Adan Perez, Product Manager in Washington, DC, United States
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Adan Perez

Verified Expert  in Product Management

Product Manager

Location
Washington, DC, United States
Toptal Member Since
November 14, 2018

Adan is an expert in taking digital products from zero to one. He provides advice, management, and on-the-ground operations for everything needed to take effect from ideation to launch. He has a proven toolkit of processes and resources that are adapted to meet the needs of a product and organization.

Project Highlights

Pulse Platform
Acquired 1,500 users during the first launch, and UnitedHealthcare purchased the company in October 2018.
TI People North American Digital Marketing Strategy and Demand Generation
Set up and executed the digital marketing strategy for entering the North American market; sourced 5,000 qualified leads.
Candidate Experience Platform
Defined the vision, created the proof of concept for TI People's first digital platform, and launched a successful pilot.

Expertise

Work Experience

Principal

2017 - PRESENT
ProdExec Solutions
  • Advised companies on digital and mobile product management, marketing, revenue channel, go-to-market strategy, user experience optimization, and interface design.
  • Worked with various clients, including Freddie Mac, AARP, Brightfield, Pulse Platform, TI PEOPLE, Hook Mobile, Piñata, Icarus Lived, InformedXP, Transact Campus, and Vectorform.
  • Partnered with organizations of all shapes and sizes across verticals.

Technical Product Manager for Next Generation Connected Campus Solutions

2022 - 2023
Transact Campus Inc - Product Center
  • Launched Mobile Credential as a service on the Transact platform.
  • Led efforts to grow the customer base by 60% in an 18-month timeframe.
  • Pioneered the provisioning of a credential using Apple App Clip technology (patent pending).
  • Defined the Mobile Credential product growth strategy for FYs 2022-2025.

Vice President of Product Management and Business Development

2020 - 2021
Piñata
  • Launched the Piñata: Make Rent Reward app on iOS and Android to respective app stores.
  • Led the product design and development teams through sprint execution.
  • Advanced the post-launch product roadmap to optimizing the financial health of all users.
  • Drove the initiative to establish a foundational data platform to enable data-driven product decisions.
  • Created the rewards experience, and led new business and partnership development to source amazing rewards.

Executive Product | Technology Advisor

2019 - 2020
Icarus Lived, Inc.
  • Built the product from prototype to MVP beta launch to v1 production release.
  • Developed the user experience and content strategy along with product requirements and roadmaps.
  • Created a growth-marketing strategy focused on onboarding 500,000 users in the first calendar year.
  • Created financial models and market comparisons for P&L, MAUs, and valuation.
  • Led the product design team and user research initiatives towards the MVP.

Head of Product

2017 - 2018
TI People
  • Defined and developed TI People's first customer experience human resources SaaS software product.
  • Advised the CEO on the product strategy and roadmap creation.
  • Set the customer-centered design strategy and developed a co-creation program.
  • Worked with a multinational co-creation group to define the vision and scope of the digital HR product based on the customer's needs.
  • Sourced, screened, and selected vendors and technology partners for new product development.
  • Owned the digital marketing and demand generation for the new product launch.

Chief Product Officer

2017 - 2018
Pulse Platform
  • Took ownership of Pulse Platform SaaS and mobile products and led the concept creation, development, and launch of product iterations and new features.
  • Collaborated with C-level stakeholders to build and shepherd the product vision and priorities across the company.
  • Partnered with the CTO to provide coverage on leading onshore/offshore software development and quality assurance teams.
  • Oversaw the product design vision and partnered with a design lead to execution.
  • Led the product design team to innovate the user experience and interface.
  • Owned and maintained the near- and long-term product roadmap.
  • Integrated customer discovery, usability studies, and quantitative analysis into the product development cycles.
  • Directed the development and implementation of an AI-driven chatbot for the patient communication experience.
  • Implemented ML models for sentiment analysis that improved the chatbot's ability to detect user emotions and respond accordingly.
  • Led the integration of natural language processing capabilities with the messaging chatbot experience, improving the quality of context responses.

Consultant

2017 - 2017
Hook Mobile
  • Collaborated with the executive leadership to develop and refine the vision for a new product initiative.
  • Developed wireframes and designs to articulate new product concepts.
  • Created presentations and marketing materials for pitching new product concepts to prospective customers.
  • Conducted a full market analysis to inform the direction of the concept vision and inform the marketing message.
  • Pitched the product concept to prospective clients.
  • Created an interactive prototype of the product concept.

Director of New Product Innovation

2016 - 2017
Mobile Posse
  • Managed a team of six product managers and product designers.
  • Managed teams of product developers and data scientists on new product initiatives to develop proof of concept products for AI-driven malicious ad detection and content personalization, creating the company's 1st phase of AI infrastructure.
  • Developed the strategic approach to advance data analytics and led data science and engineering teams through a roadmap of identified initiatives.
  • Guided the product and design teams through product road-mapping exercises to define the business's 2017 roadmap and product strategy.
  • Led the implementation of large language models that improved natural language understanding and generation across the product portfolio.

