Product Manager in New York City.
Intro
Thanks for visiting. I’m a product manager with ten years experience building B2B and B2C software at startups and large organizations. My specialties are user research, user story writing, product roadmaps, cross-functional communication, and data analysis. I am passionate about organization and prioritization in all aspects of my life.
Work
I’ve been fortunate to work on a variety of products - marketplaces, eCommerce solutions, analytics tools, CRMs, CMS’s, AI & machine learning, and design tools. The timeline below shows some highlights.
2023
Pendo Tracking, Ceros
Situation: The Ceros product team did not have a clear picture of user activity in the interactive design suite. It was critical to understand this when the new Editor product went to market.
Task: Setup comprehensive tracking for user actions in the interactive design suite
Action: Built and configured a comprehensive Pendo product usage tracking structure for Ceros, including all custom CSS selectors
Result Enabled first successful measurement of the new Editor product, and all other areas of the Ceros platform.
Templates, Ceros
Situation: Ceros is a no-code interactive content creation platform. There was no way to create a template for content that would be used multiple times with some variation. A small group of users had been given access to a beta product that offered a limited version of templates. It was critical to include a template product in our major release and rebrand, coming in six months.
Task: Analyze the gaps in the beta product, determine what is technically feasible in a six-month timeframe, figure out a plan to move forward and product roadmap, build and launch the new product .
Action: Our solution was to make use of the existing architecture “project” entity to make a new Templates folder in every Ceros account. We determined that features from the beta such as template type tags could be kept and used in the new product.
Result:
95% of customers visited and tried the product
40% of customers highly adopted (5 or more templates created and used)
400% increase in customer-created templates in first 6 months
2021
CRM, Wix Marketplace
Situation: Wix Partners needed a better way to manage leads from the Wix Marketplace. Many opportunities were lost because Partners could not keep track of their outstanding leads. In addition, Wix had little visibility into the Partner-Client engagement process because most of it took place outside of Wix.
Task: Offer a better way for Partners to Manage their Marketplace leads, that also allows Wix to see engagement and continue to optimize the process.
Action: Conducted user interviews, looked at lead management in other Marketplace, researched CRM landscape. Determined plan for Marketplace CRM product - functional requirements, wireframes, interactive prototypes. Prioritized project scope based on feedback from stakeholders. Reviewed stories and prototypes with engineering team, then re-prioritized and adjusted project scope based on engineering feedback. Defined MVP and saved some things for future releases. Developed, QAed, released, and continued to optimize CRM product.
Result:
Support saw no complaints of suspicious outreach related to the Marketplace
For the first time, Wix has access to Partner response data, such as time to reply, time to close, and number of messages before closing
Automations and better messaging brought leads without a reply down to 0.
Most completed marketplace projects in a single month after CRM release
2020
Wix Marketplace Matching Algorithm, Wix
Situation: The Wix Marketplace had too many project briefs that were not matched with high quality Wix Partners, or not matched with anyone at all.
Task: Improve the quality of matching and put an end to 0 match situations
Action: Make a better matching algorithm. We tested multiple data points at different weights and ran several models to determine what would work best.
Result
Unmatched leads went to 0
22% improvement in response rate in the first month
2019
Performance Analytics Dashboard, Wix Marketplace
Situation: Wix Marketplace sellers needed to complete projects in order to maintain good standing and rank higher in the Marketplace. They did not have clear visibility regarding the status of their projects.
Task: Provide details on lead status to give sellers a sense of their performance and alert them if they needed to mark projects complete.
Action: Built a lead funnel analytics dashboard.
Result: +22% bump in completed projects in the first week of release. Massive positive response from the seller community.
UK Market Research, innRoad
Situation: Property management software innRoad was exploring options to expand into new markets. The United Kingdom was a top priority due to the lack of language barrier and high volume of independent hotels.
Task: Research the UK market to determine go-to-market product strategy
Action:
Conduct extensive competitor and market research.
On the ground interviews with over 200 UK hoteliers in London, Manchester, and Brighton
Attend UK hospitality industry trade show
Result
Established requirements for UK minimum viable product (MVP), primarily centered around payment processing and currency conversion
Determined that there was no clear leader in the space in this market, and moving forward was advisable.
Built long-term product roadmap for UK expansion
2018
2017
Booking Engine, innRoad
Situation: innRoad had a booking engine in the market with outdated features, UI, and architecture. It was a pain point for existing clients and a roadblock to convert new clients.
Task: Analyze gaps in the current solution, create product roadmap, build and launch product.
Action: Built a new booking engine application. It was critical to move to a nimble architecture that allowed us to quickly deploy new booking engines from a single application, rather than standalone booking websites for each customer. Our MVP supported 75% of current customer needs and included key features missing in the current solution.
Result:
Sales team could re-engage with over 2,000 potential customers who felt the old booking engine was a dealbreaker. 20 prospects converted in the first 2 months
Of the 200 existing customers who we reached out to regarding switching to the new booking engine, 150 expressed strong interest, and 50 onboarded for the beta.
Clients using the new booking engine had a 10% increase in direct booking conversion in May and June, as compared to the same time period last year
2016
Machine Learning NLP Sentiment Analysis, Tracx
Situation: Automated content sentiment tracking was only about 50% accurate. This was a major problem for users of the Tracx social media analytics platform, who wished to know the tone surrounding their brands, products, organizations, and campaigns.
Task: Improve the accuracy of content sentiment tracking.
Action: Build, test, and release a new sentiment tracking algorithm that used machine learning and natural language processing. The new algorithm also broke pieces of content into smaller entities and assigned sentiment for each of them. We also built new dashboards to present the data and a training area to approve or correct the machine’s output.
Result
Out of box accuracy went to 70%
With human training, sentiment tracking of topics reached levels as high as 90%
My Resume
Most recently, I was a Senior PM at Ceros, where I was responsible for all admin functionality, including roles & permissions, content organization, and analytics.
I found product management through my background in data analytics. Early in my career, I was Director of Analytics at Attention Social Marketing. We worked closely with Tracx, a social media analytics software startup. This led Tracx to offer me a PM position.
I spent three years at Tracx honing my PM skills. When the company relocated to DC, I accepted a PM position at innRoad, building property management software.
Next, I became PM of the Wix Marketplace, where I played a key role in building a new business unit within a large company. The Marketplace had its strongest performing month while I was PM. While I loved working at Wix, the opportunity at Ceros was too good to pass up and I accepted it in 2021.
About
All works on this site are the property of my previous employers.