Anthony Cross, Product Manager in Seattle, WA, United States
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Anthony Cross

Verified Expert  in Product Management

Product Manager

Location
Seattle, WA, United States
Toptal Member Since
October 5, 2020

Anthony is a strategic product leader with over 20 years of software, SaaS, and data experience across multiple verticals and horizontal markets. He's led teams of product managers, product marketers, and engineers to build and launch dozens of products that have driven tens of millions of dollars of revenue. He's experienced in all aspects of product development and launch, including market research, requirements definition, messaging and positioning, pricing, and demand generation.

Project Highlights

EagleView OnSite
Created the drone strategy that led to EagleView OnSite, a new service that generated over $10 million in its first year while significantly transforming insurance claims processing.
Analytics Migration
Led a multi-petabyte data migration to Google Cloud Platform and Looker, resulting in standardized reporting across all games, more frequent intraday updates, and the modeling of predictive LTV and player churn.
Relaunch for Scantron Analytics
Rebuilt and relaunched Scantron Analytics and restructured the Qlik OEM relationship to increase sales and improve profitability.

Expertise

Work Experience

VP of Product Management, Data Science, and User Acquisition

2018 - 2020
Big Fish Games
  • Built a five-person product management team to define and execute a significant overhaul of the technology platform used in every mobile game, including data, marketing, and game operations.
  • Wrote multiple business cases that showed a three to five times higher ROI on major investments with payback in under a year.
  • Reduced the time to operationalize new products' MVPs by over 30% through transitioning the team to a POD-based DevSecOps structure using Agile.
  • Led a team of data scientists, engineers, and analysts through data migration to Google Cloud Platform and Looker.
  • Standardized reporting across all games, provided more frequent intraday updates, and supported the modeling of predictive LTV and player churn.
  • Acquired over two million monthly active users in four months for a new F2P game, while delivering 100% ROAS on millions of dollars of advertising spend.
  • Grew the incremental advertising revenue by more than four million dollars in four months.

VP of Product Strategy

2016 - 2017
EagleView
  • Built a 20-person product management, product marketing, and UX team based on pragmatic marketing principles.
  • Wrote a product strategy resulting in the creation of EagleView OnSite, a new product that significantly transformed the insurance claims process.
  • Developed two major product roadmaps, building over 15 business cases for new product opportunities.
  • Introduced subscription pricing for targeted customers and implemented pricing actions that drove a million dollars in incremental revenue within a year.
  • Implemented Aha! to manage product requirements and coordinate releases with development teams.
  • Launched four major products over six months generating over $2 million in revenue.

VP of Marketing

2012 - 2016
Scantron
  • Managed pricing, product positioning, and packaging for Scantron’s digital products.
  • Identified key market drivers and trends, including state and federal legislation and competitive threats, to ensure that product strategy was aligned with identified market opportunities.
  • Spearheaded the rebuild and relaunch of Scantron Analytics to increase sales and improve profitability.
  • Generated over $5 million of marketing qualified leads (MQL) in 2015 through a wide range of digital and direct marketing programs and events.
  • Led the implementation of Marketo to automate marketing activities and track marketing ROI.
  • Managed a team of five in charge of campaigns, corporate marketing, brand, and website.

Senior Product Marketing Manager

2005 - 2012
Microsoft
  • Led the creation of demos, white papers, and websites to market solutions leveraging the integration between Microsoft Dynamics and the Microsoft platform and focusing on major releases such as Windows 7 and Office 2010.
  • Developed the marketing strategy, content, and pricing for Dynamics Client for Office. This new licensing model significantly broadened the user base of Microsoft Dynamics and resulted in over $500,000 of new revenue in its first year.
  • Conducted worldwide qualitative and quantitative research that resulted in a new messaging framework for Dynamics that formed the basis for all marketing communications in FY2011.

EagleView OnSite

https://www.eagleview.com/eagleview-onsite/

Created the drone strategy that led to EagleView OnSite, a new service that generated over $10 million in its first year while significantly transforming insurance claims processing.

EagleView OnSite is a service that supports remote adjustment of insurance claims. I devised the product strategy for OnSite, validated the solution with customers, researched partnerships, built the business case, and defined requirements. EagleView OnSite was adopted by several of the largest insurance carriers in the USA and is used to settle property damage claims, especially for weather-related events.

Analytics Migration

Led a multi-petabyte data migration to Google Cloud Platform and Looker, resulting in standardized reporting across all games, more frequent intraday updates, and the modeling of predictive LTV and player churn.

On this project, I led a 15-person team of data scientists, engineers, and analysts that migrated a Netezza appliance database to Google Cloud Platform and Looker using Tableau for visualization. The data migration helped us standardize reporting, provide frequent updates, and support the modeling of predictive LTV and player churn.

Relaunch for Scantron Analytics

Rebuilt and relaunched Scantron Analytics and restructured the Qlik OEM relationship to increase sales and improve profitability.

Scantron Analytics provides powerful reporting and data analysis to schools, districts, and states. I was responsible for making Scantron Analytics a standard product through defining a common set of dashboards and interfaces, restructuring the OEM relationship with Qlik so that the product would be profitable, and relaunching it with new marketing collateral and sales support.
1997 - 1999

Master of Business Administration (MBA) in Business

Stanford University Graduate School of Business - Stanford, California

1987 - 1990

Master of Arts Degree in Philosophy

University of Cambridge - United Kingdom

MAY 2016 - PRESENT

Foundation, Build, and Focus

Pragmatic Institute

Tools

Slack, Zoom, Jira, Confluence, Looker, Tableau, BigQuery

Platforms

Google Cloud Platform (GCP), QlikView, Enterprise Resource Planning (ERP)

Other

Business Cases, Outbound Marketing, Market Fit, Product Roadmaps, Product Marketing, Marketing, Strategy, Market Research & Analysis, Roadmaps, Product Strategy, Competitor Analysis & Profiling, Positioning, Pricing, Build/Buy Analysis, Product Management, SaaS Product Marketing, User Requirements, Aha!, Microsoft Office, Analysis, Writing & Editing, Critical Thinking, Paid Advertising, Mobile Ads, Minimum Viable Product (MVP), Win/Loss Analysis, Go-to-market Strategy, iOS, Android, Machine Learning, Analytics, OEMs, Market Research, Marketing Analytics, Go-to-market Plans, CRM Systems, Messaging, Branding, Social Media Marketing (SMM)

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