Slickdeals · Jan 2020 – Mar 2023
Loyalty Product
Led product for Slickdeals' B2C loyalty program from 0→1 — scaling from zero to 500K users (270K MAUs) and generating $1.2M in incremental revenue in year one, on one of the most competitive deal-discovery platforms online.
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Context
The situation
The loyalty program was greenfield — no existing infrastructure, no established user behavior patterns, and no proven playbook for what loyalty mechanics work in a deal-hunting community. The challenge was building something that would resonate with Slickdeals' highly engaged, deal-savvy audience without feeling generic or transactional.
Strategy
How I approached it
I repositioned the program as a behavior-reinforcement engine rather than a traditional points system. The goal wasn't to give users a reason to 'check in' — it was to reward the actions most correlated with long-term retention and platform value: deal discovery, sharing, and conversion. The success metric was incremental revenue per enrolled user, not raw DAU.
Execution
What I did
Accelerated MVP launch by two quarters through effective prioritization, stakeholder alignment, and agile project management.
Designed and executed structured A/B testing programs, acquiring ~2,000 new users per test and generating $21K incremental revenue per experiment.
Scaled program from 0 to 500K users (270K MAUs), generating $1.2M in incremental revenue in year one.
Drove engagement and conversion improvements through targeted loyalty acquisition and retention features — 30% engagement increase, 20% conversion increase, 200K+ new loyalty users.
Increased loyalty user lifetime value from $15 to $27 through experimentation, incentive optimization, and behavioral loop design.
Owned end-to-end development of Extension Coupon Auto-Apply product, leading a team of 4 engineers and achieving 100% OKR attainment for two consecutive years.
Partnered with BI to define and track acquisition, retention, and LTV metrics, ensuring roadmap decisions were data-driven.
Cross-Functional Leadership
Worked across engineering, marketing, business development, and finance. Recognized for high-impact contributions, leading to a full-time offer from Slickdeals LLC to transition from Cognizant-Softvision. The most complex alignment challenge was connecting marketing's growth goals with finance's need to attribute incremental revenue accurately — building a shared definition of loyalty-attributed conversion that all teams trusted.
Outcomes
Impact
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Scaled program from 0 to 500K users (270K MAUs) in year one
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$1.2M in incremental revenue attributed to loyalty program
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LTV increased from $15 to $27 per loyalty user
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30% engagement increase, 20% conversion increase
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200K+ new loyalty users acquired
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$21K incremental revenue per A/B test experiment
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100% OKR attainment for two consecutive years
Key Learnings
Loyalty is a product quality problem before it is a marketing problem. Users who don't find genuine value in the core product won't engage with a loyalty layer added on top. The wins came from deeply understanding what Slickdeals users actually cared about — saving money, finding deals before others — and designing rewards that delivered on those motivations specifically, not generically. Accelerating MVP by two quarters also proved that tight prioritization and stakeholder alignment matter more than headcount.
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