Javier Aranda
Growth & Lifecycle Lead @ ORTH | Activation, Retention & Monetization
aydi
ex-AutomatticI build growth systems that connect product, data, lifecycle, and monetisation.
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Over the last 15+ years in SaaS and digital growth, I’ve worked across product-led and sales-led environments, helping companies improve activation, retention, monetisation, and churn prevention through lifecycle strategy, experimentation, CRM architecture, and cross-functional execution. My focus sits at the intersection of: • Product Growth • Lifecycle & Retention • GTM systems • Behavioural analytics • Monetisation strategy • CRM & automation infrastructure I’m most useful in fast-moving environments where growth is blocked by fragmented ownership, unclear signals, or slow execution. I turn those gaps into systems teams can operate, measure, and improve. Currently leading Growth & Lifecycle at ORTH, an AI agronomist platform supporting 300k+ growers globally.
GTM Index
- AYDIJOB
- Growth & Lifecycle Lead8M
Growth & Lifecycle Lead
aydi
Leading Growth & Lifecycle for ORTH, an AI agronomist platform supporting 300k+ growers globally. Focused on activation, engagement, retention, churn prevention, monetisation, and lifecycle strategy across Product, Marketing, Data, BI, and Engineering. Key contributions: • Built behaviour-triggered lifecycle journeys across activation, retention, revenue, and referral • Designed the first 28-day lifecycle and ongoing progression, reactivation, and resurrection programmes around meaningful product behaviour • Developed monetisation and subscription journeys across usage limits, upgrades, cancellations, billing recovery, downgrades, and reactivation • Established experimentation and measur…
- BOARDSJOB
- GTM Eng & Lifecycle Growth…4Y 4M
GTM Engineer & Lifecycle Growth Director
Boards
Scaled Boards.com’s lifecycle and GTM infrastructure from pre-monetization to 3M+ users • Directed end-to-end lifecycle automation in Customer.io, owning onboarding, activation, monetization, and churn prevention initiatives aligned with customer-journey design and PLG strategy. • Orchestrated cross-team systems during the shift from freemium to reverse-trial and multi-tier plans, optimisng in-app, email, and subscription flows to improve retention and drive 3x ARR growth. • Architected the GTM and CRM infrastructure powering our lead-generation and revenue engine, automating scoring and routing to drive scalable acquisition and ARR growth. • Designed and executed three company-wide Produc…
- Growth & Mktg Project Mgr5M
Growth & Marketing Project Manager
Boards
• Joined as the first marketing hire at a rapidly growing startup, working directly with the COO to define and execute early go-to-market strategy for a pre-monetization mobile app. • Led full-funnel acquisition and engagement campaigns, reaching 1M+ downloads in six months while setting up early CRM and analytics workflows that supported product-market validation. • Identified early activation and retention opportunities through experimentation and user feedback, laying the foundation for future monetization and lifecycle automation. • Helped establish the company’s brand and product positioning across web and mobile, ensuring messaging consistency throughout the user journey and go-to-mar…
- AUTOMATTICJOB
- Country Advisor2Y 11M
Country Advisor
Automattic
• Developed localized go-to-market strategies and product launch plans for the Spanish market. • Optimized PPC and social media campaigns, boosting revenue by 35% and CVR by 50%. • Collaborated cross-functionally with design and development teams to align campaigns with customer journeys and brand objectives.
- UPWORKJOB
- Growth & Digital Strategy…5Y 1M
Growth & Digital Strategy Consultant
Upwork
• Delivered digital strategy consulting for 63+ projects across 20 companies with a 100% success rate. • Led global growth and lifecycle automation projects, including UX/UI redesign and Google Ads optimization for CDKeys.com (+123% revenue, +113% transactions). • Directed go-to-market strategy and customer journey optimization for 2Game.com, driving gamer revenue through SEM, SEO, SMM, and email marketing. • Managed branding, UX/UI development, and SEO for CodeFirst.co.uk, improving engagement and conversion rates.
- YAHOO!JOB
- Data Insights Analyst1Y 8M
Data Insights Analyst
Yahoo!
• Provided data-driven insights and marketing analytics to optimize content targeting and ad performance. • Managed inventory databases for 120K+ items across EU and MENA regions, improving data quality for campaign performance analysis.
- LONDON METROPOLITAN UNIVERSITYSCHOOL
- MSc Consumer Psychology, M…1Y 11M
MSc Consumer Psychology, Marketing
London Metropolitan University
- EARLY CAREERJOB
- Early Career7Y 11M
Early Career – Marketing, Product & Research
Early Career
• Worked across brands including Buyagift, Ipsos MORI, Bridgestone, and the Financial Times Group. • Gained hands-on experience in marketing operations, product development, research, and localization, building the analytical and communication foundation that later shaped my approach to lifecycle growth and GTM systems.
