Interim Assignments
Interim · Consumer fintech · Series A
Interim Head of Growth through a brand and pricing relaunch
Interim growth lead through a four-month brand and pricing relaunch — keeping CAC honest while the team renamed the product.
Client
Midcoast
Engagement
4 months
Headline
Relaunch with flat blended CAC
96%
User retention through migration
Flat
Blended CAC vs. pre-launch
+22%
ARPU after pricing change
Challenge
Midcoast was rebranding, repricing and migrating a 90,000-user base inside a single quarter. The growth team had no senior cover during the most volatile period of the company's life.
Approach
- 01Locked a single weekly KPI review that survived the relaunch chaos.
- 02Ran a quiet pricing test for six weeks before the public switch so the team had real data, not opinions, by launch day.
- 03Owned the migration comms personally — every email, every in-app, every churn save.
- 04Set up a 90-day post-launch growth plan and recruited a permanent head of growth onto it.
Outcome
Midcoast relaunched without spiking CAC, kept 96% of the existing base on the new pricing, and walked into the next quarter with a plan the new growth lead actually wanted to inherit.
"Calm, opinionated, and unbelievably hands-on. Exactly what a relaunch quarter needed."
— Sasha Romero, CEO, Midcoast