Waves #1 product was losing momentum because of market changes and a new subscription model. 

Using BI for user research and market trends, I have repositioned the product so the marketing assets talk to the right audience, and A/B tested creatives to optimize the campaign's ROI. 

Assisting the PMM in co-writing the creatives and refining messaging using frameworks and templates that led to quicker approvals. I have personally cast the actors, producers, musicians, and videographers to create a younger feel for this product, compared to the first plugin in the Clarity series.

Waves' approach to version updates felt cold and reinforced the tension customers had with paying for products they've already bought.

Working with the Creative Director we shifted the narrative, making the update about the user, not the features, resulting in a double-digit boost in sales compared to the previous year.

Originally positioned as a strategic release, Waves Online Mastering underperformed after launch. 

Reporting directly to the CEO, I designed and executed a multi-channel campaign, repositioning the product, redesigning the landing page, and managing PPC, newsletters, and affiliate partnerships. 

Sales increased by 52.6% in just three months and sustained that uplift as the new baseline with the ongoing campaign.

Entering a niche dominated by a single company, this product needed a strong marketing narrative to highlight its advantage over the competition.

Developed advertising concepts and scripted campaign videos alongside educational tutorials for both seasoned engineers and new users.

Ran newsletter and affiliate campaigns to promote the product and broaden its reach through partner channels.