Lauren Hodge

• TuneMyMusic integration: Reduced friction to new-user activation by enabling playlist transfers from other music services.
  

  
• Personalized the free-to-paid journey by defining the signal layer (skip limits, feature usage, search behavior, engagement lapse) that identifies what each user values and delivers the right reason to upgrade at the right moment. Built the prioritization logic that prevents high-value touchpoints from being overused, and the attribution to measure what works.

• Led the experimentation proving that add-ons wouldn't just grow revenue, it would protect it. Users who subscribed to add-ons churned at 1/3 the rate of single-product subscribers.
• Built and shipped the add-on portfolio starting with Audiobooks+, driving over 100M ARR in year 1 and establishing the foundation for a tiered product model.

Aug. 5 '25 Audiobooks+: Lets users who want more listening time buy it on their own terms, as another subscription alongside their base plan

Aug. 5 '25 Audiobooks+ for Plan Members: Gives plan managers the ability to unlock audiobooks for everyone on their plan, turning a single-user add-on into a household feature

Aug. 5 '25 Storefront: A dedicated surface where users browse and add new products to their plan, the first time users could shop within their subscription

Aug. 5 '25 10-hour top-up: Catches users at the moment they run out of listening hours with a one-time purchase, no subscription required

Aug. 7 '26 Free AI features that drive habitual usage, creating the demand that makes users willing to pay when the experience becomes gated

Aug. 7 '26 Engagement data from free AI usage validated the add-on model, proving users convert when they've already built the habit

Aug. 7 '26 Top-up Upsell: Converting free AI usage into revenue by surfacing a purchase prompt at the moment of highest intent, when a user has already experienced the value

Aug. 7 '26 Pro Top-Ups: Capturing demand from users who want continued AI access but are not ready to commit to a recurring add-on, lowering the barrier to first purchase

Sep. 30 '26 Established Pro as an independent revenue line alongside Audiobooks+, purchasable and cancellable without touching the base subscription

Sep. 30 '26 Add-on upsell: Captures demand at peak intent by surfacing the Pro add-on the moment a user exhausts free AI usage

Sep. 30 '26 Gives users a dedicated space to evaluate the add-on before purchasing, reducing drop-off between interest and conversion

• Designed and shipped "Your Benefits," a Premium value surface that reduced active cancellations by making subscribers aware of what they would lose before they decided to leave.
• Recovered involuntary churn by surfacing payment failure and expiration banners across key touchpoints before users lapsed.

Built the systems that calculate how much Spotify owes rights holders for every stream, handling thousands of unique deal structures across every currency and market Spotify operates in.