A.R. is available for hire
Hire A.R.A.R. (Alireza) Tabrizi
Verified Expert in Product Management
Product Manager
Location
Los Angeles, CA, United States
Toptal Member Since
August 27, 2020
A.R. is a product leader who has driven millions in top-line revenue growth. With deep expertise in analytics, optimization, A/B and multivariate testing, conversion-centric design, and UX, he translates data into high-impact business and product decisions. He has spearheaded the growth, innovation, and optimization of large-scale media, eCommerce, and subscription businesses; led data and analytics-driven decision-making, and managed the full lifecycle of multimillion-dollar products.
Project Highlights
Hunker.com | One of the Largest Home Design Publishing Sites
Drove millions of dollars in additional annual revenue through a creative ad unit and placements.
Branded Sales Products
Built a portfolio of salable and highly attractive products to be sold to advertisers through branded deals.
Society6 | Product Page and Checkout Funnel
Generated $5 million in additional annual revenue by increasing the conversion rate and average order value.
Expertise
Work Experience
Director of Product, Monetization, Analytics, and Growth
2018 - PRESENT
Leaf Group
- Led all aspects of the development and growth of the company's core media business, from day-to-day operations to data-driven growth, monetization, and the introduction of new features and capabilities.
- Developed, architected, and led the implementation of multiple innovative ad logics and layout improvements for article pages, resulting in over $10 million in additional annual revenue for Leaf Group premium sites.
- Increased viewability of mobile and desktop ad units from around 50% to around 75% (considerably above the industry average) via intelligent logics, behaviors, and ad delivery innovations, significantly increasing revenue and branded ad sales.
- Architectured and led the implementation of a new, fully customizable front-end platform and migrated all of the largest Leaf Group properties to this platform (about 50 million sessions per month).
- Optimized the layout of article pages, the related content algorithm, and merchandising, leading to a 30% increase in page views per session.
- Architected and managed the development of a content analytics platform to identify patterns in top-performing content and guide content production and monetization.
- Led and managed the page speed, performance, and Google's Core Web Vitals improvements across all Leaf Group media properties.
Senior Product Manager
2016 - 2018
Leaf Group
- Created and led the development of a video monetization strategy and related advertising solutions (partners, header bidding, etc.) that became a very large portion of Leaf Group revenue.
- Developed and led the implementation of a mobile adhesion unit strategy and algorithm, generating over $5 million annually.
- Designed and led the implementation of specific arbitrage pages, generating more than $1 million annually.
- Architected and worked with the business intelligence team to create multiple site metrics and ad revenue reports to monitor and improve the performance of the site.
Optimization Manager
2015 - 2016
Leaf Group
- Redesigned the mobile and desktop checkout funnels for Society6.com, leading to over $4 million in additional annual revenue.
- Increased society6’s annual revenue by more than $3 million (10%) through conversion optimization and creative merchandising.
- Drove a $5 million (12%) increase in eHow’s annual ad revenue via ad and layout optimization and A/B testing.
Senior Optimization Analyst
2014 - 2015
Leaf Group
- Led the full optimization lifecycle for Leaf Group’s largest properties: Society6.com (eCommerce) and eHow.com (media).
- Increased society6’s annual revenue by more than $3 million (10%) through conversion optimization and creative merchandising.
- Increased eHow’s annual ad revenue by $5 million (12%) through outside-the-box ideas, ad and layout optimization, and testing.
- Served as an internal consultant, leading idea generation and innovation to improve the user experience and monetization and guiding product teams through analytics and tagging processes.
Web Optimization Analyst
2012 - 2014
Leaf Group
- Growth hacked "eHow Now” (eHow’s expert Q&A service) from zero to a million-dollar per year business in eight months. This included driving the roadmap for product innovations, developing strategies, and testing different offerings.
- Increased eHow’s annual revenue by more than $8 million (10%) through ad and layout optimization, testing, and innovative ideas.
- Consulted on data, analytics, experimentation, and growth ideas for product teams and general managers.
Director of Online Marketing and Web Development
2009 - 2010
Farineh Technologies
- Designed and developed a strategy to improve the company's web presence and increased brand awareness by 80% among industry players and potential customers.
- Evaluated and revised the company's marketing campaigns, resulting in a 35% increase in the number of clients and a 25% increase in the number of site visits.
- Initiated multiple new marketing campaigns for the company.
Sr. Product/Project Manager
2008 - 2010
Farineh Technologies
- Served as product and project manager for the company's flagship product, a $12 million industrial automation enterprise solution.
- Architected the product and was part of the core implementation team.
- Led numerous cross-functional teams, managed cross-business-unit projects, and executed multimillion-dollar projects on time and within budget.
Senior Software Engineer
2006 - 2008
Farineh Technologies
- Architected and implemented several core features of the company's flagship product.
- Led the team of seven engineers to deliver requirements on time and within budget.
- Onboarded and mentored new developers in the team.
Project History
Hunker.com | One of the Largest Home Design Publishing Sites
Drove millions of dollars in additional annual revenue through a creative ad unit and placements.
I built the Hunker.com website and optimized article pages for UX and revenue. This included innovative mobile ad logic, video ads, new right rail, slideshows, SEO, and page speed updates. The website became the flagship Leaf Group property.
Branded Sales Products
https://www.livestrong.com/article/13709301-the-10-best-organic-chocolate-bars/Built a portfolio of salable and highly attractive products to be sold to advertisers through branded deals.
I built a portfolio of products for branded (direct) sales advertisers across all Leaf Group premium sites. These have provided the sales team with a solid offering to adapt to advertisers' needs and requirements. Features included premium article templates, high-impact ad units, article sponsorships, promoted article placements, and merchandising
Society6 | Product Page and Checkout Funnel
https://society6.com/Generated $5 million in additional annual revenue by increasing the conversion rate and average order value.
Redesigned the product page and checkout funnel through creative ideas, A/B testing, and a data-driven approach. Deliverables included new payment methods, product recommendations, search algorithms, and funnel optimization.
Education
2010 - 2012
MBA in Business Administration
University of Southern California - Los Angeles, CA, USA
2006 - 2009
Master of Science Degree in Software Engineering
Amir Kabir University of Technology (Tehran Polytechnic) - Tehran, Iran
2001 - 2006
Bachelor of Science Degree in Software Engineering
University of Tehran - Tehran, Iran
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