Mallory Contois

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Turn community into your biggest growth engine. Build, scale, and prove the ROI of CLG to drive loyalty, retention, and organic acquisition.

5x startup operator @ Linkedin, Pinterest, Cameo, Metafy & Mercury

Community-Led Growth: Unlocking Sustainable, Human-Driven Growth

Founder

Cofounder

Community Lead

🚀 Prepare to build, launch, & grow your community in just one day with this hands-on workshop.

Psychology-obsessed founder, operator and community-builder.

Create a Community

UX Researcher & Coach

Head of Growth

Head of Community

Consultant (Former CMO)

Founder and President

As traditional growth channels become more expensive and less effective—rising CAC, ad fatigue, and impersonal automation—brands need new ways to drive sustainable growth. Community-led growth (CLG) isn’t just a marketing tactic—it’s the key to sustainable brand affinity, word-of-mouth acquisition, and long-term customer retention. In today’s landscape, customers are increasingly skeptical of ads, burned out by impersonal automation, and looking for connection. Brands that build thriving communities don’t just sell products—they create movements. This course will teach you how to harness human behavior, psychological triggers, and strategic frameworks to turn your most engaged users into brand evangelists — without relying on expensive paid marketing. Why Community-Led Growth?A well-built CLG strategy leads to: ⚪ Increased Brand Loyalty: Customers feel a sense of belonging and become repeat buyers.⚪ Stronger Emotional Connection: A community fosters attachment, making customers less likely to switch to competitors.⚪ Higher Organic Growth: Community-driven customers refer others, reducing marketing costs and increasing conversion rates.⚪ Resilience to Negative Experiences: A strong brand-community relationship makes customers more forgiving of setbacks. Whether you're a founder, marketer, or community leader, this course will give you the playbook to design a CLG motion that fuels sustainable growth and retention. In this course you'll learn how to: ✅ Design a CLG strategy that aligns with business goals and drives measurable impact✅ Track and present key ROI metrics (CAC reduction, retention impact, revenue influence)✅ Position CLG as a scalable, repeatable growth engine—not a “nice-to-have”✅ Identify and empower your most engaged users to drive organic acquisition Why Learn From Me?I’ve spent over a decade designing growth loops, engagement ecosystems, and community-led strategies across multiple industries.I’ve tested these strategies as an operator inside startups and large brands, as well as founding my own $300k ARR community, learning how to adapt CLG to different business models, goals, and challenges.In this course, I’ll equip you to do the same—whether you’re launching a brand-new community or optimizing an existing one.

Supercharge your brand’s growth and retention through natural human behavior.

What we'll cover:

Fundamentals of Community-Led Growth<ul><li>Overview of CLG tactics and strategies for user acquisition and retention</li><li>Case studies of successful community-led brands</li><li>Measuring success and results</li></ul>

Monday: Live session


Leveraging Psychology for Growth<ul><li>Tactics for brand loyalty and hype creation</li><li>Psychological frameworks for building engaged, sustainable community loops </li><li>Psychological frameworks for encouraging desired user actions</li></ul>

Tuesday: Live session


<ul><li>A 15 minute slot to discuss specific challenges and problem sets to you and your role, 1:1</li></ul>

Wednesday: Office hours


Implementation Strategies<ul><li>Community surfaces and types</li><li>Paid vs. free community models</li><li>Software tools to support community growth</li></ul>

Friday: Live session


<ul><li>Submit your plan or ideas for how to implement CLG in your work</li><li>Receive async feedback, ideas, and suggestions within a week</li></ul>

Week 2: Personalized feedback


Schedule

Growth Marketers &amp; OperatorsDiscover sustainable acquisition channels and funnels beyond paid ads.

Community Leads &amp; CX LeadersStrengthen existing engagement, prove ROI and connect community to business metrics.

Founders &amp; Product LeadersActivate effective and sustainable growth engines with limited resources.

This course is designed specifically for...

You'll leave this course with:

We’ll analyze CLG approaches across B2B, B2C, and B2B2C models so you can design a strategy that directly impacts user acquisition, retention, and revenue growth.

