Todoist had achieved product-market fit with 15M users but growth had plateaued. The product was loved by power users but struggled to expand beyond the productivity enthusiast niche. The challenge was to scale to mainstream adoption while maintaining the core product experience that existing users loved.
By repositioning Todoist from a "productivity tool for power users" to "the calm, organized way to manage life and work," we could appeal to a broader audience seeking work-life balance rather than just productivity optimization. This required a complete brand refresh and go-to-market strategy overhaul.
Over 18 months, I led a cross-functional team of 12 people across brand, product marketing, growth, and engineering. We executed a phased approach: brand research and strategy (months 1-3), visual identity and messaging development (months 4-6), product updates and onboarding optimization (months 7-9), and global campaign launch (months 10-18).
The rebrand and growth strategy delivered exceptional results: 100% user growth from 15M to 30M users, 150% increase in paid conversion rate, and 85% improvement in user retention at 90 days. Key learning: successful repositioning requires aligning every touchpoint - from product to support to community - around the new brand promise.
User Growth
Conversion Rate Increase
Retention Improvement