Background
At InvestingChannel, I played a pivotal role in the development and growth of a suite of targeted financial newsletters, each tailored to a specific segment of the investing audience. These included:
- • The Juice – General finance and market news
- • The Spill – Deep-dive stock analysis and investment ideas
- • The Cleanse – Retirement-focused content for IRA holders and financial advisors
- • The Bacon – Financial insights for Canadian investors
- • The Alt – Coverage on crypto, ETFs, and alternative investments
Role & Responsibilities
As a Product Manager with a strong UX focus, I was responsible for the end-to-end design, development coordination, and growth marketing strategy of these newsletters.
- 1. Branding & User Experience Design
- • Collaborated with the graphic designer to create unique brand identities and logos for each newsletter.
- • Designed newsletter layouts and landing pages, defining modular content sections tailored to reader interests.
- • Translated UX wireframes into production-ready specs and coordinated with developers to implement across both the newsletter platform and web properties.
- • Implemented inline sign-up modules integrated directly below article content to streamline lead generation.
- 2. Technical Integration & Campaign Execution
- • Worked with developers to ensure seamless integration between article publishing and newsletter delivery systems.
- • Designed and implemented newsletter sign-up forms with embedded tracking, allowing attribution at campaign, channel, and content level via URL query parameters.
- 3. Performance Marketing & Growth Campaigns
- • Ad placements on high-traffic financial media platforms (e.g., Benzinga, Finviz, StockTrack)
- • Cross-promotions with other newsletter publishers
- • Facebook, Twitter, Instagram and Google AdSense campaigns (CPA, CPM, CPC)
- • Co-registration and CTO campaign strategies
- • InvestingChannel’s own backfill ad network for optimized visibility
- • The Juice – 170,000 subscribers
- • The Spill – 150,000 subscribers
- • The Cleanse – 250,000 subscribers
- • The Bacon – 5,000 subscribers
- • The Alt – 10,000 subscribers
- 4. Tracking, A/B Testing, and Analytics
- • Developed a multi-variant A/B testing framework for newsletter landing pages, testing CTA placement, headlines, and layout efficiency.
- • Built an analytics system using Google Analytics, Google Tag Manager, and custom URL parameters to identify high-performing campaigns and optimize accordingly.
- 5. Reporting Infrastructure & Insights
- • Subscriber growth metrics
- • Open rates, click-through rates, block and churn rates
- • Ad impressions, ad CTR, and ad effectiveness by channel
- • Campaign-level performance comparison (week-over-week, month-over-month)
- • Source-level attribution to identify top traffic generators and poorly performing campaigns
Launched and managed a comprehensive digital acquisition campaign with a monthly budget of $20,000, leveraging:
Audience Growth Results:
Created an advanced Excel-based reporting dashboard for the Programming Analyst team to update weekly. This system featured:
Impact
- • Significantly improved the subscriber acquisition cost (CAC) through better campaign targeting and A/B optimization.
- • Enabled data-driven marketing decisions through robust reporting and clear visibility into ROI per channel.
- • Established a scalable, repeatable system for launching new newsletters and optimizing their performance across marketing, UX, and development touchpoints.