At Cove, I led the strategic effort to untangle a single, catch-all landing page and product into four distinct offerings—each with its own value proposition, customer segment, and pricing potential. Through deep analysis of features, customer needs, and sales patterns, I identified the natural product lines hiding within the platform and defined a clear strategy for how each should stand on its own. This work became the backbone of our product and pricing roadmap, while also informing how the team positioned Cove in conversations with prospects. I then translated this strategy into a full website redesign, creating dedicated product pages that finally reflected the breadth and clarity of what Cove could offer.