App Management
Acquired by COMOTO in November 2020, REVER is a leading app for motorcyclists who want to track their rides. Built to allow riders to better discover new routes, keep track of their rides, navigate via maps, and engage through rider challenges, it has exceeded 1M downloads worldwide.
REVER was brought into the family of brands to amplify COMOTO’s reach, increase customer stickiness by expanding the flywheel, and to add an AAR model to the portfolio. With low six-figure MAUs, the REVER user base represented the most ardent, enthusiastic, and tech-savvy motorcyclists on the planet.
After a year of mediocre integration attempts, I was brought in to act as GM of the brand and lead a roadmap for marketing, staffing, and product updates that would further the COMOTO mission while bringing returned value to the acquisition investment.
Work sample
App Management and Strategic Integration
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After a year of teams not working together post acquisition lead to fragmented efforts in production—and minimal execution on a strategy for integration—someone was needed to bridge the gap between the REVER founding team and COMOTO’s retail interests.
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Act as a GM to the REVER app and work alongside the founders to deliver integrated marketing, product features, and a long-term strategy for MAU growth.
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First, I worked to create a supportive environment between the two groups. REVER felt COMOTO was old and slow. COMOTO felt the REVER team couldn't care less about selling motorcycle gear—both were true. Second, I oversaw a marketing roadmap that encompassed video, webinars, a revamped social media schedule, print, email, podcasts, events, and an in-store presence across our 160+ nationwide locations. This strategy was focused on shortening the time-to-value for REVER users and unifying the experience across brands.
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Our integration and distribution strategy, along with notable improvements to the app itself, lead to ~90% growth YoY in MAUs and a ~70% increase in Pro membership sales.