Company
Tinder
Role
Senior Lifecycle Engagement Manager
Channels
Push Notification, Email, In-app Notifications and a Monday.com campaign board
Team
Lifecycle Engagement Product Management Product Analytics
The problem
On joining, the team was operating in a volume-first model that was cannibalizing its own impact. Every low-value notification sent was an attrition tax on the user base.
Process integration
A rigorous process was established on the Monday.com board. If a campaign did not meet specific revenue and engagement benchmarks, it was deprioritized.
Business outcome
This was not just about fewer notifications. By cutting the noise, core revenue drivers saw a direct lift in performance. When campaigns launched, users were actually there to see them and more likely to engage.
Impact
By focusing on reducing notification fatigue and prioritizing high-intent messages delivered at the right time, the team helped reduced revenue leakage.
Results
Revenue Impact
protected revenue by reducing notification fatigue and prioritizing high-intent messages delivered at the right time
Lift
in the performance of core revenue drivers after cutting low-value notifications
Gate
campaigns that missed revenue and engagement benchmarks were deprioritized