The Parent Inc · Mar 2021 → May 2023
Mobile Growth & Monetisation — theAsianparent
0→100K WAUs in 12 Weeks
100K+ WAUson a new in-app surface within 12 weeks, on a 5M-install consumer app
The Challenge
A 5M-install app with ~200K WAUs had a leaky activation funnel, low engagement on key surfaces, and no systematic experimentation culture. Monetisation surfaces (paywalls, upgrade prompts) were underperforming and untested.
My Approach
Ran hypothesis-driven experiment cycles across onboarding, lifecycle nudges, and paywall surfaces. Built 0→1 features targeting failing funnel segments. Introduced multivariate experimentation frameworks and drove mobile release cadence across iOS App Store and Google Play.
Impact
Scaled a key in-app surface to 100K+ WAUs in 12 weeks; +30% completion rates; –50% time-to-home. Upgraded push notification and universal link strategy to reduce churn across lifecycle stages.
Key Highlights
- Built experimentation culture at an org that had none — multivariate frameworks, hypothesis tracking, test velocity standards
- Mobile-native operational depth: App Store and Google Play submission cycles, staged rollouts
- Push notifications + universal links as re-engagement lifecycle infrastructure
- White-label B2B web experiences for partners — where B2B product muscle started
- Concurrent with Reckitt contract — shared experimentation methodology across two brands