CASE STUDY
4,300 Merchants. 6 Weeks. 330% More Active Users
COMPANY
Vox Technologies
ROLE
Senior Product Marketing Manager
TENURE
Jun 2023 – Jan 2024
FOCUS
Product-led Growth · Merchant Acquisition · Retention
“Product marketing leader responsible for merchant acquisition at unprecedented speed, activation at scale, and the experimentation engine that drove 52% lift in conversion rates.”
4,300+
Merchants onboarded in 6 weeks
330%+
Increase in daily active users
52%
Increase in merchant conversion rates
70%
Platform traffic growth via gamification
36%
Increase in transaction rates
THE CHALLENGE
Scale merchant acquisition fast - then make them stay.
Vox Technologies needed to grow its merchant base at speed while simultaneously improving the quality of the experience for merchants already on the platform. Two different problems – acquisition and retention – running at the same time.
As Senior PMM, I owned both sides of the equation: driving new merchant onboarding at scale through grassroots campaigns and conversion-optimized funnels, while building the lifecycle and experimentation systems that would improve activation, engagement, and long term merchant value.
The 6-week acquisition sprint and the 52% conversion lift through systematic experimentation happened in parallel – which is what makes this engagement particularly significant.
SCOPE OF ROLE
Product marketing end-to-end – merchant acquisition, user activation, retention, revenue conversion optimization, marketing tech infrastructure, and cross-functional product collaboration.
CORE TOOLS
Mixpanel (cohort analysis, journey segmentation) · Behavioral CRM automation · A/B testing infrastructure · In-app personalization · Gamification mechanics
KEY COLLABORATORS
Product & engineering teams (roadmap influence, feature GTM), influencer network (acquisition sprint), CRM and lifecycle systems.
ENGAGEMENT SCOPE
Repeatable merchant acquisition playbook + full experimentation infrastructure that delivered measurable conversion, activation and revenue impact.
The 6-Week Merchant Acquisition Sprint
WEEK 1
Strategy & ICP Mapping
Define merchant segments, map acquisition channels, brief influencer network, finalize funnel architecture
WEEK 2
Influencer Launch
Grassroots influencer campaigns activate across merchant communities. Conversion-optimized funnels go live with segmented messaging
WEEK 3
Volume Surge
Merchant signups accelerate sharply. Rapid iteration on best-performing creative and messaging based on early funnel data
WEEK 4
Scale & Optimize
Double down on highest-performing channels. Onboarding sequences activated for all new merchants to accelerate activation post-signup
WEEK 5
Sustain Momentum
Referral and word-of-mouth loops kicking in from early merchants. Continued creative rotation maintaining acquisition velocity
WEEK 6
4,300+ Merchants
Target exceeded. Full playbook documented – ICP definitions, channel strategies, messaging frameworks – for repeatable future use
MERCHANTS ONBOARDED
6 Wks
TOTAL SPRINT DURATION
The sprint wasn’t just fast – it produced a repeatable playbook. Every channel, ICP definition, and messaging framework was documented to enable the next acquisition sprint to move even faster.
The Conversion Engine - 52% Lift via 4 Pillars
While the acquisition sprint ran, a parallel experimentation framework was running underneath everything – systematically testing, iterating, and optimizing the conversion path for every merchant on the platform.
The result: a 52% increase in merchant conversion rates, delivered through four distinct pillars.
PILLAR A · PERSONALIZATION
A
Dynamic In-App Personalization via Mixpanel Segmentation
Used mixedpanel’s customer journey segmentation to map exactly where merchants were in their lifecycle and what actions they needed to take next. Built dynamic in-app experiences that changed based on merchant cohort – new signups saw different prompts, messaging, and CTAs than merchants who have been active for 30+ days. Personalization was automated and data-driven, not manual.
Cohort-specific in-app experiences · Automated by segment · Driven by real behavioural data
PILLAR B · EXPERIMENTATION
B
Multivariate A/B Testing Across Creative & Messaging
Built and ran a systematic multivariate testing framework covering creative assets, copy, CTAs, email subject lines, in-app prompts, and onboarding flows. Tests were designed to be conclusive – proper sample sizes, statistical significance thresholds, and clear success criteria before any test launched. Learnings were documented and fed back into the product marketing playbook, compounding over time.
