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Mission

To build profitable products that people love to use.

Notable Projects

Next Best Action Service (Carvana):
Role: Group Product Owner.
Led the 0-1 launch of Carvana's first personalized 'Next Best Action' 
service which drove +$40MM incremental gross profit annually.

Sign-in to OTT from Mobile (Tubi):
Role: Senior Product Owner.
OTT authentication (AppleTV, FireTV, Roku, etc) from iOS and Android apps led to 25% lift in authentication.

Emparty 1.0 (Emparty):
Role: Product Owner.
Oversaw beta and 1.0 launch of a marketplace startup. 
Click here to see more about this project.

Onboarding Overhaul & Federated Authentication Integration (Weedmaps)
Role: Product Owner.
+200% MoM Signup growth across native and web.
Click here to see more about this project.

Apple News Integration (The Hollywood Reporter & Billboard)
Role: Product Owner.
Audience increased 1400%, properties reach 7.86MM unique users per month on the platform, with +2MM users receiving push notifications daily.
Click here to see more about this project.

Interests, Influences & Proficiency

My interests:
• Business administration
• User experience research
• Experiment design & execution
• Strategy
• Aggregation theory
• Disruption theory
• Platform economics
• Mission-driven companies

Strategy influences:
• Ben Thompson (Stratechery)
• Clay Christensen (The Innovators Dilemma; The Jobs to be Done Framework; The Law of the Conservation of Attractive Profits)
• Jeff Bezos (Annual Shareholder Letters)
• Platform Revolution (Geoffrey Parker, Marshall Van Alstyne, and Sangeet Paul Choudary)

Product management influences:
• Marty Cagan (Inspired: How to Create Products Customers Love)
• Nir Eyal (How to Build Habit-Forming Products)
• Jason Fried (Getting Real)

Design and user research influences:
• Erica Hall (Mule Studios)
• Jared Spool (UIE)
• Jake Knapp (GV; The Sprint Book)

My tools:
• Product Operations: Notion
• Analytics: Amplitude, Google Analytics, CrazyEgg, Tableau, Databricks, Chartbeat
• Performance & APIs: Postman, Datadog
• Design, Wireframing and Prototyping: Whimsical, Figma, Sketch, Invision
• Project Management: JIRA, Basecamp, Asana 
• User Research Operations: Usertesting, Homespun (Craigslist, Google Forms, Calendly, Airtable) 
• Ad-hoc CMS / Database: Airtable, Notion

• CRM / Omnichannel Marketing: Iterable, Clevertap, Braze
• Email marketing: Sendgrid, Sailthru, Mailchimp, Mailtrap, Mailgun
• Mobile Measurement: Adjust
• UAT/QA: Browserstack

Work History

Lead Product Manager, Growth

May 2021August 2023
Carvana

Led the development of the Next Best Action platform and Ownership Experience products within Carvana, optimizing conversion and retention for new and existing customers.

Senior Product Manager, Growth

Aug 2019 May 2021
Tubi

Managed Tubi's growth product strategy and technical stack, emphasizing activation and retention.

Tubi was acquired by Fox Corp in April 2020.

Lead Product Manager

Sept 2018Apr 2019
Emparty

Responsible for product/market fit strategy, product planning and feature prioritization as well as project management and QA efforts leading up to the Version 1 launch. As the company's Founding Product Designer I also designed the UX/UI end-to-end, and operationalized and executed user research.

Product Manager, Growth

July 2017 June 2018
Weedmaps

Led WM's user growth product team. Focused on growth through activation (onboarding, signup, login experience) and retention (user profile) optimization. Retooled growth infrastructure stack (ESP, omnichannel migrations).

Notable Initiatives: 
• Native Onboarding Redesign & Federated Authentication: Signups increased +200% MoM; device location and notifications permission opt-in increased 10%.
• Omnichannel Notification Infrastructure Integration: Large-scale product and marketing infrastructure migration from a legacy omnichannel provider to an enterprise-class service to act as the backbone for all outbound messaging to users.
• ESP migration: Led email service provider migration to a new enterprise-class service that would improve deliverability rates from 60% to 98%. 

Product Manager

Apr 2016July 2017
The Hollywood Reporter, Billboard, SPIN, VIBE, Stereogum

Promoted to Product Manager for Prometheus Global Media (parent company of The Hollywood Reporter); reporting directly to the VP of Product. Responsible for third-party syndication (Apple News, Facebook Instant Articles, Yahoo, MSN, RSS), video infrastructure (OVP implementation and workflow), and various product redesigns (Billboard artist pages).

Notable Initiative: 
• Apple News Distribution: Grew MoM audience 1400% in 14 months; grew push notification audience to +2MM users receiving 3-5 alerts daily
• Aggregate Page Redesign: +220% increase of ad load per session; +190% increase of pageviews; +45% increase of session duration; +20% reduction of bounce rate

Product Manager

Apr 2015Mar 2016
The Hollywood Reporter

Promoted to Product Manager for The Hollywood Reporter. Responsible for mobile optimization of existing content, emerging platform distribution opportunities, and video.

Notable initiative:
• List Page Redesign: +430% increase of pages per sessions; +300% increase of ad load per session; +66% increase of session duration; +50% reduction of bounce rate

Associate Product Manager

Mar 2014Apr 2015
The Hollywood Reporter

Promoted to Associate Product Manager for The Hollywood Reporter. Responsible for creating bespoke marketing-driven responsive web applications, website user recirculation optimization, and managing emerging user engagement tools (polls, quizzes, surveys, maps).

Web Producer

Jun 2013Mar 2014
The Hollywood Reporter

Promoted to Web Producer for The Hollywood Reporter. Worked with editorial and product teams to conceive and document new product features and specification. Strategically determined promotional tone and strategy for programming. Approved and logged technical bugs.

Education

B.A. in Film Studies

20102012
California State University-Northridge

Screenwriting Option