Fractional Product and Marketing Leader 

Examples of My Work:

Work experience:

Head of Product/Product Manager  for StoryCause.com by Publishing Concepts - November 2023 to Present

• Developed a deep knowledge of the fundraising business by interview stakeholders at all levels for the purpose of building a new platform that makes onboarding clients faster and more efficient.

Director of Product, Platform, Fanatics Betting, and Gaming - 12/22 to 06/23 

Fanatics is developing a new betting and gaming platform launching in late 2023. 

• Responsible for developing and managing the tools that will power Fanatics gaming engine, a platform valued at over $1 billion, and ensuring a successful soft launch in Ohio and Tennessee. Led a high-performing team of 4 Product Managers, orchestrating their efforts across multiple facets of the product while serving as a dedicated Product Manager for the operations team. Provided strategic guidance and feedback on critical features for the Promotions Engine, Loyalty Product (FanCash), Know Your Customer, Payments, My Account, and Amelco Platform. 

• Implemented a bonus engine that allowed for acquisition bonuses and appeasements with loyalty cash to drive customer retention.

• Developed a feedback loop for customers, allowing customer service agents to inform product and design of UX issues.

• Improved customer experience by creating IVR (inbound call) flows.  

• Created process for handling VIP customers including process flows and VOIP using Salesforce and Amazon Connect.

Vice President of Product Innovation & Marketing, MyUS.com - 06/2018 to 11/22

MyUS.com enables B2B2C cross-border e-commerce for US SMBs, retailers, and international consumers. MyUS was a private equity-backed company that was acquired by Aramex during my tenure.

• Introduced product management to the organization and built a team of 3 product managers, 2 analysts, and 1 project manager that created features and new products for every aspect of the business.

• MyUS had one product from its inception in 1997 until 2018.  My team and I designed and launched 3 new products during my tenure: An International Marketplace, a personalized shopping product, and a C2C Shipping Product. These products contributed 5-7% to the total P&L revenue after launch. The new shopping product went live in 4 months and grew by 80% YoY for the first two years and 25% in year three. 

• Held full P&L responsibility for the product and marketing departments, overseeing financial operations and driving revenue growth; this included managing an annual budget of over $7 million with over 70% of the spend going to SEM.

• Developed and managed an iterative roadmap with input from customers and stakeholders across the organization. This required prioritizing the product management roadmap for the eCommerce site (B2C), warehouse, customer service, global and local payments, marketing, B2B portal, compliance, and finance.  This included planning out features, partnering with design and engineering as well as CRO optimization.

• Supervised a team in charge of the payment domain, which includes 20+ payment processor integrations, ensuring the platform is up to date with all payments regulations and defining the growth strategy for this domain. 

• Provided executive guidance to digital marketing which lowered CPAs by 37% by analyzing campaigns, Adwords, and keyword performance using Tableau and Google Analytics.

• Created a customer feedback loop, used data consistently to validate product assumptions, a/b tested new features, and continuously optimized funnel and landing pages.

• Presented strategic plans, financial reports, and performance updates to the board of directors.

• Assisted with the sale of the company to Aramex by developing forecasts and exciting presentations for the future owners to help them understand the new products we were working on and how they would contribute to future growth.

Director of Product Management Platform,  Fanatics.com - 01/16 to 06/18

Fanatics is a private equity-backed unicorn and global leader in sports eCommerce gear with over 10,000 employees worldwide. During my tenure, the Fanatics platform grew in revenue from $180 million to over $2 billion.

• Implemented a shipping Upsell project that contributed $8 million to the bottom line in its first 4 months.  This project informed customers when they were receiving their gear and ensured it arrived within 1-2 business days.

• Spearheaded new product development for NFLShop.com, NBAStore.com, store.NASCAR,com, MLBShop.com, Shop.NHL.com, Fanatics.com and FansEdge as well as 200+ College Gear stores 

• Designed and implemented an inventory urgency project which generated a 7% lift in conversion for products that were low in inventory. 

• Implemented Fanatics' first international 3PL in Canada to ensure Canadian customers received their gear in 1-5 days creating a seamless user experience.

Senior Product Manager for Mobile, Fanatics.com -  11/13 to 01/16

• Improved the mobile conversion rate from .8% to 1.4% by being intentional with features that were developed for mobile and a/b testing every change on mobile sites first.

• Responsible for executing the mobile strategy for the company by producing and executing the mobile roadmap.

• Generate innovative product development ideas that are focused on driving sales, acquiring new, and retaining existing customers while building brand loyalty.

Sr. eCommerce Technical Product Manager, Fanatics.com -  6/11 to 10/13

• Managed and prioritized product backlog with over 700 work items for  4 development teams (Front End UX and Back End .net)

• Managed a team of 5 product managers using Agile SCRUM for requirements backlog.  This included day-to-day management as well as performance evaluations

• Partnered with the usability team to develop multi-variate tests that allowed us to understand customer behavior prior to new feature launches.

• Implemented customer reviews, recommended products, recently viewed products, Shoprunner, and a full checkout redesign with a focus on reducing drop-off between funnel steps.  A/B tested all new features.

• Improved site search by making it more prominent and generating more useful results.  This resulted in a 50% higher conversion rate for customers that searched the Fanatics network of sites.  Implemented Algolia  and Elastic Search for internal site search.

eCommerce Business Analyst, Fanatics.com -  5/10 to 06/11

• As a Business analyst in the eCommerce department,  developed requirements for marketing-related projects on the front-end eCommerce website.  

• Developed functional requirements for Fanatics first loyalty program (FanCash). This generated 10% more loyal users that had repeat transactions on Fanatics.com 

• Launched the first custom configurator product, allowing customers to design their own team t-shirts and custom jerseys on the NFLShop.com.  Created detailed wireframe mockups, functional prototypes and worked closely with front-end and back-end engineering to ensure what was displayed on the site is what was printed.  The first jersey created was “Nabetsi” Number: “5” for the Jacksonville Jaguars.

Business Systems Manager, Star, and Shield Insurance Exchange - 6/09-May 2010

• Managed business systems department for a startup personal lines insurer.  The position involved working with internal staff and vendors to determine systems improvements, implementing new features to auto and home quoting and issuing applications, managing consumer websites, and developing online marketing campaigns. 

• Took product from zero to market by working with design, engineering, and stakeholders to develop all requirements, KPIs, understanding customer needs, and incorporating customer feedback with functional requirements. 

• Created advertisements for social media via Facebook, Yahoo.com, Google Adwords, online, print newspapers (Jacksonville.com, Tallahassee.com, etc.), billboard companies, and other websites.

Business Systems Manager, Travelers Insurance - 6/05-6/2009

• Manage all of the projects associated with the corporate websites; provided the sales organization with ongoing technical support by developing databases and improving automation. Served as the liaison between the operations department, marketing and the systems areas. Responsibilities includes supervising 4 direct reports (2 Software Developers & 2 business analysts); including coaching activities, monitoring, and annual performance reviews.  

• Developed business requirements for travelers.com quotes and issue applications from start to finish.  This was Travelers' first online insurance quoting app and I was the lead product manager for it.

• Identify and plan enhancements for the agent portal, training portal, consumer site, and Intranet.

• Led a cross-functional team that created, planned, and implemented the first themed sales contest. This contest was the most successful promotion in the 10-year history of the company.

• Designed, developed, and implemented an agent training website with user authentication, tracking capabilities, and interactive at-your-own-pace online training.

• Implemented an automated quote campaign for a new corporate product which handled over 100,000 new quotes.  The new system saved the company over $50,000 in administrative fees by eliminating data entry costs.