Joyride
Brand and product marketing across a portfolio of consumer apps.
Product marketing
Positioning
Campaigns
Context
For two years, I worked across Joyride’s portfolio of consumer apps, including Jaumo, Cosmy, and WeightBuddy.
My role combined brand, product marketing, and growth work. I worked on positioning, messaging, app-store presence, acquisition campaigns, signup and onboarding journeys, paid-plan communication, lifecycle marketing, and new product launches.
A major part of the role was keeping the product story consistent across ASO, user acquisition, product, social, and brand.
My role combined brand, product marketing, and growth work. I worked on positioning, messaging, app-store presence, acquisition campaigns, signup and onboarding journeys, paid-plan communication, lifecycle marketing, and new product launches.
A major part of the role was keeping the product story consistent across ASO, user acquisition, product, social, and brand.
What I worked on
- Jaumo repositioning and brand identity refresh
- Brand positioning and messaging
- Product and feature launches
- Campaign planning and review
- App-store strategy and localisation
- Paid acquisition messaging and creative direction
- Signup and onboarding journeys
- Pricing and premium-plan communication
Selected initiatives
1. Repositioning Jaumo
Jaumo looked and sounded like a typical dating app in a very crowded category.
What I worked on:
I helped shape the new positioning around community-based dating, developed the messaging, and coordinated the visual identity refresh across key touchpoints.
Outcome:
Jaumo gained a more distinctive position in a crowded category, built around community-based dating rather than standard dating-app conventions.
2. Campaign planning and alignment
Several teams worked across different apps, markets, and channels, which made it easy for the positioning and messaging to drift.
What I worked on:
I helped plan campaigns, set the messaging and creative direction, and coordinated with ASO, user acquisition, product, social, and brand teams to keep the work aligned.
Outcome:
Campaigns carried the same product story across all channels.
3. App-store optimization
The apps relied on one generic App Store listing across multiple markets.
What I worked on:
I helped develop and test localised listings with adapted messaging, screenshots, and visual direction for priority regions.
Outcome:
Some regional listings achieved up to 30% higher conversion than the default version.
The outcome
Over two years, the work created a clearer and more consistent product story across the app portfolio. Jaumo gained a more distinctive position around community-based dating, while campaign, App Store, and product communication became better aligned across teams and markets.
The work also delivered measurable improvements, including regional App Store listings converting up to 30% better than the default version.
The work also delivered measurable improvements, including regional App Store listings converting up to 30% better than the default version.
More Cases
Viktar Milasheuski
Getting better as a product marketer every day except Sundays
viktar.milasheuski@gmail.com