GROWTH & LIFECYCLE . B2C SUBSCRIPTION . LONDON
I am hired when the channel that used to work stops working.
Rhea Kapoor growth lead . nine years of paid, lifecycle and the unglamorous retention work that decides whether any of it pays back.
41%
Trial to paid, up from 29% in four quarters
2x
Return on ad spend across three markets
18%
Churn reduced on the annual plan
11m
Payback shortened from nineteen months
Where the depth is
Rated on what I have run end to end and reported on, not on tools I have opened.
Lifecycle and CRM 93%
Owned the full messaging map for four years
Paid acquisition 86%
Seven-figure annual budget across three markets
Analytics and attribution 74%
I can build the model and argue with it
Pricing and packaging 68%
Two repackaging exercises, one reversed on purpose
Brand and content 71%
Enough to brief well and edit honestly
Four campaigns, and what actually moved
The winback nobody wanted to send
Six emails to lapsed annuals. We argued about it for a month; it paid for the quarter.
Read the case study
Killing our best-performing ad
It was cannibalising organic. Revenue dipped for five weeks, then rose.
Read the case study
Onboarding, rewritten around one question
Asking what they wanted to do first beat every layout change we tried.
Read the case studyA price rise that reduced churn
Clearer tiers, fewer regretful upgrades, better retention.
Read the case studyThe route here
People who signed the invoices
Told us to stop doing the thing we were proudest of. She was right, and she had the numbers first.
The only growth lead I have worked with who reports the losses in the same deck as the wins.
References
MSc Marketing Analytics
Cass Business School . 2016
Speaker
Lifecycle Summit . 2025
References
Available on request, with dates
Channel gone quiet?
Tell me what changed, what you have already tried, and what the board is expecting. I will tell you honestly whether I can help.