At Domestika, the work was building new product layers for a global creative learning platform.

Domestika was already a large creative education platform. At that size, growth is not only about new users. It is about new reasons to come back, finish, upgrade, and trust the brand.

Certificates and cohort products matter because they add commitment. They make learning feel more serious, more social, and more outcome driven.

I worked with Domestika after the CGMA acquisition. The initiatives included Domestika Certifications and cohort courses for areas like marketing, fashion design, interior design, motion design, and graphic design.

My work moved across the product and marketing stack: shaping the core product, building the site, and creating marketing materials that made the offer easy to understand.

A marketplace of courses can become too passive. People buy, watch a few lessons, and disappear.

A cohort product changes the behavior. It adds deadlines, community, proof, and a stronger reason to finish. That is retention work as much as marketing work.

I helped shape the product logic, the course positioning, the site experience, and the launch materials.

The goal was to make the offer simple on the outside while keeping the system strong underneath: clear curriculum, strong category logic, proof of value, and a page that could convert without over-explaining.

The work created new ways to package learning at Domestika beyond a standard self-paced course.

The lesson: product architecture creates marketing leverage. When the product gives people a reason to commit, the funnel has less work to do.