
Athens Fitzcheung
Verified Expert in Product Management
Product Manager
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.
Project Highlights
Expertise
Work Experience
Senior Product Manager
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
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
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
https://www.claruscommerce.com/blog/why-the-new-wayfair-paid-loyalty-program-makes-so-much-sense/Launched the MyWay Loyalty Program in Q1 2018 and obtained over several thousands of subscribers in the first month.
• 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
https://www.wayfair.com/giftcardsImproved conversion of mobileWeb Giftcard experience by 30bps
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.
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%).
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.
Education
Master of Business Administration (MBA) Degree in Business
MIT Sloan School of Management - Cambridge, MA, United States
MEng Degree in Engineering
Imperial College London - London, United Kingdom