North America Launch — Disney BYJU'S International
Drove the first 3,000 paid customers for a Disney Learning joint venture in North America, building the full digital infrastructure from scratch across Meta, Google, Amazon, DV360, and Pinterest.
Tools Used
The Problem
A brand new market entry with zero digital infrastructure, zero existing audience data, and strict regulatory requirements (CCPA, GDPR, COPPA) for a children's education product in the US and Canada.
The Goal
Acquire the first 3,000 paying subscribers across app and web for Disney Learning in North America, establishing acquisition cost benchmarks and channel mix for the business case.
Results
- ✓ Delivered first 1,000 customers within the acquisition sprint timeline
- ✓ Scaled to 3,000 paid customers across app and web subscriptions
- ✓ Full CCPA and GDPR compliance implemented from day one
- ✓ Marketing dashboards used in board-level cross-continent meetings
- ✓ Data.ai insights supported 5 company acquisition decisions
- ✓ SKAN attribution set up with iOS 14.5+ privacy framework compliance
Strategy
Zero-Base Infrastructure Setup
Built every layer from scratch: ad accounts, tracking pixels, attribution (AppsFlyer), creative asset library, audience strategy, and landing pages optimised for US/Canada cultural expectations.
iOS Privacy Framework Navigation
The launch coincided with Apple’s iOS 14.5 SKAN rollout. Implemented SKAN-compliant attribution with AppsFlyer, designed conversion value schemas for subscription products, and built probabilistic models to fill gaps in reported attribution.
Regulatory Compliance Architecture
Children’s education products in North America face COPPA (Children’s Online Privacy Protection Act) requirements on top of CCPA and GDPR. Built consent management systems and audience targeting exclusions to maintain compliance without sacrificing targeting efficiency.
Channel Diversification
Diversified beyond Meta and Google — adding DV360 for programmatic reach, Amazon Ads for parents actively searching education tools, and Pinterest for aspirational upper-funnel reach.
Execution
Month 1: Infrastructure setup, compliance audit, initial creative testing Month 2: Sprint to first 1,000 customers — Meta and Google as primary channels Month 3–4: Channel diversification, optimisation, scaling toward 3,000 target
The experience of building from zero in a regulated market gave me a deep appreciation for scalable infrastructure design — every decision was made knowing the system needed to support 10x growth.