Executive Summary
Data-Driven Product Leader—PLG/Consumer/SMB Expert. Turn user insights into growth through analytics, experimentation, and AI. Equally comfortable managing teams OR being hands-on IC.
Consumer product leader since 2013 across iconic brands: TurboTax ($900M, 4M+ users), Ancestry ($800M subscriptions), eBay (global marketplace). Now run SketchPop ($3M consumer e-commerce) as CEO. Core superpower: data-driven decision making—analyze user behavior, run experiments, use insights to ship features that drive conversion and retention. Distinguished by shipping AI/ML products BEFORE ChatGPT hype, then rapidly adopting modern LLMs. Rare combination of:
- Data-Driven Decision Making: Analyze user behavior across millions of sessions, run A/B tests, use cohort analysis and funnel optimization to prioritize ruthlessly—my core superpower. Track record: +2% checkout conversion at eBay ($100M+ lift), 30% mobile conversion lift at Ancestry, 5% revenue lift from abandon cart
- Product-Led Growth: Led $900M PLG business at Intuit with zero sales team—freemium models, self-serve onboarding, conversion optimization. Also led growth initiatives at Ancestry ($800M subscriptions) and eBay marketplace
- Consumer/SMB at Scale: Served 4M+ solopreneurs at TurboTax, millions of consumers at Ancestry and eBay—understand consumer behavior, retention, engagement metrics deeply across multiple product types
- AI/ML for Growth: Shipped 4 AI products to reduce friction and drive conversion at Intuit (pre-ChatGPT), deployed modern LLMs at SketchPop (40% cost reduction)
- Multi-Scale Experience: $900M enterprise (Intuit) → $800M consumer subscriptions (Ancestry) → Global marketplace (eBay) → $3M SMB (SketchPop)
Seeking: VP Product, Director Product, or Principal PM roles at PLG/consumer/SMB companies (Notion, Canva, Figma, Duolingo, Shopify) where data-driven decision making drives growth. Equally comfortable managing a team OR being the solo IC product hire—I thrive in both.
About Me (LinkedIn)
I'm a data-driven product leader who turns user insights into growth. Equally comfortable managing a team OR being the solo IC product hire. Consumer product leader since 2013 across TurboTax, Ancestry, eBay—deep AI/ML expertise, proven conversion optimization.
At Intuit, I led the $900M TurboTax Self-Employed business as Principal/Group PM serving 4M+ solopreneurs. Managed 4 PMs while staying hands-on—drove 10-15% CAGR ($100-150M annual growth) through data-driven decisions, A/B testing, and shipped 4 AI/ML products that reduced friction and improved conversion.
My superpower: using data analysis to make the right product calls. At TurboTax, analyzed user behavior to identify drop-offs, then shipped AI features that increased completion rates. At Ancestry, led growth initiatives achieving 30% mobile lift and 5% revenue boost from abandon cart. At eBay, drove $100M+ business lift through 2% checkout optimization. Pure PLG motion—no sales team, self-serve at scale.
As CPO of SketchPop ($3M consumer e-commerce, 20% margins), I wear many hats: solo product leader working with engineers, plus marketing, operations, finance. Use AI as decision-making partner—design experiences, automate tasks, optimize funnels. I write specs, analyze data, work with engineers daily, ship fast.
I thrive in both leadership and IC roles. Led product teams at Intuit (4 PMs) and eBay (6+ analysts), now solo product leader at SketchPop—what matters is shipping great products and building great culture.
What I bring:
- Data-Driven Decision Making: Track record—+2% at eBay ($100M+), 30% at Ancestry, 5% revenue lift
- Product-Led Growth: Led PLG at scale (TurboTax $900M, Ancestry $800M, eBay)—freemium, self-serve
- AI/ML for Growth: Shipped 4 AI products at Intuit (pre-ChatGPT); use AI as force multiplier at SketchPop
- Consumer at Scale: Led products serving millions—TurboTax (4M+ users), Ancestry, eBay since 2013
- Hands-On Execution: Work with engineering, write specs, ship products personally
- Team & Culture: Hire and scale PM teams (Intuit, eBay) while building great culture
Currently seeking: VP Product, Director Product, or Principal PM roles at PLG/consumer/SMB companies where data-driven decision making drives growth. Open to managing a team OR being solo IC hire—I thrive in both.
