Notable Highlight
Scaled DTC platforms to 750K+ users and doubled digital revenue through conversion optimization, A/B testing, and customer journey improvements that reduced churn by 13%.
Experience Summary
has experience across customer experience, product execution, growth, digital commerce, and marketing, with a strong focus on using data to improve customer journeys and conversion. Relevant background - Built experience in customer experience and process improvement, using data to reduce friction for customers. - Moved into product execution, developing digital products tied to financial services, subscriptions, and commerce flows. - Worked extensively at Hon., mainly on financial services products, including subscription-like models, churn-related challenges, and customer acquisition. - Has exposure to marketplaces, dealer/distribution partnerships, paid media, product marketing, e-commerce, and stakeholder management. - Managed a team of 16 analysts, with responsibility for hiring, feedback, and mentorship. Functional experience - Worked across the full funnel, including paid media, marketplace traffic, dealer channels, and direct-to-brand commerce. - Has hands-on experience with CRO and identifying funnel breakpoints. - Described an example of running an A/B test to improve conversion by aligning landing page content with the original ad creative and customer intent. - Thinks about experimentation through a “north star” framework, prioritizing tests based on the main business objective, particularly revenue. Marketplace / channel strategy - Has experience balancing direct channels with marketplace/distribution channels. - Framed marketplace strategy as useful for reach, trust, and incremental revenue, while positioning owned channels as the more profitable long-term path. - Emphasized using paid media and owned efforts to direct traffic to the company’s own platform where possible, while leveraging marketplaces selectively for products or audiences that benefit from third-party trust.
Key Achievements
Scaled DTC platform to 750,000+ active users and increased digital revenue by 100% through experimentation and A/B testing. Led launch of DTC ecommerce business reaching RM+ GMV in the first year while managing RM+ marketing investment. Generated RM+ annualized savings through process optimization and improved app ratings from 1.5 to 4.5+. Cut avoidable healthcare expenses by RK annually and compressed reporting cycles from 5 days to 1 day at ACCCC.
Skills
Work Experience
Head of Digital Commerce & Product
OTO · Feb 2026 – Present
- Scale DTC platform to 750,000+ active users through high-impact growth initiatives focused on conversion, retention, and customer lifetime value.
- Increase digital revenue by 100% through experimentation, A/B testing, and optimization across customer touchpoints.
- Optimize onboarding, customer journey, and funnel performance, reducing churn by 13% and increasing retention by 4pp.
- Build KPI reporting frameworks and dashboards supporting prioritization and investment decisions.
- Own digital product roadmaps across 3 squads, aligning cross-functional teams across Marketing, Design, Engineering, and Analytics.
- Establish accountability across critical growth initiatives while driving execution and business impact.
Growth Product Manager
Hon. · Apr 2022 – Sep 2023
- Scale DTC platform to 750,000+ users through conversion optimization, experimentation, and customer experience initiatives.
- Increase digital revenue by 100% through structured A/B testing programs and lifecycle optimization opportunities.
- Improve customer journey performance by optimizing onboarding, navigation, and customer touchpoints, reducing churn by 13%.
- Build dashboards and KPI reporting frameworks supporting revenue growth and prioritization decisions.
- Own digital product roadmaps across 3 squads, partnering with design and engineering teams to implement new features and commerce capabilities.
- Align cross-functional teams across Marketing, Product, Customer Experience, Technology, and Operations to drive execution.
Product Marketing Manager
Hon. · Feb 2020 – Mar 2022
- Generate 1M+ leads and increase conversion by 30% through experimentation, conversion optimization, and customer acquisition initiatives.
- Lead launch of a DTC ecommerce business reaching RM+ GMV in its first year.
- Manage RM+ marketing investment while optimizing customer acquisition and revenue growth.
- Increase customer satisfaction and loyalty by improving app ratings from 1.5 to 4.5+.
- Build and lead a multidisciplinary team of 16 professionals across Product, Design, Marketing, and Customer Experience.
- Partner across Marketing, Ecommerce, Creative, Technology, and Analytics teams to drive business objectives.
Senior Product Manager
Hon. · Apr 2019 – Jan 2020
- Improve end-to-end digital customer experience by redesigning conversational workflows, reducing service occurrence time by 70%.
- Sustain CSAT, SLA adherence, and FCR above 93% through product management and customer experience initiatives.
- Increase digital self-service adoption to over 50% through customer journey optimization.
- Govern backlog prioritization and implementation across engineering and design teams.
- Improve NPS through customer behavior analysis and targeted product enhancements.
Product Manager
Hon. · Nov 2017 – Mar 2019
- Cut cost-to-serve by 30% across 200K+ monthly service interactions, streamlining process operations.
- Generate RM+ annualized savings, deploying CRM, IVR, and automation solutions.
- Raise FCR, boost CSAT by 7pp, and accelerate retention rates by redesigning self-service channels.
- Eliminate rework across engineering, CRM, and operations, establishing structured delivery coordination.
- Halve channel analysis time from 7 to 3 days, institutionalizing a scalable reporting framework.
CX Project Manager
Hon. · Oct 2015 – Oct 2017
- Revive a delayed CRM integration, restoring program trajectory through a structured prioritization framework.
- Grow NPS by 6 points and raise FCR from 87% to 94%, overhauling service processes end-to-end.
- Lower repeat contact by 13% and maintain 100% SLA compliance, institutionalizing scalable process design.
- Eliminate cross-functional project delays, orchestrating IT, operations, and customer service delivery.
Business Analyst
ACCCC · Aug 2013 – Oct 2015
- Develop a financial model that cut avoidable healthcare expenses by RK per year.
- Design dashboards that compress reporting cycle time from 5 days to 1 day.
- Shape HR and executive decisions, delivering workforce analysis and scenario modeling to senior stakeholders.
- Collaborate with finance, HR, and operations teams, transforming data insights into actionable policy improvements.
Communication and Innovation Analyst
IU · May 2012 – Jul 2013
- Lead innovation program that generates 100+ process improvement initiatives.
- Consolidate ESG and governance KPIs to support sustainability benchmarks and reporting.
- Develop communication frameworks to support regulatory reporting and internal alignment.
- Facilitate workshops to drive idea generation and continuous process improvement.