Work
Five rooms, one recurring problem: the gap between what a system could do and what a person could find, understand, and trust.
Context
Storage and Networking are core cloud infrastructure used by millions of developers. The capability was never in question. Discoverability, onboarding, and lifecycle comprehension were.
What I owned
Product strategy and execution for portal experiences across both services. A team of senior product managers and engineers, and the product-led growth motion end to end.
What changed
A next-generation onboarding model grounded in customer intent and real use cases, plus a continuous experimentation system across core journeys enabling rapid hypothesis testing.
What it proved
Self-serve activation converts first-touch developers into returning, high-consumption enterprise customers when the journey is designed around intent rather than around the service catalog.
$250M+
Revenue P&L
8:1
ROI on $30M budget
~20%
Growth year over year
What I owned
Channel strategy, forecasting models, and bottom-line operations as cross-divisional owner of scalable site and personalization systems. A 20+ person organization of managers, agencies, and contractors.
What it proved
Enterprise personalization infrastructure can power 1:1 experiences across divisions without fragmenting the brand, when the technology roadmap is owned alongside the P&L rather than beside it.
Rewards
Manager, Digital Product
& Personalization
What I owned
Loyalty segmentation, 1:1 personalization, and direct-channel strategy. $20M+ in marketing budgets, a 20+ person internal team plus vendor agencies, testing environments, and content management.
What changed
Product development for Starbucks Rewards, and contribution to the launch of the mobile app, mobile order and pay, and gamification. Offer engines and email automation scaled to enterprise volume.
Result
Revenue on owned channels grew at two to three times the annual rate through offer strategy and calendar management.
What it proved
Habit is a design outcome. The mechanics of a loyalty product decide whether a daily ritual forms, long before marketing gets involved.
Onboarding & loyalty
Account Director, Wunderman Thompson
Lead manager on the T-Mobile nationwide account for onboarding and loyalty engagement, and on strategic initiatives for Xbox. Built an integrated multi-channel CRM practice spanning online media, social, email, SMS, and MMS, directing agency resources against a $100M+ budget.
Learning systems
Product leadership & granted patent
The systems that turn platform capability into individual competence, and the patent behind it: learning content generation and assessment utilizing structured skill data. The research spine of the book grew directly out of this problem.