Shushan Nalbandyan

I have experience in planning, designing, and conducting research projects, creating and managing marketing campaigns, mapping out and setting up user journeys, and leading teams. I have a passion for the tech industry, start-ups, and social enterprises in particular. Having worked for a couple of small start-ups providing services, a successful international mobile application that is now a unicorn with 1.5BLN valuation, a personal growth company that aims to raise human consciousness, and the world’s largest youth-run organisation that fosters self-driven practical learning experiences, I bring with myself a drive to contribute to the success of the company that I am a part of and vigour for personal and professional growth.

In my free time, you can find me working on my side projects, particularly the Daily Hellos app that my friends and I have built, or swing dancing.

Lifecycle Management | Mobile Marketing | CRM | Retention | Marketing Automation | Omnichannel Communications

Product Lifecycle Management Specialist at Goalcast 
Montreal, Canada May 2022 - present

▪  Developing strategies around marketing campaigns and overall customer journey communication flows. Providing a user-centric approach while taking business needs and insights and translating them into actionable and effective marketing campaigns.

▪  Collaborating with leadership to identify opportunities to drive product engagement through experimentation. Running 40+ tests to optimize user engagement and retention, and building mobile communication guidelines and best practices from scratch.

Co-founder at Daily Hellos 
Kuala Lumpur, Malaysia January 2021 - present

▪  Co-founding the Daily Hellos app to provide a platform for people to turn to when they want to have deep, meaningful conversations and build quality connections. Daily Hellos was launched on Product Hunt and was the 5th most upvoted product of the day.

▪  Project managing all growth and digital marketing workstreams including market research, product launch, marketing content production, social media marketing, ASO, ads strategy, and running Apple Search, Facebook, Instagram, and TikTok ads.

▪  In charge of all the content on the app. Accountable for creating content strategy and direction, categorization, and management of the content calendar.

CRM & Lifecycle Manager at Mindvalley 
Kuala Lumpur, Malaysia July 2019 - present

▪  Establishing CRM and lifecycle marketing strategies from the ground up. Bringing a holistic omnichannel approach to communication with users and customers. Creating automated and segmented lifecycle journeys for mobile and web users for the onboarding, engagement, reactivation, and win-back phases including localization of all communications. Running A/B and multivariate tests for OR and CVR optimization at all stages of the user journey. Increasing platform stickiness by 25% in the span of a year.

▪  Developing a full-funnel automation strategy to cover all user segments across multiple channels (web and mobile push, in-app, SMS, newsfeed cards, and carousel banners) to build an omnichannel approach. Implementing new communication channels such as web pushes, carousel banners, and SMS and seamlessly incorporating them within the overall communication. Increasing engagement by 30% through personalization.

▪  Contributed to growing YoY App revenue by 319% in 2020 and by 211% in 2021.

▪  Mobile marketing data collection to analyze performance and deduce actionable steps and inform quarterly

strategy. Consumption-related data analysis and strategizing on how to improve the consumption experience

and grow stickiness and retention.

▪  Collaborating with the Data Engineering and Business Intelligence teams by doing quality assurance to ensure

event and property tracking are working and are correctly integrated into our CRM platforms.

▪  Managing various mobile marketing projects such as running product design and price tests, onboarding flow

optimizations, and organic user acquisition. Running marketing campaigns for lead and revenue generation.

Establishing processes and DNAs and grooming platform into a top revenue source for product launches.

▪  Working with multiple stakeholders, adapting fast to shifts in company focus as well as prioritization, and

managing tight deadlines in a fast-paced work environment.

Product Launch Coordinator November 2018 - July 2019

▪  Ran quality assurance on product launch materials and tested product and purchase funnels to ensure they work smoothly before being released to customers.

▪  Coordinated communication between the Customer Support and Product Marketing Teams. Established a strong feedback loop between all key stakeholders regarding product launches and provided timely information to solve critical issues.

▪  Strategised and implemented various innovations to improve the user experience on the platform. Provided customer support to existing and potential Mindvalley users.

Lifecycle Marketing Consultant at Bungkusit 
Kuala Lumpur, Malaysia August 2020 - November 2020

▪  Built the email marketing strategy ground up and established email as a new Digital Channel and driver for traffic, leads, and revenue. Warmed up the IP address, created an email content calendar as well as wrote email copies, designed email structure, and created automation and funnels to meet marketing goals. Presented recommendations for email strategy to founders and stakeholders.

▪  Redesigned the onboarding flow to reduce friction in account creation thus shrinking barriers to entry by 50%. Redesigned and optimised the account creation experience to reduce early churn.

Marketing Project Manager at Picsart 
Yerevan, Armenia June 2017 – December 2018

▪  Managed and trained a team of moderators. Collaborated with Product, Marketing, and Content teams to shape and execute product goals and provide users with creative contests to participate in.

▪  Transformed an exhausted challenges content into the point of first contact for brand and celebrity partnerships. In the span of 6 months organized 13 brand and celebrity partnership contests and managed in-app marketing for these contests with the most successful campaign yielding over 140 million impressions.

▪  Improved challenge participation flow and overall challenge content resulting in a 20% increase in participation and a 60% increase in submission relevancy.

Content Manager June 2016 – December 2017

▪  Recruited and established a team of moderators, ran induction training, and monitored their work to ensure Community Guidelines were being followed and the app remained free of inappropriate content.

▪  Worked cross-functionally with the Machine Learning team on content moderation to develop the in-house AI which contributed to the increase of AI detection accuracy from 20% to 70% in 5 months.

▪  Performed manual QA for the in-app search and report systems and actively pushed for bug fixes and improvements through Jira.

Engagement Specialist & Team Lead January 2016 – January 2017

▪  Recruited, trained, and managed a team of Engagement Specialists. Came up with new and innovative ways to meet team KPIs of increasing app DAU by targeting and engaging new users. Collaborated with the Business Analytics team to procure and analyze data on user behavior.

▪  Planned and implemented new methods of retaining high-value users increasing the retention rate by 20%.

▪  Curated images to feature the artists, editors, and photographers of the Picsart community highlighting their

work in special collections for all users to see.

▪  Supported the community members when they had technical or consumption-related issues.

Marketing and Brand Partnership Intern at Frame Again 
London, United Kingdom June 2014 – August 2014

▪  Organised a Seeders angel investment campaign, enhanced it with a marketing initiative and the campaign went on to successfully surpass the initial target of £60,000 raised in crowdfunding.

▪  Conducted extensive market research and developed a coherent strategic plan for Frame Again’s Student Ambassador and Brand Partnership outreach objective. Assisted with the creation of online promotional materials, B2B marketing, and partnership creation, thus increasing sales and brand awareness.

I graduated from University College London with an undergraduate degree in Politics and East European Studies.