Current challenges
02 / 09
DMD is poised to scale its Cindy streaming service tenfold. We will replace fragmented tracking with a Single Source of Truth to optimise media spend and aggressively reduce subscriber churn.
Operational transformation, not a platform swap. We reduce complexity, rebuild reporting trust, and give Test a customer lifecycle that scales.
Current acquisition relies on platform media buys with fragmented attribution. This lack of clarity prevents leadership from identifying which channels truly drive high-value, long-term subscribers versus expensive, short-term churn.
We will align Marketing, Sales, and Service Hubs to automate the free-trial-to-paid transition. This infrastructure ensures every dollar of media spend is accountable to subscriber lifetime value across US and LatAm markets.
By centralising subscriber data, DMD moves from 'kissing frogs' to a predictable growth model. This system provides the governance needed to scale monthly acquisitions from 7,000 to 70,000.
Tooling
CriticalWhat's happening
Marketing budget is allocated based on incomplete data, risking capital on low-conversion channels.
Business impact
Leadership cannot accurately calculate ROI on platform media spend across Amazon and Roku.
Operations
HighWhat's happening
Growth is stalled by a 'leaky bucket' where new acquisitions merely replace departing users.
Business impact
The cost of reacquiring churned users is eroding the profitability of the subscription model.
Data
HighWhat's happening
The business misses opportunities to proactively engage at-risk subscribers before they cancel.
Business impact
Email is currently restricted to basic retention rather than driving full-lifecycle subscriber value.
Process
MediumWhat's happening
High-intent users are lost during the trial phase due to disconnected communication journeys.
Business impact
Inconsistent conversion rates from free trials suggest a lack of automated nurture and follow-up.
