I help consumer subscription companies unlock growth
I step in as your Fractional Head of Growth
I'm Seva Moshanin. As a founding team member and CMO at Yousician, I helped scale the business from $0 to $30M+ ARR. Since then, I've partnered with consumer startups from first traction through Series A, working hands-on across acquisition, product, retention, and monetization.
What I've built so far—and what's ahead
Scaled from launch as founding CMO at Yousician
Helsinki → New York · 2013–2020within 365 days, at two different companies
Growth traction supporting Series A at RISE and Copper Banking
downloads
through organic and product-led growth
experiments
across product, growth, and monetization
consumer verticals
Wellness, EdTech, FinTech, Health & Fitness, and Pet Care
GitHub
contributions in 2026 — and still building
annual budget
managed across paid acquisition channels
Where I tend to get pulled in
Nine situations founders bring me into — examples, not a menu. Most engagements start with one of these and widen from there.
If one of these sounds like this quarter, that's usually the sign.
- 01Measurement
Rebuild attribution & measurement
SKAN and iOS measurement, blended vs. tracked performance, incrementality, cohorting, and cross-channel reporting you can actually steer by.
- 02Funnel
Optimize the subscription conversion funnel
Landing page → signup → trial → paid: funnel segmentation, trial quality, early cancellation, paywall conversion — and finding where conversion actually breaks.
- 03Onboarding
Redesign the first-time user experience
Signup, onboarding, personalization, activation, and trial/paywall sequencing — getting users to first value faster.
- 04Acquisition
Launch & validate a new acquisition channel
Test new distribution channels with real measurement and unit economics, then decide: scale, iterate, or stop.
- 05Product growth
Build product growth & habit loops
Referrals, invitations, streaks, triggers, lifecycle messaging, and product mechanics that create repeat usage and organic growth.
- 06Monetization
Rework pricing & monetization
Pricing, packaging, trial structure, annual vs. monthly, paywalls, upsells, and the conversion-vs-LTV tradeoffs behind them.
- 07Operating model
Build the growth operating model
CAC, LTV, payback, cohorts, forecasting, spend planning, and the decision system for where the next dollar goes.
- 08Experimentation
Build an experimentation engine
Backlog, hypotheses, instrumentation, success metrics, readouts, and a cadence your product and growth teams can run without me.
- 09New bets
Figure out the next growth engine
When the playbook plateaus: new audiences, product surfaces, channels, or monetization models — turned into testable bets.
Ways to work together
From one honest audit to a full-time seat.
Fractional Head of Growth
I lead growth part-time across acquisition, onboarding, retention, and monetization. Each week, we review experiments, reprioritize the backlog, and choose what to test next. Day to day, I help the team with experiment design, analysis, and execution.
Growth audit
Two weeks inside your full funnel—from acquisition and activation to conversion, payment failures, and retention. I find where growth is leaking, quantify the upside, and leave you with a prioritized experiment plan.
Interim leadership
I step in when your growth lead leaves, a key hire is delayed, or the team needs stronger direction. I stabilize priorities, run the operating cadence, and keep execution moving while you hire the right long-term leader.
Advisory
A monthly working session on the growth questions that matter most—pricing, paywalls, channel mix, and when to scale. I also stay available for ad hoc calls when something important can't wait.
Full-time, for the right fit
For the right company, team, and opportunity, I'm open to going all in.
BUILT IN-HOUSE — I spent 7 years building Yousician from inside the company—not advising from the sidelines.
That's still how I work today: close to the team, invested in what gets built, and holding the same bar I did in-house.
HOW I WORK
HOW I WORKRemote by default. Operating on US time.
Available across ET and PT.
Teams I've worked with
Consumer companies, seed through Series A.
- New York4
- San Francisco2
- Los Angeles1
- Chicago1
- Seattle1
Are we a fit?
A strong fit
✓Consumer subscription app with product-market fit
✓D2C or hybrid subscription business
✓Already investing in acquisition, but growth has stalled or become inefficient
✓Conversion, onboarding, retention, or monetization is underperforming
✓Enough customer and funnel data to understand what's happening
Probably not the right fit
✕Still searching for product-market fit or your first signal
✕Pure B2B SaaS with no consumer motion
✕Too little usage or data to diagnose the problem
Let's figure out what's next.
Maybe you need someone to step in. Maybe you need a focused growth audit. Or maybe you just want to talk through what's not working. Let's start there.
Book a call