For many years, investment in AutoCAD’s mobile application was limited to product updates and minimal marketing from the product team. The flagship product’s user base remained flat and failed to contribute to Autodesk’s subscription growth. Over this same period, competitors entered the mobile market and positioned themselves with multi-platform CAD solutions – reducing our differentiation and leadership position in the process.
While directing strategy and marketing for AutoCAD, I re-energized the product – dedicating marketing resources and budget to AutoCAD mobile, and working closely alongside the product team and field marketing organization to bring in new subscribers and retain them. After one year, we saw the number of paid subscribers double their previous levels and expect to see continued growth as their retention rates improve.
Company: Autodesk
Year(s): 2016-2017
Results: Doubled paid subscribers and retention improving