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Semrush My reports suite (1).mp4
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Semrush My Reports is a report builder for 45,000+ monthly active users — marketing agencies and specialists reporting data to clients and stakeholders. 260,000+ reports per week, 20+ third-party integrations alongside native Semrush data.
I was the lead product designer responsible for monetization and growth in a unit of four product teams and three designers. Over two years I designed the monetization system, built the first AI features, migrated a dying product into a growing one, and ran 30+ A/B experiments.
Role: Lead Product Designer → Product Manager — Monetization Design, AI Integration, Growth
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$5.5 M+ ARR
After new monetization
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+13% YoY MRR growth
After −7.2% decline
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+5.2% MoM new paid users
One of the highest in the company, March 2026
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The reporting tool was part of a four-product subscription bundle. Two of the four started declining — one lost market fit, another was hit by Google algorithm changes. The bundle pricing stopped making sense. Reporting was the only product with clear market fit left, but at the bundle price it wasn't competitive.
The heads of marketing and product designed a new pricing model — new tiers, lower entry price, per-feature limits. Sound from a business perspective. But built from what they wanted, not from what the legacy billing system could actually do. That gap became my problem to solve.
Monetization variants — transferred into a visual structure for stakeholder alignment