Lead Consultant of Mobile Product and Digital Strategy

2015 - 2016
AARP
  • Partnered with the marketing team to define the business case and go-to-market strategy.
  • Collaborated with AARP advertising units to create a mobile revenue strategy.
  • Established a communication strategy to promote user acquisition, increase engagement, and drive membership signups and renewals.
  • Implemented a mobile payment system that seamlessly connected users to vendors and produced the infrastructure that other product lines benefited from.
  • Guided an external creative agency in their efforts to flesh out the design and user experience specifications.
  • Helped form a focused editorial team to develop content that reflected AARP’s social mission and the real-time feel of the app’s experience.
  • Led a development team through the technical requirement definition phase to product release.

Senior Digital Portfolio Manager | Mobile Product Manager

2012 - 2015
USA Today
  • Led the product portfolio management for all of USA Today's core mobile and tablet applications—ensuring product managers, designers, editorial, marketing, and other key stakeholders were working in sync to execute on the digital strategy.
  • Managed a new product development team in launching products such as USA Today for Apple Watch, USA Today Audio, Your Take, and Broadway’s Best.
  • Partnered with revenue teams to create and implement innovative native, high-impact programmatic advertising.
  • Translated growth and portfolio strategies into annual initiatives and business requirements documents for all platform products.
  • Established success metrics and partnered as appropriate to evaluate success and ensure the achievement of Mobile P&L.
  • Led the product management process for USA Today iOS core mobile and tablet applications.
  • Partnered with product marketing to develop strategic and data-driven plans for new mobile products and features.
  • Worked closely with development and design teams to structure and evolve products around an optimal-and-unified user experience.
  • Translated short-term growth and product strategy into a set of annual initiatives, roadmaps, and product requirements documents. Established success metrics and evaluation process.
  • Managed key stakeholder relationships to ensure alignment on timelines and business goals.

Product Manager

2009 - 2012
AT&T
  • Managed and was the point of contact for the entire lifecycle of the ideation, execution, delivery, and support of mobile applications and content management platforms for client-facing audiences.
  • Led product development, implementation, and product support for strategic technology initiatives for mobile applications.
  • Managed the development of iOS applications that utilized data content display, dashboards, and GPS location features.
  • Supervised cross-functional teams; including directly managing a team of developers through the production process.
  • Assessed the market industry and needs to develop recommendations based on mobile app best practices to strategically implement and advise partners and users on how to maximize the value of the products.

Technical Lead

2005 - 2009
CACI
  • Developed, designed, and managed teams that supported internal and external websites for DOD clients.
  • Mastered multiple web software environments to support superior customer interaction and developed content that assisted in the enforcement of the client’s strategic plans.
  • Managed the entire development lifecycle of web-based content management systems, performed product presentations, constructed training material, and taught courses to introduce and train organization members on the specific benefits of the technologies.
  • Directed 20+ content contributors by providing project and technical guidance.
  • Engaged in the creation of technical solutions and strategy development.

Web Developer

2004 - 2005
Gryphon Technologies
  • Supported web technology initiatives of the United States Navy to customize products specifically to meet the client’s requirements.

Pulse Platform

Acquired 1,500 users during the first launch, and UnitedHealthcare purchased the company in October 2018.

As the founding chief product officer for the Pulse platform, I contributed to developing an orthopedic post-surgical recovery app for providers and patients. The platform included web and mobile applications.

The application experience included the ability for providers to build and publish custom digitalized care plans, track patient progress through their care plans, and enable direct communication between the two parties. The overall goal was to provide tools that engaged with the patients better during their recovery process, reduce the risk of readmissions, save money, and improve the patient experience.

TI People North American Digital Marketing Strategy and Demand Generation

https://www.ti-people.com/

Set up and executed the digital marketing strategy for entering the North American market; sourced 5,000 qualified leads.

I partnered with TI People's North American CEO to create an extensive digital marketing strategy. The strategy included the development and execution of marketing content, email and social marketing campaigns, content marketing calendars, content, and design revamps of all the TI People web and social accounts.

I also created an extensive demand generation process, which identified 5,000 qualified leads from top North American companies.

AARP Now Mobile App

http://now.aarp.org/

Generated $4 million in new revenue via the design and launch of AARP's next-gen app—now, 1 million and YR1 downloads.

I led an organization-wide innovation initiative with a $5-million budget to identify the vision for AARP's next-generation mobile app that's focused on increasing engagement and brand value for current members, as well as promoting the brand value for prospective members.

First, I partnered with the AARP marketing department to conduct and analyze market research to determine customer needs and industry opportunities. Next, I created the vision, roadmap, and identified the business goals for the AARP Now app. I then successfully pitched the concept to internal executive stakeholders and gained organizational-wide support to execute the development of the AARP Now concept.

Throughout the product development process, I managed a wide range of internal and external stakeholders, leading design and engineering teams to launch the first version of the AARP Now app.

USA Today Redesign

Grew USA Today mobile/tablet revenue by $1.6 million and boosted page views on mobile (15%), tablet (12%), and desktop (8%).

