Venu Sports Launch: GTM Messaging & Lifecycle Innovation for a New Streaming Platform
Ahead of launch, I led the development of an innovative messaging and CRM strategy for Venu Sports, a premium streaming platform projected to reach 10 million users in its first 30 days.
Strategic Messaging & Lifecycle Innovation from the Ground Up
From crafting GTM messaging strategy to personalized onboarding flows and the development of a proprietary scheduling API, my work helped define the product's first impression and user experience, positioning Venu for growth, retention, and conversion at scale.
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Overview & Goals
Launching Venu Sports required a differentiated GTM strategy in a competitive streaming market. My goal was to define and deploy an acquisition and lifecycle messaging program that could scale to millions of users, with a focus on conversion and user experience innovation.
Goals
- Build a compelling messaging strategy to support GTM and onboarding campaigns
- Develop and scale lifecycle CRM programs across email, push, and in-app messaging
- Lead the development of a personalized scheduling solution to bolster engagement and conversion rates
- Drive projected 30% free-to-paid conversion and support 10M projected users at launch
How We Did It
As the CRM and Product Marketing lead for the MVP phase, I drove messaging, product collaboration, and lifecycle architecture. My focus was on the most impactful customer moments, including onboarding, scheduling, and conversion, creating a product-led messaging approach that could scale across multiple channels.
- Led positioning and messaging strategy using market analysis and competitive insights to highlight Venu's differentiators, including sports content, premium UX, and fan-focused features
- Mapped key onboarding and re-engagement journeys, including winback, abandoned cart, failed payment, and subscription nudges
- Developed and launched 25+ automated lifecycle campaigns across email, push, and in-app channels using Braze, focused on onboarding, conversion, and retention touchpoints
- Led the cross-functional development of a personalized scheduling API, coordinating with three engineering teams to align UX, finalize specifications, and deliver ahead of MVP deadlines
- Enforced a 24-hour feedback cycle to accelerate testing and UAT for marketing-owned product features
- Partnered with leadership on roadmap prioritization and feature scoping to align lifecycle strategy with core product experience
Results
Key Metrics
- Scaled MVP lifecycle messaging to support 10M projected users in month one
- Designed onboarding and CRM to target 30% free-to-paid trial conversion
- Improved user experience during key drop-off points through personalization and custom API integration
- Deployed 25+ campaigns, including 13 onboarding and engagement emails
- Built the foundation for a lifecycle system capable of operating at enterprise scale
- Strengthened product and marketing alignment through integrated planning and execution
- Positioned Venu Sports to enter market with a differentiated, retention-driven CRM strategy