Alice Muir Kocourková.
Subscription growth strategy

I help subscription apps grow faster without relying on more ad spend.

I turn installs into revenue with data-driven optimization, pricing psychology, and proven retention frameworks — the same playbook trusted by some of the world's top grossing apps.

Let's chatSee results →

App Marketer of the Year · Business of Apps Top 100 Leaders

Subscription MRR Lift, Portfolio of Utility AppsStarted supportingthe teamJanFebMarAprMayJunJulAugSepOct
Reversed declining revenue trends and helped grow MRR by 18% in four months through improved paywall visibility, pricing optimiztion, and cleaning up discount clutter.
EXPERIENCE
Headspace logoVSCO logoAdobe logoSoundCloud logoRed Bull TV logoFlo Health logo+ hundreds more

What clients say

"

Alice played a key role in scaling our IAP revenue by achieving consistent 10% month-on-month growth through well-defined monetization strategies. She introduced a structured approach to understanding the core drivers behind user purchase behavior, which significantly improved how we designed and positioned our paywalls.

Additionally, she helped transition our experimentation process from ad hoc efforts to a more strategic, data-driven framework. This shift not only enhanced the quality of our tests but also improved overall decision-making and execution efficiency across the team.

Ehtasham Balland
Marketing Operations Manager @ 9D Technologies
"

Alice is an incredible strategist to work with. As her client, she helped our company ramp up and scale our lifecycle marketing efforts through diligent testing and key strategic recommendations. She is one of the best lifecycle/growth marketers I've had the pleasure of working with. I would absolutely love the opportunity to work with Alice again!

Noa Gutterman
Director of Marketing @ VSCO
+0% CVR

Less clutter. More conversions.

For a recent client engagement, I stripped out paywall clutter and reduced cognitive load, resulting in a 650% relative increase in web funnel trial start conversion rate.

Cluttered paywall before optimization
Before
Streamlined paywall after optimization
After

How I help

Most apps leak revenue through pricing, activation and lifecycle gaps. I uncover, test, and fix them — turning paywalls and onboarding into compounding revenue.

01

Monetization

  • Pricing strategy
  • Paywall experiments
  • Packaging & offers
  • Free-to-paid conversion
02

Retention

  • Lifecycle CRM
  • Engagement + CRM
  • Churn reduction
  • Win-back & reactivation
03

Growth Infrastructure

  • Experimentation systems
  • Analytics & growth models
  • Tools and Integrations
  • Event, Attribute & Deeplink Taxonomy
Winback email 1 for postpartum app
Winback email 2 for postpartum app
Winback email 3 for postpartum app
0%web-to-app activation

Confidence-led winbacks that activate.

Reduced web-to-app drop-off by 9%, resulting in 82% web-to-app activation through a series of targeted winback emails focused on instilling confidence in postpartum women.

Results

Every test backed by data. Every win measurable.

+19.5%
Net revenue growth for 9D Technologies
650%
Increase in web-to-app conversion for Dreambody
+33%
Activation uplift at VSCO
+30%
Subscription conversion uplift for Happn
+157%
Push opt-in uplift at Headspace
+14%
Retention uplift at KEAKR

Unsure where to start?

I help teams find the highest-leverage bottleneck — and fix it first.

  • 01CRM / lifecycle marketing is live, but it isn't driving revenue
  • 02Trial-to-paid conversion is stuck and you don't know why
  • 03Pricing and packaging feel messy — and conversion is below benchmarks.
  • 04Teams ship features without a monetization strategy
  • 05Paid acquisition is scaling faster than retention
  • 06Lots of experiments, no real wins, no meaningful uplift

Ready to turn your app into a growth engine?

Stop guessing. Start scaling — with systems built to deliver predictable subscription revenue.

Let's chat