A Community-Led Growth Strategy Built for Scale and Impact
 

Community isn’t just about gathering people—it’s about understanding what makes them stay, contribute, and evangelize. You’ll learn to:<ul><li>Build engagement loops that feel natural, not forced</li><li>Leverage social proof, reciprocity, and identity psychology to drive organic referrals</li></ul>

Psychological Frameworks To Drive Loyalty & Advocacy

Free vs. paid communities—how to determine which is right for your modelHow to justify CLG investment to leadership by linking community growth to reduced churn &amp; marketing spendRevenue opportunities within CLG (sponsorships, upsells, partnerships)

A Monetization & Growth Roadmap

We’ll cover:<ul><li>The best platforms for building and managing a community</li><li>Automation &amp; engagement tools to increase retention and referrals</li><li>CLG analytics &amp; reporting frameworks to showcase success internally</li></ul>

The Right Tools to Scale & Measure CLG 

After the live sessions, you’ll submit a proposal for how to implement CLG in your role. I’ll provide feedback on:<ul><li>What’s working &amp; what needs adjustment</li><li>Personalized recommendations to optimize engagement &amp; retention</li><li>Guidance sell CLG's impact internally</li></ul>

Personalized Feedback on Your CLG Strategy

Building a community is one of the most powerful ways to foster engagement, drive growth, and create lasting impact. But where do you start?This 6-hour interactive workshop will take you from idea to launch, giving you the frameworks, tools, and strategies to create a purposeful, engaged community. Whether you’re starting a brand-new community or strengthening an existing one, you’ll walk away with a clear plan, actionable next steps, the confidence to execute, and a community of peers to build alongside. What You’ll Learn:✅ How to define your ideal community member and their motivations✅ How to position your community so people can’t wait to join✅ The best strategies for engagement, retention, and organic growth✅ The pros &amp; cons of different community platforms and monetization models✅ How to create rituals, participation loops, and early evangelists✅ What metrics actually matter—and how to measure success You won’t just learn—you’ll build. Through guided exercises, independent work sessions, and live feedback, you’ll leave this workshop with: 💡 A clear, validated concept for your community🛠 A structured plan to attract and engage members📈 A roadmap for growth and sustainability💸 Clarity on monetization or plans for sustainable growth and operations👋 Lifetime membership to a community of community-builders This isn’t just another theory-heavy course—it’s a fast-track to launching a real, thriving community with expert guidance and hands-on support.I can't wait to help you bring your community vision to life.

From idea to thriving community.

Course syllabus

If your events are recurring and at the same time, it might be easiest to use a single line item to communicate your course schedule to students

Tuesdays & Thursdays

Feel free to type out dates as your title as a way to communicate information about specific live sessions or other events.

May 7, 2022

Schedule items can also be used to convey commitments outside of specific time slots (like weekly projects or daily office hours).

Weekly projects

Course schedule

Founders &amp; Marketers who want to build a community for brand growth, engagement, and retention.

Side Hustlers &amp; Creators looking to launch an engaged, purpose-driven community around a passion or niche.

Community Builders who want to foster connection, belonging, or professional networks in their industry.

Who is this course for

What you’ll get out of this course

A fully developed community concept with clear value, structure, and engagement loops.

A step-by-step launch plan to attract members and grow your community with purpose.
 

A framework for engagement & retention so your members stay active and invested.

Clarity on monetization, sustainability, and growth strategies tailored to your goals.

Membership to a community of community-builders for ongoing brainstorming and support.

Grow Your Brand with the Community-Led Growth Flywheel

CLG @ Mercury, Founder at Old Girls Club

Learn a proven 4-stage growth model that transforms customers into collaborators, contributors, and champions.

Master the Flywheel

Choose actionable tactics for each phase of the flywheel that you can start testing immediately.

Understand the Tactics

Tailor the CLG Flywheel to fit your product, audience, and business goals.

Apply it to Drive Growth

Community-led growth 101

Head of Community at Mercury

Learn what the buzz term means, and how it might relate to your role, business, or brand.

What is community-led growth?

Learn three blueprints you can test to unlock new growth loops.

CLG blueprints

CLG isn't right for every company, brand, or initiative - learn how to evaluate the opportunity and approach testing.

Mallory Contois

Mallory Contois

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