Melody Thomas

Happy Black Woman Academy – Membership Launch Campaign

Happy Black Woman Academy – Membership Launch Campaign

Role: Product Marketing Strategist
Client: Rosetta Thurman, Founder of HappyBlackWoman.com
Type: B2C Membership Launch (Digital Product, Coaching)
Course: https://happyblackwoman.com/academy/

The Challenge

Rosetta Thurman was preparing to launch a $97/month personal development membership—Happy Black Woman Academy—but needed help turning her warm audience into paying subscribers. The goal was to build a six-figure recurring revenue stream while maintaining brand trust and emotional connection with her following of ambitious Black women.

The Strategy

I led the product marketing strategy and launch execution, focused on these key areas:

  • Launch Funnel Development:
    Created a full funnel strategy with:

    • Live webinar series for activation
    • Email nurture + conversion sequences
    • Retargeting ad campaigns to re-engage warm leads
  • Positioning & Messaging:
    Clarified the value proposition of the Academy as a transformational lifestyle investment, not just a business coaching group.
  • Audience Activation:
    Crafted an intimate 3-hour live Q&A session to build urgency, trust, and answer objections in real-time.
  • Paid Ads:
    Ran retargeting ads to her existing audience to keep the offer top of mind and drive conversions in the final days.

The Results

  • Enrolled 103 founding members in 3 weeks
  • Generated $120,000+ in annual recurring revenue at $97/month
  • Established the Academy as a core product in Rosetta’s brand ecosystem
  • Converted a mission-driven audience into paying subscribers without discounts or heavy promos

Skills & Tools Used

  • Product positioning & messaging
  • Email marketing & funnel strategy (ConvertKit + Zapier)
  • Paid media planning (Facebook/IG Retargeting Ads)
  • Webinar strategy and live audience conversion
  • Customer segmentation and behavior tracking
  • Conversion copywriting for sales pages + launch emails

Client Outcome

“Melody helped me bring my vision to life—and the launch exceeded my expectations. I now have consistent monthly revenue and a tight-knit community of women I love serving.” – Rosetta

Melody Thomas