A fast, insight-driven repositioning that aligned brand, content, and product value with a newly uncovered core audience.
Context
Mylio, a privacy-first photo library SaaS platform, had historically targeted tech-savvy prosumers and photographers. But in early 2023, user behavior and support conversations revealed a quiet but significant shift: families were emerging as the most engaged and appreciative users.
They valued the platform’s privacy, safety, and ability to connect multi-generational digital memories—but this wasn’t reflected in our messaging, assets, or onboarding.
My Role
As Head of Marketing & Operations, I was responsible for leading this repositioning effort and aligning it across multiple teams, including content, product, and support. My goal was to reflect the values and language of this growing audience segment—without alienating our legacy users.
Action
- Analyzed user behavior, testimonials, and support calls to confirm the family trend
- Scoped and tracked the project in Jira to ensure full team visibility
- Hired and managed new writers to craft family-centered narratives and onboarding
- Launched new homepage copy, email journeys, onboarding content, and product tutorial updates
- Sourced testimonials from family users and aligned product visuals with real use cases
- Coordinated with support to evolve help docs and example scenarios for family-focused needs
Results
- Fully repositioned web and event presence within 8 weeks
- Drove higher onboarding conversion through messaging aligned to emotional value
- Increased trust and enthusiasm from family users, reflected in support feedback and testimonial submissions
- Established the foundation for later paid features (like Family Vaults and Safe Sharing Modes)