Moments of impact from Ethan Binder's career
Imagine Learning · Product Management Director · September 2024After Imagine Learning acquired GoPeer, I took on product leadership across the combined platform, responsible for 10 products spanning AI tools, native iOS and Android apps, consumer web, real-time messaging, calendar and booking, video communication, internal tools, an asynchronous whiteboard/code/note editor, and data products. The challenge was to integrate GoPeer's tutoring platform into Imagine Learning's much larger footprint while keeping it growing, and to figure out how generative AI could actually help students and teachers rather than just being a feature for its own sake. I led the post-merger product integration, rebuilding the roadmap and specs to work across both B2B and B2C channels so the platform could support over 7,000 school districts. As part of that roadmap, I drove the launch of the company's first generative AI products, taking them from concept through design and shipping. Under this work, the platform scaled to 9 million students and 400,000 teachers. The gen AI products were part of that growth, giving the company a new product line it hadn't had before and setting direction for where the platform went next.
GoPeer (Acquired by Imagine Learning) · Co-Founder & CEO · August 2022I founded GoPeer in 2017 as a pre-revenue startup and spent the next five years building it into a multi-million dollar business with 16,000 paying subscribers across both B2C and B2B product lines. As Co-Founder and CEO, I worked in the trenches across product, marketing, growth, finance, and operations rather than overseeing from a distance, and built the company up to a team of 15 full-time employees (7 engineers, 1 designer, 4 in marketing/growth, 3 in customer success) plus a network of 3,500 contractors. I owned fundraising and growth strategy end to end. I raised $4.8M from investors, running the full process myself from investor research and targeting through pitching, negotiation, and diligence. On the growth side, I drove 200-600% year-over-year revenue growth for four consecutive years and grew the user base to over 250,000. A big part of that came from a disciplined testing culture: I launched more than 100 A/B tests on our core funnel, which lifted conversion rate by over 50% and doubled customer lifetime value. In the final stage, I ran GoPeer's acquisition process from start to finish, including setting the deal strategy, building the pitch, fielding indications of interest, negotiating terms, and managing diligence through to close. GoPeer was acquired by Imagine Learning in 2022, capping a five-year run from an idea with no revenue to a profitable, scaled business with a loyal subscriber base.
Roblox · Senior Product Manager, Ads & BrandsAs Senior Product Manager for AI/ML Product, Growth & Experimentation on Roblox's Ads & Brands team, I led the build of Roblox Ads Manager from the ground up, taking the ads business from $0 to over $100M in revenue and charting a path toward a $1B+ annual run-rate across Ads Manager, Brand Ads, APIs, and Performance Ads. I built and launched Ads Manager end to end, including the AI/ML models powering ranking, bid optimization, targeting, and creative relevance. Alongside the core platform, I created Roblox's rewarded video ad product, now projected to generate $1B+ in incremental ad revenue over the next 2-3 years. I also launched Premium Brand ad formats reaching over 100M daily active users, and developed the Brand Project API to open up a new revenue channel for partners. The work shipped broadly: Premium Brand ads generated $10M in their first six months, the Brand Project API unlocked $5M+ in annualized revenue, and across the initiative I shipped more than 20 AI-powered products into production reaching 150M daily active users.
