Product is the marketing

I joined Ring in 2016. Within two years, we expanded the product line from the Ring Video Doorbell to include indoor and outdoor cameras, the Ring Alarm, security lights, accessories, and partner programs. We developed a successful subscription plan with a 79% uptake, launched worldwide, and established leadership in our category. The success was driven by innovation, product-market fit, engaging customers through storytelling, and the organic marketing each sold product generated. Subsequently, Amazon acquired us, recognizing the strength of our brand. Post-acquisition, the marketing team expanded from three to 73 worldwide. We increased our advertising and marketing expenditure from $2 million to $100 million, which propelled our annual revenue to $3 billion across product sales, subscriptions, and other channels.