Working from 2021 to 2023, as their Growth Manager.

My role

As part of the Growth Team, including a Growth Engineer, our mission was divided into two parts. First, we focused on boosting project’s acquisition and later, our priority was revenue generation.

Our team led marketing and product experiments prioritized with the RICE method. We were also responsible for the optimization of the Demo and of the Free trial journey, focusing on conversion rates.


STRAPI is an open-source headless CMS, fully customizable. Our targets were developers.

STRAPI had two self-service plans, a 14-day free trial and one sales led journey. Our Growth team was mostly focused on the self-service journey, the Demo and the free trial. Later, we provided more support to the sales team by improving the operations and CRM management.

Another initiative we had was to grow the benchmark and add new integrations to STRAPI’s business model.

One of our proudest moments in the Growth team was when we built and launched STRAPI’s SEO plugin.

I focused on the benchmark and the specs needed.

The Growth Engineer did the plugin development.

It soon became one of the top 3 most downloaded plugins at the time.

Key Takeaways

  • How to prioritize growth experiments with RICE.
  • How to adapt our initiatives to an open-source product.
  • How to build and navigate a roadmap for both product-led growth and sales-led growth products.
  • How to adapt our acquisition initiatives to developers’ needs and requirements.
  • How to collaborate with the different Product Squads.

I was fortunate enough to work with Melanie at STRAPI and could witness her incredible dedication to the tasks at hand, her stunning soft and team skills, and her passion for growth management. I had the chance to collaborate closely with Melanie on SEO-related topics and learned many things thanks to her efficient and open-ended approach to cross-team projects. Thank you for everything, Melanie!

— Pierre Wizla – Lead Technical Writer at STRAPI

Melanie has been nothing but amazing. It’s inspiring how meticulous and thorough she is in identifying opportunities for growth and building structure around lead gen. Extremely driven and with a bias for action. He knowledge and initiative are incredible and would be an absolute asset for any growth team. Heck, any team. She brings so much to the table.

— Daniel Madalitso Phiti – Developer Relations