Round

Round was a private professional membership community for senior product and engineering leaders, designed to help members accelerate their careers and supercharge their networks. I joined as the VP of Member Experience at the seed stage in March of 2023 to lead the membership product and run experiments to drive retention and unlock growth.

During my time at Round I led the design and roll-out of a new, lower priced “Community” membership tier that was designed to be more accessible while still delivering on the core benefits of Round. As part of that initiative, we packaged and productized existing features, developed new services including a “Network Concierge” to drive member introductions, and tested new types of digital and in-person programming. Within 3 months of launching the Community tier, it accounted for over 75% of all memberships sold. 

Leveraging my prior consumer research experience, I led numerous research and segmentation initiatives at Round. Through those efforts, we were able to refine our target audience and core value prop, rewrite our messaging to better address that audience, and arm our sales team with better insights on who to target in their outbound efforts. From that work I also led the initiative to re-launch our consumer-facing website to enable a self-serve exploration of our offerings and ultimately more qualified leads for both our Premium and Community tiers.

I also oversaw the development of new programming formats including Learning Sprints. We created a short 4-week sprint format that allowed members to focus on specific topics like Navigating Career Transition, Building Your Personal Brand, and Strategic Storytelling. These sprints became one of the most highly reviewed aspects of the Round experience and consistently received NPS scores above 75. I’m most proud of the fact that we helped dozens of members prepare for career transition, develop lasting professional relationships and get hired into their dream roles.