Fixing a Stalled Funnel Before the Series B Data Room Closes
Description You're joining Loomis as their first Growth Marketing Lead. Loomis is a B2C subscription meal-planning app with 28,000 paying subscribers. The company is mid-raise for a Series B, and the CEO has told you directly: "Investors…
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What You'll Be Doing
Description
You're joining Loomis as their first Growth Marketing Lead. Loomis is a B2C subscription meal-planning app with 28,000 paying subscribers. The company is mid-raise for a Series B, and the CEO has told you directly: "Investors are going to look hard at our trial-to-paid conversion rate. I need it visibly moving before the data room closes in 8 weeks."
The channel & funnel data:
| Channel | % of Monthly Ad Budget | CAC | LTV | Trial → Paid Conversion |
|---|---|---|---|---|
| Paid Social | 55% | $62 | $180 | 11% |
| Paid Search | 30% | $54 | $210 | 14% |
| Organic / Content | 10% | $18 | $165 | 19% |
| Referral Program | 5% | $9 | $240 | 27% |
Funnel overview: Landing page visit → trial signup: 22% (blended across channels). Trial signup → paid conversion: 14% company-wide.
Recent test: A pricing-page redesign (new layout, clearer plan comparison) ran for 14 days and showed a +3% conversion lift — but the result was not statistically significant (p = 0.18), and the pricing page gets relatively low traffic compared to the rest of the funnel.
You have 45 minutes to diagnose the bottleneck and propose what you'd test next.
Constraints to Consider
- Fixed monthly ad budget: You cannot request additional spend before the board meeting in 8 weeks. Any reallocation has to come from within the existing budget split above.
- One dev slot this quarter: Engineering can support exactly one landing-page or product change this quarter. Whatever you propose that requires engineering work has to compete for that single slot — you cannot ask for more.
- The referral program is protected by a partner agreement: A partnerships deal ties the referral program's budget and structure to contractual terms for the next two quarters. You cannot pause or restructure it, though you can propose increasing its allocation within what the agreement allows.
- No time for a long test: With 8 weeks until the data room closes, any experiment needs to show a directional read within roughly 3–4 weeks to leave time to act on it.
- You do not own engineering or design headcount — you are proposing what to build and test, not building it yourself.
AI Usage Guidance
We expect you to use AI tools. We evaluate how you use them — not whether you use them. Evidence of iteration, redirection, and critical evaluation scores higher than a polished output with no process documentation.
The single highest-signal indicator: your video answer to the mandatory AI question. If you cannot name a specific moment where you redirected AI output, evaluators will assume you did not.
Mandatory AI question for your video: Walk me through one moment where you disagreed with, pushed back on, or redirected what the AI gave you — and what you did instead. Name the specific moment. Explain what the AI produced that didn't meet the bar, what you did differently, and why.
Video guidance for this role: Speak naturally and conversationally — as if you're briefing the CEO ahead of an investor call. We're listening for the quality of your diagnostic and prioritization logic — not verbal polish.
Submission: Upload each deliverable as a separate file directly on the Provn platform: your Growth Plan, your README document (Sections A, B, and C), and your video walkthrough (MP4 or MOV).
What You'll Accomplish
Demonstrate the ability to diagnose the actual funnel bottleneck from imperfect, aggregate channel data
Design a rigorous, hypothesis-driven experiment scoped to a real budget and dev-capacity constraint
Prioritize investment using unit economics (CAC, LTV, payback) rather than vanity metrics or organizational inertia
Translate a growth plan into a business narrative a non-marketing leader (or board) can act on
Show how you worked with AI to accelerate your process — including at least one moment where you redirected it
How Your Work Will Be Scored
What to Submit
File 1 — Growth Plan:
Format: .pdf, .doc, .docx, .rtf, .txt, .md
A structured plan presenting your diagnosis, your prioritized experiment (scoped to the single available dev slot and fixed budget), and the trade-off you're making. No required format or template — structure it as you would for your CEO. Must include: the funnel stage you believe is the real bottleneck and why, what you're choosing not to pursue and why, and your 3–4 week and 8-week milestones. Length: 1–2 pages equivalent.
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File 2 — README Document:
Format: .pdf, .doc, .docx, .rtf, .txt, .md
Three required sections — Section A — Strategic Analysis (300–500 words): Walk through how you diagnosed the bottleneck, what alternative explanation you considered and rejected, and your single biggest assumption that would change your plan if it turned out to be wrong. Section B — Stakeholder & Measurement Plan: Two parts required. Part B1: How you'd pitch this to the CEO ahead of the investor call, the pushback you'd expect, and what you'd hand off to engineering for the single available dev slot. Part B2: Your leading indicator (checkable within 3–4 weeks) and lagging business metric, each with a specific threshold anchored to a number in the data package, and what you'd change if the leading indicator doesn't move in time. Section C — AI Usage Log (Mandatory): In a short section of your README, document your AI collaboration process. For each significant interaction with an AI tool, briefly note: what you asked the AI to help with / what it gave you / what you kept, changed, or rejected — and why. Three interactions documented is sufficient.
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File 3 — Video Walkthrough (8–10 minutes):
Format: .mp4, .mov, .webm
Record as MP4 or MOV and upload directly on the Provn platform as a separate file. Cover: (1) your diagnosis — what you believe is the real bottleneck and why; (2) your experiment and the trade-off you made; (3) your stakeholder and measurement plan highlights; (4) mandatory AI question (see AI Usage Guidance above); (5) what you'd do differently with more time, more budget, or more data.
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