Find the one thing that matters. Then ship it.

Moving a DVD business to streaming

Problem

Beachbody's best-known programs, P90X, Insanity, and 21 Day Fix, were sold on DVD, and DVD sales were declining.

Approach

Recruited by the CDO to lead the transformation. Built the product management and design teams (UI, UX, research), launched the service on eight platforms, added an online community, and negotiated the partnerships behind it.

Outcome

Streaming became a large, long-retention subscription business. The team beat its engagement targets every quarter and raised eCommerce conversion across every Beachbody property.

Re-platforming a $350M commerce business under PE ownership

Problem

A clean-beauty brand owned by The Carlyle Group, running $350M+ a year through a home-built commerce stack that was expensive to maintain and slow to change.

Approach

Partnered with ownership to move eCommerce, direct sales, and mobile onto VTEX. Led product, UX, and research teams, including offshore teams in Ecuador and Brazil. Added fraud detection across all channels and co-led the restructuring of tech and product.

Outcome

Lower cost, higher conversion, and a team that shipped more with less.

An AI product manager, so no idea gets lost

Problem

Ideas and requests arrived from every direction. Some were never evaluated, and the people who raised them rarely heard what happened next.

Approach

Designed an AI-based intake workflow. An AI product manager captures each request and writes a Request Evaluation Document (RED). Leadership reviews it, and once it's approved the AI builds the PRD and the delivery backlog.

Outcome

Every request gets a decision and a paper trail, and the requester and stakeholders are kept informed from approval through release.

1. CaptureIdea or request comes in
2. EvaluateAI drafts the RED
3. DecideLeadership approves
4. SpecifyFull PRD in Confluence
5. PlanEpics and story stubs in Jira
6. InformRequester and stakeholders updated

Building a product function from scratch

Problem

A fast-growing ad monetization platform, an Inc. 5000 honoree three years running, with no product management function and no in-house QA.

Approach

Built the product and QA teams and mentored junior staff. Rebuilt how work was prioritized and developed. Set the strategy for identity after third-party cookies and for CCPA and GDPR compliance.

Outcome

2.5× the output with 15% fewer defects and 20% lower overhead, plus new ad products that grew revenue while lowering compliance risk.

Four direct-to-consumer brands, launched end to end

Problem

A furniture wholesaler wanted to sell directly to consumers, with four sub-brands and no consumer-facing presence.

Approach

Led the launch from naming and brand identity through go-live: four custom Shopify sites integrated with the company's ERP and its in-house fulfillment and inventory systems. Managed several vendors across all four brands.

Outcome

Lower costs, faster fulfillment, fewer returns, and more repeat customers.