Context
NEEDTOBREATHE wanted to improve the experience for its most dedicated fans, building on an existing paid membership program managed with an external partner. The next chapter of The Insiders centered on a brand-new custom fan platform and loyalty program, putting the band in full control and offering members exclusive access to the band and tour presales.
My role
At Foundations Music, I served as product manager for The Insiders. I scoped the build and coordinated with the external development and design partners who delivered it. I managed the roadmap and backlog, planned sprints with those partners and oversaw the program’s offerings, operations, customer support and marketing.
Roadmap and member experience
I gathered feedback from members to inform roadmap planning and worked on creating and updating the program’s offerings. That meant considering both what members wanted and how the team would keep those experiences updated and deliver them consistently.
Operations and customer support
I developed the operating processes for keeping the platform and its offerings current, with clear expectations for delivery and quality.
I also built the customer-support function, defining support standards and response-time goals before hiring a team member to run it. I equipped them with a full playbook, tools, access and response templates to manage day-to-day member support.
Marketing and messaging
I led marketing for The Insiders, using the band’s social channels, newsletters and other owned resources to promote the program. I worked with influencers and coordinated cross-promotion with tour activations to reach potential members. I also designed the messaging members received from the platform.
Results
Paid subscribers increased by 496% over two years.