I work on the JustFab.com, ShoeDazzle.com, and FabKids.com eCommerce brands and on the JustFab Mobile App where I get the pleasure of creating intuitive, engaging, and converting online shopping experiences across a global scale.I set the strategy and roadmap for Growth & Acquisition where my goal is to acquire new membership subscriptions through strategic A/B testing, data analysis, and market-driven insights. On the Mobile App, I focus on increasing conversion and retention of our members, including optimizing the shopping funnel for an enhanced shopping experience. • Analyze shopping funnel data and KPIs, and leverage data analytics tools to assess growth strategies and mobile app performance, identifying opportunities and guiding roadmap based on feature impact and feasibility • A/B tested a gamified registration form for new prospects resulting in +52% increase in lead registration, +26% increase in new membership subscriptions, and +12% gross revenue• Developed and launched a dedicated men’s acquisition funnel with tailored landing page, registration, and post-registration flow, generating 40K new leads, 4K new subscriptions, and 25% higher conversion rate than the women’s funnel in 1 month• Launched 4 brands with 3000+ SKUs in 8 weeks, generating $3M+ in revenue, and 47% from new and 31% from repeat sales• Secured stakeholder alignment on new initiatives to enhance JustFab mobile app, focusing on engagement, conversion rates, and membership retention, which include implementing upsell carousels, integrating Apple Pay, and adding advanced Search filters• Enhanced developer efficiency on mobile app by dedicating 50% of Q4 2024 development efforts to optimizing code and infrastructure, resulting in improved app performance and reliability• Facilitate regular stakeholder meetings to align product vision, gather feedback, and drive collaborative decision-making process• Manage a junior product manager, providing performance reviews and career coaching

I led the migration of the JustFab website code base from ColdFusion to React, focusing on Growth and Acquisition features, and prioritized key initiatives aligned with acquisition goals, including requirements gathering, gap analysis, and stakeholder demos, resulting in $13.1M in net revenue (+15% vs. budget), 23K new membership subscriptions (+8% vs. budget), and improved platform performance

• Optimized acquisition flow through funnel and competitor analysis, identifying most optimal user journey for new membership conversions. Developed 4 new features, including a dual sign up / sign in option that led to +17% in registration, +13% new membership conversion, along with a streamlined registration experience• Built a robust team of 6 engineers by implementing a streamlined Scrum process dedicated to driving acquisition initiatives

At Murad (Unilever Prestige), I define and drive the development and management of features and functionality of Murad’s flagship E-Commerce site, Murad.com, from inception to launch in order to improve customer experience and increase online sales and customer LTV.• Launched a digital skincare quiz powered by an AI Skin Analyzer, generating personalized serums tailored to individual skin analysis results. Oversaw the process from inception to deployment, collaborating with UX/UI and marketing, writing detailed requirements and user stories, conducting user acceptance testing, and developing a comprehensive launch plan• Gather and develop detailed business requirements to author epics, user stories and acceptance criteria within the Agile/Scrum methodology. Refine and prioritize product backlog of user stories to fuel the product roadmap. • Perform usability testing and gather user feedback to drive UX/UI wireframes and mockups for all website features with Product Designer• Successfully launched 10 new features, such as Skincare Library, Wishlist, Refer a Friend, and Compliance resulting in raising Accessibility score from 2.3 to 9.5/10. • Own strategy and execution of 15 A/B testing and personalization campaigns. Within 3 months of launch, campaign have produced +4K incremental conversions and $48K incremental value (and counting).• Partner with Digital Marketing, Engineering, Analytics, and Customer Service to initiate and prioritize projects, and answer daily inquiries regarding E-Commerce site, platform, and third-party tools (i.e. Zeplin).• Perform competitive analysis and market research, such as industry standards and trends, to maintain understanding of customer needs, and respond by adjusting user experience and product roadmap.• Implemented Agile Methodology upon joining Murad, educating and leading team through scrum artifacts such as daily scrum, sprint planning, grooming, retrospective, and sprint review, resulting in 30+ successful releases.

My focus is to tailor product positioning and messaging towards target market to communicate business value and garner customer understanding and action. Additionally, I strategize and execute marketing strategies and programs to generate qualified leads. • Provide market intelligence and expertise on target market, including users’ and buyers’ needs, goals, pain points, and behavior patterns, and share with internal team in the form of user and buyer personas to understand ideal customer• Prepare competitive analysis to assess market competition and compare strengths and weaknesses of product features• Craft engaging customer-facing and insightful internal materials that communicate value and unique advantage of product • Equip sales with tools such as pitch decks, demo training, and competitive messaging to utilize during sales cycle and conferences for fundamental understanding of product and its benefits, resulting in double the confirmed event meetings• Strategize and execute lead generation activities, such as e-mail marketing campaigns, to help sales start opportunities with qualified leads

I developed the strategy and product features to integrate Skytap with an enterprise IT Service Management company, providing customers with enhanced capabilities such as service and cloud management abilities• Gathered product requirements by leading calls to understand the needs and goals of the customer• Defined use cases to demonstrate benefits of the integration to the customer• Created the first prototype of the integration to illustrate the new user experience • Performed competitor and market analyses to better comprehend the industry • Specified the technical requirements by writing a feature specification document covering integration architecture and uses cases for the Skytap engineering team to develop the product• Crafted a Press Release, including industry analysis and customer benefits, used to convince stakeholders why the integration would be beneficial for both Skytap and its customers

I enhanced IT systems for companies in multiple industries by providing guidance, implementation, and delivery of the appropriate Red Hat or custom software solution to meet the clients’ needs. This involved constantly learning new technologies, coding, testing, documentation, and most of my projects worked in the Agile methodology. •Led development of client’s first automated testing solution, including strategy, analysis, planning, documentation and coding, which led to 150% faster testing•Analyzed performance metrics data to identify code enhancement and optimization opportunities which led to a 64% faster processing time•Modernized Legacy systems for credit card application processing and billing by migrating Cobol code to Java, enhancing user efficiency and increasing revenue•Managed and tracked a project plan to implement a newly modernized Legacy system across a client’s entire IT department, resulting in a smooth and error-free software implementation•Partnered with Product Owner to create user stories for a modernization project, helping to rank and prioritize them based on requirements•Collaborated with client’s engineering and testing teams to understand their business requirements and create use cases •Worked in cross-functional and Scrum teams to practice Agile Methodology and continuous delivery

As an intern, I automated the testing of the Gemalto's Strong Authentication Server (SAS) to improve on the previous manual and labor intensive testing process, making it much more efficient for the current team. • Validated the test cases using Selenium Automated Web Testing• Completed the automation of the tests in half the expected time• Wrote new validation test plans for developers to reference and use

I, along with 80 orientation advisors, hosted summer orientation for ~8,000 incoming freshmen to the University of Texas at Austin for the students to get acclimated to the campus prior to the start of their college career. • Planned on-campus activities and skits with 80 other advisors to introduce students to the university requirements and resources• Provided one-on-one advising assistance to 120 engineering students on course selectionBeing an orientation advisor was a great experience because I got to show my excitement for UT and share my knowledge to the incoming class.