CXL
VP of Product (Jan 2021 - May 2022)
CXL is the premium marketing education destination helping digital marketers advance their careers. I was hired to lead the Content and Product teams (five direct reports) who are responsible for creating self-paced online training programs and improving the learner experience.
CXL Certification Programs
Role
Developed quantitative evaluation criteria for vetting potential instructors
Implemented new feedback loops to measure learner experienced based on concept understanding, instructor engagement, quality of learning materials and applicability to work
Improved team knowledge through Continuous Discovery training for Product team
Defined leading and lagging measures as part of 4DX framework for goal setting
Built an ROI model to determine value of every course in the CXL catalog based on consumption metrics
Conducted pre-mortems to mitigate risk before launching new products
Launched Freemium product (CXL Foundations) and optimized onboarding flow based on learning paths
Impact
Increased trial users who start a course in first 7 days by 17% through targeted in-app guides and email series designed to reduce time to value
Increased Free trial to Paid Subscription conversion rate from 39% to 45%
Reduced customer support cases for exam issues by 21% after initiating exam rewrites for top courses
Foundations Program Onboarding:
CXL Playbooks
CXL Playbooks gives access to thousands of step-by-step instructions written by top experts in digital marketing.
My role was Product Management for the private beta and public launch. I developed a framework to evaluate content opportunities and curate experts.
I conducted user interviews as part of a continuous discovery process. I prioritized the backlog, ran usability tests, defined success metrics and monitored performance using product analytics.
Problem: Learning and doing are often misaligned. What prompts people to take online courses is mostly that they have a task at hand - but they're not sure what's the best way to go about it.
However, most courses want to teach you everything about a subject, while you only need to learn a specific concept. This plays a major role in why the global average course completion hovers around 10%.
This insight led us to build CXL Playbooks: tasks marketers need to accomplish broken down into 10 steps. You have a task at hand - just follow the playbook. Learn for 10 minutes, implement in the next 10 minutes.
Solution: Knowledge-sharing community built on the Discord platform (with significant customization)
Impact: Increased Stickiness (WAU/MAU) for primary user segments (core, regular, casual) to 20%+ through improved content recommendations and in-app tours to drive continued usage.
