Bryce Liggins

• 28 — AI-supported Household Activations

Traditional meal kits offer convenience but lack flexibility. After reviewing 1,000+ App Store and Google Play reviews, I found that AI meal planners focused on recipes rather than households. Users repeatedly cited weak personalization, poor dietary support, and little schedule awareness, revealing an opportunity to reduce the mental burden of feeding a family.

Research began with an analysis of 1,000+ public reviews across leading meal planning apps to identify recurring frustrations and market gaps. Those insights shaped a product strategy centered on understanding the household, not just generating recipes. A conversational onboarding flow captured preferences, schedules, and cooking habits while AI, analytics, authentication, and subscriptions were integrated across web and mobile. Product analytics and organic community outreach validated engagement and demand from launch.

I built and launched an AI meal planning product, acquiring the first users entirely through organic channels. The project reinforced my approach to growth: start with research, validate with real behavior, and turn insights into a scalable strategy.

• 87% — Reduction in Cost per MQL

Apple’s iOS 14.5 privacy update fundamentally changed the economics of customer acquisition for this company. As Meta’s targeting and attribution degraded, the cost of acquiring motivated home sellers climbed rapidly, exposing the risk of relying on a single growth channel. The opportunity was to rethink the go-to-market model itself.

I led testing across Google Search, in-platform Meta ads, OOH, sponsorships, direct mail, and third-party lead providers to identify a more resilient growth strategy. The research uncovered an opportunity in the FSBO market: many DIY sellers ultimately wanted professional support at a price point they could afford. I worked with the leadership team to launch a dedicated brand to own this funnel. I built a search-first go-to-market strategy and designed conversion paths throughout the customer journey to guide qualified sellers to our discounted full-service brokerage offering.

The initiative reduced acquisition costs by 87% while creating an owned pipeline of sellers. Upfront revenue nearly offset acquisition costs, making the model close to self-liquidating while generating opportunities for the company’s core offering.

• 350% — ARR Growth
• 100% — Client Growth

Vertical SaaS categories naturally mature into feature parity, making customer acquisition increasingly expensive and differentiation more difficult. In veterinary practice management software, growth required more than better campaigns. It required a clearer market position and a modern demand generation system built around it.

Rather than simply increasing ad spend, I rebuilt the go-to-market strategy from the ground up. Competitive research and customer insights informed a new market position, which was activated through paid acquisition, lifecycle marketing, attribution, and RevOps infrastructure. After validating the model, I recruited and scaled the growth function while implementing forecasting and reporting systems that aligned marketing with sales and finance.

What began as a positioning initiative evolved into a scalable growth engine. The strategy drove 350% ARR growth while creating the attribution, lifecycle, and forecasting needed to align the rest of the organization around a single growth model.