Systematic testing framework · Multiple concurrent experiments · Compounding knowledge base
PILLAR C · AUTOMATION
C
Behavioural CRM Automation Driving Conversion Actions
Designed and built behavioral CRM sequences that triggered based on specific merchant actions – or inactions. A merchant who completed signup but didn’t list a product within 48 hours received a different sequence than one who listed but hadn’t made a sale. Every sequence was engineered to drive one specific next action, removing ambiguity from the merchant journey and reducing drop-off at each stage.
Behaviour-triggered sequences · Action-specific messaging · Reduced drop-off at every funnel stage
PILLAR D · GAMIFICATION
D
Gamification Strategies Driving Traffic & Transactions
Designed gamification mechanics that turned platform engagement into a habit loop – milestone rewards, streak incentives, leaderboards for high-volume merchants, and achievement systems tied to business outcomes (first sale, first 10 sales, etc.). The goal was to make doing business on the platform feel rewarding beyond just the commercial transaction, increasing both frequency and loyalty.
70% platform traffic increase · 36% transaction rate improvement · Habit loop mechanics
Results Across the Board
330%
Increase in Daily Active Users
Via data-driven lifecycle messaging strategy and product adoption content that drove sustained platform engagement
52%
Merchant Conversion Rate Lift
Delivered through the 4-pillar experimentation framework running systemically across the full merchant funnel
70%
Platform Traffic Growth
Driven by gamification strategies designed to build engagement habits and repeat platform visits among active merchants
4,300+
Merchants Onboarded
In 6 weeks, through grassroots influencer campaigns and conversion-optimized product marketing funnels
36%
Transaction Rate Increase
Result of gamification mechanics that made transacting on the platform habitual rather than occasional
LTV
Merchant Lifetime Value
Improved through lifecycle messaging strategy focused on activation depth and long-term platform engagement quality
MARKETING TECH & ANALYTICS STACK
MIXPANEL
COHORT ANALYSIS
JOURNEY SEGMENTATION
BEHAVIOURAL CRM
A/B TESTING INFRASTRUCTURE
IN-APP PERSONALIZATION
ATTRIBUTION MODELING
EXPERIMENTATION FRAMEWORK
GAMIFICATION SYSTEMS
LIFECYCLE AUTOMATION
CROSS-FUNCTIONAL LEADERSHIP
Marketing at the table where product decisions were made.
A key part of this role was operating as a bridge between merchant reality and product direction. I partnered directly with product and engineering teams to translate what merchants were actually experiencing — their friction points, adoption blockers, and feature requests — into concrete roadmap priorities.
Every feature launch came with a go-to-market strategy developed in collaboration with product, ensuring that when something shipped, merchants knew about it, understood it, and adopted it. This is what “product marketing” at its best looks like.
DIRECTION: MERCHANT → PRODUCT
Translated merchant feedback, behavioral data, and adoption patterns into concrete product roadmap priorities surfaced to engineering and product leadership.
DIRECTION: PRODUCT → MERCHANT
Led GTM strategy for every feature launch — positioning, messaging, in-app communication, and adoption campaigns ensuring new capabilities actually got used.
EXPERIMENTATION AS INFRASTRUCTURE
Built attribution and experimentation infrastructure that made data-informed product marketing decisions the default — not a best-effort attempt.
Skills Demonstrated
PRODUCT-LED GROWTH
MERCHANT ACQUISITION
CONVERSION RATE OPTIMIZATION
A/B & MULTIVARIATE TESTING
BEHAVIOURAL SEGMENTATION
MIXPANEL (COHORT & JOURNEY)
CRM AUTOMATION
IN-APP PERSONALIZATION
GAMIFICATION STRATEGY
LIFECYCLE MARKETING
USER ACTIVATION & RETENTION
INFLUENCER CAMPAIGN MANAGEMENT
ATTRIBUTION INFRASTRUCTURE
EXPERIMENTATION FRAMEWORKS
FEATURE GTM STRATEGY
PRODUCT-MARKETING COLLABORATION
ROADMAP INFLUENCE
MARKETING ANALYTICS
PLAYBOOK DEVELOPMENT
LTV OPTIMIZATION
ALL METRICS REFLECT OUTCOMES DURING MY TENURE AS SENIOR PRODUCT MARKETING MANAGER AT VOX TECHNOLOGIES (JUN 2023 – JAN 2024).
PERFORMANCE DATA IS BASED ON VERIFIED PLATFORM ANALYTICS AND MARKETING RESULTS DURING THIS PERIOD.
CONFIDENTIAL PRODUCT AND BUSINESS DETAILS HAVE BEEN OMITTED TO RESPECT ORGANIZATIONAL PRIVACY.