Emma Cai

I am Emma Cai, and I am the Director of Product for the growth monetization team at Vimeo. In this role, I lead a team of 13 engineers, 1 design, 1 data science, 1 product marketing as part of our squared. My team owns the pricing, checkout and subscription billing pages and their associated backend tech stacks. Our responsibilities include 1) Optimize the top of the funnel conversion. We conduct rigorous test on Free user activation via onboarding and continuous education, Pricing and packaging, plan mix shifting tests to increase customers' LTV; 2) We are also in charge of driving in product free to paid conversion from free tier or free trials to upgrades and checkout page test; 3) Last but not least, we drive Subscriber retention by running tests around different trial models and trial duration, and optimize the subscription cancellation flow.