Latoya Hall Get the framework →
Monetization & growth design advisory · For product and growth leaders

Your team is shipping. Revenue isn't moving.

I help $10M–$75M ARR companies find and unlock revenue opportunities across the product experience, and decide which bets will actually move the number. Principal-level product design judgment from 12 years across Google, LinkedIn, Upwork, and T-Mobile.

See the work ↓
Sound familiarQ-over-Q
RoadmapShipped ✓
ConversionFlat
ActivationBelow forecast
ExpansionNot materializing
Everyone says their piece is fine. Something clearly isn't working.
The problem

The question lands on your desk.

  • “Where is the next $5M coming from?”
  • “Why aren't free customers upgrading?”
  • “We spent six months building this. Why isn't adoption there?”

Your org can go from idea to working software faster than ever. Speed didn't remove the need for judgment. It made the gaps more expensive.

When nobody owns the connection between the product experience and the revenue it's supposed to drive, that work doesn't disappear. It lands on you. If you run Product, you're reviewing work too deeply and catching the strategic question after Engineering has started building. If you run Growth, leadership wants more impact, you're not sure where it lives, and the small wins you can already see are stuck in the backlog. Either way, the number is still yours.

And it may not be a design problem at all. It could be pricing, packaging, positioning, or the path to first value. You need someone who helps find the actual problem before anyone commits to a fix.

How I think

I start with the business, not the screens.

01 · Frame

What are we actually trying to make happen?

02 · Focus

What's actually affecting the outcome?

03 · Shape

What should we do about it?

Not design purity Not shipping for shipping's sake The right experience for the customer, the business, and the moment

These three phases are the core of The Margin, the framework I use on every engagement.

See the work

Start with the proof, or start with the method.

Case study · Video walkthrough How free proposals became $12M in first-year revenue The Upwork Connects change I designed: the problem, the decisions, the trade-offs, and what happened after launch. Request the case study → Framework The Margin How I find what's actually influencing revenue, and the revenue opportunities a business hasn't noticed yet. Request the framework →
Ways to work together

Diagnose first. Then decide. Then execute.

01

Monetization Diagnostic

7 business days · Standalone Executive Engagement

A rapid, full-funnel audit of your product’s monetization engine, drawn from 12 years designing monetization at Google, LinkedIn, Upwork, and T-Mobile. You receive a prioritized playbook of 3–5 high-leverage monetization initiatives ranked by ARR impact, the root-cause behavioral hypothesis behind each growth opportunity, and an executive-ready readout formatted for your CEO or board.

Zero internal disruption and no team interviews required.

Need a targeted start? A 3-day Single-Surface Audit focuses exclusively on one high-leverage bottleneck—such as optimizing your pricing architecture, refining paywall gating, or accelerating onboarding activation.

  • aCustomer model fit
  • bExpansion design
  • cValue clarity
  • dMonetization friction
  • ePlan guidance
  • fPurchase confidence
02

Monetization Strategy Workshop

2 days · Remote or on-site

Your Product, Growth, Engineering, Design, Data, and Revenue leads in one room. We pressure-test the plays against effort and impact, pick the 2–3 the team will run in the next 90 days, and give each one a named owner and a success metric.

You leave with a 90-day execution roadmap and a decision briefing within 48 hours. Two days replaces a quarter of circular meetings.

03

Ongoing leadership

Quarterly · Two ways in
Strategic Advisory Hands over the work

Steering calls, review of pricing tables, paywalls, and flows before they reach Engineering, and fast async calls on experiment results while your team ships.

Embedded Execution Hands in the work · Limited to 2 clients at a time

I step in as your fractional monetization design lead: designing the high-intent surfaces, writing experiment specs, and leading design reviews with your PMs and engineers.

Latoya Hall
Latoya Hall · Principal monetization design advisor
Who you'd work with

Twelve years on the money side of product.

I've designed shopping, payments, and billing at Google Play, enterprise B2B at LinkedIn, two-sided marketplace monetization at Upwork, and growth and experimentation at T-Mobile. I've sat in the rooms where pricing, packaging, and roadmap trade-offs get decided, and I've owned what happened after they shipped.

I work independently. When you hire me, you get me, not a junior team working from my slides.

$12M

in first-year revenue from a pricing and monetization change I designed and researched.

Upwork
100%+

increase in add-payment-method rates from localized billing and payments experiences.

Google Play
2 hrs

to take revenue and product teams with conflicting agendas to one execution plan.

T-Mobile
GoogleLinkedInUpworkT-MobileRocket Lawyer
Start here

Find out where your revenue is getting stuck.

Two ways in, both free. See how I've solved it before, or get the framework I use to find it.

Request a case study → Request the framework →

Prefer email? latoya@latoyahall.com
Working with product teams in the US, UK, and EU.