Growth was spread thin across five micromarkets with no shared view of which cohorts actually mattered — and almost nobody ordered in the app. Roughly 3% of the network used it; the rest still bought offline.

Segmented the base by cohort, built margin-aware discount ladders and ran full-funnel AARRR analytics. Migrated offline purchasers into in-app ordering with targeted lifecycle campaigns, and led a three-phase go-to-market launch for a new product line across product design, marketing, sales and customer success.

An analytics dashboard centralising KPI reporting across every market, and an automated end-to-end communication pipeline — AI cohort segmentation, triggered lifecycle campaigns, KPI reporting — replacing manual ops with always-on engagement. Plus the RRDC-2 rewards ladder and the operator's playbook the team runs on.