Motorola Mobility (LATAM)
dimo: conta digital
Motorola Mobility (LATAM) · Growth Marketing Specialist · 2021
CONTEXT
motorola wanted an exclusive digital bank pre-installed on its devices from the very first power-on. the concept was still taking shape when i joined, and i helped define how the product was meant to work, then built the entire launch plan for something that didn't exist yet.
the whole app was built by an engineering team in india with no prior banking experience, with only one external partner bridging the actual bank. every growth decision had to weigh what the customer wanted against what the team could build.
MY RESPONSIBILITIES
- behavior analysis of the customer base
- execution of communication, channel, and segmentation tests
- creation of the post-signup engagement flow
- management of the exclusive perks strategy
- direct involvement in defining the product concept, alongside the squad
- created and managed a field testing program with motorola's promoter team
- mapped segmentations and features for the internal analytics platform
MORE PHOTOS
STRATEGY
we tested the value proposition before a single line of code became a screen, using beta testing and a field program with motorola's promoters to surface real feedback before launch.
for post-signup engagement, we designed personalized communications and a perks package tied to motorola devices: discounts and installment payments up to 18x.
MARKETING CHANNELS
- in-app / product
- field promoter program
- crm (post-signup engagement)
- behavioral analytics platform (segmentation)
VIDEO / PHOTO
RESULTS
- launched 07/05/2021
- 10% increase in account openings from channel testing
- 7% drop in inactive accounts within the first 4 months