Marketing / Case study
HotGo / Playboy - Subscription Growth
Subscription acquisition and lifecycle marketing across Latin America and Iberia. I connected paid media, CRM, reporting and the HotGo digital product as Marketing Director and Product Owner.
The challenge
Operate a subscription acquisition programme across multiple markets while distinguishing paid channel registrations, acquisition cost, ongoing engagement and customer retention.
Strategy
Manage acquisition across Google Ads, Meta Ads and partner channels, then connect campaign reporting with CRM, email, push and the subscription experience. Track channel-specific CPA and Google-attributed registrations by period and country rather than treating every signup as a retained subscriber.
Evidence & execution
I managed paid media and acquisition priorities directly, monitored channel budgets and registration efficiency, and coordinated lifecycle activity with CRM reporting, including Thalamus. I worked with Design, Development, Analytics, Customer Experience and Commercial teams on product and funnel priorities. The original performance workbooks and account dashboards remain private until publication excerpts are approved.
What I learned
Strong subscription reporting separates media-attributed registrations from subscriber retention. CPA comparisons must use a consistent denominator, reporting window and attribution source.