informed
Head of Creators
As Head of Creators at informed, I was in charge with building an inspiring community of global opinion leaders and experts, who would curate the best reads from informed’s top global publishers to help readers cut through today's media noise. Informed licensed content from The New York Times, The Economist, FT, The Washington Post, The Guardian, Politico, etc. and would offer access to otherwise paywalled articles under one subscription only.
The Creators represented a unique selling point for the subscriber-based news aggregator platform, and played a crucial part of informed's GTM and growth strategies. Together with the Head of Business Development at informed, we developed a long term strategy that envisioned the Creators not only as adding to the value proposition of the product, but as an organic user acquisition channel.
With a runway of six months, I built a creator outreach and acquisitions team, streamlined complex cross-departmental operations, and activated over 100 creators just in time for the platform's launch in November 2022.
Working closely across the Marketing, Product and Social Media departments, the Creators’ involvement and advocacy for Informed delivered the highest conversion of yearly subscribers upon the app’s launch.
This led to the app reaching #1 in ‘Top Charts in Magazines & Newspapers’ in the German App Store.
Shortly after, informed was designated #3 ‘Product of the Day’ on Product Hunt, reaching an audience of 750k+ in 24 hours.
Following an in-depth market and audience research, the Creators were renamed as Experts.
The Experts were considered a crucial part of the go-to-market strategy:
🧭 Short-term objective: Drive organic growth around informed’s launch
get initial traction for the launch (initial set of users that can refer others)
collect insights and validate assumptions to determine if this could turn into a long term marketing flywheel
🚀 Long-term objective: Build a product feature with a strong marketing flywheel for informed
turn expert-created read lists into an organic user acquisition channel
turn expert-created read lists into a product feature with high user engagement
Definition of success: gain committed and engaged DAU (daily active users) through the experts' endorsements —> users that don't churn and grow in numbers month-on-month.
Early August 2022, we collaborated with creative agency A Colour Bright for informed’s brand redesign and launch campaign. All product assets were redesigned in alignment with the new visual identity.
Once the Experts would curate their topic-specific reading lists, they would be supplied with brand-specific creative assets and tracked URLs, that they would share on their own social channels.
