Andrew A. Arizpe

• 3X — Speed to content creation
• 15% — Increase in content publications across brands like Nike and Samsung as well as mid market brands.

Layout creation is time-consuming, and brands’ creative workforces are both shrinking and spending more time upstream, creating the assets rather than designing the layouts. Brands also have less time/resources to leverage performance data to augment their layouts for the highest conversions possible.

Provide an AI-powered “Layout Assistant” that uses historical performance data and best practice knowledge to arrange marketing assets into a beautifully designed and conversion-minded layout to decrease time to value and increase conversions.

Increased speed of layout creation by 3x, allowing brands to create and publish more content. With extensive user research and data-driven insights, the AI functionality was integrated practically and intuitively into the user’s existing workflow.

Many support requests were coming in from users getting stuck or not knowing what to do in certain areas of the UI. In an effort to increase user satisfaction and return visits, we analyzed the most common issues and data associated with behavior to craft content meant to help users adopt best practices and guide them through specific actions.

The NFL’s marketing division reached out to my company with interest in generating content from kids about eating and living healthy.

From a business perspective, I closed and went on to manage the account.

Working with the NFL, their third-party contractors, and our development teams, I led the software development effort serving in a product owner/project manager capacity.

We successfully ran the program for three years throughout the duration of the NFL’s initiative.

The UK-based client had historically sold 100% print products. Their focus was also selling D2C, but they had found recent success selling their print materials directly to schools in the UK and some in the US. They had resounding feedback that their content should be available in a digital format, and I came on board to help them figure out how to do that. After researching their current content and prospective users, I created concepts, a prototype, and a roadmap to MVP in collaboration with the CEO, design team, development team, and marketing team.

After assessing different options to increase engagement, we honed in on related videos and the experience around them. Then taking an iterative approach, we began enhancing, testing, measuring, and taking the enhancement even further.

Implemented Tasks:
• Improved the related video engine for better results.
• Added related videos to the video player.
• Set the most related video to autoplay after ten seconds.
• Set the most related video to autoplay after six seconds.

With each step, we moved the needle and proved “related videos” was a lever we could pull to increase engagement/revenue.

One of the first projects at the fintech company was to establish a product health score and to back it up with data that mattered.

After meeting with internal experts and gaining access to data, a scoring rubric was fabricated based on the most important and common traits/data points of the 67 different products.

The traits were broken up into four categories, and each group was weighted based on importance and impact on the future success of our products.

There was a lot of tribal knowledge and opinions on the “health” of particular products, but that knowledge and data of all the products had never been consolidated or presented in a way that could be easily consumed by the CEO.

The final health score did confirm many assumptions but also brought to light potential opportunities and problems. These opportunities and challenges were easy to dig deeper into because of the way we presented the deliverable.

It was a hit! Critical decisions were made with confidence. After building the health score manually and from scratch, it was transformed into an automated system that could be referenced based on quarterly data and insights.

• **Requirements ** — End-to-end user stories created via rapid prototyping an product market fit research
• 8 week Sprint Cycle — Led 0-1 product discovery and development for investable alpha

A venture-backed AI creative platform racing toward a fundraising demo lacked structured discovery, user story coverage, and alignment between engineering and investor narrative. Research insights were disconnected from sprint execution, and the gap between what was being built and what needed to be demonstrated was widening.

Audited the full product surface, ran structured discovery across 14 user research sessions, mapped user stories to engineering tickets, identified critical coverage gaps, and translated complex AI architecture into investor-ready product strategy and sprint milestone documentation.

The team entered its fundraising cycle with full user story coverage, a prioritized backlog tied to the demo narrative, and critical gaps surfaced before they became blockers, shifting from reactive execution to coordinated product leadership.