Joanne Ma, Product Manager in Woking, United Kingdom
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Joanne Ma

Verified Expert  in Product Management

Product Manager

Woking, United Kingdom
Toptal Member Since
July 6, 2020

Joanne is an experienced software product professional who has been dedicated to product management roles for over 15 years. She has a track record of shipping innovative and impactful B2B and B2C product features of large scale enterprise applications in manufacturing, supply chain, eCommerce, and financial accounting verticals. She also has proven commercial success in a global customer landscape. Joanne is entrepreneurial, results-orientated, open-minded, and culturally sensitive.

Project Highlights

SunSystems ION Workflow Integration
As the first project to showcase the capabilities and potential of event-driven enterprise product integration, it boosted a YoY increase of both license and maintenance revenue of Infor SunSystems.
STDecaux VIOOH Adoption
Successful launch of VIOOH products as the pioneering project to open mainland China market which accounts for 20% of JCDecaux global revenue, for VIOOH. The solution made a pivotal contribution to the customer to renew key contracts and investments.


Work Experience

Senior Product Manager

2019 - 2020
  • Streamlined the product lifecycle and accelerated the global rollout of integrated solution AOpbdh that was built by joint efforts through partnerships of dunnhumby and JDA software.
  • Defined, constructed, and co-owned the partnerships playbook to guide integrated product development and implementation practices eliminating the gap between the enterprise software company and data company.
  • Identified short to long-term product roadmap to bring consumer data science research into business value propositions.
  • Collaborated with distributed teams from various disciplines provided pivotal support to the joint client project team for the strategic client Meijer in North America and strengthened the partnership with concrete results delivered.

Product Director

2019 - 2019
  • Transformed custom data science client project work into a commercialized product offering.
  • Identified the strategy to reposition the first product to build towards explicit customer and market segmentations in order to accelerate revenue generation and improve operational efficiency.
  • Fostered the product management lifecycle among respective teams into a scalable collaboration, initiated internal and external GTM activities.
  • Cultivated a culture of teamwork and mentored inexperienced staff.

International Business Partner

2018 - 2019
  • Handled stakeholder engagement at CXO level, account management, project management and professional services.
  • Successfully kicked off the launch of VIOOH product portfolio in the JCDecaux Greater China market, which accounts for 20% of JCDecaux global revenue.
  • Managed maintenance project of JCDecaux Hong Kong transport, initiated and completed most of the rollout for STDecaux, which made the record as the quickest go-live project.
  • Built the go-to-market program to drive the global launch of VIOOH products to JCDecaux global business units as well as other media owners in the DOOH advertising market. Standardized the inbound data integration with VIOOH’s ecosystems.

Senior Product Manager

2017 - 2017
Brady Plc
  • Headed the company's commodity product portfolio. Responsible for identifying the portfolio roadmap covering commodity and FX trading, derivatives, and risk management.
  • Owned accountability of product delivery to secure £100,000+ in revenue.
  • Led team on ideation for the first Brady strategic microservice development in Cloud to integrate with the legacy product, to work with outsourced offshore development vendor.
  • Headed the commodities global product management team with five direct and four indirect reports, mentored development teams of 30+ people with best practices, and recruited direct reports.

Product Manager

2016 - 2017
Open Business Solutions
  • Managed marketing presentation, product demo, partnership development, service quotation, and solution design of Infor OS (Infor PaaS solution) and Infor Enterprise Asset Management (EAM).
  • Initiated and owned ERP digital transformation for customers in UK and Europe with a pivotal contribution to settle deals generating £100,000+ in products and service revenue.
  • Led projects to implement Infor XA integration, Infor EAM for customers Timesavers and Mitsubishi UK, responsible for £100,000+ in implementation service work.

Senior Business Analyst

2006 - 2016
  • Collaborated with global cross-functional teams and took full ownership to drive building product features from ideation to internal go-to-market launch. Supported customer success groups, and provided pivotal support to key accounts.
  • Adhered to the corporate strategy and worked on ION integrations with several Infor products, i.e. into industrial verticals solutions enabling the product to cross-sell with million-dollar license revenue growth from 2011 to 2012.
  • Launched SunSystems Enterprise Data Management in 2014 as a key feature in V6.2.
  • Worked for Infor OS 2015 onwards on development to enable and extend Infor enterprise product integration capabilities on-prem and in a multi-tenant cloud. Collaborated with 10+ global product teams on Infor OS customers cloud migration initiatives.
  • Led five business analysts on new product payment management in 2009. Mentored 10+ QA team on Infor AGL testing and collaboration with remote development teams from 2007 to 2008.
  • Presented and promoted an SOA-based advanced general ledger solution to the Chinese market and customers at Inforum in 2008.

