Sr. Product Manager
As Senior Product Manager at Surfline, I lead subscription growth and monetization across the full membership lifecycle: pricing, paywalls, onboarding, and retention. I own the systems that turn a global surf audience into paying members, balancing conversion and revenue without compromising the core experience.
Pricing, Tiering & Checkout
Owned pricing, tiering, and checkout for Surfline's membership business. Launched Premium with Ads, drove a 20% Premium price increase, and redesigned the pricing page to shift the mix toward annual plans. Launched in-app purchases via Stripe—one of the first five apps to do so—and owned tier value props and positioning end to end.
Freemium Experience
Owned the free user experience end to end, from first launch through account creation. Launched the highlights clip player, removed static paywalls, and added a mobile-web-to-app banner that drove app downloads and new account creations. Simplified new-user onboarding, launched Sign in with Apple, and added profile photos to deepen account investment.
Paywalling & Upsells
Owned paywalling and upsell strategy across the conversion funnel. Built propensity-based paywalling that personalized the ask to a user's modeled likelihood to convert, and A/B tested paywall UI to find the highest-performing experience. Optimized the purchase journey with discounts and offers, and built new offer capabilities from the ground up—pay-as-you-go, pay-upfront, and cardless free trials.
Lineup Cams (Premium+)
Owned the paywall experience for Lineup Cams, a Premium+ exclusive delivering close-up angles focused on the break. Built a dynamic, personalized paywall that let users preview the feed live, then surfaced the upgrade the moment engagement peaked. Turned a differentiated premium feature into a targeted, high-intent conversion lever for the top tier.
Account Sharing
Owned the effort to convert account-sharing users into paying individual subscribers. A/B tested a range of experiences to identify the optimal approach, then rolled it out to a large sharing cohort. Turned a revenue leak into a measurable acquisition channel—converting shared-access users into subscribers of their own.