How I Grew This Branch

Patricia Martorana is the Senior Product Manager, Mobile Growth at The New York Times. Over the past four years, Patricia has grown extensively as a Product Manager. She led the cross-functional team in developing The New York Times subscription footprint and designed the customer journey within the news, cooking, and game sections. She previously had worked in marketing and editorial roles at companies such as the New Yorker and ESPN.

Let your existing customers - who are friends with non-subscribers - introduce your product to new users. Plan your growth strategy with all forms of media in mind across all platforms. Monitor growth channels regularly to decide what channels are working for you and what channels are not. Use data to drive these decisions forward.

When modeling or remodeling your onboarding experiences, prioritize the kinds of behaviors that you want to introduce. Before showing subscribers any push notifications, explicitly ask them for push notification permission immediately after app installation.

A subscription plan is about building relationships and nurturing them over time. Your product team must adapt the product according to the dynamic growth of different user personas. Introduce new features to users and help them discover the benefits over time in a calculated manner using data - don’t bombard them with all features at once.

Ben Okkenga is the Senior Product Manager at RTL2, a TV network from Germany. Ben has spent the last ten years building growth in various departments. Currently, he is responsible for RTL2 projects and products, like the gaming website, mobile apps, and Smart TV applications.

In this episode of How I Grew This, Ben talks about how to attract, engage, and retain users on your app, the product that brought RTL2 Connect the Smart TV Award, and how to succeed as a product manager.

In this episode of How I Grew This, Lisa Yokoyama, Senior Vice President and Head of Product for Amex Digital Labs at American Express: Lisa Yokoyama - Mastering the Arts of Product Leadership and Management at American Express, joins Mada Seghete to discuss her career growth and experience at American Express, Lisa's work in the nonprofit space with Peace Corps and Population Services, and share advice for those early in their careers who want to move into product leadership.

Lisa is a seasoned professional with extensive experience in product development and management. As the Head of Product within American Express' innovation lab, she drives the product vision, strategy, and roadmap for enterprise-wide digital solutions and oversees a team of sixty product leaders and managers focused on automation and digital consumer commerce, a business line she built from the ground up over the past ten years.

Sylvain Gauchet is the Senior Manager, Growth Product and Mobile Marketing at Babbel, an internationally successful language learning app with millions of active subscribers and the #1 innovative education company in the world. At Babbel, Sylvain focuses on areas such as growth, early product adoption, and monetization. Before Babbel. he co-founded Apptamin, a creative agency that works with brands to produce creative video ad campaigns and app store content.

Product-led growth is not just about helping customers solve their problems but also about the company’s bottom line. Balancing friction with positive signals and enough rewards throughout the onboarding process is crucial to customer retention, as it ultimately affects the bottom line. Improve this process by understanding the voice of your customer and by experiencing onboarding flows of other apps you admire. Emails and push notifications customized to your category are important ways to manage the customer lifecycle and bring them back when drop-offs are detected.

Humans are thick-skinned and crafty. A life-defining pandemic didn’t change our capacity to communicate. We found a way out by finding new and better ways to communicate. If customers adapt like this, then product teams must also adapt in an appropriate direction for their category.

In Google UAC, launch all ad groups at once. Don’t wait for an ad group to perform well and then tweak others before their release. Google favors your initial campaigns, compares all the new campaigns against them, and reduces the reach of newly-launched ad campaigns.

You don’t have to be talking to an expert to be mentored by them. Listen to their podcasts, videos, and other resources - learning from them passively is also a great way to be mentored by experts. Keep exchanging knowledge with people you meet and implement what you learn. You might make mistakes, but you will also learn from them.

Martijn Lancee is the Senior Manager for Mobile Growth and Business Strategy on LinkedIn, where he has grown as a product leader over the past three years. Before LinkedIn, Martijn spent eight years at Google, where he was responsible for developing and implementing Google's app distribution strategy focused on preloads and pre-installs.

Working on mobile growth preloads as a strategy, Martijn advises developers to launch a test with Digital Turbine and ironSource to understand how preloads could work for them. The challenging part is that you have to build that trust in time.

Converting desktop and web users to start using your app offers more engagement and monetization. To convert users, you should constantly make effective app banners and let your users know about the benefits of using the app.

You need to drive member value when launching a new feature or app. LinkedIn puts a lot of effort into ensuring that the platform is valuable to everyone with a job or looking for a job.

Surendra Bashani, Senior Director of Product Management at Best Buy, joins us in the next episode of How I Grew This podcast.

Surendra describes his role at Best Buy, where he focuses on various programs to see how customers behave and improve their customer experience. To measure the success of the programs, the team checks the metrics from adoption to increase engagement. They also measure customer feedback through CSAT surveys, customer satisfaction surveys, NPS, and store associates’ feedback and experiences.

Growing a business depends on the company, the product's life cycle, and the problems you can solve. There are two parts to grow, marketing and creating value for customers.

Furthermore, Surendra talks about the impact of mobile technology on business growth. Three main elements drive the adoption of AR and VR. Firstly, the speed and power of hardware and AI on smartphones. Secondly, faster data. Thirdly, customers' interest in the metaverse and emerging gaming experience.

Finally, Surendra gives valuable advice for people who want to become successful product managers and leaders. If you also want to become a top product leader, listen to this episode of How I Grew This podcast.