B2B(2C) Cases

Over a dozen years experience brining new B2B enterprise software to market.

HCareers Hospitality Resourcing Platform

ROLE: Head of Product (Full Time)

SITUATION:

After acquisition, we relaunched this #1 Recruiting Platform in Hospitality, refactoring a legacy system that was difficult for both Recruiters and Job Seekers to use.

ACTIONS:

  • Rebuilt HCareer Recruiting Platform + Jobs Board from the Ground Up

  • Built new Product and UXUI Design team, implementing effective agile and Lean UX

  • New UXUI, including new Search features, to improve Job Seeker conversion

  • Built new Recruiter Dashboard and Recruiter Analytics tools, for more efficient Recruiting

RESULTS:

  • Increased revenues 21% Y/Y (pre-COVID)

  • Increased candidate pool by 15% overall, and 35% for new candidates (within 3 months)

  • Reduced “Usability Churn” by 50%, through user behavior monitoring and usability metric tracking

  • Improved cross-functional development team coordination and communication with agile & Lean UX best practices and tools (Figma, Miro, Jira, Storybook)

  • Landed new Sales deals with multiple major Hospitality Chains, upon release of new software

TAGS: B2B2C, HR SaaS, Product Leadership

WorkTango HR Performance Management SaaS

ROLE: Director of Product Management (Full Time)

SITUATION:

Product Launch dates were consistently being missed. The HR Performance Management Platform HighGround (since acquired by WorkTango) hired me to lead 4 Product Managers and 3 UXUI Designers to rationalize five disparate Roadmaps and meet critical launch dates for key Clients (Patagonia, United, & KPMG).

ACTIONS:

  • Implemented Goal-aligned Roadmapping, with input from Marketing, Sales, Management, Finance, Engineering and Customer Support for a single Roadmap

  • Met directly with Strategic Customers, mapped out needs, and prioritized these in the Backlog

RESULTS:

  • Single Roadmap led to predictable releases

  • Successful launch of Patagonia’s HR Performance Management platform

  • Introduced new “Performance Benchmarks” Analytics capabilities, so Clients can proactively monitor high and low-performing teams and organizations

  • Successful launch of United’s Peer Recognition and Rewards Program

  • Successful launch of a Check-in based Performance program for KPMG, replacing outdated annual review. Reduced turnover, improved productivity and increased satisfaction

TAGS: B2B, HR SaaS, Product Leadership

ACT K-12 Personalize Learning Platform “icurio”

ROLE: Innovation Product Consultant (Consultant)

SITUATION:

iCurio’s is the personalized learning platform that was acquired by ACT to “strengthen ACT’s capabilities to supports its transition to a learning, measurement and navigation company”. I was hired to help define the next-gen product to incorporate learnings from working with leading Digital Superintendents, including Mooresville, NC’s Dr. Mark Edwards (Superintendent of the Year in 2013).

ACTIONS:

  • Led new Market Opportunity, New Product Concept, and New Product Definition efforts

  • Coordinated closely with CEO, President, VP of Engineering, Product Management and Design

  • Led large Buyer, User and Influencer Market and UX Research, with n > 300

RESULTS:

  • iCurio was adopted by over 2,000 K-12 School Districts across US, including Mooresville, NC, one to the pioneers in print-to-digital transformation

  • iCurio was a significant factor in the acquisition by ACT of Knovation Learning (the software creators)

  • 15% increase in sales the 12 months after release of iCurio

  • iCurio achieved it product goal of “integrating existing teacher-curated, standards-aligned content into an engaging student workspace, with useful learning tools such as citation, notes and highlighting”

TAGS: EdTech, B2B SaaS, “0 to 1” Product Innovation, UX Research, UX Design, Jobs to Be Done, Story Mapping

Max Digital Automotive Pricing Analytics & Inventory Management SaaS

ROLE: VP of Analytics (Full Time)

SITUATION:

I was hired to own and manage the vast amount of digital automotive data owned by Max Digital, including online pricing and inventory data, industry ranking data (JD Power, etc), dealership inventory and sales data, and more. In particular, I worked directly with strategic, multi-billion dollar clients like Penske and Hendrick Automotive, to optimize their Used Cars Operations.

ACTIONS:

  • Led custom data analytics for strategic Clients such as Penske and Hendrick Automotive

  • Supported Product Management and Engineering, to incorporate and continuously improve pricing and inventory algorithms core to our B2B software

RESULTS:

  • Identified a new multi-hundred million dollar market opportunity of “College Cars” for our Clients, through analyzing used inventory and sales data across multiple dimensions

  • Launched new algorithm that power popular new “red-, yellow-, green-” light pricing feature

  • During automotive industry downturn, our Dealers, on average, grew sales by 3% and revenue by 5% over 12-month period where industry sales and revenues were down by 10%, on average

TAGS: Automotive Tech, B2B SaaS, Big Data Analytics, Strategic Client Consulting

Hewlett-Packard Enterprise “Factory Express” Solutions

ROLE: Sr. Product Manager, Rack Accessories (Full Time)

SITUATION:

Hewlett-Packard at the time had separate Unix and Intel-based Enterprise Server Divisions, which were run as separate BU’s, both Billion-dollar businesses. The confusion to HP’s enterprise customers was that the Unix Servers came with white-glove delivery, plug-and-play in a rack, while Intel servers came in pieces. My job was to deliver all the pieces. I took on a change agent role that revolutionized the entire service model for Intel-based Servers.

ACTIONS:

  • Instigator who evolved HP’s Intel-based Server Delivery model to enterprise customers

  • “0-to-1” Lead for functional testing, customer research, and implementation of what is now HPE’s multi-Billion-dollar “Factory Express” operation

RESULTS:

  • My work established HPE’s multi-billion dollar “Factory Express” enterprise integration service operation

  • Enterprise client NPS satisfaction scores for delivery of Intel-severs went from 6.5 to 9.1 in just 6 months after implementation

  • Factory Express’s model of delivering fully-tested and configured Intel-based rack servers was a significant competitive advantage to Dell (whose racks were too tall at the time to fit on a truck)

  • Utilized existing integration capacity, within a different part of HP (the Roseville, CA Integration Center, which was underutilized, due to drop in Unix demand)

TAGS: “O to 1”, Enterprise Solutions, Cross-organizational leadership, New Product Innovation, Customer Research, UX testing, Supply Chain Design