Ethan Teng

Earlier work

The work behind the numbers.

Selected results from earlier roles at meez, Postman, Recurly, and Braintree/PayPal. This experience shapes my products and consulting work today.

meez

$0 → $1M+ Self-Serve ARR

VP Growth & Self-Serve

Early-stage recipe software company with product-market fit but no self-serve motion. High-touch sales only, long time-to-value, unclear activation metrics.

$1M+Self-serve ARRin under 2 years
50%Activation ratewithin 7 days
30%PQL ratewithin 7 days
<1 dayTime-to-valuedown from 30 days
<5%Churnin key cohorts (from 30%)

Built self-serve revenue from $0 to $1M+ ARR in under 2 years. 50% activation rate and 30% PQL rate within 7 days. Churn reduced to under 5% in key cohorts.

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Constraints

Lean team, limited engineering resources, complex product requiring significant user setup and content migration.

What I did

  • Instrumented full-funnel tracking from signup to activation to revenue
  • Designed and shipped personalized onboarding flows based on user role
  • Built behavioral segmentation to identify and route PQLs to sales
  • Created lifecycle email campaigns in Intercom tied to product events
  • Reduced time-to-value from 30+ days to under 1 day through workflow redesign

Postman

Crossed $100M Self-Serve ARR

Growth Data Science

Scaling PLG motion from tens of millions to $100M+ self-serve ARR. Needed sophisticated forecasting, experimentation, and analytics to support hypergrowth.

$100M+Self-serve ARRmilestone achieved
+50%PLG revenue growthyear-over-year
<5%Forecast accuracyvariance on free-to-paid

Supported +50% PLG revenue growth year-over-year and helped cross $100M self-serve ARR milestone.

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What I did

  • Built free-to-paid conversion forecasts with <5% variance
  • Designed experimentation framework for growth team
  • Instrumented behavioral funnels across millions of users
  • Created dashboards tracking activation, engagement, and revenue

Recurly

Led Sales-led to PLG Shift

Head of Growth

Leading company-wide transformation from Sales-led to Product-Led Growth at subscription billing platform powering global brands like Twitch & Paramount+.

3XRevenue growthcontributed to acquisition
3XActivation rateimprovement
1.5XARPU increasethrough optimization

Contributed to 3X revenue growth and successful Accel-KKR acquisition through PLG transformation and growth experimentation.

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What I did

  • Led company-wide shift from Sales-led to PLG model
  • Built first Growth team from scratch
  • Ran experiments across acquisition, onboarding, and monetization
  • 3X'd activation rate through lifecycle optimization
  • Increased ARPU 1.5X through pricing tests and optimization
  • Introduced cohort-based growth modeling to guide GTM strategy

Braintree/PayPal

Launched ACH Product

Director of Product

Launching ACH payment product to access $43 trillion domestic payments market. Needed analytics strategy to track adoption and inform go-to-market.

$43TMarket accesstotal addressable market
6 monthsProfitability achievedfrom product launch

Successful product launch into massive addressable market with robust tracking and reporting infrastructure.

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What I did

  • Designed instrumentation strategy for new product line
  • Built dashboards tracking merchant adoption and transaction volume
  • Supported GTM with data-driven insights