Ideal fit: PLG companies (Notion, Canva, Figma), consumer products (Duolingo, Grammarly), SMB tools (Shopify, Faire). I work best where product leaders are hands-on, data-obsessed, culture matters.
Location: San Diego preferred, open to remote, willing to travel to LA/SF.
Professional Experience
📋 Select Experiences to Include on Resume
Principal Product Manager (Group PM) - AI/ML Products
Led $900M TurboTax Self-Employed business as Principal/Group PM serving 4M+ solopreneurs, freelancers, and gig workers. Managed team of 4 PMs and delivered 10-15% CAGR ($100-150M annual growth) through data-driven product decisions and AI-powered innovation.
Product-Led Growth & Data-Driven Execution:- Pure PLG motion serving millions with zero sales team—freemium model, self-service onboarding, product-driven conversion
- Analyzed user behavior across millions of sessions using cohort analysis, funnel optimization, A/B testing to identify friction and drive decisions
- Shipped features that increased freemium-to-paid conversion, reduced drop-off rates, improved completion rates using data insights
- Deep understanding of solopreneur/SMB needs through qualitative research and quantitative analysis of engagement metrics
- Expense Categorization AI: ML model auto-categorizes expenses from receipts/transactions, reducing manual entry 60%+ and improving completion
- Deduction Finder ML: Predictive algorithm using HITL training identifies missed deductions—increased average refund $1,200+, drove upsell
- Audit Risk Predictor: ML model predicts IRS audit risk and suggests optimizations, reducing user anxiety and improving trust/retention
- Document Extraction AI: OCR/AI extracts data from tax documents (W-2s, 1099s, receipts), removing friction and improving conversion
- Delivered 10-15% CAGR on $900M+ business through data-driven experimentation and AI features
- Hired and mentored 4 Product Managers focused on PLG and AI/ML
- Coordinated with engineering, design, data science, marketing—hands-on PM leadership
- Established experimentation framework and metrics-driven culture across product org
Skills: Product-Led Growth, Data Analysis, A/B Testing, Consumer Product Management, AI/ML Products, Freemium Models, Conversion Optimization
Chief Product Officer (CPO) - AI Transformation
CEO of $3M consumer e-commerce (20% margins, 30-person team). Wear multiple hats: solo product leader, marketing, operations, finance. Use AI as decision-making partner for product, marketing, operations.
Data-Driven Consumer E-commerce Growth:- Analyzed user behavior to identify funnel drop-offs—shipped optimizations improving conversion
- Used cohort analysis for repeat purchase drivers—implemented campaigns reducing churn
- Ran A/B tests on pricing, bundling, upsells—data-informed decisions to optimize revenue
- Built dashboards tracking LTV, CAC, retention, engagement—used insights to prioritize roadmap
- Deep Shopify expertise: custom apps, workflow automation, analytics
- Use AI (Claude, GPT-4) as thought partner for product decisions—analyze data, evaluate options, pressure test ideas
- Design new customer experiences from concept to launch using AI to iterate on flows, copy, positioning
- Automate marketing with AI: ad copy generation, email campaigns, customer segmentation
- Deploy AI chatbots for customer service automation, achieving cost reduction while maintaining quality
- Use AI for operational decisions: demand forecasting, artist staffing/capacity planning, pricing, inventory
- Work with engineers on product specs, technical requirements, implementation
- Analyze user data daily to inform product roadmap and prioritization
- Ship fast—use AI to accelerate decision making and execution without adding headcount
Impact: Operate at $3M revenue with 20% margins. Leverage AI as force multiplier for decision making across product, marketing, operations.
Skills: Consumer E-commerce, Data Analysis, Shopify, AI for Product Management, AI for Decision Making, LLM Integration, Conversion Optimization, A/B Testing, P&L Management
Founder & Principal Consultant
Founded AI/ML product consulting practice advising consumer, e-commerce, and PLG companies on AI strategy and implementation. Specialize in helping companies leverage LLMs and AI agents to drive measurable growth outcomes—conversion optimization, retention, cost reduction.
