Product Manager

• Nov 2021 - Present

- Drove strategy and innovation while developing and shaping an established product by finding and implementing new, critical, data-driven initiatives for each area of ownership through continuous discovery, data analysis, A/B testing, UX/UI design, competitive intelligence, stakeholder feedback, and qualitative user interviews, all while staying true to Onfleet’s core values. - Implemented Amplitude product analytics platform to better understand user behavior and feature adoption, translating insights into business opportunities. - Championed and embodied user needs by fully understanding the customer journey and maturation of the delivery and logistics needs of clients as they scale their unique operations, driving a user-centric viewpoint across the organization and ensuring user and customer voices drove the direction of the product. - Drastically decreased delivery time for larger features by coaching the development squad and overall organization on Scrum and Agile best practices, relative sizing, user story writing, refinement, retrospectives, and demos, normalizing sprint sizes, more accurately sizing epics and features before development begins for more accurate roadmap execution and timeline estimation, and looking to improve processes continually. - Established repeatable and scalable non-development release processes for new features, including product marketing, training content for sales and customer success, support and API documentation, in-app notifications, and guides/tours, articulating complex ideas to influence internal stakeholders and external customers, to better prepare potential customers, and employees, and excite users and improve adoption. - Partnered with senior management as lead product manager during an acquisition/merger due diligence process, which included analysis of product capabilities, functionality, design, integration feasibility, and stakeholder interviews, ensuring a solid recommendation for how best to move forward. Show less

Product Manager, Android & iOS

• Dec 2020 - Nov 2021

Associate Product Manager, Android & iOS

• Dec 2019 - Dec 2020

- Established a shared product vision across a team of 12+ engineers, QAs, Product Owner and Scrum Master in Cape Town, SA by building consensus on priorities, personas, and value propositions, all directly aligning with the company mission, for each new feature- Managed the entire product lifecycle from discovery, to design, to validation and testing, to launch of new features.- Conducted in-field research with 15 potential and current users, and counting, to understand pain points and positive experiences with current processes, goals, and technologies needed to be successful in their roles- Translated and weighed user needs, business objectives, stakeholder desires, and engineering estimates into a prioritized backlog of work, roadmapping 6-12 months of development and launching innovative and competitive features- Designed, constructed, and tested 20+ UI/UX wireframes/interactive prototypes, validating product execution with users prior to development, which prevented scope creep, reduced time to delivery, and ensured “right” things were being built for users Show less

Associate Product Marketing Manager

• Dec 2018 - Nov 2019

- Served as Product Manager for a development team to define requirements, write user stories, maintain product backlog, and lead daily/weekly ceremonies. Responsible for collaborating with stakeholders, defining acceptance criteria, and resolving product design/UX problems. - Developed, tested and enhanced product positioning and messaging with compelling narratives to differentiate our products from the market and resonate with various types of users across multiple industry segments and channels, effectively communicating the right value propositions to the right segments. - Defined and owned go-to-market strategies and managed execution of all marketing for new product/feature launches to streamline announcement process and drive adoption and awareness of new releases. - Collaborated with Product Managers and stakeholders to prioritize the product roadmap and translate business requirements into user stories for the dev teams to implement, based on customer feedback and market research. - Performed ongoing competitive analysis and conducted customer interviews to develop actionable, data-driven insights to inform product and marketing strategy, communicate results with internal team, and manage user education and awareness through marketing assets and in-product UX. - Served as a liaison/ambassador for the product internally to equip sales, customer service, and other departments with assets and knowledge needed to successfully fulfill their responsibilities, and as a contact for product queries. Show less

Product Marketing Specialist

• Jun 2017 - Nov 2018

- Served as a Certified Scrum Master for an agile team, performing and leading ceremonies, such as standups, grooming, planning, hacks, and retrospectives. Owned a portion of the product backlog and worked with stakeholders to ensure user stories, requirements, and definition of done was well defined. Collaborated with team to ensure the proper sizing of stories and accelerate the team’s average story points completed per sprint. - Optimized all company web properties’ performance by reconfiguring implementation of Google Analytics and marketing automation, UX surveying, and A/B testing software. Analyzed data on a regular basis to generate reports, draw insights and improve site functionality, UX, and content, verified through increased performance metrics. - Designed and executed product launch for cPanel Solo™, including Go-to-Market strategy, messaging development, a lead generation social campaign, an email nurture campaign with landing page, and ecommerce optimization, all resulting in 63% open rates, 19% click through rates, and over 500 licenses sold in just over 3 months. - Calculated Customer Lifetime Value(CLV), predicting entire future relationship net profit of a cPanel® subscriber, based on license type and Partner/Reseller channel. Compared generated revenue to support cost for each account, identified Partners who overburden our support team, and discovered max acquisition cost for new cPanel licenses. - Conducted sensitivity analysis of new product’s potential pricing for the CEO, including revenue projections, cannibalization forecasting, and breakeven analysis to calculate minimum licenses needed to be sold at each potential price point. Show less

Channel Marketing & Analytics Associate

• Jun 2015 - Jun 2017

- Developed regular content, implemented monthly website updates and managed digital marketing campaigns. Designed architecture for a new product microsite and product/feature landing pages to gather marketing leads for online customer acquisitions. - Tracked and analyzed key strategic marketing campaigns for the department, generating sales leads, determining ROI and conversion rates, and providing recommendations based on trend analysis and Google Analytics - Utilized Excel and Tableau to construct heat maps of target areas for geo-targeted marketing strategy, resulting in %10-15 campaign response rate and doubling number of 2016 marketing qualified leads for Discover Debit. - Constructed sales pitch for Discover Debit prospective bank and created a customized marketing plan including promotional material, launch and awareness campaign, pop-up experience, and incentive program to improve customer experience and drive activation and usage of new checking accounts. Presented pitch to bank president and executive team, resulting in 10-year commitment sale and implementation of customized marketing plan. - Assisted in Discover Debit brand strategy, including product positioning, messaging, channel executions, sales collateral and digital asset development and design, digital marketing automation and strategy implementation, website coding and design, as well as experiential tradeshow booth development and execution. Rebranding overhaul expanded lead generation efforts and optimization of marketing and sales funnel. - Managed $3.4MM department budget, including regular and accurate monthly forecasting and projections, increasing project manager awareness, accountability and autonomy of budgeting as well as ensuring accurate accrual of expenses and timely payments to vendors. Year-end expenditure variance reduced to 1.3%. Show less