusion points in onboarding

    • Rewrote and redesigned the entire Welcome Series for both Basic and Premium membership plans

    • Shifted messaging from financial jargon to value-forward product education

    • Tested subject lines, layout, sequencing, and CTAs across multiple experiments

    • Open Rate

    • Click-through rate (CTR)

    • Session starts

    • Churn (account closures)

    • +300% lift in CTR

    • +8% lift in session starts

    • Reduced account closures

    • Learnings used to experiment similar positioning in lead series, paid media, and other CRM automations

Welcome Series Drip Redesign

Reduced CAC by 30%

〰️

Reduced CAC by 30% 〰️

Turn around a struggling secured credit card product within one quarter to prevent deprecation (this product had positive impact on LTV) and save $400k monthly burn rate.

    • Conducted competitor and emotional brand mapping to identify white space

    • Analyzed user survey feedback on positioning and messaging

    • Partnered with creative to develop new assets and messaging

    • Collaborated with growth team to test new positioning in paid media

    • Built CRM flows and onboarding experiments tied to new product value prop and positioning 

    • Executed new GTM experiment, strategy anchored in everyday utility (e.g. Netflix, Spotify)

    • Onboarding conversion rate

    • Card funding rates post-onboarding

    • Email open and click-through rates 

    • Email card funding conversion rate

    • Selected winning brand/tone combo with lowest CAC ($28 vs. $30–40)

    • Increased CTR from 1.3% to 2.4%

    • Product received continued investment from leadership after successful repositioning

Repositioning Secured Card Product

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