Michael Shafland | New York, NY | (917) 892-6591 | michael.shafland@gmail.com
Product Marketing Manager | Subscription Growth
I’m a growth and product-focused leader with over 10 years of experience working on subscription businesses. At Lawline, I’ve spent the last several years focused on pricing, free trials, autorenewal, onboarding, and retention, partnering closely with engineering teams to design, launch, and iterate on core product flows. My work has helped build recurring revenue from $0 to $8.5M ARR, shift the business to ~90% recurring revenue, and drive sustained 10%+ year-over-year subscriber growth.
Work Experience
Lawline
12/2014 – Present
New York, NY
Senior Acquisition Marketing Manager
Product Marketing & Growth Lead for Subscription Products
- Oversee acquisition and growth strategy across paid, organic, lifecycle, and on-site conversion
- Lead product-led initiatives across pricing, promotions, and funnel optimization in partnership with Product and Engineering
- Define hypotheses, success metrics, and experimentation roadmap across acquisition and monetization flows
- Present performance insights and recommendations to senior leadership to inform pricing, promotional, and product decisions
Acquisition Marketing Manager
- Owned acquisition strategy driving $2M+ in annual new-user revenue
- Reversed declining subscriber growth, achieving consistent 20%+ year-over-year growth, with a peak of 23%
- Led rollout of major monetization initiatives including Free Trial, autorenewal, and pricing strategy changes
- Shifted revenue mix from approximately 40% renewing revenue to ~90% recurring revenue through lifecycle and monetization optimization
- Managed acquisition programs across email, paid search, organic, and paid social with $100K+ monthly spend
- Designed and executed experimentation roadmap across pricing, messaging, and UX using A/B testing and analytics tools
- Served as go-to data partner for leadership, translating performance data into clear strategic recommendations
- Created wireframes in Figma and Balsamiq and partnered with Engineering to move concepts into production
Email Marketing Coordinator
- Owned lifecycle and promotional email program with 3+ million monthly sends
- Built automated onboarding, retention, and transactional email flows supporting subscription growth
- Designed campaign-specific landing pages and customer-facing content using HTML/CSS and Adobe Creative Suite
- Maintained campaign tracking and delivered regular reporting on revenue, engagement, and performance metrics
Customer Service Representative
- Engaged directly with customers via phone, chat, and email, addressing questions and concerns while strengthening trust and perception of the product
- Served as a frontline feedback loop between customers and internal teams, surfacing recurring issues and insights to improve product communication and experience
- Promoted rapidly due to strong performance and consistently high customer feedback
Education
Bucknell University, 2011
Bachelor of Arts, Classics and Classical Languages, Literatures, and Linguistics
Minor in American Politics and Italian Studies
National Outdoor Leadership School (NOLS) 2013
Patagonia Mountaineering Program
Certifications
Product Marketing Certified (PMC)
Product Marketing Alliance
Google Analytics Certification
Google Ads Search Certification
Skills
A/B testing, acquisition and monetization strategy, analytics (GA4, Tableau, SQL), CRM and email platforms, cross-functional leadership, experimentation and conversion optimization, HTML/CSS, pricing and lifecycle optimization, product-led growth, Product marketing, wireframing (Figma, Balsamiq)