Dana Hette, Product Manager in Vancouver, BC, Canada
Dana is available for hire
Hire Dana

Dana Hette

Verified Expert  in Product Management

Product Manager

Vancouver, BC, Canada
Toptal Member Since
January 9, 2020

Dana is a dynamic product manager with over 15 years of experience driving product innovation across diverse industries. She is adept at leading cross-functional teams, leveraging data for informed decision-making, and delivering impactful solutions. Dana has worked with Azrieli.com, Maisonette.com, and Expedia.com.

Project Highlights

Revolutionizing Azrieli.com with Composable Commerce
Led Azrieli.com's full-stack platform for the rebuild for market dominance
Driving Growth at Maisonette: Experimentation-Led Product Strategy
Boosted Maisonette's product impact by elevating engagement and conversion rates.
Expedia's Flight Innovation: Branded Fare Initiative
Transformed Expedia's flight shopping and influenced the flight industry.


Work Experience

Lead Product Manager

2020 - PRESENT
Azrieli Ecommerce Ltd.
  • Spearheaded the full-stack rebuild of the composable commerce multi-vendor marketplace (B2B2C) platform, defining architecture as the first member handpicked by the CTO.
  • Led the research, selection, and integration of major platform components, ensuring optimal functionality and efficiency.
  • Orchestrated the entire project lifecycle, including road mapping, backlog prioritization, and sprint planning, aligning with strategic objectives.
  • Directed the two-year project, overseeing team building and refining agile processes for optimal efficiency. Followed by 30 major feature releases over the next 18 months.
  • Provided product vision and strategic guidance, collaborating closely with leadership, product team, and engineering leads on key feature design.

Agile Digital Product Manager

2020 - 2021
Maisonette, Inc.
  • Spearheaded the introduction of an A/B Testing Program, resulting in a 19% increase in site search engagement and a 2% boost in the add-to-cart rate. Cultivated a culture of scientific product thinking and experimentation.
  • Formulated specifications and guided development across critical areas, including checkout, CMS, IA, and SEO.
  • Played a significant role in the quarterly planning and roadmapping process, ensuring alignment with strategic objectives and optimal utilization of resources.
  • Engaged in a key consulting role in building the product team. Actively contributed to recruiting the director of product and the recruitment and mentorship of junior product managers.

Product Manager

2020 - 2020
Exodus Aviation
  • Assumed the lead role in delivering V1 of a bespoke B2B eCommerce platform, overcoming previous delays.
  • Expedited a beta release one month later with new agile processes using Asana.
  • Collaborated with the UX team to revamp the interface for enhanced usability.

Product Manager

2020 - 2020
Stay Group
  • Built a mobile digital concierge app from the ground up, leading product kickoff via discovery workshops.
  • Established product management processes with Trello and collaborated with the UX team for improved flows and usability.
  • Collaborated on the UX to design flows and usability and worked with tech to ensure alignment.


2016 - 2019
BioSphère Naturel
  • Conceived and produced a new organic skincare line, achieving the #2 best-selling anti-aging cream on Amazon France in 2018.
  • Constructed a multi-lingual, multi-region eCommerce site using WordPress, WooCommerce, and custom coding.
  • Executed advertising and sales funnels on Facebook, ManyChat, and Instagram.
  • Obtained trademarks in the UK and USA, resolving conflicts to secure approvals.

Senior Product Manager for Flights

2011 - 2016
  • Designed industry-wide data standards and APIs for ancillaries and branded fares, elevating NPS, retention, and CVR worldwide.
  • Launched new ancillary features using MVP methodology, coordinating across several geographic regions.
  • Introduced a streamlined UX with smart filtering to surface key flight amenities and fare information.

Senior Program Manager

2008 - 2011
  • Developed a proprietary SaaS PPC platform managing hundreds of millions of dollars in annual spending. Refined varying market requirements into a single coherent, global solution.
  • Led the construction of an efficient keyword bidding algorithm using clustering logic and statistical modeling. Integrated millions of rows of Expedia transactional data with keyword performance data, enabling easy portfolio optimization at scale.
  • Spearheaded the hiring effort to build an in-house team of two product managers and one QA lead. Directed an external development vendor.

Product Manager

2006 - 2008
  • Implemented an agent-facing web app for buying and selling homes. Managed the cross-functional agile team to build. Partnered with agents and facilitated focus groups to centralize varying regional requirements into a single user experience.
  • Defined the full specifications for Google Analytics and regular reporting to leadership.
  • Conducted the vendor search and integrated a Salesforce CRM system as a back end into SaaS buy and sell tools.

Revolutionizing Azrieli.com with Composable Commerce


Led Azrieli.com's full-stack platform for the rebuild for market dominance

At Azrieli.com, I spearheaded the full-stack rebuild of their eCommerce and multi-vendor marketplace platform, showcasing my prowess in innovative product management.

I was handpicked by the CTO. I defined the platform's architecture and led the integration of critical components like CRM, CMS, PIM, and multi-vendor marketplace systems.

My leadership was pivotal in the project lifecycle, emphasizing strategic roadmapping and agile methodologies. This over three-year venture resulted in a significant conversion uplift, underscoring my ability to lead teams in creating robust, market-leading digital solutions.

My tenure at Azrieli.com is a testament to my expertise in transforming complex platforms to meet evolving market needs.

Driving Growth at Maisonette: Experimentation-Led Product Strategy


Boosted Maisonette's product impact by elevating engagement and conversion rates.

As an Agile digital product manager at Maisonette, I led a data-driven development strategy to boost product impact through increased engagement and conversion rates.

The problem was a lack of engagement and low conversion rates, hindering the company's overall performance and growth.

