Recruited into the advertising agency as a change agent for their digital transformation and to drive new business opportunities by delivering value-engineered solutions for their clients.
• Unified creative disciplines under a standardized, user-centered Agile approach, improving profitability and increasing client and internal satisfaction
• Responsible for hiring and managing a team of 8 product managers and project managers
Productized the company’s core tech stack, variations on React.js/Next.js with a headless CMS
• Moved the digital team onto JIRA to work more efficiently in Agile / Scrum
• Overhauled scoping, estimation, forecasting practices for the digital team, reducing project overages
• Stood up a proper product man agement practice, transitioning from a reactive agency customer model while implementing streamlined process/artifacts including product roadmaps and leading the charge to create embedded partnerships with internal teams
• Created Product Strategy and Vision for the redesign of New York city’s Rockefeller Center site, using UX, A/B testing to create a goal-driven, content-centric site that supports the owner’s high-revenue tourist stops (Rockefeller Center, The Rainbow Room, Top of the Rock) as well as their commercial needs. Site relaunch grew organic search traffic 33% YoY and allowed them to reallocate 13% of their paid search budget
• Worked across several industries—eCommerce, pharma, real estate, finance, food and beverage—to develop goal-driven digital products ranging from landing pages (Organic Valley) to content- and goal-driven sites (RockefellerCenter.com)
• Collaborated with client leadership to establish product vision and product strategy, including go-to-market strategy, and then translated those into actionable requirements and roadmaps with UX/Design/Content/Video/SEO/Development teams
• Led requirements-gathering and prioritization workshops, identified quantitative/qualitative research needs