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Launching fluen.ci: Building the Foundation for a SaaS-Enabled Future

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Challenge

The launch of Collage’s fluen.ci app required not just product positioning, but a fundamental transformation of the company’s go-to-market model, internal processes, and customer engagement strategy. We needed new ways of operating, supporting clients, and delivering value across every touchpoint. We had to align the organization around a SaaS-driven strategy, build enablement from the ground up, and guide customers, and internal users, toward a new way of leveraging our insights.

 

Approach

As the founder PMM at Collage, I had the opportunity to facilitate cross-functional work across Product, Sales, Customer Success, and Insights to ensure launch readiness and alignment. I created a suite of enablement resources, including one-pagers, product slides, help docs hosted on Elev.io, explainer videos, and vertical- and brand-specific use cases, to support both internal education and external engagement. I also provided ongoing internal training sessions to help teams transition from selling a service to articulating the value of a SaaS product, grounding everything in real-life scenarios and customer outcomes. 

 

Externally, I drove coordinated customer engagement strategies to drive awareness, adoption, and expansion. I crafted launch announcements, implemented in-app notifications, provided webinar hosts and Customer Success with talk tracks, and used LinkedIn to highlight new features and generate inbound interest. Every touchpoint –from customer communications to internal enablement– was built to support fluen.ci’s adoption and to shift our go-to-market motion and client experience toward a more modern, product-centric approach.

 

Outcome

The launch of fluen.ci became the catalyst for Collage’s evolution into a modern, SaaS-enabled insights provider. More than just a product release, it laid the groundwork for scalable, repeatable software delivery and introduced a product mindset across an organization historically rooted in services. By spearheading both the external launch and the internal transformation required to support it, I helped reposition Collage for long-term growth in the competitive and crowded insights landscape. These efforts delivered measurable impact across product adoption, revenue, and client engagement:

 

The work delivered tangible business results:

  • Doubled Monthly Active Users (MAUs) within 6 months of launch

  • Contributed to $100K+ in ARR tied to fluen.ci usage 

  • Tripled sales of our Custom Audiences solution 

  • Supported enterprise client engagement with top brands like P&G, Disney Ad Sales, GEICO, Kellanova, and CVS

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