- UNIVERSIDAD REY JUAN CARLOSSCHOOL
- MSc Mktg and Market Resear…2Y 11M
MSc Marketing and Market Research, Marketing
Universidad Rey Juan Carlos
- UNIVERSIDAD PABLO DE OLAVIDESCHOOL
- BSC Business, Business4Y 11M
BSC Business, Business
Universidad Pablo de Olavide
- BSC HR Management and Labo…4Y 11M
BSC HR Management and Labour Relations, Labour Law and Human Resources
Universidad Pablo de Olavide
- Job: aydi — Growth & Lifecycle Lead · 2026-02 – present · 6 mo — Leading Growth & Lifecycle for ORTH, an AI agronomist platform supporting 300k+ growers globally. Focused on activation, engagement, retention, churn prevention, monetisation, and lifecycle strategy across Product, Marketing, Data, BI, and Engineering. Key contributions: • Built behaviour-triggered lifecycle journeys across activation, retention, revenue, and referral • Designed the first 28-day lifecycle and ongoing progression, reactivation, and resurrection programmes around meaningful product behaviour • Developed monetisation and subscription journeys across usage limits, upgrades, cancellations, billing recovery, downgrades, and reactivation • Established experimentation and measur…
- Job: Boards — GTM Engineer & Lifecycle Growth Director · 2021-07 – 2025-11 · 4y 4mo — Scaled Boards.com’s lifecycle and GTM infrastructure from pre-monetization to 3M+ users • Directed end-to-end lifecycle automation in Customer.io, owning onboarding, activation, monetization, and churn prevention initiatives aligned with customer-journey design and PLG strategy. • Orchestrated cross-team systems during the shift from freemium to reverse-trial and multi-tier plans, optimisng in-app, email, and subscription flows to improve retention and drive 3x ARR growth. • Architected the GTM and CRM infrastructure powering our lead-generation and revenue engine, automating scoring and routing to drive scalable acquisition and ARR growth. • Designed and executed three company-wide Produc…
- Job: Boards — Growth & Marketing Project Manager · 2021-02 – 2021-07 · 5 mo — • Joined as the first marketing hire at a rapidly growing startup, working directly with the COO to define and execute early go-to-market strategy for a pre-monetization mobile app. • Led full-funnel acquisition and engagement campaigns, reaching 1M+ downloads in six months while setting up early CRM and analytics workflows that supported product-market validation. • Identified early activation and retention opportunities through experimentation and user feedback, laying the foundation for future monetization and lifecycle automation. • Helped establish the company’s brand and product positioning across web and mobile, ensuring messaging consistency throughout the user journey and go-to-mar…
- Job: Automattic — Country Advisor · 2018-02 – 2021-01 · 2y 11mo — • Developed localized go-to-market strategies and product launch plans for the Spanish market. • Optimized PPC and social media campaigns, boosting revenue by 35% and CVR by 50%. • Collaborated cross-functionally with design and development teams to align campaigns with customer journeys and brand objectives.
- Job: Upwork — Growth & Digital Strategy Consultant · 2012-12 – 2018-01 · 5y 1mo — • Delivered digital strategy consulting for 63+ projects across 20 companies with a 100% success rate. • Led global growth and lifecycle automation projects, including UX/UI redesign and Google Ads optimization for CDKeys.com (+123% revenue, +113% transactions). • Directed go-to-market strategy and customer journey optimization for 2Game.com, driving gamer revenue through SEM, SEO, SMM, and email marketing. • Managed branding, UX/UI development, and SEO for CodeFirst.co.uk, improving engagement and conversion rates.
- Job: Yahoo! — Data Insights Analyst · 2011-04 – 2012-12 · 1y 8mo — • Provided data-driven insights and marketing analytics to optimize content targeting and ad performance. • Managed inventory databases for 120K+ items across EU and MENA regions, improving data quality for campaign performance analysis.
- Job: Early Career — Early Career – Marketing, Product & Research · 2004-01 – 2011-12 · 7y 11mo — • Worked across brands including Buyagift, Ipsos MORI, Bridgestone, and the Financial Times Group. • Gained hands-on experience in marketing operations, product development, research, and localization, building the analytical and communication foundation that later shaped my approach to lifecycle growth and GTM systems.
- Job: No-company. (Self-employed.) — Early Career – Marketing, Product & Research · unknown – present
- Job: Mike Ollefs — Early Career – Marketing, Product & Research · unknown – present
- Job: Go To Market Engineering — Early Career – Marketing, Product & Research · unknown – present
- School: London Metropolitan University — MSc Consumer Psychology, Marketing · 2011 – 2012
- School: Universidad Rey Juan Carlos — MSc Marketing and Market Research, Marketing · 2007 – 2009
- School: Universidad Pablo de Olavide — BSC Business, Business · 2003 – 2007
- School: Universidad Pablo de Olavide — BSC HR Management and Labour Relations, Labour Law and Human Resources · 2003 – 2007
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