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Jennifer Laughlin

Director of Product Management

Building products that fans and content creators love and use obsessively

Becoming a media brand today means playing by fundamentally different rules, with viewer behaviors that have changed rapidly thanks to mobile, social media, and content creation platforms like YouTube. Fullscreen is building its audience by taking a unique approach to mentoring content creators, and providing new ways for fans to engage directly with them on a shared platform.

Fullscreen connects rising social media stars with an audience of over 600 million subscribers, providing opportunities for engagement across wide array of social media and video platforms, including Fullscreen’s own proprietary subscription service. Content creators who engage with Fullscreen also gain access to content creation tools, monetization tracking, brand partnerships, live event planning services, and more.

As the company scales its media platform, Jennifer Laughlin, Fullscreen's Director of Product, has the challenging task of exceeding expectations in the products that Fullscreen delivers for both content creators and their fans. “At Fullscreen, our approach is unique in that we have created an entertainment experience around young social media stars whose fans are insanely dedicated and want to be a part of more than just a subscription service,” says Jennifer. “I always want to know more about our audience and learn more about what they want so we can build product experiences that will keep them engaged.”

Winning the attention war by building best-in-class entertainment experiences

Building a valuable media and entertainment company means learning to compete in a world of constantly divided attention. According to Jennifer, the challenge is: “The entertainment industry, specifically the digital space, is very crowded with many different companies vying for a finite share of time. From traditional media companies and powerhouses like Netflix with large marketing budgets, to social platforms, it is becoming increasingly harder to earn attention.”

To gain a foothold and expand the Fullscreen audience, Jennifer stays finely attuned to each step of the customer journey. “Each stage, from first brand introduction to becoming a loyal subscriber, should provide information and value to our users.” Together, product and marketing work to distill top-level company goals into a concrete strategy that the team can make progress against.

To expand the Fullscreen audience, Jennifer stays finely attuned to each step of the customer journey. “Each stage, from first brand introduction to becoming a loyal subscriber, should provide information and value to our users.

Monitoring your single most important metric and optimize towards it

When every product development choice is a tradeoff, it’s essential to keep a close watch on the metrics that matter most for the business, while validating new features and enhancements as they’re released. For Fullscreen, increasing month-over-month engagement with their audience is a key indicator of their success.

To maximize her team’s efforts, Jennifer uses dashboards to monitor the health of their products and identify what areas need improvement. By drilling into particular problem spots, the team can then hypothesize how they may be able to counter a certain drop-off or decrease. From there, they determine which experiments could validate their ideas and disprove assumptions while staying grounded in the most important metrics for their users’ health.

Don’t let fear of being wrong slow you down. While you won’t ever make the right decision 100% of the time, you can learn the most from the misses. Sometimes, what works may surprise you, and only data can tell you that.
Jennifer Laughlin

Director of Product Management

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