Buffer

Here we go! ✈️🇹🇷 | Buffer Retreat 2025

I’ve worked at Buffer for 11 years. I’ve worked “in person” with my team for ~10 weeks. In an hour, I’ll board a plane to spend another week connecting and add another sticker to the bottle. It is tough to say the curbside good-byes, but something awesome is definitely “Buffering.” 🤓

The day is finally here! Buffer teammates from across the world are starting to board flights for our annual retreat — this year, to beautiful Antalya, Turkey. This week has been a whirlwind — wrapping up retreat sessions plus making sure everything at home is ready. Preparing for retreat feels different now that I’m a working mom. I have incredible family support, but leaving two little ones behind still pulls at my heart. This morning, I started to wonder: is it worth it? And then I remembered — 99% of the time, Buffer gives us the freedom to work from anywhere. Flexibility isn’t just a perk here — it’s a way we support each other to build lives and careers we love. Once a year, we come together. We sacrifice comfort and routines for something deeper: because shared experiences build lasting relationships — and lasting relationships are the foundation of everything we do. Grateful for this team, this opportunity, and my husband and little ones cheering me on at home. Can’t wait to see the Buffer team come together!

The Buffer design team will be under the same roof next week at Buffer Retreat 2025: Turkey edition (celebration pause 🎉). And we’re having *the talk*. The kind that touches values, craft, and performance: The one about *quality*. What it means to us, how we keep it strong. Ever had the talk on your team? Any recommendations? 🍬 Fun fact, like all the best tough-but-meaningful chats, it’ll happen over delicious treats (Buffer tradition: bring snacks from your country. I'm bringing alfajores.)

I joined Buffer just yesterday, and tomorrow, on day 3, I’m headed to Türkiye for our 2025 retreat! The timing couldn’t feel more perfect. ✨ This is something we only do once a year, and I feel incredibly lucky to be stepping into this experience right at the start of my journey here. Getting to meet the team so early — not just over Zoom, but in real life, over meals, quiet walks, shared sessions — means I’ll return with a deeper understanding of what makes Buffer so purpose-driven and intentional. That is everything, especially as I begin working on our brand strategy. My hope is to help shape not just how Buffer shows up, but how it feels to our community, our customers, and to each other. Excited for the thoughtful sessions ahead, for the stories we’ll carry back, and for everything we’ll create next. See you in Antalya. 🩵 🧿

We’ve outgrown MAU at Buffer; here’s why we’re moving on 👇 For a long time, Monthly Active Users was our North Star, but it wasn’t showing us how our users were genuinely engaging with our product. This was largely because our MAU metric was a composite of many user activities (a list that grew every year). While our intention was to capture all moments where users experience value in our multi-feature product, the utility of the measure faded quickly. It missed user intent. It blurred key behaviour shifts. It let infrequent usage look healthy. So we’ve switched to WAU (Weekly Active Users), a cadence much closer to our users' natural frequency and backed it up with a new engagement model that: ✅ Focuses only on our core value-driving action ✅ Defines activation as a recurring habit, not just a one-time event ✅ Adds nuance to churn risk with a dormant state A key takeaway we've learned on this transition: The right metric doesn’t just measure performance: it shapes how your team thinks. I'll be dropping my first article on how we went about this soon. Stay tuned ✌️ #ProductStrategy #GrowthModel #SaaS #Growth #Data

This isn’t just a work trip — it’s a Buffer work trip. 😎 Next week, we’re landing in Turkey. 🇹🇷 In nearly 10 years of Buffer retreats, I’ve never once seen a group of Bufferoos standing around or having lunch and not felt welcome to join — no invitation needed. That’s what I love about this team. We’re not here to tick off team-building boxes or walk away with picture-perfect outcomes. We’re a real group of people figuring things out. How to work better together, how to stay connected across time zones, and how to chase big, ambitious goals. 🚀 Let’s be our true selves. Am I packing my running shoes again, hoping this will be the year I finally make it to the gym on a Buffer retreat? Probably. Has it ever happened? Not once. But tradition’s tradition. You’ll find me at the breakfast buffet. 🥐☕

I'm heading to Turkey on Friday for Buffer's annual retreat and it feels like the first day of school 🤠 I've loved the flexibility of remote work these past 7(!) months, but I have to admit I've missed the spontaneous social moments that come with in-office culture. That's why I'm so excited for some IRL time with my fellow Bufferoos next week! One fun retreat tradition is that teammates bring (pre-packaged) treats from their home country or region to share. What would you bring?

Little by little, it all comes together. Today is my first day at Buffer! In this new chapter, I’ll be working across brand, community, and creator innovation — with a focus on deepening Buffer’s storytelling, and supporting the incredible community that’s grown around it. Brand at Buffer isn’t just about recognition; it’s a thoughtful, long-term approach to growth. It plays a key role in how we build trust, attract the right people, and support them with care. And now, getting to work on that from the inside still feels a bit surreal. :) I know I’ll carry this moment with me for a very long time, and it’s an absolute dream to be part of Hailley Griffis’ team! I've never felt more welcome. ✨ ___ 👀 🎥 Watch my Buffer life-storyline so far! ↓

I did a thing! (Well really I did a lot of things on a different social network, but my work friend Kirsti wanted to talk to me about it.) This was a fun chat both about social marketing, self-promotion and the challenges of the independent music domain. Check it out ⚡