Experience
Excerpts from my career in digital product, and 2 others.
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Own platform strategy for Ruggable's storefront business, leading technical architecture decisions, engineering resource allocation, and PM mentorship across an 8-person team while partnering with C-suite on a multi-year roadmap aligned to growth & revenue targets.
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Lead a high-velocity experimentation program across core shopping surfaces (Browse/Search, PDP, Cart, Checkout) owning core D2C KPIs (RPV, CVR, AOV, LTV), driving millions in incremental ARR through compounding A/B tests.
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Drove an initiative to re-platform our Browse/Search solution to a new AI/ML-powered vendor, resulting in a multi-million dollar increase in incremental ARR.
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Consolidated analytics and experimentation tooling through vendor elimination and contract renegotiation, reducing annual operating costs while upgrading AI-native measurement and A/B testing capabilities.
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A short list of projects for my favorite stakeholders: Order Tracker (CX), Help Center Redesign (CX), CAPI/Event Tracking Infrastructure (Marketing), Business Entity + Tax Software Migration (Finance/Tax), International Returns (Ops), Checkout & Account Migration (Ecom).
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Led a cross-functional team of 14 (engineering, UX/UI, product, QA) on the e2e development & launch of a custom headless website encompassing 4 domains & 5 locales, and contributing to a 12% increase in CVR, 14% increase in AOV, 1000% increase in Core Web Vitals Performance score, and millions in incremental revenue.
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Championed the global expansion roadmap, driving the launch of 2 new websites, 2 Shopify storefronts, 3 international locales, and 3 languages, to drive millions in ARR.
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Influenced cross-functional stakeholders & leaders to adopt a nascent Shopify strategy for the Canada business entity & warehouse launch, saving over $250K in operational costs and over 6,000 hours of work per year.
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Architected a custom headless CMS, enabling localization, personalization, AI-powered automation, & merchandising controls for non-technical users to maintain 90%+ of a global ecommerce application.
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Defined headless commerce architecture strategy on React/Next.js, driving build-vs-buy decisions across personalization, third-party integrations, event & consent management infrastructure, and frontend performance.
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Led a team of 6 engineers & designers to build an in-app messaging platform for a holistic healthcare marketplace, increasing contact conversion between patients & providers by 7%.
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Owned strategy and discovery for 3 distinct products, collaborating with stakeholders and contractors to deliver strategy, user personas, product roadmaps, and other artifacts.
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Collaborated with the product team to transition our B2C eCommerce site from a Shopify store to a headless web app built in React / Node.js, resulting in a 48% lift in conversion YoY.
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Solved user-centric problems with UX/UI designers and engineers to meet business needs in acquisition (+15K new users/month), CX KPIs (63% deflection, 93% CSAT for Chat), and product KPIs (+7% AOV Q1-Q2 2021).
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Designed, implemented, and analyzed A/B experiments resulting in +28% in $50+ orders and 6% increase in Average Order Value.
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Directed 11 high-volume Broadway TV & social marketing campaigns, resulting in 500+ different pieces of creative, $1M+ in revenue, and no missed deadlines.
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Implemented Agile project management workflow for Broadway TV and social campaigns, increasing creative content output efficiencies by 430% over a one-year period.
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Led the department through a transition of new leadership over 6 months while retaining 85% of the staff.
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Clio Entertainment 2019 Silver (“Gary”) and Bronze (“To Kill a Mockingbird”) Award Winner for Live Entertainment: Integrated Campaign.
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Yes, that Dr. Phil.
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Supported supervising producer and 10-person booking team in all aspects of the production process.
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Booked show guests for the Integrations Department, created and presented pitch decks to supervising producer, completed market and database research, and assisted segment directors in field shoots.