YouTube Music
I led growth for YouTube Music as it launched, building the acquisition and activation systems behind a brand-new streaming product entering one of the most competitive categories in consumer tech. Growth from day one, not bolted on after.
Launch growth in a crowded category.
Launching a streaming product means fighting for attention against entrenched incumbents. The job was not one clever campaign, it was a system: the right acquisition channels, an onboarding that gets people to their first great song fast, and the retention hooks that turn a trial into a habit. I owned that loop end to end from the launch.
Acquisition
Built the channels and campaigns to bring new listeners into a brand-new product at scale.
Activation
Shaped onboarding so new users hit the aha moment, their music, fast.
Retention
Focused on the hooks that convert first sessions into recurring listening.
System, not tactics
Treated growth as one connected loop rather than a pile of disconnected experiments.
Launching something new?
Growth built into the launch, not bolted on when the numbers stall.