Today, 25k Alan members open Alan Play every day (120,000 every month) to walk, meditate, breathe, compete with their colleagues, build healthy habits. Play is Alan’s #1 source of traffic and the retention engine of all our health services. And we are B2B2C: companies pay, members choose to engage. Play is a differentiator in deals, and at renewal. HR admins are also an underused distribution channel to reach members. Two audiences, one product story. By 2030 we want 500k daily users, across all our countries
The challenges: Our lifecycle is greenfield. Onboarding, activation, reminders, reactivation and win-back are owned by nobody today. We run events rebuilt almost from scratch, so the tenth Alan Cup costs as much as the first. We measure opens and clicks, not what a campaign actually did to daily engagement. And on the B2B side, our pitch goes stale between releases, as Play ships fast, so the sales argument does not keep up.
The future: A lifecycle layer designed for personalisation, running on the segmentation and experimentation platform Play has been building. Campaign machinery that gets cheaper every quarter. A measurement loop we trust, with holdouts and real incrementality. A live Play pitch that updates as features ship, so the field walks into a renewal or a deal with the current product. And HR admins turned into a real, measured distribution channel rather than a mailing list.
The hard parts: This role is horizontal, and vertical. Many member segments, many admin segments, several countries, coordination with Product as well as Sales, KAM and CSM, as well as other products teams who communicate with members.