Athens Fitzcheung，美国马萨诸塞州剑桥市产品经理
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Athens Fitzcheung

Verified Expert  in Product Management

Product Manager

Location
Cambridge, MA, United States
Toptal Member Since
January 10, 2021

Athens' experience encompasses large B2C and B2B names. At Wayfair, Athens led their loyalty and financing program, significantly increasing adoption and repeat purchases. At Drift, a Sequoia Capital-funded marketing startup, 他率先开发了对话小工具、报告和分析产品, helping marketers boost lead sign-up rates. 雅典拥有麻省理工学院斯隆管理学院(MIT Sloan School of Management)的MBA学位和伦敦帝国理工学院(Imperial College London)的硕士学位.

B2B Product ManagementJiraProduct Owner

Project Highlights

MyWay Loyalty Program for Wayfair
2018年第一季度推出MyWay忠诚计划，第一个月就获得了数千名用户.
改进移动网络礼品卡体验的转换
Improved conversion of mobileWeb Giftcard experience by 30bps
推出B2B聊天工具，增加登陆页面的注册率
Launched Conversation Content and partnered with over $30,000 MRR customers to enable conversations from PDFs; this generated 30% in more engaged conversations, 表格完成率增加超过5%(业界平均为2%).

Expertise

B2B Product ManagementCustomer JourneysCustomer ResearchDesignFinanceMarketingModelingeCommerce

Work Experience

Senior Product Manager

2016 - 2021
Wayfair
  • 推出MyWay付费忠诚度计划，管理端到端体验(现场发现), awareness, landing page experience, sign-up flow, 以及会员的全站体验)，在2020年第一季度停止订阅之前，订阅量增长到数百万.
  • Redesigned the gift card purchase experience, optimized the mobile-web design, 推出延迟登录和注册——在一个数百万美元的业务单元上，转化率提高了30%.
  • 领导所有程序(包括注册表)的程序横幅个性化ML模型实验, trade buy, 和设计服务——导致点击率平均提高10%，每印象成本(CPM)降低15%.

Senior Product Manager

2014 - 2016
Drift Marketing
  • Launched Conversation Content and partnered with several thousand dollars worth of MRR customers to enable conversations from PDFs; generated 30% more in engaged conversations with a form completion rate of less than 5% (vs industry 2%).
  • Built and optimized customer-facing reporting pages and mapped out priorities roadmap which reduced sessions requiring >10 second load time from 90% to 10% and increased monthly adoption from 49% to over 70% of all customers.
  • 发布了路由会话报告，并与价值数千美元的MRR客户合作，以暴露聊天代表错过的许多会话, enabling managers to train reps. This reduced missed chats by ~20%.

Associate Investment Banker

2007 - 2011
UBS
  • 完成向Orange财团出售价值7亿欧元的废物管理公司Essent Milieu, including, ABN AMRO Infrastructure Capital, NIBC Infrastructure Partners, and the two biggest Dutch pension funds, ABP and PGGM.
  • 为麦格理资本提供咨询服务，麦格理资本在该项目中作为埃留赫纳财团的100%股权发起人. 该团队还从50多名全球投资者和另类投资者中找到了最佳融资解决方案.
  • Was promoted from analyst in 2009, and despite a poor financial deal flow, was rated in the top 10% in his analyst class.

MyWay Loyalty Program for Wayfair

http://www.claruscommerce.com/blog/why-the-new-wayfair-paid-loyalty-program-makes-so-much-sense/

2018年第一季度推出MyWay忠诚计划，第一个月就获得了数千名用户.

•领导Wayfair付费忠诚度计划的设计和开发. 这包括商业计划建模和预测，并制定关于价格点和产品的假设.
• Drove customer research and paint point gathering, enabling the team to arrive at the problem scope.
• Led the design of the end-to-end customer experience, including happy paths and iterations of sad path
• Socialized and aligned stakeholders on vision, rallied the team to build the product, 并确保所有利益相关者都参与进来，并对愿景充满热情.
• Scoped and prioritized product into a Scrum team roadmap.
•在启动时制定基准指标，并在启动过程中监控进度.
• Launched and built awareness through onsite and offsite assets, in conjunction with the product marketing team.

改进移动网络礼品卡体验的转换

http://www.wayfair.com/giftcards

Improved conversion of mobileWeb Giftcard experience by 30bps

根据基准研究，Wayfair礼品卡有潜力增长30个基点. This would increase gift-card revenue by over $100,000 in revenue.

Through persona studies, focus groups, and qualitative and quantitative studies, 我确定了核心问题陈述和体验中的摩擦点. In collaboration with the UX and development teams, I developed and redesigned the end-to-end experience, yielding a conversion that was 30 BPS above control, 缩小与基准的差距，实现我们的盈利潜力.

100万以上用户旅游应用与全球分销系统合作伙伴之间的API集成

为一款下载量超过100万的移动旅行应用集成了个性化的座位选择功能, leveraging a global distribution system partner’s APIs.

我为一款下载量超过100万的移动旅游应用程序设计并开发了个性化的选座功能, leveraging a global distribution system partner’s APIs. This work enabled multi-traveler booking, increased conversion by 20 BPS, a yield increase of 20%, and saw a revenue per booking increase by 30%. 我还研究和评估了合作伙伴的20多个端点，以得出API集成的建议.

推出B2B聊天工具，增加登陆页面的注册率

Launched Conversation Content and partnered with over $30,000 MRR customers to enable conversations from PDFs; this generated 30% in more engaged conversations, 表格完成率增加超过5%(业界平均为2%).

这个项目是代表红杉资本资助的一家营销初创公司完成的.

我与测试客户进行了客户发现会议，以了解放置对话小工具以吸引更多线索的机会. 然后，我签约了5个客户进行beta测试，并开发了产品功能.

最终的结果是一个对话内容功能，比入站营销中使用的传统形式增加了5%的注册率.

为一家Martech公司构建和优化报告功能

Built and optimized the customer-facing reporting pages, mapped out priorities roadmap, and reduced sessions requiring a less than 10-second load time from 90% to 10%; this increased monthly adoption from 49% to 75% of all customers.

我对数据管道进行了后端重写，以将需要不到10秒加载时间的会话的加载速度从90%降低到10%. I then implemented a phased approach of pushing out features, from front-end changes, which require the lowest effort to a full back-end rewrite.
2011 - 2013

Master of Business Administration (MBA) Degree in Business

MIT Sloan School of Management - Cambridge, MA, United States

2003 - 2007

MEng Degree in Engineering

Imperial College London - London, United Kingdom

Tools

Confluence, Jira, Slack, Zoom

Other

Entrepreneurship, Leadership, B2B Product Management, eCommerce, Customer Journeys, Customer Research, Modeling, Finance, Agile Practices, Google, Negotiation, Design, Marketing, Analysis, Communication, User Interviews, Lean Experiments, User Experience (UX), APIs, iOS, Customer Discovery, Marketing Technology (MarTech), Beta Programs, Technical Design, Website Performance, Minimum Viable Product (MVP)

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