Joanne Andre

Owned end-to-end subscription payment and checkout journey (~477k users entering per quarter) and dynamic paywall strategy from discovery through rollout. Built a paywall prioritisation framework using funnel analytics to rank offers by reach and expected commercial impact, each with documented hypotheses, success metrics, and test plans. Delivered +43.7% relative conversion uplift (statistically significant) with faster median transaction time via the Teaser Article test, scaling only against control baselines. Redesigned checkout into a 3-step flow informed by pain-point research and moderated usability testing, adding a payment-transparency step and clearer account creation with UX copy; scoped a Customer Effort Score workstream with CX. Led discovery on AI decisioning models balancing registration, advertising, and subscription objectives, partnering with Data Science and Engineering. Presented conversion strategy, trade-offs, and subscription forecasts to VP Product and CTO; align

Designed onboarding and always-on lifecycle journeys mapped to customer pain points and drop-off moments, building habits that deepen perceived value and support retention. Produced Data Science propensity models (including a sport cross-content model) and translated them into live CRM segments and triggers to broaden engagement and enrich event tagging. Generated an estimated $2M revenue uplift per seasonal cycle and increased session log-ins through branded collections, supported by A/B and multivariate experimentation across EMEA markets. Improved multi-market rollout efficiency by 7% by building seasonal and dynamic-offer frameworks (cadence mapping, dynamic price inputs, quiz and gamification formats). Drove cross-functional launch of an ad-supported tier, coordinating marketing, engineering, and data teams through requirements, UAT, and KPI tracking using Looker and SQL; served as a technical product champion for Braze and Salesforce Marketing Cloud.

Expanded market penetration from 30% to 55% YoY on a two-sided marketplace by leading EMEA growth strategy across the UK, France, and the Middle East and adapting positioning to local competition. Drove +160% YoY growth by orchestrating go-to-market across social, CRM, and B2B partnerships; owned lead attribution and lifecycle tracking. Designed A/B testing frameworks across acquisition channels and supported experimentation to improve growth outcomes.