Projects & Results

Over the years, I've worked with global teams and enterprise clients to deliver products that balance customer needs with business impact. My focus is always on building solutions that are user-friendly, scalable, and adaptable, not just for one client, but for entire customer bases.

These projects reflect my approach to product management: combining strategy, data, and collaboration to create products that solve meaningful problems while being delightful to use.

  • Campaign Management

    Overview

    I led the development of a campaign management system that enabled customers, from SMBs to Fortune 500 enterprises, to run multi-channel communication campaigns (Email, SMS, WhatsApp) at scale.

    Challenge

    The platform needed to balance the needs of small businesses operating in a single country with large multinational organizations running localized campaigns across dozens of regions. Customers expected both global standardization and local flexibility. Integrating with providers like Meta’s WhatsApp Business API, Vonage, and Unlayer added technical and compliance complexity.

    Approach

    • • Conducted interviews with high-value customers to uncover campaign management pain points
    • • Designed a dual governance model empowering both global and local teams. This project defined the roadmap for expanding campaign orchestration across multiple channels and regions over the next 2 years.
    • • Integrated third-party services (Meta/WhatsApp, Vonage, Unlayer) to expand communication channels and personalization options
    • • Partnered with engineering to ensure scalability for millions of messages and multi-language campaign support

    Impact

    • • Reduced onboarding time from 2 weeks to 1 day, accelerating customer time-to-value.
    • • Drove 10% upsell revenue through SMS campaigns and unlocked new revenue streams by integrating WhatsApp Business.
    • • Enabled enterprise customers to scale campaigns across 50+ countries while maintaining brand consistency.

    Key Success Factors

    • • Deep customer discovery with global accounts ensured adoption across diverse user needs
    • • Clear balance of standardization vs. autonomy in UX design
    • • Strategic integrations (Meta, Vonage, Unlayer) strengthened competitive positioning.

  • Business Analytics and Reporting

    Overview

    I drove the creation of a business analytics and reporting solution that gave customers self-service access to actionable insights, transforming feedback and usage data into strategic decision-making tools.

    Challenge

    Customers faced overwhelming volumes of feedback and operational data, with stakeholders at different levels (executives, managers, analysts) requiring tailored insights. Reporting had to supportadvanced filtering, custom aggregations, and flexible visualization without overwhelming non-technical users.

    Approach

    • • Benchmarked competitor solutions and interviewed target customers to prioritize reporting needs
    • • Designed modular reporting for multiple user roles. This set the direction for evolving into a unified analytics suite over future releases.
    • • Collaborated with engineering to enable complex data sources, drill-downs, and advanced filtering
    • • Prioritized ease of use through guided templates and intuitive visualization defaults

    Impact

    • • Increased Product NPS by 15 points, reflecting stronger customer satisfaction.
    • • Reduced ad-hoc reporting requests to CS and Support by 20%, cutting operational overhead.
    • • Enabled enterprise clients to tie feedback data directly to KPIs, strengthening retention and upsell opportunities.

    Key Success Factors

    • • Ability to translate complex datasets into clear, role-specific insights
    • • Balancing data power and usability for both analysts and business users
    • • Strong alignment of reporting capabilities with customer business outcomes

  • Workflow & Automations (0 to 1)

    Overview

    I led the development of a workflow automation system that enabled enterprise clients to turn customer feedback into dynamic business actions, without needing technical expertise.

    Challenge

    Enterprise customers needed powerful automation capabilities (conditional logic, webhook integrations, custom templates) within a tight 3-month timeline and significant API limitations. The UX had to remain intuitive despite the complexity.

    Approach

    • • Prioritized email automations first, then webhooks for real-time integrations. This initiative became the foundation for a long-term automation strategy expanding into broader enterprise workflows.
    • • Conducted discovery sessions to understand manual reporting workflows
    • • Designed a workflow builder with progressive disclosure for advanced options
    • • Built testing/debugging tools, event history reports, and sandbox environments for webhook integrations

    Impact

    • • Reduced manual reporting tasks by 80%, saving customers significant time.
    • • Increased platform engagement by 35%.
    • • Drove adoption with over 500 workflow templates created in the first year.

    Key Success Factors

    • • Translating a vision to “turn static feedback into dynamic actions” into an intuitive UX
    • • Empowering non-technical users with automation while maintaining enterprise-grade robustness
    • • Establishing automation as a differentiator in sales conversations and adoption drivers.

  • Importing & Receiving Data

    Overview

    I defined the data import and ingestion strategy for B2B enterprise customers, enabling them to bring in historical and real-time data from multiple sources (CSV, Excel, APIs, webhooks, SFTP) with transparency and reliability.

    Challenge

    Enterprise customers generate massive volumes of data daily, and needed seamless, error-tolerant ingestion. The system had to validate, process, and map heterogeneous data formats while offering a clear and user-friendly experience for non-technical users.

    Approach

    • • Built flexible ingestion methods (CSV, API, SFTP, webhooks). This became the cornerstone for a scalable data strategy, supporting future integrations with enterprise BI tools.
    • • Conducted research into enterprise data workflows and common ingestion challenges
    • • Designed a step-by-step import flow with validations, error reporting, and real-time progress tracking
    • • Created clear documentation and in-app guidance to reduce onboarding friction

    Impact

    • • Reduced import-related support tickets by 70%, lowering operational costs.
    • • Improved data onboarding speed, accelerating time-to-value for new customers.
    • • Empowered customers to manage data independently, reducing reliance on support.

    Key Success Factors

    • • Anticipating enterprise requirements for scalability and reliability
    • • Prioritizing a clear UX for complex technical processes
    • • Offering flexibility in ingestion methods, making the platform more adaptable to customer environments