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

Results