The challenge?
Giving voice to the building stress of real-time work, then providing the tools for a culture shift: Work on your timeline.
Customer research led to data-informed messaging.
I used surveys and target customer interviews to deeply understand our target audience. From there, communicating the pain points and mirroring the language of our dream users created storytelling and visuals that hit the mark.
Next up: rebranding.
With positioning and messaging in place, my next priority was leading a massive, cross-team rebranding effort — not only of marketing but a complete overhaul of the product itself.
“Async is the freedom to collaborate on our own timelines, not everyone else’s. It’s the power to protect our best hours for focus and flow. It’s the peace of unplugging, knowing we can pick up where we left off.”
The result?
Post-launch, we’ve measured success via sky-high sign-ups, a 57% decrease in churn rate, and increased feature adoption across the board. I call that a win.