Faiza Hammad, Product Manager in Chicago, IL, United States
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Faiza Hammad

Verified Expert  in Product Management

Product Manager

Location
Chicago, IL, United States
Toptal Member Since
April 23, 2019

Faiza is a strategic marketer with ten years of eCommerce and product management experience across startups and Fortune 100 brands in retail, technology, and software industries. She has led online business, product marketing, and go-to-market execution at Paper Source, Grainger, ExactTarget, Groupon, and T-Mobile where she evaluated customer needs, market, and competitive landscape to build competitive products.

Digital MarketingSoftware as a Service (SaaS)JiraMobileMobile eCommerceProduct ManagementWeb Product ManagementProduct Portfolio ManagerDigital Marketing Product ManagerMinimum Viable Product (MVP)Agile Product Management

Project Highlights

Go-to-market Strategy for On-demand Legal Talent Platform
Led product marketing for a new commercial contract product for Enterprise clients.
Enhanced Search, Work Order Management, and Location-based Capabilities For Mobile
Built and launched eCommerce capabilities for a $27 million mobile portfolio (for mobile web, iPad, iPhone, and Android).
Mobile Marketing SaaS Launch
Successfully built and launched ExactTarget’s mobile marketing software driving $10 million in annual revenue.

Expertise

Competitive IntelligenceMarket Research & AnalysisMarketing StrategySoftware as a Service (SaaS)

Work Experience

Independent Marketing Strategy Consultant

2017 - PRESENT
Independent
  • Formulated monetization and go-to-market strategy for online community platform via competitive benchmarking, customer research, and needs evaluation at Northwestern University, Center for Talent Development.
  • Identified new digital partnership and growth opportunities for a glass manufacturer by conducting primary and secondary research at Guardian Glass.
  • Designed value proposition and business plan for strategic eCommerce operation by analyzing competitor brands and portfolio companies at babyhaven.com.
  • Defined target audience and customer segmentation to drive SEO and paid search initiatives for enhancing quality traffic and donor conversions at Haiti Now.
  • Led product marketing strategy, value proposition and buyer persona development for a new go-to-market offer at Axiom Law.

Sr. E-commerce Manager

2016 - 2017
Paper Source
  • Managed a $20 million online business. Owned eCommerce annual plan, strategy, and forecast across department, class, and subclass, including free shipping and marketing promotions calendar for core and seasonal products.
  • Developed and executed the merchandising strategy to drive a 10% lift in incremental sales for key product categories by optimizing keyword search results, significantly enhancing left-hand/center navigation, creating new product attributes across eight categories.
  • Improved free shipping ROI by 150% by conducting benchmark tests and optimizing for maximum conversion threshold.
  • Designed and analyzed promotional/discount offers to drive 15-20% incremental online sales.
  • Enhanced mobile experience to drive a 30% lift in conversion via adding filters and web browsing capabilities.
  • Led a team of two direct reports to drive front-end user experience across desktop and mobile for onsite search, navigation, customer account, and checkout.
  • Partnered with a cross-functional team to drive customer journey mapping, partner evaluation and roadmap prioritization for omnichannel digital transformation.

E-Commerce Product Strategy Manager

2014 - 2016
Grainger
  • Served as the team lead for mobile strategy; led new product roadmap for $27 million mobile portfolio (for mobile web, iPad, iPhone, and Android) by managing a cross-functional team of technical product managers, customer research and UX.
  • Presented strategy and business case to revamp online electronic quotes process to generate $30 million in net new sales and $2.7 million in contact-center savings; partnered with key business stakeholders to gain alignment for execution.
  • Developed online functionality roadmap targeted to drive radical efficiency by driving customers to self-serve online and reducing call center volume; conducted in-depth data analysis (call-center, VoC), workshops and internal/external research to understand process gaps as well as pain-points.
  • Assessed and piloted emerging beacon technology to validate customer need and market opportunity around micro-location relevancy.

E-Commerce Product Marketing Manager

2012 - 2014
Grainger
  • Designed and implemented the marketing strategy for Grainger’s omnichannel retail model including Grainger.com, mobile web, and apps to drive offline customers to digital purchase channels.
  • Evaluated new and existing online capabilities – guest checkout, product reviews, online invoicing, 3D printing, same day delivery, will call notifications to determine market potential, and recommend go/no-go investment decisions.

Product Marketing Manager

2010 - 2012
ExactTarget
  • Led the team for the launch of ExactTarget’s mobile marketing software driving $10 million in annual revenue.
  • Launched text-messaging offering in 80 countries by managing a 14 person global team and carrier partnerships to generate incremental annual sales of $750,000.

Consultant - Loyalty Marketing Program

2010 - 2010
Groupon
  • Analyzed data to assess the performance of Groupon’s loyalty program and impact on overall profitability and retention.
  • Optimized redemption strategy based on metrics and refined the program’s go-to-market strategy.

Product Development Intern - Mobile Web Services

2009 - 2009
T-Mobile USA
  • Re-positioned "web2go" brand by evaluating product gaps and proposed recommendations based on insights from customer feedback surveys.
  • Assessed mobile web services across the mobile landscape to identify new growth opportunities.

Product Manager

2005 - 2007
Mobilink
  • Led product launches for cutting edge mobile Internet services. New products achieved 5% increase in usage.
  • Analyzed monthly revenue streams to identify star/underperforming products and increased their market penetration by 20% via promotional strategies.

Go-to-market Strategy for On-demand Legal Talent Platform

Led product marketing for a new commercial contract product for Enterprise clients.

Created value proposition, product positioning and messaging for different legal buyer personas to drive awareness and demand creation for the new product. Partnered with sales, customer effectiveness and product management groups to create launch strategy and enablement tools for the new offer.

Enhanced Search, Work Order Management, and Location-based Capabilities For Mobile

Built and launched eCommerce capabilities for a $27 million mobile portfolio (for mobile web, iPad, iPhone, and Android).

Drove mobile user acquisition and a 10% increase in usage by developing new capabilities from scratch. With insights, based on an ethnographic market research study I uncovered customer needs for a new client segment and then worked with a cross-functional team of technical product managers, UX and development to test and launch these capabilities spanning product search, workflow management, sharing products, budgeting, and spend analysis.

Mobile Marketing SaaS Launch

Successfully built and launched ExactTarget’s mobile marketing software driving $10 million in annual revenue.

For this project, I conducted a strategic market assessment, customer win-loss calls, competitive analysis to understand the need for mobile SaaS and established a minimum viable product to test the concept with potential customers. Based on initial feedback, I created high-level product requirements and product roadmap as well as the business plan, pricing, and positioning. I piloted Beta version to refine and reiterate and collaborated cross-functionally with product management, development, sales, marketing, and finance teams to launch the software.

New Product Concept, MVP, and Planning

Validated concept, product strategy, and vision for add-on features for $20 million software.

As a product manager at ExactTarget, I conceptualized a dashboard as an add-on functionality to the existing software. This involved customer research (surveys, interviews, questionnaires) and scoping a minimum viable product that I tested with pilot customers. Upon successful validation of results, I scoped the detailed product road map.
2008 - 2010

Masters in Business Administration Degree in Marketing, Strategy, Technology Industry Management

Kellogg School of Management - EVANSTON

2001 - 2005

Bachelor's Degree in Economics, Mathematics

Lahore University of Management Sciences - Lahore, Pakistan

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