SUMMARY:

• User acquisition, growth, and personalization focused product management leader with 13 years experience conceiving, developing, and launching revenue driving subscription and ad based digital media, ecommerce, streaming video, social media, data analytics, machine learning, geo - local, and B2C governmental products that advance core business goals. Proven experiencing building and managing high performing teams of product managers in both client experience and data platforms
• Working with engineering, business intelligence, marketing, and advertising teams to create detailed product requirements and collaborating with offshore and in-house development and QA teams in agile environments to build, launch and iterate innovative new products and services to meet key business goals.
• Product People Leadership
• Growth
• User Acquisition
• Personalization
• Conversion Optimization
• Mobile & OTT Products
• New Feature Ideation
• A/B & Multivariate Testing
• Strategic Planning
• Market Analysis
• User Research
• Ecommerce Optimization

PROFESSIONAL EXPERIENCE:

Confidential, El Segundo, California

Director of Product Management

Responsibilities:

• Assisted in transforming Confidential ’s business via the introduction of a registered tier of users across platforms to pivot towards an ad-supported business model with the ability to engage users with advertising, personalized marketing, and sample content to foster incremental revenue and drive the user subscription journey
• Supervised integration of Amazon Personalize using AWS to support machine learning driven content recommendations tailored to individual users enabling personalized “You Might Like” recommendations based on both user history as well as collaborative filtering driven by content similar user cohorts watch or read
• Integrated personalized recommendations with email marketing, newsletters, and in-app push messaging to personalize marketing communications to drive engagement
• Managed integration of mParticle customer data platform to replace Adobe tracking enabling centralized tracking of unique user activity across all Confidential platforms to have a global view of each user
• Oversaw integration of mParticle with 3rd party tools like Braze, Zendesk, and Shopify to create unique cohorts of users to engage with messaging, marketing, and customer support
• Managed integration of Amplitude digital analytics platform via connection to mParticle CDP to democratize data and analytics for the entire organization including cohort analysis, goal-based tracking funnels, and pathfinder analyses to enhance user journeys supporting business KPIs
• Introduced social login functionality with Facebook, Google, and Apple across Confidential platforms to facilitate frictionless account creation and login

Confidential, El Segundo, California

Director of Product Management - Direct to Consumer Platforms

Responsibilities:

• Lead a digital transformation of a 70-year-old brand to integrate the editorial side of the business with SVOD entertainment applications to create a unique app experience where users can watch video on demand, read editorial content, browse an Instagram style photo feed, purchase merchandise and event tickets, and utilize AI and machine learning to identify and follow car makes and models
• Managed a team of five Sr. Product Managers and Product Managers including the product lead for, OneApp, Global Identity, and community initiatives
• Managed creation of a Confidential global user identity initiative where registered users can log into any Confidential platform and access favorited/saved content as well as a social profile
• Supervised community efforts to integrate user profiles and commenting on Confidential assets
• Out of App and In-App Picture in Picture functionality, Episode Bookmarking with Watchlists
• Explore for free feature allowing users into the app behind the paywall to sample free content
• Autoplay while casting from mobile devices. Resulted in a 100% increase in video views and a 91% increase in video watch time
• Action menus on episode and showcards allowing for functionality such as social sharing, bookmarking, and favoriting
• External promotional campaign funnel used in a partnership with Confidential to appear as a special offer in the Confidential Tuesdays app. Funnel converted 68% of users to a free trial of the MT service.
• My Stuff tab on mobile apps where users can access all bookmarked episodes and favorited shows
• Instant Search autofill experience - resulted in a 46% increase in search volume

Confidential, El Segundo, California

Senior Product Manager

Responsibilities:

