01
Onboarding & Activation
Shortening time-to-value in the first session. Progressive onboarding, personalization, and removing friction before asking for commitment.
Miami, FL · Mobile Apps · Growth Product
Serge Fomi
Senior Product Manager, Mobile Apps
I build mobile products people come back to. For 10+ years I've focused on the moments that decide whether an app earns a place on someone's phone — onboarding, activation, early retention, and the experimentation that proves what actually moves behavior.
10+ yrsProduct management across consumer mobile apps
3Consumer brands — Total Wine & More, Aura, Pango
~2MMonthly active users on the app I lead today
GrowthOnboarding · Activation · Retention · Experimentation
About
Growth is a loop,
not a funnel.
I don't treat acquisition as the finish line. The work I care about starts after install — helping people reach value quickly, form a habit, and stay for a reason.
I'm a Senior Product Manager for Mobile Apps at Total Wine & More in Miami, where I lead the flagship iOS and Android app. My remit sits at the intersection of growth and platform: onboarding and activation, loyalty, experimentation, and the release program that ships it all reliably.
Before Total Wine, I worked on flagship subscription apps at Aura — in-app experimentation and lifecycle programs for a large consumer base — and at Pango, where I worked on subscription, onboarding, and design-system adoption. That path gave me the same lesson three times: retention is earned in the first sessions, and you only know what worked if you measured it.
My approach to loyalty sums it up: acquire → identify → engage → transact → retain → grow customer value. Enrollment alone isn't success. Success is whether loyalty changes behavior and creates sustainable, incremental value — with a clear KPI at every step, weighted toward the right side of that loop.
Expertise
What I do best
Six areas I return to in every role — because together they decide whether a mobile product grows or stalls.
02
Experimentation
Disciplined A/B testing with clear hypotheses and guardrails. A mobile experimentation program generating several million dollars in incremental sales over the past year.
03
Retention & Lifecycle
Early retention, re-engagement, and win-back programs. Designing for day 1, day 7, and day 30 — not just download day.
04
Loyalty & Engagement
Loyalty as a growth loop, not a points program. Identification, frequency, and economics measured at each step of the journey.
05
Subscription & Monetization
Subscription onboarding, pricing and paywall experimentation, and first-purchase activation for consumer subscription apps.
06
Mobile Release Management
Running a reliable release train — moving from monthly to bi-weekly cadence with quality gates, phased rollouts, feature flags, and go / no-go discipline.
Experience
Where I've worked
Consumer mobile, end to end — from subscription security apps to retail commerce at national scale.
Total Wine & MoreMiami, FL
Mar 2024 — PresentCurrent role
Mar 2024 — PresentCurrent role
Senior Product Manager, Mobile Apps
Flagship iOS & Android app · ~2 million monthly active users
Lead product for the Total Wine mobile app — growth, loyalty, and the release program. I manage a direct report and partner with engineering, design, marketing, and store operations.
- Own onboarding, activation, and loyalty experiences inside the app, framed as a growth loop from acquisition through customer value.
- Run the mobile experimentation program (Adobe Target, Unleash, feature flags) — several million dollars in incremental sales from A/B tests over the past year.
- Moved the release cadence from monthly to bi-weekly, with QA sign-off, release candidates, phased rollouts, and quality gates over calendar dates.
- Lead the app release process end-to-end on the product side: scope and dependency tracking, store submission, production monitoring, and go / no-go calls.
AuraConsumer subscription
Flagship mobile app
Flagship mobile app
Senior Product Manager, Mobile Apps
Digital safety & subscription · iOS & Android
Product for Aura's flagship mobile app, focused on turning a subscription product into a daily habit.
- Led in-app experimentation and lifecycle programs across onboarding, engagement, and retention.
- Worked on flagship app launches and iterative growth experiments, with a focus on activation and early retention.
- Partnered on subscription and win-back flows — helping lapsed and at-risk users find a reason to stay.
PangoConsumer mobile
Subscription products
Subscription products
Product Manager
Mobile apps & platform
Earlier product work that built the foundation in subscription onboarding and platform thinking.
- Worked on subscription and onboarding experiences for consumer mobile products.
- Drove design-system adoption — improving consistency and shipping speed across app surfaces.
- Supported store-policy and rollout decisions, balancing compliance, risk, and release timing.
Approach
How I think about loyalty
Enrollment is easy to count and easy to overvalue. I measure the whole loop — and weight the steps that prove real behavior change.
STEP 1AcquireGet the right user into the app
STEP 2IdentifyKnow who they are, with consent
STEP 3EngageGive them a reason to return
STEP 4TransactMake the first purchase easy
STEP 5RetainEarn the second and third visit
STEP 6Grow valueIncrease frequency & lifetime value
Ship on quality gates, not the calendar
A date is a plan, not a promise to ship something broken. Hold the release when the signals say hold — and say why, clearly.
Experiment to learn, not to decorate
Every test needs a hypothesis, a primary metric, and a decision it will inform. Otherwise it's just a change with a chart.
Retention is the strategy
Strong enrollment or engagement doesn't automatically mean business value. The test is whether behavior — and economics — actually change.
Let's talk about mobile growth.
Recruiting, product conversations, or swapping notes on onboarding and experimentation — my inbox is the fastest way to reach me. I'm based in Miami and work with teams across the US.
You can also find me on LinkedIn — Serge Fomi.