The context
Studybay is a marketplace connecting students with experts. I returned to the company as a fractional CMO, working on acquisition, conversion and expansion into a second market.
My role
I led marketing work and a team of three marketers, combining hands-on experimentation with decisions about where to grow next.
What I did
- Ran A/B tests at different stages of the funnel to improve purchase conversion.
- Worked on performance marketing, referral and affiliate activity.
- Compared potential markets by demand, competition, acquisition costs and payment options.
- Recommended Brazil to the founders and worked on English- and Portuguese-language advertising for the expansion.
What changed
+40%
Purchase conversion through full-funnel experimentation.
The founders accepted the recommendation to enter Brazil and launched in that market.
These results relate to my fractional CMO engagement in 2019–2021. I had worked with Studybay before, in a separate role in 2016–2017.