Product & Marketing Strategy

Collaborate with Product & Marketing teams to optimize value for users and demonstrate that value clearly and early to potential prospects

Cloud-Native Business Analytics Platform (startup)
— Defined new ICPs & how to reach them (esp. Operations Directors)
— Created marketer user journey re: campaign spend optimization
— Created user journey template to address more ICPs (e.g. PMs & product performance tracking, Finance & month-end close, etc.)

IMPACT
5X Free trial signups
30% increase MOFU conversions
40% increase in new user —> MAU conversions

Workplace Safety Products & Services
— Identified new, and growing, persona (“HR Rick”)
— Defined channels and messaging to reach HR Rick
— Identified new marketing and sales opportunities for First Aid and Driver Safety business units

IMPACT
Armed Sales & Marketing with new persona & channels and messaging to engage it

Sports Content and Streaming Platform
— Determined what sports content fans wanted and how they wanted to experience it (re: teams, e.g. USC football, and individual games)
— Refactored website, apps, and social media to reflect this
— Created automated game templates to capture long-tail traffic

IMPACT
25% - 40% Improvement in web and app engagement, and traffic, despite numbers generally falling industry-wide

Fantasy Sports Apps
— Created UX that showed in-app how freemium stats and other services could enhance the free GameChannel experience
— Streamlined in-app purchasing so users didn’t have to leave their games to upgrade

IMPACT
$1MM year over year revenue growth per sport
Increased purchase conversion rates

Travel Planning and Booking Website
— Used ethnographic research to define new travel planning journeys Yahoo! could serve (type of vacation e.g. “spa weekend” or “romantic beach getaway”)
—Integrated flight ticket prices and hotel booking options directly into search results (a first at the time)

IMPACT
Made site stickier for travel planners and increased ad revenue with sponsorable hubs for vacation types

Outdoor Site Furnishings Producer and Seller
— Leveraged qualitative and quantitative research to define how various ICPs evaluate and choose outdoor site furnishings
— Determined that when facilities teams evaluated furnishing ‘sets’ (picnic tables, planters, benches, trash cans) that the functional design of trash cans drove selections more than other factors

IMPACT
Client could customize marketing approaches for differentiated ICPs. Could market sets via messaging re: the impact of maintenance efficiency