My contributions included strategic leadership in an A/B Testing Program, utilizing skills in Agile, backlog prioritization, product analytics, product strategy, web analytics, and user research.

The outcomes were a 19% increase in site search engagement, a 2% boost in the add-to-cart rate, and a 10% YoY improvement in their holiday campaign.

This improved performance metrics and fostered a culture of scientific, data-driven product thinking across the company.

Expedia's Flight Innovation: Branded Fare Initiative

Transformed Expedia's flight shopping and influenced the flight industry.

As the senior product manager at Expedia Group, I led a transformative project to redefine flight shopping by launching branded fare features, a first in the industry.

The problem was the lack of clarity and accessibility to in-flight choices for customers. The flight industry needed a unified, global solution to make flight shopping more user-friendly.

My contributions included collaborating with industry giants like ATPCo, Amadeus, and various leading airlines. I used my skills in Agile, backlog prioritization, product analytics, product strategy, user research, and web analytics to create new data standards. This involved implementing MVP methodology, Agile A/B testing, and synthesizing diverse market strategies.

The outcomes were significant. This trailblazing effort not only enhanced the customer experience but also considerably impacted the flight industry, setting new standards for flight shopping.
1996 - 1999

Bachelor's Degree in Computer Science

University of Wisconsin - Madison, Wisconsin, USA


Jira, Trello, Google Analytics, Adobe Analytics, Confluence, Slack, Tableau, Zoom, QuickBooks Online, Xero, Asana, Yoast SEO, Google Slides

Industry Expertise

Marketplaces, Real Estate, Blogs, Hospitality, Holistic Wellness


Agile, Agile Product Management, Agile Workflow, B2C, Quantitative Research, Scrum, Kanban, Conversion Rate Optimization (CRO), Agile Project Management, Business to Business to Consumer (B2B2C), Scalable Application, Data Science, Marketplace Platforms, App Store Optimization (ASO), Pay-per-Click (PPC)


WooCommerce, Omniture, Shopify, Zendesk, Magento, Heroku


Product Management, Requirements, Feature Backlog Prioritization, Product Strategy, Product Roadmaps, User Research, Product Discovery, Web Analytics, Qualitative Research, A/B Testing, Minimum Viable Product (MVP), Vendor Selection, Vendor Management, Data Analytics, Analytics, Dashboards, Dashboard Development, eCommerce, Product Planning, Discovery Workshops, Website Conversion, Data Analysis, Backlog Grooming, Backlog Management, Product Vision, Web Applications, Product Development, Sprints, User Needs, Product Owner, User Stories, Team Leadership, Project Timelines, Scope, User Requirements, Direct to Consumer (D2C), Stakeholder Management, Digital Product Management, Sprint Planning, MVP Design, Roadmaps, Technical Product Management, Two-sided Marketplaces, Conceptualization, Ideation, Data-driven Decision-making, Release Management, Stakeholder Engagement, Performance Management, Business Process Analysis, Composable Commerce, Project Management, Product Ownership, Startups, Software Development, Product Research, Supplier/Vendor Selection, New Product Development, Web App Development, Product Requirements Documentation (PRD), Business Analysis, Data, Feature Prioritization, APIs, Agile Leadership, Web Platforms, Web App Design, User Journeys, Feature Roadmaps, Ideation Workshops, Workshops, Affiliate Marketing, Booking Apps, Search Engine Optimization (SEO), WordPress, Software as a Service (SaaS), Google Ads, Facebook Ads, Instagram Ads, Amazon FBA, People Management, CRM Systems, SaaS, Email Marketing, Email Marketing Automation, Customer Experience, WordPress Plugins, eCommerce Payments, Integration, User Flows, User Experience (UX), eCommerce Platforms, Cohort Analysis, Statistics, Salesforce, Cost Estimation, Estimations, Project Estimation, Strategy, Wireframing, eCommerce Design, Product Launch, Mobile Apps, Platforms, Search, Social Communication, CRM Configuration, CRM Design, Customer Relationship Management (CRM), Digital Marketing, Technical Project Management, Writing & Editing, Amazon SEO, Google SEO, Business Intelligence (BI), Business Strategy, Competitor Analysis & Profiling, Market Research, Subscriptions, Data Integration, Customer Research, Consumer Behavior, Business to Business (B2B), Chatbot Conversation Design, Mockups, UX Design, Content Management, Competition Research, Automation, Dashboard Design, Product Coach, Website Redesign, App Design, Generative Pre-trained Transformers (GPT), Mobile Applications, Microsoft Excel, Microsoft PowerPoint, BlueJeans, B2B, Intellectual Property, SQL, MySQL, Architecture, Algorithms, Mobile, Google Sheets, Google Meet, Miro, Airtable, Software Engineering, IoT Protocols, Travel Product Manager, ManyChat, Team Building, Agile Program Management, App Integration, Training, Funnel Analysis, Funnel Optimization, Requirements & Specifications, Business to Consumer (B2C), Commerce, Fashion, User Interviews, Mentorship, Website CMS, Product Information Management (PIM), Catalogs, API Integration, SAP ERP, Sylius, Akeneo, Web UX, Partner Management, ChatGPT, Generative Artificial Intelligence (GenAI), Artificial Intelligence (AI), Personal Branding, Drop Shipping, Large Language Models (LLMs)

Collaboration That Works

How to Work with Toptal

Toptal matches you directly with global industry experts from our network in hours—not weeks or months.


Share your needs

Discuss your requirements and refine your scope in a call with a Toptal domain expert.

Choose your talent

Get a short list of expertly matched talent within 24 hours to review, interview, and choose from.

Start your risk-free talent trial

Work with your chosen talent on a trial basis for up to two weeks. Pay only if you decide to hire them.

Top talent is in high demand.

Start hiring