My time at Etsy
I joined Etsy’s high-priority Re-Engage XFN in November 2020. Etsy’s C-level runs only a handful of these cross-organization teams, each backed by an executive sponsor and metrics that get airtime on every quarterly earnings call. The Re-Engage team’s mandate: turn around the slump following surge of one-time mask buyers by bringing them back and turning them into habitual buyers.
In just a few quarters, we brought back these buyers in an ROI positive 0-1 build out of Etsy’s first ever discounting arm, and found novel ways to engage buyers resulting in $56MM incremental GMS and a strategy that is central to Etsy’s right to win as of 2025.
Strategic Discounting
Standing up Etsy’s first ever discounting system with Etsy funded coupons. I worked with over 13 teams across Etsy’s Buyer, Seller, and Apps Product teams, and orgs across Marketing, Compliance, Payments, and more.
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Novel Motivators for re-engagement
Discounts & coupons could only get us so far, true habitual engagement is a behavioral change that is driven by inherent motivators. A diary study across a wide set of engaging products uncovered a framework that has become central to Etsy’s company wide strategy years later.