I started the redesign process by interviewing members of each internal stakeholder group to understand their needs and how popular apps were or were not meeting them. The team conducted extensive testing with users and non-users to understand their needs, expectations, and experience patterns. This approach to interviews and testing would continue throughout the project as the apps were designed, prototyped, and developed. I aligned this input with my overall vision for the product roadmap, and with collaborative information from design and engineering teams, prioritized features into three releases of the redesign.

I worked with design to instill a rapid test and learn approach (new to our digital division). Each experience and functionality was tested in a lightweight design prototype that enabled quick adaptation and the ability to pivot based on the learning.

I involved the engineering team at the beginning of the process and gave them an equal seat at the table. The traditional approach was to include engineering after the first round of design was completed. This limited engineering’s input, often resulting in unrealistic design expectations and made them feel disconnected from the process.

Candidate Experience Platform

Defined the vision, created the proof of concept for TI People's first digital platform, and launched a successful pilot.

TI People is a consultancy that supports global HR leaders in their digital journey.

I established a co-creation process with the global HR executives (Forbes Global 2000) to define their needs for a customer experience human resources (CxHR) platform.

From numerous co-creation sessions, I created a product vision and outlined requirements for a proof of concept (POC) version of the platform. I sourced, screened, and selected vendors and technology partners to develop the product, and managed the development process. I also outlined and executed a successful pilot of the POC with the participation of 20 current and prospective customers, to gain feedback and insights to evolve the POC into a scalable, production-ready platform. I collaborated with TI People executives to define a go-to-market strategy and a detailed pricing model. Throughout the co-creation and pilot process, I led the effort to create all marketing documentation and collateral, as well as structure the virtual and in-person events to support the initiative.

Advancement of Brightfield's Services Procurement Model

Created Jobs-to-be-Done framework for Services Procurement and led product advancement of Services Procurement module.

Conducted 30 voice of the customer and product/testing interviews with category leaders to gain feedback and insight on product and industry needs. Per outcomes of qualitative and quantitive research, I developed a JTBD framework and oversaw the execution of product design and development to iteratively advance product offering.
2008 - 2010

Master of Business Administration Degree in Marketing

University of Maryland - College Park, MD, USA

2000 - 2004

Bachelor's Degree in Communications

West Virginia University - Morgantown, WV, USA

AUGUST 2023 - PRESENT

Machine Learning Foundations for Product Managers

Duke University | via Cousera

Tools

Trello, Jira, Asana, Slack, Figma, MURAL, GitHub

Industry Expertise

Healthcare, Government, Nonprofits, Specialty Healthcare, Entertainment & Leisure

Paradigms

Quantitative Research, Agile Product Management, Human-centered Design (HCD), Scrum, Agile Project Management, Requirements Analysis, Kanban, API Architecture

Platforms

webOS, Azure

Other

Jobs to be Done (JTBD), Product-market Fit, Qualitative Research, Chief Product Officer (CPO), UX Strategy, Strategy, Web Applications, Team Leadership, Vendor Management, Management, Quality Assurance (QA), Lean Startups, Product Design, Demand Generation, Project Portfolio Management (PPM), Lean Product Development, Product Management, Minimum Viable Product (MVP), Android, Consulting, Product Marketing, iOS, Virtual Work, Freelancing, Business Analysis, Product Owner, Certified Scrum Product Owner (CSPO), Digital, Coaching, Remote Work, Growth, Interim CPO, Requirements, Product Strategy, Product Roadmaps, Go-to-market Plans, User Research, Business Models, Product Frameworks, Innovation, Product Ownership, Product Discovery, Product Coach, Business Planning, Business Consulting, Virtual Reality (VR), Product Portfolio Manager, Mobile, User Experience (UX), Artificial Intelligence Product Manager, Product Consultant, Publishing, Lean Development, Technical Product Management, Startups, Lean, Digital Product Management, Backlog Grooming, Process Improvement, Roadmaps, Feature Prioritization, Scope of Work, New Product Development, Product Launch, Discovery Workshops, Project Timelines, Market Fit, Business, Competition Research, Benchmarking, Market Research, Discovery, Pitch Decks, Fitness, Strategy Planning, Feature Roadmaps, New Business Development, UX Testing, Mobile Ads, Machine Learning, Analytics, Human Resources (HR), Business Strategy, Digital Advertising, Mobile Advertising, Growth Hacking, Acquisitions, Digital Health, Artificial General Intelligence (AGI), Miro, Amazon Web Services (AWS), Partnerships, JTBD Interviews, Customer Research, Technology, New Products, Gaming, Mobile Apps, Artificial Intelligence (AI), JavaScript, User Interface (UI), Growth Marketing, Cloud Architecture, User Stories, Aha!, Identity & Access Management (IAM), SaaS, Web UX, Business to Business (B2B), Data, Leadership, Marketing, Financial Management, Communication, Web Development, Journalism, Large Language Models (LLMs), Natural Language Processing (NLP)

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