Carolyn Canetti

Carolyn CanettiCarolyn CanettiCarolyn CanettiCarolyn Canetti
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Carolyn Canetti

Carolyn CanettiCarolyn CanettiCarolyn Canetti
  • Home
  • Marketing
  • Writing
  • Design
  • Contact

Lynx

Product Marketing 

2014-2016

ABOUT LYNX LABS

In 2014, a small team from MAZ launched a direct to consumer iOS app, Stream Web, an alternative web browser designed for mobile. 


Notable features included: dual screen browsing, bottom navigation, in-line video, and easy sharing capabilities via proprietary technology called "Clippings" - using two fingers to cut out an image/text on the page, which included a deeplink back to URL.


We soon realized (in 2014), we could not compete with default browsers on iOS; so we rebranded as Lynx, an app on mobile and desktop for news discovery and link sharing. 


Features included “Clippings”, category specific open news feeds, link sharing between friends, a messaging system, and an in-app browser (Stream Web). 


By the end of 2016, with no concrete revenue plan - we cut our losses as our retention stalled. Ultimately, we found ourselves competing against Apple News, and of course - email and text. Through these years, I worked on acquisition, customer education, and marketing content.

Areas of responsibility

product marketing

I worked primarily with product and design team to aid decision making, and relay regular updates to 20,000+ users.


With a small team, we were able to pivot pretty much overnight with user feedback, or when bugs were uncovered. 


I wrote and managed: 


  • Product updates 
  • Onboarding and education 
  • Feedback loop and collab with design and dev

user acquisition

With a very tiny budget, I experimented with acquisition methods through in-person conferences, and advertising for app installs. Lynx had a very fun and quirky brand voice, and some of my ads and emails got weird. It was fun. 


I wrote, designed, and managed:


  • Ad copy and design
  • Facilitated event opportunities
  • In-person demos

cx and retention

Once users installed Lynx or signed up on the web, I made sure they got informative and educational emails and push notifications based on their opt-in preferences. 


I wrote and managed:


  • Email weekly newsletters 
  • Ongoing push notifications 
  • Onboarding materials

POWERED ON:

TECH stack

  • Marketing, advertising, and analytics tools: Google Analytics, Facebook Ad Manager, Braze (Appboy)
  • CRM / communications tools: Mailchimp, Mixpanel
  • Design and spec tools: Keynote, Adobe Photoshop
  • Project management tools: Google Drive, Dropbox

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