• Introduced A/B and multivariate testing through company-wide implementation of Apptimize testing tool. Boosted mobile conversion rate of prospects to purchase by 50%.
• Introduced and implemented Apptentive user feedback tool across platforms. Boosted iOS App Store rating of Confidential mobile app from 3.4 to 4.8 in just over a month by driving over 18,000 Five Star reviews, 84% of lifetime ratings. Raised Android mobile app rating from 2.6 to 4.7, an 80% improvement. Success led to a Confidential Inc. wide rollout of this feature.
• Built first of its kind front of paywall user acquisition experience with launch of Curated Front Porch experience - a fully programmable API driven personalized free video sampling experience. Boosted conversion rate of prospects to purchase by 100% to 15% on iOS mobile.
• Re-imagined and rebuilt SVOD subscription flow based on latest UX thinking and best of breed analysis to optimize funnel conversion. Conversion rate up from 2% to 16% including new Front Porch front of paywall experience.
• Lead App Store Optimization to optimize results in app search by providing tested App Store assets, metadata, and copy. Apple has featured the Confidential app multiple times in the App Store.
• Lead subscriber acquisition product initiatives across connected TV platforms including Confidential, FireTV, and Android TV
• Launched Alert Center on mobile apps, working with key marketing stakeholders to get daily push messaging around new episodes operational, driving 8% of total visits and a 10% conversion rate to video views
• Introduced universal mobile casting to smart TVs through Vizbee 3rd party software
• Launched first of its kind augmented reality real world car capture mobile gaming app - Carspotting

Confidential, Culver City, California

Senior Product Manager

Responsibilities:

• Product managed a full rebuild of Confidential Confidential Confidential, Confidential Pictures highest user base streaming application (30-40% of all Confidential Streaming usage) defining all product features and functionality, optimizing revenue capture through full re-imagining of Confidential 's AVOD digital advertising implementation, acting as Scrum Product Owner, working closely with an offshore software development vendor as well as Confidential UX/UI leads.
• After 6 months of release the new Confidential Confidential Confidential application performed:
• Total Audience Growth of 45% year over year Returning User Growth of 45% year over year 100% Year Over Year Growth in Time Spent in App Minutes per User Per Month doubled Minutes per Visit increased by 50% Confidential Confidential saw $11 million in Q1 2019 Revenue and $3.5 million in Operating Profit driven by this new application
• Fully defined and oversaw development of the Confidential Networks Application (SNAP), a high profile, Confidential CEO visible white label, multi-tenancy, Android hybrid greenfield rebuild of Confidential 's Android TV streaming video platform for use with Confidential 's worldwide television networks planned to be bundled onto 2020 Bravia televisions and available in the Google Play Store for both Bravia and Linux TV sets
• Coordinated with Confidential Corporate and the Bravia Hardware Division to ensure the SNAP application is fully compatible with both Confidential high and low powered televisions
• Worked closely with Ad Tech, Analytics, and Back End/Platform Product Managers to ensure all analytics, advertising, TVE, authentication, and registration product features were integrated
• Worked across Confidential Pictures divisions including Programming and Business Development to ensure their business interests were represented in product development and MVP feature sets

Confidential, Culver City, California

Senior Product Manager

Responsibilities:

• Shipped a variety of key analytics & optimization features integrating AppsFlyer, Localytics, Optimizely platforms with Fox Delta apps that facilitate marketing timely and targeted messaging to users to encourage desired behaviors and grow KPIs including monthly average use, video minutes viewed, shows favorited, ads viewed
• Implemented Localytics, AppsFlyer, Optimizely, Conviva, Segment, Adobe features on Fox DCG mobile apps including Confidential, Confidential, and Confidential to allow for sophisticated a/b testing, in-app and push message targeting, Segment & Looker dashboard marketing analysis, and deferred deep linking
• Worked closely with Fox Advanced Advertising Products team to develop a detailed onboarding Adobe event specification which allows granular analysis of all onboarding events and pathway to optimizing conversion and retention
• Produced custom automated push messaging functionality that alerts users when favorite shows are airing to increase engagement
• Led product integration of Oracle MOAT ad analytics platform with Fox Delta apps ensuring ad viewability
• Shipped features integrating AppsFlyer with Facebook and Google AdWords Remarketing to target users with advertising based on behaviors including shows watched, preferred genres, and app usage
• Pioneered new integrations of AppsFlyer with the tvOS and Confidential platforms that have never been implemented before to enable targeting install and engagement ad campaigns for Fox Delta apps on these platforms
• Implemented numerous features integrating Segment Customer Data Platform with other 3rd party applications to allow highly targeted marketing initiatives

Confidential, El Segundo, California

Product Owner

Responsibilities:

