Unify Social

With a seven-person team working across seven growth channels, the bigger question was where our time would actually make a difference. I led 40+ customer discovery conversations and segmented newcomers by where they were in the moving process, which helped us identify the two groups showing the strongest intent.

I used those insights alongside channel performance to reallocate the team’s time toward the audiences and channels showing the most traction. That focus helped us reach our first 700+ users without paid acquisition.

With two weeks to build the ambassador program and no budget to pay for it, I couldn't rely on a generic campus recruitment push. I mapped cultural and international student organizations across six universities and reached out directly to people who had a personal connection to the newcomer experience.

The pitch centered on what the role could offer instead: a community of people with a shared experience, ownership over campus initiatives, and the chance to make the process easier for students going through what they had. Within two weeks, I recruited 17 ambassadors across six universities.