My time at Spotify
Spotify
The impact, in numbers.
850K+
Monthly active users driven by market launch
27K+
New subscribers acquired
4
Markets launched
70+
Markets impacted by sunset and migration
The scope
At Spotify I worked across three squads over the course of my time there, spanning cultural moments and market localisation, live music and primary ticketing, and a global product sunset affecting millions of users. Each area was distinct in both context and challenge, from launching localised experiences in new markets to sunsetting a product that had been live for five years across 73 countries.
Across all three I coordinated cross-functional delivery spanning Engineering, Design, Content, Product Marketing, regional teams, and external stakeholders, operating across time zones and navigating the complexity of a globally scaled platform with 574 million users.
Life at Spotify
Real work. Real team. Real product.
Cultural Moments & Market Launch
Spotify serves over 574 million users across 180+ markets. When I joined the Lingo Squad, the company was focused on growing Monthly Active Users and subscriber numbers in key regions, particularly South East Asia and Latin America. Through product and data analysis, we identified a critical pattern: user consumption was declining during the Ramadan season across key markets, presenting a clear opportunity to improve engagement and retention for one of the most culturally significant periods of the year.
I led the execution of a localised Ramadan mobile product experience across four markets, with Egypt and Indonesia as the primary focus regions. This meant coordinating cross-functional delivery across 17+ stakeholders spanning engineering, content, regional teams, and product operations, ensuring alignment across time zones and delivering the product from concept through to launch.
What I worked on:
- Led two key results for the Ramadan cultural moments: a localised content strategy and a full go-to-market plan spanning marketing, PR, editorial, and partnerships
- Managed content planning across three phases: pre-Ramadan, Ramadan, and Eid, with content refreshed daily to reflect fasting and prayer times across markets
- Coordinated localisation across markets including playlist localisation, visual merchandising, translations, and cultural review
- Developed a stakeholder tracking timeline to manage progress and dependencies across teams
- Worked on the Premium Value India visual differentiation project, helping improve product scope by introducing and defining acceptance criteria for P0 features
- Facilitated retrospectives, launch kick-offs, and learning share-outs across the team
The results:
- 850,000 Monthly Active Users impacted across Egypt and Indonesia
- 28,000 new paid subscribers acquired
- Indonesia MAU growth exceeded projections by approximately 360,000 MAU
- The product experience received media coverage from Spotify's newsroom and marketing industry publications
The work directly contributed to mitigating seasonal user consumption decline and supported subscriber growth in priority markets. It also earned strong internal recognition from cross-functional stakeholders for stakeholder management, communication, and delivery.
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