Product Manager

Claudio “Ray” Aversa

**********@*****.*** · claudioaversa.com · linkedin.com/in/ray-aversa · Huntington Beach, CA WORK EXPERIENCE

Ontra, Los Angeles, CA Aug 2021 – Present

Associate Product Manager

● Led the ideation, technical development & launch of a new notifications tab within the “Insight” SaaS platform, leading to a 39% improvement in user experience. Accelerated the product launch by driving the prioritization of tasks in the backlog by delegating subtasks and streamlining communication amongst key stakeholders and internal collaborators.

● Designed and spearheaded 7+ user stories with over 125 participants, which produced actionable insights & takeaways needed to optimize client experience across customer success teams during onboarding and product training. Saw a decrease in user complaints from 43 to 17 users.

● Managed teams of 4-6 engineers for multi-million dollar projects with ownership ranging from use case scoping, UX design, and implementation of data-driven products to stakeholder management, the roll-out of products, capturing user feedback, and creation of appropriate test frameworks & documentation across.

California Blendz, Venice, CA Sept 2019 – Aug 2021 Product Marketing Manager

● Built the product roadmap of a new catalog with 10 new products based on client feedback, industry analysts’ insights, and ability to rank with SEO. Leading to the creation of over 106 SEO blogs to rank 10 of our products on the first page of Google. Directed traffic growth strategies, including SEO, content distribution, email marketing, and trackbacks.

● Developed go-to-market strategies for product launches, performed target audience research, implemented data-based branding strategies, audited website UI/ UX, and strategic roadmaps.

● Conceived and built new standalone B2C landing pages, which resulted in an increase of net-new leads from 5,000 to 31,000 in search traffic resulting in over $350,000 in revenue within the first year.

● Managed a cross-functional team (Marketing, Design, Analytics) to optimize and personalize e-Commerce experiences for prospective and existing championed customers.

● Conducted frequent analysis of competitor programs looking for insights around targeting, promotional offers, and cadence/delivery timing. Implemented retention tools (email remarketing, review platforms, loyalty programs, & more) using Marketo to extend customer lifetime value from 1.3 to 4.1.

Syft (Agency), Los Angeles, CA Aug 2018 – Sept 2019 Marketing Manager

● Primary Point of contact for the delivery of all campaigns & integrations with over $500k in account value under management (a portfolio of 30 active accounts).

● Developed projects with the marketing and creative teams to release new content for clients’ products; while defining strategic KPIs and building reporting tools and processes, which gained a scaled impact on an average of 2.14M more video impressions per campaign and growing clients’ revenue from $8,000 to $17,500 on average.

● Evaluated consumer preferences and behaviors, combined with market trends and historical data, to adjust and enhance campaigns.

● Managed schedules, assets, and overall project organization ensuring requirements and project deliverables were clearly communicated, understood, and executed with both external and internal stakeholders. Thus, ensuring compliance with the client’s policy and guidelines. Dave’s Auto Accessories, Los Angeles, CA Feb 2017 – July 2018 Sales and Marketing Coordinator

● Provided core project management support for digital marketing, ensuring key milestones were met, while strategic momentum was maintained. Communicated the campaign performance to the CEO and built a clear roadmap for the future.

● Leveraged data on a weekly, monthly, quarterly, and annual basis to extract and identify performance trends and to inform strategy recommendations. Created solution-based execution plans to achieve business goals based on Google Analytics & internal reporting data.

● Launched the company's most successful new customer user experience by leveraging HTML page components to increase visibility of buy button, add to cart button, and reduce click funnels from 6 to 4 clicks. Resulted in B2C sale conversions from $12,000 to $43,350 on average and improved customer fall out from 31 to 7 people per month.

● Designed a new method of resolution process leading to the reduction of customer service complaints by 27%. Improved the productivity of the customer service team by leading training initiatives and revamping schedules, reducing overtime from 24 hours to 3 hour average response rate. EDUCATION

Cal State Poly-Technic University, Pomona, CA 2017 Degree: Bachelor of Science, Exercise Science & Physiology Awards: Dean’s List (‘14-’17) PROJECTS

The Hindsight Podcast:

● Created a podcast on the premise of providing young college students and adults with career and life advice based on the insights provided from guests, who range from business owners, corporate professionals, and public figures. Helped a dozen students ace interviews and land jobs.

● Designed and launched a website for visibility. Oversaw the development of strategy and operations for resources, guests, marketing campaigns, and content creation to improve user experience.

● Built and Tested an MVP of the podcast’s mobile app on the Google Playstore aimed to boost listener engagement. Implemented new layout design based on user experience. Improvements made directly based upon user feedback before deploying the next version on Apple App Store. ADDITIONAL INFORMATION

● Technical Skills: Tableau, SQL, Visual Studio, Java, Python, Statistics, A/B testing, Excel

● Design: Adobe Creative Cloud (Illustrator, Photoshop), InVision, Product Board, Balsamiq

● Learning Courses: PM Bootcamp (Co.Labs), Intro to Python (W3 Schools), Learn Design (Figma)

● Language: English (native), Spanish (advanced), Italian (basic), Portuguese (basic)

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