Drew Bartlett

The Redeam Operator Portal is the primary user interface that our customers—tour, activity, and attraction operators in the travel industry—interact with our channel management and voucher processing platform.

The operator portal is a continually evolving interface supporting multiple complex capabilities and the first use cases for the operator portal, including self-service onboarding, voucher redemption, user management, product/channel (reseller) mapping, inventory allocation, channel management (revenue optimization), and transactional reporting and dashboards.

I led the effort as the VP of product management—managing a product manager and a UI/UX designer, as well as participating as an individual contributor. My direct contributions included market/user investigation (market fit, competitive analysis, core use case articulation, and so on), a high-level definition of functional requirements, core back-end requirements (user story) definition, UI guidance, framework selection, prototype testing, prioritization of functional delivery (aligned to core use case priority), internal QA and coordination of external QA testing, go-to-market planning, and rollout of an MVP including the presentation at industry events.

After a previous team’s re-platforming of Dice.com’s front end, search engine visibility of job postings had been overlooked, severely neglected, and not regarded as a priority for the business under their brand/content marketing-based strategy.

Working with our front-end development team and internal SEO expert, I championed the effort to dedicate development capacity to every sprint to improve our organic search rankings and results. Using simple improvements in title tags, on-page optimizations, page-load performance, crawlable skill & geography landing pages, and optimization of our index and sitemap files, we could quickly and dramatically improve Dice’s visibility and organic traffic. The addition of participating in the Google for Jobs program and its optimizations produced a halo effect that improved organic traffic by an order of magnitude beyond the results previously achieved.

As the director of product management for B2C, I obtained buy-in from the executive team who didn’t understand SEO’s value and continually protect the team from distracting feature projects. I served as the product owner, delivering a prioritized backlog until I could fill my team with a product manager with the necessary SEO expertise.

Working with the Pulitzer Prize-winning photography team at The Denver Post and a development team from Digital First Media’s (DFM) corporate interactive group, we built and iteratively optimized a prototype media center architecture and platform to feature the work of the photography and multimedia teams. Leveraging the success of that experiment, we deployed this strategy and productized platform across Digital First Media’s footprint of 75 daily newspapers using dedicated implementations for larger titles (e.g., San Jose Mercury News, LA Daily News, St Paul Pioneer Press, The York Daily Record, and New Haven Register) and a regionalized dynamic model enabling smaller markets (6+).

As the director of product management for the News & Niche products for DFM, I championed this strategy with the executive team, publishers, and regional editors. I oversaw development, ad integrations (productization), and functional optimizations as a PO in a scrum environment. I traveled to each market deployment to lead the training of the technical, editorial, and multimedia teams on the platform, presentations to local executive teams, and training of the sales teams for the presentation of this product’s unique value for premium advertisers.

I led the design and implementation of a self-service developer portal that streamlined DevOps provisioning of cloud enablement, environment setup, tool access, and data connectivity; it also included the introduction of a new AI/ML low code app development platform for one of the largest health insurance companies in the US.

The comprehensive program includes:
• A DevOps provisioning self-service portal for cloud enablement of developer resources, CI/CD pipeline automation, corporate governance, and API and proxy creation/management for a fully self-service and automated model.
• Enablement of a low-code/no-code app development platform and marketplace incorporating AI/ML-based skills, models, available APIs, and other assets for use by nontraditional developers.
• Implementation of multiple business-driven, AI/ML-powered use cases to realize an immediate value, estimated at over $500 in revenue and realized cost savings.

The Olive Dynamic Newsstand was an HTML5-based, print-to-web content transformation and digital replica platform serving the newspaper and magazine industries. This product replaced the legacy Flash-based product (Olive Digital Edition), which had served the market for more than ten years and was rapidly being deprecated by all major browsers.

I led the development, design, launch, and iteration of the core product itself but also created unique advertising and content enrichment capabilities that allowed publishers to create their highest reader engagement publication format.

As the director of product management and marketing, I developed a two-year visionary roadmap incorporating web concepts and dynamics to the print replica industry, including the use of AI content matching capabilities. The advertising and enrichment programs generated substantial interest and results, with publishers looking for new revenue and product opportunities., particularly those who were willing to experiment with the platform, driving unmatched innovation in the industry.

We leveraged these success stories in Olive’s marketing efforts to evangelize dynamic content strategies with publishers and innovative use of the platform.

HTML export tools had been introduced with QuarkXPress version 5.5. Starting in version 7, the QuarkXPress development team and I further extended the power of the QuarkXPress page layout platform with high-quality HTML5 support and tools that allowed print design professionals to repurpose their content, layouts, and assets for rich digital experiences, specifically the web, eBook, and interactive (Flash and interactive PDF) formats.

As the product manager leading the effort, I engaged the marketplace to understand better how page designers might want to publish digitally, what tools they preferred to use, and how they wanted them to work. I authored requirements to reflect their most common needs for asset conversion. I also preserved and further developed the ability to produce a full website, incorporating modular best practices and export formats. Stand alone, HTML5 “flip book” and eBook publishing output capabilities were enabled as low-cost, secondary features whose value and adoption almost eclipsed that of the originating ability.

Provided transitional product management leadership for Butcherbox’s Engagement team to deliver enhancements to their member experience, supporting single purchases, gifts, gift cards, and referral programs by Q4. This includes a new content hub for cooking classes, two new payment methods, including buy now and pay later options, a new expedited fulfillment/shipping option, and a new member referral experience. These changes resulted in increased conversions by 20% and average order value for one-time purchases by roughly 30%. The new referral experience created an approximate doubling of referrals and a 3x increase in referral redemptions. The launch of the content hub resulted in organic engagement with on-demand cooking class content in addition to existing and increased registrations for live cooking classes. There were additional smaller changes and updates, including changes to the corporate gift sales lead generation process, navigation updates, gift card experience, and other areas of the member experience.

• 20% — Increased YoY Q4 Gifting Revenues
• 35% — Increase MoM of Single Item Purchase Revenues

To drive the success of the eCommerce platform. Having recently migrated to Shopify, they are committed to delivering exceptional consumer experiences and continuous innovation. My focus was on driving Gift and Single Purchase revenue. Also drive integration of content investments to drive greater conversion in gifting, single purchase, and box membership conversions

Built content, enrollment, and classroom platform for “Truffle Shuffle” cooking classes and community offering with the single purchase marketplace, gifting, and membership “add ons” workflows. Proposed and trialed bundling strategy for cooking classes and gift boxes as a member acquisition strategy. Created integrations of holiday-specific seasonal gift boxes to be featured in main landing points on the site and created gift recipient to member conversion workflows. and with high SEO optimization. Integrated a buy now, pay later solution to further enable gifting and single-item purchases.

• Improved seasonal gift revenues by 20%+ YoY
• Implemented Afterpay “buy-now-pay-later” option, improving one-time and gift box sales by 35% within 30 days
• Matured the platform and integration of cooking class offerings as a marketing channel