AI Product Strategy & Implementation:- Advise consumer/PLG companies on AI product strategy, feature prioritization, roadmap development with focus on user impact and ROI
- Guide AI operations deployment: chatbots, AI agents, workflow automation using GPT-4, Claude, Gemini, Llama for customer-facing applications
- Help companies build vs. buy decisions for AI features and evaluate AI vendors/platforms for consumer use cases
- Develop AI metrics frameworks tied to product KPIs: conversion, retention, engagement, LTV
- Hands-on prompt engineering, LLM orchestration, AI agent frameworks for production deployments
- E-commerce Platforms: AI chatbot deployment for customer service automation (40%+ cost reduction), personalized product recommendations, order management AI
- Consumer Product Companies: AI-driven user onboarding, conversion optimization, retention tools using LLMs
- PLG/SMB Tools: AI features for self-serve products, automation for SMB workflows, AI-powered help/support systems
- Ivo.AI: Product advisor for AI sales automation (SMB/solopreneur focus)—AI agent architecture, LLM integration strategy
- Helped clients achieve 30-50% cost reduction through AI automation while maintaining/improving customer satisfaction
- Guided AI feature launches improving customer retention 15-25% and engagement metrics
- Enabled fast AI implementation with hands-on guidance vs. theoretical strategy—ship AI products quickly
Skills: AI/ML Consulting, Consumer Product Strategy, LLM Integration, AI Agents, GPT-4/Claude/Gemini, E-commerce AI, PLG, Conversion Optimization
Managing Partner
Founded investment firm focused on acquiring and operating profitable consumer/SMB businesses. Hands-on operator approach combining product leadership with business management.
Portfolio Management & Operations:- SketchPop Acquisition & Growth: Acquired custom art e-commerce business, scaled to $3M revenue with 20% margins through AI-powered product innovation and operational improvements
- Data-Driven Investment Thesis: Focus on consumer/SMB businesses with strong unit economics where product improvements and AI can drive growth
- Hands-On Product Leadership: Act as product leader/CEO for portfolio companies, applying product management expertise to drive growth
- Operational Improvements: Implement data analytics, AI automation, conversion optimization, retention strategies across portfolio companies
Skills: M&A, Business Operations, Product Strategy, Consumer/SMB Expertise, P&L Management, Growth Strategy
Director of Product Management - Growth
Director of Product for $800M consumer subscription business. Led acquisition, conversion, and growth initiatives for top-of-funnel product experiences and shopping cart optimization.
Product-Led Growth & Conversion Optimization:- Abandon Cart Feature: Built, tested, and rolled out abandon cart email campaign resulting in 5% revenue lift—data-driven approach to win-back users
- Mobile Conversion Optimization: Led mobile app conversion initiative achieving 30% lift in mobile app subscriptions through improved onboarding flow and checkout experience
- Shopping Experience Innovation: Designed and shipped new product shopping experiences that improved top-of-funnel conversion and customer acquisition
- Customer Journey Mapping: Launched customer advocacy initiative documenting end-to-end journey with key metrics and pricing across product experience
- Collaborated with Finance, Product, Marketing, Member Services to identify growth opportunities and address friction points
- Defined go-to-market strategy and coordinated integrated marketing planning for subscription business
- Used data analysis and A/B testing to optimize conversion funnel and maximize subscription revenue
Skills: Consumer Subscriptions, Conversion Optimization, Mobile Product Management, Growth Strategy, A/B Testing, Product-Led Growth
Product Leader - Payments & Customer Connection
Product leader for eBay Payments (checkout, cart, installments) and Customer Connection (My eBay, sign-in, registration) serving massive consumer marketplace at scale.
