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Ayah Riyad

@ayahriyad

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I build global growth engines that increase acquisition, conversion, retention, and revenue.

United States

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I founded Aya’s Growth Lab to help startups, ed-tech, creator, and consumer businesses improve acquisition, conversion, and retention through growth strategy, paid acquisition, SEO, lifecycle marketing, experimentation, and analytics.

At ONErpm, I led strategy, operations, and growth for OFFstep, a global digital music distribution startup. I drove a 40% revenue increase, scaled global user acquisition by 60%, and expanded the platform into 20 languages through SEO and localization.

I introduced daily streaming stats and advanced artist analytics that lifted engagement by 25% and retention by 15%, while improving paid-media ROI by 14%. I also managed and developed a team of 7+ and built partnerships that accelerated user acquisition.

Previously at TuneCore and 2U, I led global acquisition, localization, SEO, CRO, and go-to-market programs. My work delivered a 56% YoY revenue-share increase, 5x organic traffic after eight domain migrations, and 47% YoY business growth for university partners.

Experience

Work history, roles, and key accomplishments

Current

Founder and Growth Marketing Consultant

Current

Aya's Growth Lab

Jan 2026 - Present (8 months)

Founded a growth marketing consultancy helping startups, ed-tech, creator, and consumer businesses drive acquisition, conversion, and retention. Advises founders and teams on growth strategy, paid acquisition, SEO, lifecycle marketing, experimentation, and analytics.

Growth Strategy Paid Acquisition SEO Lifecycle Marketing Experimentation Analytics

Head of Growth / Managing Director of OFFSTEP

ONERPM

Jan 2024 - Jan 2026 (2 years)

Oversaw strategy, operations, and growth of OFFstep, a global digital music distribution startup, driving expansion through product innovation, marketing, and strategic partnerships. Spearheaded data-driven growth and lifecycle marketing, optimizing paid ads, email, CRO, and personalization, driving a 40% revenue increase.

Growth Strategy Lifecycle Marketing Paid Ads Email Marketing CRO Personalization SEO Localization Product Innovation Marketing Attribution Team Management International Expansion

Senior Growth Marketing Manager

TUNECORE

Jan 2023 - Jan 2024 (1 year)

Orchestrated global acquisition, engagement, retention, and localization programs for TuneCore's suite of products while designing and executing roadmaps and 12+ go-to-market strategies. Developed SEO strategies that led to a 56% YoY revenue share increase.

Growth Marketing Acquisition Engagement Retention Localization SEO A B Testing CRO Headless CMS Mobile Strategy

SEO Manager

TUNECORE

Jan 2020 - Jan 2022 (2 years)

Built and led the SEO department, significantly improving search traffic and rankings in 14+ languages. Achieved a 68% YoY CTR increase for the Spanish site and 54% for the Portuguese site.

SEO Search Traffic Ranking CTR Optimization Technical SEO Core Web Vitals

Senior SEO Analyst

2U Inc.

Jan 2017 - Jan 2020 (3 years)

Led SEO strategies for 26-degree programs across 17 websites for top-tier universities such as Harvard, Berkeley, and Syracuse. Managed $2M+ worth of digital properties, ensuring continuous optimization and performance.

SEO CRO Digital Property Management University Partnerships

Digital Marketing & SEO Manager

BAYT.COM

Jan 2011 - Jan 2016 (5 years)

Drove 21% growth in organic traffic through site-wide optimization and content strategy. Led ASO initiatives across Android and iOS, increasing app installs and mobile acquisition.

SEO Content Strategy ASO Google Ads Facebook Ads Digital Marketing