Case study
Bird
The outcome
Owned rider acquisition, engagement and retention across EMEA during Bird's fastest growth phase.
- Role
- Senior Growth Specialist, EMEA
- Timeframe
- 2018 to 2019
Context
Bird was one of the fastest-growing consumer companies in the world at the time, scaling across EMEA markets at hypergrowth pace.
Millions of riders were coming in the front door. The job was to keep them: turn first rides into habits, and habits into retained, profitable users.
Approach
- 01
Analyzed the conversion funnel end to end
Found the largest drop-offs between download, first ride and repeat use, and shipped fixes against the biggest ones first.
- 02
Built cohort-based engagement campaigns
Designed campaigns for different rider cohorts to lift engagement and profitability, then measured and iterated on each.
- 03
Set the KPIs and fed product
Created performance strategies and KPIs for the rider community, and brought funnel insight into the product roadmap.
Results
- EMEA
- Owned rider growth and engagement across the region
- 3 roles
- Grew from operations into senior growth during hypergrowth
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