Pine Tribe
About This Project
Pine Tribe is a born-digital book publisher. The concept is to translate the best in Scandinavian literature and cultivate an online following for those authors, that gives the books a life and continuity beyond the first read. It is estimated that less than 5% of foreign language bestsellers make it to international release. That’s a whole lot of good books that don’t see the light of day beyond a niche market. Pine Tribe bridges one gap in that opportunity market.
The first published series focuses on health, happiness, and well-being. A topic that Scandinavians have a global reputation for. In the first year and a half of Pine Tribe, the concept was tested, product and brand built, 5 books published, and a growing following was curated. By the end of 2014 the Pine Tribe website was consistently reaching 20-30K users every week, 80% of them new prospects. Unfortunately that user growth wasn’t translating to sales growth and the Pine Tribe experiment was eventually abandoned.
My job title at Pine Tribe was “Experience Designer”. Although it could have been product, brand, marketing, manager, coordinator, hustler. My major achievements at Pine Tribe were:
- Being a core part of the early team developing the early business concept, brand and go-to-market strategy.
- Product managing the design and build of the Pine Tribe website.
- Experimenting and iterating the web experience to drive content engagement and conversion optimisation.
- Developing the brand and go-to-market strategy for all published books.