project Overview
SP Page Builder and I go way back.
Like, "we've seen some things together" back.
I managed and marketed SP Page Builder from version 2 all the way to version 6, which in software years is basically a long-term relationship with plot twists, character development, and at least one dramatic breakup... followed by a very healthy reunion.
I wasn't just running campaigns.
I was the official voice of the product to users worldwide while also managing the marketing team and owning revenue performance.
So yes, when users were happy, I heard it.
When users were mad?
Oh, I definitely heard it.
This product taught me how to scale, listen, recover, and grow... all while keeping ROI and ROAS looking very good in spreadsheets and even better in boardrooms.
Research Strategy
When you manage a product across multiple major versions, research isn't a phase.
It's a lifestyle.
My strategy was built around:
Constant user feedback
Direct communication with designers and developers
Support ticket trends
Feature usage patterns
Market shifts in how people actually build websites
I treated the user base like a live focus group, not just analytics, but real humans with real workflows and very strong opinions.
Instead of making decisions in isolation, we used feedback loops to guide:
Feature prioritization
Positioning
Messaging
And sometimes... emergency damage control (more on that in a second)
The goal was always simple:
Don't just ship updates.
Ship updates that users actually asked for... sometimes loudly.
How we solve existing problems
Let's talk about SP Page Builder v4.
Because this is where things got spicy.
We removed the backend editor.
The logic sounded good on paper.
The users?
They absolutely did not agree.
Developers - our powers users - made it very clear:
Taking away backend editing was like taking away the steering wheel and saying,
"Trust me, this is better."
Spoiler: It was not better.
So we did something many teams are too proud to do:
We listened. We admitted it. We fixed it.
Within months, we:
Reintroduced backend editing
Rebuilt the experience
Launched a completely revamped SP Page Builder v5
That move didn't just recover trust...
It proved to users that we weren't just building software.
We were building with them.
Along the way, we continued to improve:
Drag-and-Drop Visual Builder - For speed and creative flow
Backend Editor - For developers who want precision and control
Performance Improvements - Because speed is a feature
Advanced Addons and Modules - So users can build complex layouts without hacks
Continuous UX Refinements - Because builders should feel better over time, not heavier
This wasn't about chasing trends.
It was about respecting real workflows.
Final assessments
SP Page Builder is where my product and marketing leadership really matured.
Managing a product from v2 to v6 means:
You don't just grow features
You grow systems, teams, processes, and revenue engines
Across these versions, I:
Led global product marketing
Managed the full marketing team
Owned revenue performance
Served as the public-facing voice of the product
Balanced growth with long-term user trust
With average 375% ROI and 417% ROAS YoY, this wasn't just creative success...
It was commercial success.
But more importantly:
SP Page Builder taught me how to handle mistakes in public, fix them fast, and come back stronger.
For founders and product teams, this project shows how I operate when things go right...
And when they go wrong.
Because the real flex isn't never making mistakes.
It's fixing them so well that users stick around anyway.