Athens Fitzcheung, Product Manager in Cambridge, MA, United States
Athens Fitzcheung

Product Manager in Cambridge, MA, United States

Member since November 16, 2020
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, he spearheaded the conversation widget and reporting and analytics product, helping marketers boost lead sign-up rates. Athens has an MBA from the MIT Sloan School of Management and an MEng from Imperial College London.
Athens is now available for hire

Project Highlights

Expertise

Education

Employment

  • Senior Product Manager

    2016 - 2021
    Wayfair
    • Launched MyWay paid loyalty program and managed the end-to-end experience (onsite discovery, awareness, landing page experience, sign-up flow, and member’s site-wide experience)—grew subscriptions to multi-millions before discontinuing it in Q1 2020.
    • Redesigned the gift card purchase experience, optimized the mobile-web design, launched deferred login and registration—resulting in an increased conversion by 30% on a multi-million business unit.
    • Led program banner personalization ML model experiments across all programs including registry, trade buy, and design services—resulting in an average of 10% increase in click-through rate and lower cost-per impression (CPM) by 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.
    • Shipped the Routed Conversation Report and partnered with multiple thousands of dollars worth of MRR customers to expose a number of missed conversations from chat reps, enabling managers to train reps. This reduced missed chats by ~20%.
  • Associate Investment Banker

    2007 - 2011
    UBS
    • Closed the sale of €700-million waste management company Essent Milieu to the Orange consortium, including, ABN AMRO Infrastructure Capital, NIBC Infrastructure Partners, and the two biggest Dutch pension funds, ABP and PGGM.
    • Advised Macquarie Capital which acted as a 100% equity sponsor to the Eriugena consortium on this project. The team also sourced an optimal funding solution from a pool of over 50 global funders and alternative investors.
    • Was promoted from analyst in 2009, and despite a poor financial deal flow, was rated in the top 10% in his analyst class.

Project History

  • MyWay Loyalty Program for Wayfair
    Launched the MyWay Loyalty Program in Q1 2018 and obtained over several thousands of subscribers in the first month.

    • Spearheaded the design and development of Wayfair's paid loyalty program. This included the business plan modeling and forecasting and formulating the hypothesis on price points and offerings.
    • 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, and ensured that all stakeholders were on board and enthusiastic about the vision.
    • Scoped and prioritized product into a Scrum team roadmap.
    • Developed baseline metrics at launch and monitored progress through the launch.
    • Launched and built awareness through onsite and offsite assets, in conjunction with the product marketing team.

  • Improvement of the Conversion of the Mobile Web Gift Card Experience
    Improved conversion of mobileWeb Giftcard experience by 30bps

    Wayfair gift cards had the potential to grow by 30 BPS, as per benchmark studies. This would increase gift-card revenue by over $100,000 in revenue.

    Through persona studies, focus groups, and qualitative and quantitative studies, I identified the core problem statements and friction points of the experience. 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, closing the gap from the benchmark and realizing our earnings potential.

  • API Integration Between a 1 Million+ User Travel App and a Global Distribution System Partner
    Integrated a personalized seat selection feature for a mobile travel app with more than 1 million downloads, leveraging a global distribution system partner’s APIs.

    I scoped and developed a personalized seat selection feature for a mobile travel app with more than 1 million downloads, 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%. I also researched and appraised over 20 endpoints of a partner to arrive at the recommendation of an API integration.

  • Launch of a B2B Chat Widget That Increased the Sign-up Rate on the Landing Page
    Launched Conversation Content and partnered with over $30,000 MRR customers to enable conversations from PDFs; this generated 30% in more engaged conversations, an increase in the form completion rate by over 5% (vs the industry average of 2%).

    This project was done on behalf of a marketing startup funded by Sequoia Capital.

    I conducted customer discovery sessions with beta customers to understand opportunities for placements of conversation widgets to attract more leads. I then signed up over five customers for the beta test and developed the product feature.

    The end result was a conversation content feature that increased the sign-up rate by 5% than the traditional forms used in inbound marketing.

  • Build and Optimization of the Reporting Feature for a Martech Company
    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.

    I conducted a back-end rewrite of the data pipeline to increase load speed for sessions requiring a less than 10-second load time from 90% down to 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.

Education

  • Master of Business Administration (MBA) Degree in Business
    2011 - 2013
    MIT Sloan School of Management - Cambridge, MA, United States
  • MEng Degree in Engineering
    2003 - 2007
    Imperial College London - London, United Kingdom

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