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Daniel Penney
Director of Insights & Activation
Company:
Brilli GmbH
Founded
2018
Supervisor Email:
A Bit About This Position
My time at Brili reflects a progression from intern to Director within a fast-moving, internationally connected company focused on helping people build better routines. Starting with work abroad in Germany in 2019 and returning for about a month each year, I developed a global, cross-functional perspective while contributing to growth strategy, customer insight, product communication, partnerships, and community engagement. Over the years, I moved from supporting projects to leading them, combining hands-on execution with strategic ownership in a role that required adaptability, initiative, and strong communication across audiences and borders.
Brili SAAS Products
Read Experience Sorted by Skill Base
User & Customer Insight
Analyzed user behavior, customer feedback, support trends, and onboarding friction points to identify pain points and improve product understanding across key audience segments.
Synthesized qualitative and quantitative insights from support conversations, app usage, webinars, and content engagement to inform messaging, content direction, and feature priorities.
Helped clarify market need and user fit for adult-focused product offerings by connecting behavioral data, audience feedback, and observed customer use cases.
Data, KPIs & Business Analysis
Built and maintained KPI reporting across revenue, subscriptions, churn, conversion, CAC, and LTV to support executive visibility and ongoing business decision-making.
Translated performance data into actionable recommendations by identifying trends across acquisition channels, retention behavior, and product funnel performance.
Improved analytical accuracy by refining attribution logic and interpreting cross-platform app and marketing data to better understand growth drivers and ROI.
Product Strategy & Launch Execution
Supported product strategy by connecting user insight, market positioning, and business goals to guide launch planning and product communication.
Contributed to onboarding and product experience improvements by identifying friction points and helping shape clearer, more effective user flows.
Helped lead launch and transition efforts for new and evolving product offerings, aligning messaging, store assets, website content, and customer education materials.
Growth Marketing, SEO & Campaigns
Led SEO and content strategy focused on long-tail keywords, user intent, and practical ADHD-related search topics to drive qualified traffic and app discovery.
Managed growth-focused campaigns across blog content, email, app store optimization, social promotion, and paid acquisition within tight budget constraints.
Developed and tested messaging, campaign angles, and creative content designed to improve visibility, engagement, and conversion across digital channels.
Customer Success & Support Systems
Managed customer support communications with empathy and clarity, helping users navigate product issues while maintaining trust and brand consistency.
Used support tickets and recurring customer questions as a research channel to identify product pain points, content gaps, and communication opportunities.
Strengthened retention and user success by creating educational touchpoints, support resources, and messaging that better guided customers through product use.
Operations, Process & Training
Created structure for recurring marketing, support, and content workflows, helping maintain execution across a lean, resource-constrained team.
Organized and managed cross-functional processes related to launches, website updates, content production, creator outreach, and campaign follow-through.
Developed internal systems for prioritization and execution that allowed high-impact work to move forward consistently despite shifting timelines and limited bandwidth.
Community, Events & Stakeholder Engagement
Produced and led live online events and webinars that supported customer education, community engagement, and product awareness across ADHD-focused audiences.
Built relationships with creators, professionals, and partners to expand brand visibility and strengthen Brili’s presence within relevant communities.
Represented the brand in customer-facing and partnership-facing settings, balancing audience needs, strategic goals, and thoughtful communication.
Leadership, Communication & Cross-Functional Work
Acted as a cross-functional connector between customer needs, product decisions, content strategy, and business priorities in a fast-moving startup environment.
Communicated performance insights, strategic recommendations, and campaign results to leadership in a clear, decision-ready format.
Took ownership of high-impact initiatives across analytics, messaging, support, and growth, driving progress independently while coordinating with contractors and technical collaborators.
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