• Acted as Product Owner on mobile, tablet, and tvOS scrum product team for user facing features including program guide and images in SAFe Agile environment
• Organized program wide metadata analysis to internally determine areas of deficiency to inform choice of metadata vendors
• Defined and implemented proof of concept trials with additional 3rd party metadata providers
• Worked closely with scrum architects, vendor management, and product leadership to analyze metadata deficiencies and propose solutions that will support a best-in-class recommendation and personalization experience

Confidential, Los Angeles, California

Senior Product Manager - Product Lead

Responsibilities:

• Fully responsible for business analysis, requirements gathering, backlog grooming, creating product roadmaps, supervising design and UX, managing offshore and local development teams to build and ship revenue driving new products across multiple online platforms and two primary brands, TruConnect and Internet on the Go.
• Conceived, defined, produced, and launched walled garden payment center for TruConnect and Internet on the Go wireless customers that allows users to purchase new data products and prepaid monthly recurring phone plans driving $15k per month of rapidly growing recurring revenue.
• Developed first of its kind online enrollment for state and federal government Lifeline discounted phone service for low-income customers in California and Texas. SEO optimized mobile/desktop flow generated hundreds to thousands of fully organic weekly Lifeline applications driving north of $40K per week in revenue.
• Produced API integrations with CGM middleware and state administrative databases run by Xerox and Solix to allow the 70 million eligible low-income consumers to apply directly with 20 plus states in the US with instant approval, allowing millions of US citizens to bridge the digital divide
• Worked closely with Business Intelligence team to develop and introduce key data reporting products that support core mission of churn reduction and new customer onboarding
• Completely revamped the ecommerce presence of TruConnect and Internet on the Go web and mobile sites with ground up redesigns focused on improved user experience and responsive design, introducing dozens of new data and phone plans offerings
• Acted as SEO lead, optimizing site content per SEO best practices, authoring keyword rich content and blogs, resulting in top ranking for the key search terms associated with our business offering

Confidential, Los Angeles, California

Enterprise Product Manager

Responsibilities:

• Member of the core digital product team that defined, developed, and launched brand new, mobile first, fully responsive websites for all eight of Tribune's major metro daily newspapers the Confidential, Confidential, Confidential, Confidential, Confidential, Confidential, Confidential and Confidential
• Product Manager of Neighborhoods, a new geo-local digital media initiative involving development of localized content and ecommerce features including marketplace, classifieds, events, deals, leisure, food and school pages for hundreds of neighborhoods across the United States
• Led geo-services backend development team in developing and deploying desktop and mobile neighborhood and region maps created using Quantum GIS mapping software, featuring integrated Confidential demographic data, local crime data, and restaurant and food maps in metro areas around the country
• Product Manager of the enterprise product roadmap for social media initiatives, worked closely with the audience development team to build out cutting edge social media features and 3rd party social media integrations
• Product Manager of the enterprise product roadmap for 3rd party data integration features including weather, sports, and financial data with partners such as WDT, Confidential, Confidential, Confidential http://www. Confidential .com/local/weather/
• Developed and product managed enterprise level User Generated Content tool feature sets to drive engagement and develop new content and advertising opportunities
• Built suite of new features for P2P, Tribune’s homegrown Content Management System CMS

Confidential, Los Angeles, California

General Manager & Head of Product - Baseline Research

Responsibilities:

• Increased division revenue 150% through development and launch of multiple winning ecommerce website
• Grew monthly page views 575%, monthly unique visits 375%, and pages/visit over 50% by conceiving and launching winning media blog authored by team of well-known media professionals
• Created, marketed and sold two original lines of multi-edition professional media research reports authored by two of the biggest name in TV Research, purchased by media entities multiple television networks and studios
• Led cross functional development team in large scale data integration project, creating software requirement specifications and user stories for new online film cost and performance database used by film professionals around the world
• Created and marketed online film business plan products used by industry heavyweights including producers of the Oscar winning best documentary feature "Undefeated"

Confidential, Los Angeles, California

Metadata & Content Recommendations Consultant

Responsibilities:

• Analyzed and tagged significant amount of Confidential ’s entire back catalog of films over four-year project