Advisory • 2025 — now · Fractional Head of Product
Mobile as a growth engine
A portfolio of consumer apps earned roughly $500K a year on mobile. The bet was to make mobile the engine, run a steady stream of experiments, and make product answers arrive in days instead of weeks.
- Oct 2025 — now
- Advisory · fractional
- Consumer apps · US & Europe
- With the CEO and data team
in 12 months
per quarter
insight
Starting point
VL Projects runs a portfolio of consumer apps in the US and Europe on a Bending Spoons-style operating model, with around 3M monthly users.
Mobile earned roughly $500K in ARR and was not yet the company’s priority, and a product question took around 14 days to become an answer from the data.
My role
Fractional Head of Product, working directly with the CEO and with the data team.
Owned a six-month product roadmap, the case for where the portfolio should grow, and the experimentation program that followed.
What I did
- Made the case for mobile
Brought the CEO the case to prioritize mobile as the portfolio’s growth engine.
- Ran 15–25 experiments a quarter
Led a cross-functional experimentation roadmap across the apps, 15–25 experiments per quarter, so growth work was sequenced and measured instead of scattered.
- Defined what to measure
Set a North Star metric and the behavioral metrics under it, so every experiment answered to the same goal.
- Rebuilt the analytics
Rebuilt cohort, behavioral and experiment analytics with the data team, so segment-level product decisions run on data.
What changed
Added approximately $700K in mobile ARR in 12 months on a roughly $500K baseline, and cut time-to-insight from 14 days to 3.
Summary
Two levers did the work: choosing mobile as the place to grow, and shrinking the gap between a question and an answer from two weeks to three days.
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