Consumer Marketplace at Scale:- Conversion Optimization: Led checkout optimization initiatives achieving +2% checkout conversion improvement—drove $100M+ business lift through data-driven improvements
- Operational Excellence: Reduced checkout defects by 33% through improved quality processes and user experience testing
- Mobile & Site Experiences: Shipped features across mobile and web platforms serving millions of buyers in global marketplace
- Customer Satisfaction: Improved NPS scores through better payment experiences and customer registration flows
- Global Payments Analytics: Led analytics team providing strategic insights for checkout/cart product decisions—conducted A/B tests, analyzed data, delivered actionable findings
- Team Leadership: Managed team of 6+ analysts and managers supporting product releases and optimization initiatives
- Metrics & KPIs: Recommended, tracked, and advised on key business and product metrics for payments and checkout experiences
- Cross-Functional Collaboration: Partnered with product management, development, and business units to ensure timely releases and achieve business objectives
Skills: Consumer Marketplaces, E-commerce, Payments, Checkout Optimization, Data Analytics, Team Leadership, A/B Testing, Conversion Funnels
Education
MBA & MS (Dual Degree)
- GMAT: 720 (Top 4%)
- Focus: Strategy, Product Management, Technology, Sustainability
- Network: 60,000+ Ross alumni globally, including extensive VC and tech company connections
BS Electrical Engineering
Core Skills
AI & Machine Learning
- AI/ML Product Management
- Large Language Models (LLMs)
- Human-in-the-Loop (HITL)
- AI Operations & Deployment
- Prompt Engineering
- GPT-4 / Claude / Gemini / Llama
- AI Agent Architecture
- Predictive Analytics
Product Management
- Product Strategy & Roadmaps
- Product-Led Growth (PLG)
- Consumer Product Management
- 0-to-1 Product Development
- User Research & Customer Discovery
- A/B Testing & Experimentation
- Agile / Scrum Methodologies
- Feature Prioritization
- Go-to-Market Strategy
- Freemium Models & Monetization
- Partner Integrations
- Rapid Prototyping & MVPs
Data & Analytics
- Data Science & Analytics
- Data-Driven Decision Making
- SQL & Data Querying
- Metrics & KPI Development
- Data Visualization
- Customer Analytics
- Funnel Analysis & Optimization
Leadership & Operations
- Team Building & Mentorship
- Stakeholder Management
- Cross-BU Coordination
- Operational Turnaround
- Change Management
- Strategic Planning
- M&A / Acquisitions
- Post-Acquisition Integration
- Customer Success Strategy
- Workflow Design & Optimization
Industries & Domains
- Fintech & Financial Services
- E-commerce & Marketplaces
- Consumer Technology
- SMB/Solopreneur Products
- AI/ML Applications
- Tax & Compliance Software
- Mobile Products
- Subscription Business Models
Key Achievements
- Dual-Era AI Pioneer (Top 1%): Shipped AI/ML at Intuit 2021-2024 BEFORE ChatGPT hype (Nov 2022), then deployed modern LLMs at SketchPop—rare combination bridging traditional ML + cutting-edge LLM implementation
- Proven Growth at Scale: Delivered 10-15% CAGR on $900M business unit ($100-150M annual growth) through strategic AI/ML product initiatives at Intuit
- Quantifiable AI ROI: Achieved 40% cost reduction through AI chatbot deployment while maintaining quality—demonstrates operational AI expertise beyond just product strategy
- 4 Shipped AI Products: Expense Categorization AI, Deduction Finder ML (HITL), Audit Risk Predictor, Document Extraction AI—all serving millions of users at Intuit
- Multi-Scale Experience: Shipped products at $900M enterprise (Intuit), $800M consumer subscription (Ancestry), global marketplace (eBay), and $3M SMB (SketchPop)
- Team Leadership: Hired, mentored, and developed team of 4 Product Managers at Intuit; managed 6+ analysts at eBay; scaled operational team to 30 people at SketchPop
- Consumer/PLG Expert: 15+ years leading consumer products and PLG initiatives—TurboTax (4M+ users), Ancestry ($800M subscriptions), eBay marketplace
- Data-Driven Results: +2% checkout conversion at eBay ($100M+ lift), 30% mobile conversion lift at Ancestry, 5% revenue lift from abandon cart, 15% engagement improvement at Doctor.com