All mentors

Michelle Lia

Growth and Product Consultant | Startups and Scale-ups| B2C

Sydney, Australia (+10:00 UTC) Englishfrom Sydney, Australia
Usually responds in 21 hour
Free
Price per hour
15 min30 min60 min
Time Blocks Available
4.99
24 reviews / 28 sessions
Thu
15
Next availability

Bio

Hi there! I'm a growth and product specialist that is an entrepreneur and hustler at heart. I like to think of myself as a "full stack" growth person having worked across marketing, growth, and product. For the past seven years I've been working as a consultant under my agency name Pzella Media. Catering predominately to startups, I tend to tailor my engagement style according to the client's needs and budget. I've been embedded working every day with some clients to help achieve their aims, while with other clients, I have worked in a pure consulting and advisory capacity. I've worked with over 60 different startups with predominant verticals being fintech, recruitment tech and edutech amongst others.

Expertise

  • Branding

    The ability to tell a story that resonates with users and customers is paramount when launching a go to market or making sure that your messaging remains related to changing times and personas. I've built several memorable brands from scratch and used some basic frameworks that I will be happy to teach and share with you. If this is you book in and let's chat.

  • Go to market strategy

    Having helmed the Go to market strategy of some quite successful brands and product launches, go to market is one of my key specialities. Feel free to chat to me if you'd like some tips on how to take your product, learn how to create a memorable brand and differentiate your product and brand from competitors.

  • Growth marketing

    Having worked for many years as a growth marketer all the way to being a head of growth I can give you much advice in this area such as working out if your business ready for growth marketing, how to build out a strong growth culture and processes, how growth marketers differ from marketing and more!

  • Product management

    Looking to validate features, delve into customer insights or develop a product? I've built products and know how to get inside the mind of the user and can help with product, growth product and product processes.

  • Technology and tools

    I've built marketing stacks for a range of clients that can help them as they scale up and can help advise you on a stack that suits your budget. I also know of many little tips and tricks that may help solve certain problems

  • Venting frustration

    Having worked as a consultant, I've worked with over 60 different startups of varying levels internationally. Sometimes I know the best thing is for people to vent or talk to other people in the field to flesh out ideas together. If this is you let's chat, I'm happy to help.

Toolkit

  • Miro logo

    Miro

    Working in product Miro is a must have when running workshops, using it to collaborate and graphing customer journeys. I've used this software quite frequently as a product manager and workshop facilitator

  • Amplitude logo

    Amplitude

    If you're looking for product analytics, my favourite of all time is amplitude. While it can take a bit to set up (and will require engineering efforts) it is amazing in being able to help you understand more about your customers and how they interact with your products. I have lead implementation once or twice on this!

  • Ortto (Autopilot) logo

    Ortto (Autopilot)

    I use autopilot with a few of my clients - some use salesforce which natively integrates and others do not (we use zapier to manage connections). I can help with setting up flows, writing ad copy and helping to create journeys that have touchpoints across multiple channels.

  • Meta Ads logo

    Meta Ads

    Part of my main toolkit I can help you set up your Facebook business manager, set up remarketing campaigns, verify your pixel and create the appropriate set up depending on the style of startup.

  • Hotjar logo

    Hotjar

    Working both as a Hotjar partner and growth consultant, I know just how helpful and awesome Hotjar is. If you're needing help with setup and implementation, let's chat and I can help give some pointers.

  • Mailchimp logo

    Mailchimp

    Working with small companies and startups, sometimes mailchimp is all you need in order to build an MVP and get something tested fast. While I'm a fan of other email packages for once a company is established, mailchimp is a good start for anyone who is just starting out. I've worked with clients who have used mailchimp as the basis of their email database quite alot.

  • Notion logo

    Notion

    Working with notion makes documentation a breeze! I've worked with quite a few clients who have notion as part of their organisation stack. I'm also a recognised notion partner so if you need help with setup let me know!

Industries

  • FinTech

    I've worked with a range of Australian fintechs in the emerging to scaleup space in product, growth and marketing capacities. I helped grow WeMoney to its first 100k downloads and 30k activated users, helped to deliver new product verticals for other fintechs such as car insurance and car loans and helped others such as BlossomApp to define their go to market strategy and overhaul their brand and brand positioning.

  • EdTech

    Having worked with quite a few Australian EdTechs, I know this space incredibly well! I've worked with Australian EdTech startups such as EntryLevel, Code Rangers, Product Academy and Minds Wide Open to name a few.

  • Cryptocurrency

    Having worked with both Immutable and CryptoTaxCalculator, I've worked both as a product manager and growth marketer in this space. If you'd like to chat about how to market in this space or how to develop products on the blockchain talk to me!

Experience

  • Pzella Media

    Freelance Growth Hacker and Product Manager, Founder
    •pzellamedia.com.au

    I’ve built up Pzella media from scratch to be a growth-focused and product agency that helps clients no matter how big or small. We specialise in Growth Advisory, Product Lead Growth, Performance Marketing and Product Management. Our team is highly specialised in what they do, spanning a wide skillset to drive growth and accelerate traction. If you're looking for help for your business or startup feel free to Inbox me so that I can see how we can help you further! We've consulted with over 60 different companies across the startup and corporate space from emerging startups needing help with product validation and traction, to large nationals interested in building out growth function capabilities within their team.

