Sunroom Brand & Product launch
Problem: Creator monetization platforms were unsafe, stigmatized, and hard to navigate — especially for women and non-binary people.
Solution: Co-founded Sunroom, a mission-driven app that sits between OnlyFans and Instagram, with discovery, education, and creator safety built in.
Role: CMO & co-founder. Led brand, comms, go-to-market, and creator acquisition.
Strategy:
Built brand & product with creators (100 founding creators + 9 creator advisors)
Raised $7M (2.3M pre-product) over three rounds.
Delivered a high-touch onboarding experience → 94% creator retention
Hosted launch events, ran press (38 features, 330M reach), and built a 100K+ social community
Results:
$5M paid out to creators
20,000 creators acquired
Scaled team to 14, and built a beloved brand
Focus Areas:
How we launched:
Informed by creators:
We recruited 9 creator advisors, set up slack channels, whatsapp groups, interviewed them and their friends to ensure we built solutions to creator problems.
Founding creators network:
We recruited 100 “founding creators” as our go to market strategy. That list of 100 creators along with our wire frames allowed us to raise 7M USD in funding (pre product).
Brand identity and positioning:
We worked on our community guidelines, manifesto and brand look and feel alongside the creators we wanted using our platform. Check out our manifesto here.
Event series:
We hosted launch events in Sydney and Melbourne inviting founding creators and their network. This immediately elevated the brand.
Education & white glove onboarding:
From start to finish we gave a shit about our creators. We built strong relationships which led to a 94% creator retention rate. We provided tips, resources and education to increase earnings and ensure smooth landings on Sunroom.
Press Strategy:
It’s easy to generate a bunch of press when you have a meaningful story. Our launch generated 38 pieces of press with over 330M in reach across Australia and the US.
Content Strategy:
Building an app for creators means you must play where they play. We built a community of over 100,000 followers across IG and TikTok hero-ing our product, creators earnings stories and advocating for creators.
What people said
Key Achievements at Sunroom
Raised $7M USD over 3 rounds
Paid out $5M in earnings to creators
Acquired 20,000 creators
Scaled the company to a team of 14
We achieved a 94% retention rate for creators who earn (considered “great” for the category)
We achieved a 70% membership renewal rate (considered “good” for the category)
Anecdotally, our team and brand were so loved by the creators who found us.