Loblaw Digital owns the ecommerce experiences for Loblaw Corporation, the largest retailer in Canada, responsible for $3B in yearly online revenue. During my tenure, I led product for Marketplace, Joe Fresh, PC Express, DX Studio and Product Insights.
Sr. Director, Product Management
Led a high performing team of 17 product managers & analysts from 4 different business units
Spearheaded the Product Craft program, which included education, mentorship and common practices (including process, templates, roadmap rituals and tools)
Contributed to the overall business strategy and results as a core member of each business' leadership team
Marketplace (3rd Party Seller Offering in the Home, Baby, Pet & Toy Categories)
Built MVP of a 2 sided marketplace from the ground up in 9 months, including integration of an acquired seller portal & automated KYC process with payments vendor for seller payouts
Pivoted the product strategy to achieve Product Market Fit, resulting in $21M yearly revenue in under 3 years.
Iterated on marketplace experience through A/B testing within grocery banner websites over a 4 month period improving visibility of offering, resulting in 10x more visitors
Drove key enhancements like reviews & recommendations, customized shipping costs, and online return process to improve trust in customer experience, increasing return customers from 7% to 14%
Joe Fresh (Value Fashion Brand)
Managed product delivery for 2 successful influencer events on Joe Fresh, each event resulting in 10% of Joe Fresh's yearly online revenue in less than 12 hours with millions of visitors
Launched the Ship from Store program for Joe Fresh & exited the Distribution center, saving 30% of shipping costs in the program's first year
Built Joe Fresh Digital Vision & strategy to overhaul the online experience from transactional to inspirational with input from customer research, Joe Fresh store merchandisers and competitive scans
PC Express (Online Grocery Pickup & Delivery)
Increased grocery delivery penetration from 10% to 40% through the successful launch of a new subscription pass, gaining 50K customers in the first 11 months
Implemented tech debt reduction initiative based on mobile app reviews, resulting in 30% increase in monthly active users over 4 months
Launched a Rapid Delivery offering in partnership with DoorDash to validate the immediacy market for Loblaw customers
Contributed to the AI-based Meal Planner chatbot experiment through customer feedback and beta testing
DX Studio (In-house Agency) & Product Insights
Saved Loblaw Corp $3M yearly by providing an efficient in-house agency model, using repeatable templates & processes: This included management of 26 marketing sites, and ecommerce experiences for internal businesses wanting to expand into online sales
Owned the Product Analytics & Insights function which tracked analytics, and provided analysis for product teams, monthly trend reporting, and hypothesis validation for roadmaps
Built a world class product management function from the ground up.
Defined Product Strategy including competitive differentiation, pricing and roadmap implications.
Drove the evolution of the agile process to include user testing, market validation & strong product guidance
Built product analytics foundation including tools like MixPanel, and Pendo to drive data-based decision making & metrics driven team.
In my first 5 months, hired & built a team of 9 including product managers, product designers & product marketing
Established a market driven product management process for the organization
Drove the evolution of the agile process to include user testing, market validation & strong product guidance
Worked with fellow executive team members to deliver cross functional projects such as NPS, Culture & growth initiatives
Lead the strategic direction of the product resulting in predictable roadmaps & cross company transparency
Introduced a standard product launch process for the organization including training, customer marketing and organizational readiness.
Mentored junior product managers with restaurant industry experience to be key product contributors
Lead the overall product strategy including pivot from a transactional model (Job Postings) to a Subscription Model (focused on business intelligence), increasing the average LTV per customer by 10X
Built a market driven product management function from the ground up
Managed 10 direct reports including Product Management, UI/UX, QA, Operations & Development
Responsible for entire product lifecycle from customer needs identification, design, implementation & launch
Mentored Junior team members to ensure a continually improving product delivery function
Delivered actionable Market Intelligence through insights from customers, competitors & the market.
Defined, reported and improved key product metrics to ensure the health of the overall organization including NPS
2016- Brainstation Instructor- Taught Product management weekend courses at Brainstation
2016- Product Management Consultant- Provided product management expertise for special projects at Clearfit & Fundthrough
2012- Remote Stylist- As VP Product & Design I was one of the key drivers to finding initial product market fit and seed funding for the fledgling interior design software start-up
2012- Down to Earth Decor- Completed a diploma in Interior Decorating and created my own Interior Decorating firm focused on colour consultations.
2010-MaRS -Wrote all initial software related product management content for the Entrepreneur’s toolkit at https://www.marsdd.com/tag/product-management/
As Achievers’ first product manager, I introduced all product management processes, and methodology
Worked closely with customers & account managers to deliver a new points based recognition program platform that resonated with end users
Transformed the development process to agile, resulting in a 100% increase in output
Delivered a release per month, including training, launch prep, requirements and delivery support
Lead the implementation of both a Facebook & Salesforce app extensions
As Tucows struggled to compete with other domain registrars, I helped facilitate the evolution from Waterfall to Agile to deliver competitive product offerings faster
Lead a team of 7 Product Managers & associates responsible for ~ $90M in yearly revenue.
Lead the overall product strategy across 4 portfolios including domains, security, email & web publishing
Coached & mentored product managers on product management process, and to help them succeed in their roles
Managed all day to day operations of each of my lines of business (3 simultaneously), including end of life.
Responsible for a 400% increase in revenue in 2 quarters for digital certificates offering
Researched & created business cases for new business opportunities, and brought them to market.
Managed community relationships with a network of 5000+ resellers
Associate Product Manager:
Responsible for requirements & day to day product management for ½ of product offering
Competitive Research Analyst
Created & Maintained Competitive Intelligence database
Conducted Win-Loss Analysis
Marketing Coordinator
Managed tradeshows & beta programs
Coordinated website, content & marketing collateral projects
Presales Consultant
Created demo environments for sales
Conducted sales presentations as the technical specialist in large Enterprise sales cycles.
2010- George Brown College, Toronto — Interior Decorating Diploma
2006- Pragmatic Marketing, Toronto- Product Management Certification
2004- Leadership Intensive Program, Toronto
1994- Wilfrid Laurier University, Waterloo
BA Psychology, Minor Economics,
Management Studies Diploma
2017-Associate Product Manager Program Toronto- Founding Director & Mentor
2017-ProductTO- Organizer & frequent facilitator
2016-2017- Vice President- Mixin’ Vixens Roller Derby League, Co-Captain- Toronto Vipers, Toronto Roller Derby League
2014-Present- Mentor- Mentor of Product Managers, and junior female professionals
Playing Roller Derby on both competitive & recreational teams
Dabbling in creative projects like gardening, watercolour & interior decorating