Blades Free Trial

Topics: DTC Strategy, E-commerce, Subscription, Performance Marketing, Product Strategy & Development, Digital Marketing

I led Dollar Shave Club's Blades Free Trial, a member-acquisition program that reframed our flagship razor as a low-friction free-trial offer to convert first-time visitors into subscribers. The work rewrote the storefront, the razor funnel, the Blades detail page, account upsells, and the supporting "how it works" and FAQ content end to end. We replaced the prior toggle-and-price model with a trial-led value lockup, clearer "choose from three mighty razors" merchandising anchored on The 4X at $6/month with shipping free, and segment-aware upsell interstitials for guests, skeleton accounts, and non-subscribers. As CDO and GM of DTC I owned the storefront and conversion funnel this acquisition motion lived inside, across web and the native mobile app, so the trial-led narrative could carry from first impression all the way through subscription start.