    Digital Agencies

  • TechLife

    Head of Product and Growth

    Not only working to help achieve growth, but also helping to lead product strategy and core product

    Recruiting

  • Product Rocket

    Senior Product Manager Consultant

    Partnership with Product Rocket. Helping PR's clients with product and growth

    Consulting

  • WeMoney

    Advisor
    •wemoney.com.au

    After working in an embedded capacity and setting up the foundations for success, I then moved to helping to continue to scale WeMoney from an advisory position.

  • Mable

    Senior Product Manager
    •mable.com.au/

    Working in a spotify-scaled agile model where my product team consisted of data, design and engineering. Achievements included: - Built and Managed a squad of 8 to: - Lead development and standardisation of operation process to identify, triage, investigate and enforce confirmed and suspect circumvention cases - Developed product strategy to reduce booking friction and then also circumvention on platform - Delivery of in App Calling feature increasing uptake of virtual meet and greets which resulted in increased M&G on platform - Lead discovery of circumvention and lead cross functional project team to identify circumventors, measure their behaviour and enforce our infraction policy.

    Home Health Care

  • WeMoney

    Head of Growth
    •wemoney.com.au

    WeMoney is a financial wellness app that tracks all your finances in one place. Being an early-stage fintech start up, I've been working across the entire funnel from acquisition to retention utilizing both growth marketing and growth product strategies to help scale WeMoney's user base to 50,000 users. I've also been helping to lead, build and develop the growth team's processes and methods. My main achievement so far has been in leading go to market strategy that led to over 100,000 downloads, 56,000 registrations and establishing a user base of over 30,000 activated users from 0 within 9 months of launch with an average cost of a fully onboarded member being $20-25. I also pioneered working with financial influencers to promote financial products both in paid campaigns both on Facebook and TikTok which resulted in a CPA of $6-10 due to first mover advantage.

  • Draper Startup House

    Growth Product Manager
    •draperstartuphouse.com

    Draper Start up House is an entrepreneur accelerator funded by the legendary billionaire Tim Draper. With a mission of creating 1 million entrepreneurs, it had 11 locations internationally while I was there and aims to educate, connect and create entrepreneurs within its spaces. While working with Draper I was able to help them build out product and growth processes, mentor and teach members about social, growth and product and run experiments with the aim of increasing room bookings, coworking rental and acquiring users for education courses. I also was product owner of two education courses that we built to generate revenue in the midst of the Covid pandemic.

  • eInvest

    Growth Hacker
    •einvest.com.au

    Built out audiences on Linked In and Facebook Created Digital Marketing Strategy for Social Media Channels Helped build marketing stack and marketing automation Undertook audit and competitor analysis Built email funnels Implemented acquisition strategies Copywriting for social, display, native and adwords Helped drive IPO Campaign creating 20:1 ROI Halved CPL from $70 CPL to averaging $30 CPL

  • Immutable

    Immutable – Product Owner, Growth
    •godsunchained.com

    Immutable provides scalable blockchain infrastructure for world-class video games, bringing transparency to the opaque world of in-game economies. A major achievement while at immutable was that I built out the initial growth and data infrastructure. I developed a playbook for growth and helped to provide structure to the meta team's implementation. I also built their initial marketing stack, created strategies for engagement within the Gods unchained discord, lead and conducted research on monetization, engagement and retention, tested marketing channels and ran experiments for the acquisition of users and developed growth loops within the product. I also helped to research and start to deliver upgrading user onboarding, improving the players initial experience with designs for tutorials, resources for new players as well as owning both the website and blog website.

    B2C

  • Pzella Accessories

    Founder

    Pzella Accessories was an online jewellery store that sold crystal jewellery and accessories that were nickel and lead free.

  • Pzella Productions

    Founder | Producer and Marketing Strategist

    I founded Pzella Productions at the age of 19 to create short form content (web, corporate video, short film etc), showreels and photography for clients and to provide film finance consultation services to filmmakers.

  • CPL Australia Trenchless Technology Pty Limited.

    Senior Financial Officer

    Working in the family business from 16 years old, I first started as a data entry clerk after school and increasingly took on more responsibility as I became older. I soon became an accounts administrator and then from 2010, my role became that of a Senior Financial Officer in which I was responsible for overseeing the entire administration side of the company and ensuring profitability and efficiency of the business as a whole.

  • Screen NSW

    Producer Extension Program

    Awarded to producers that are considered upcoming and emerging, I was the youngest producer to be granted the placement at the age of 24. Achievements include improving and streamlining the round finance spreadsheet to be able to understand more from the department's spending habits through utilising available data. Also for assisting in streamlining processes within the department.

  • Sydney Film School

    Distribution Assistant

    My key achievement during this position was achieving a 30% acceptance rate to film festivals (which is high for a campaign) of the short films that I was responsible for marketing.

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