Case study · Mobile app · Riyadh, Saudi Arabia
From 0 to 100,000 users in 8 months, with CAC down 70%
In-house growth leadership, reporting to the CEO and owning acquisition, activation, retention, monetization and referral.
Users
Before0
After100K
CAC−70%
BeforeSAR 116
AfterSAR 35
Activation+43%
Before28%
After40%
Figures as reported for this engagement.
- Users
- 0 → 100K
- In 8 months
- CAC
- −70%
- SAR 116 → SAR 35
- Activation
- 28% → 40%
- +43%
- LTV:CAC
- 4:1
- CAC payback under 1 month
01
Business type
B2C mobile app (on-demand service)
02
Solution
- Event mapping and tracking implementation across the funnel, so every result above is measured on reliable data.
- Led a cross-functional growth team of 7 across Product, CRM, Content, Engineering, SEO and B2B.
- Built a company-wide North Star Metric and growth KPI framework across the full funnel.
- Ran a WhatsApp-to-app migration loop as the go-to-market strategy.
- ICP-based targeting and creative-market fit optimization in paid acquisition.
- Onboarding optimization backed by 15+ A/B tests.
- Experimentation system with ICE prioritization, a weekly testing cadence and centralized learning, running 8–10 experiments a month.
- Referral loop optimization and incentive design.
- Fixed critical Adjust attribution and postback issues so paid media could scale on accurate data.
- Owned growth forecasting, budget allocation and KPI planning with the CEO.
03
Growth lever
Activation and referral loops, on top of ICP-targeted paid acquisition
04
Result
0 to 100,000 users in 8 months. CAC reduced from SAR 116 to SAR 35 (−70%). Activation lifted from 28% to 40% (+43%). 5,000+ paying users acquired through the referral loop.
05
Business impact
SAR 2M+ in attributable revenue through acquisition and lifecycle channels, with a sustained 4:1 LTV:CAC and CAC payback under one month.
06
Stack
Mixpanel · Adjust · WebEngage · Claude · Google Sheets