Business Analyst

2004 - 2005
  • Joined the startup team to work for Bleum’s outsourcing client RedPrairie as a business analyst and project manager on RedPrairie’s warehouse management development.
  • Worked as an SEPG member responsible for requirement and project management processes, and prepared and participated in Bleum's CMMi5 assessment and certification.
  • Contributed as a senior internal SQA auditor for various projects and support functions.

Enterprise Application Specialist

2003 - 2004
LF Logistics
  • Handled the Infor warehouse management solution implemented for business units in Great China.
  • Bridged between business users and development team in Malaysia to work on enhancement requests.
  • Initiated regional supply chain business process review.

Senior Software Engineer

2000 - 2003
Shanghai Supercomputer Center
  • Hired by one of the child companies of SSC, developed the manufacturing solution project for customer Lao Feng Xiang with responsibilities including requirements gathering, development, user training, and support.
  • Led the application development project for customer XJK from 2001 to 2002. Managed to collect 60% contractual payment from the customer despite delay and frictions from the previous team for months.
  • Contributed to market research, stakeholder interviews, and prototypes for the company’s WMS product to develop.

SunSystems ION Workflow Integration

As the first project to showcase the capabilities and potential of event-driven enterprise product integration, it boosted a YoY increase of both license and maintenance revenue of Infor SunSystems.

Starting from one line statement mission from the product group director, operating from Shanghai alone I started three months' due diligence research on ION workflow capabilities, market competitors, trends in industrial verticals as well as profiles of key clients to have come up with the vision and initial scope, which was reviewed by a technical committee. I then paid a business visit to the ION team offshore where we reviewed and agreed on a roadmap for both teams to develop and release.
At the development phase, I worked as the product owner bridging the ION team on the collaboration of design, review, and integration testing with SunSystems' dev and QA teams in the UK and Shanghai.
Apart from the standard GTM content collaterals, based on quick market feedback from the first release I immediately started the second release with a focus on building pre-canned content to guide and support customer adoption, followed by global training programs and committed support to commercial and customer service teams. In a few months' time, the integration capabilities finally received the commercial success as we had projected.

STDecaux VIOOH Adoption

Successful launch of VIOOH products as the pioneering project to open mainland China market which accounts for 20% of JCDecaux global revenue, for VIOOH. The solution made a pivotal contribution to the customer to renew key contracts and investments.

In Sep 2018 I visited STDecaux which is the joint venture of JCDecaux and Shanghai Metro. During my trip, the customer showed great interest in adopting VIOOH's data science-oriented solution to revolutionize media resource trading between media buyers and media owners in out of home digital advertising.
After a few days' intense sessions with the customer to understand their business needs and processes etc. One week later I submitted the statement of work on my return to London. I also managed to convince the senior executives to get this project specially approved with investment from JCDecaux headquarter, in two weeks' time since my visit.
I then paid another two weeks' visit in Oct to meet and design the ecosystem's integration with product teams in APAC, as well as business process review and alignment with the customer teams. Afterward, my focus was on mentoring the project team on business data mapping and preparation, applying the best practice that I gained from my career.
The team managed to load data in and power the application up running in AWS in a week which was the record in history.
The product successfully launched in May 2019, as the first underground DOOH advertising platform in the world.
1997 - 2000

Bachelor's Degree in English Literature

Donghua University - Shanghai, China

1996 - 2000

Bachelor's Degree in Computer Science

Donghua University - Shanghai, China


Scrum Master



Jira, RPM, Confluence, Slack


Agile Software Development, Service-oriented Architecture (SOA), Agile Product Management, Database Design, Data Science

Industry Expertise

Computer Security


Computer Science, System Design, Scrum Product Owner, Product Strategy, Product Management, Product Roadmaps, Stakeholder Management, Enterprise Software, Enterprise Application Integration (EAI), Enterprise Application Architecture, Enterprise SaaS, Business Analysis, Cloud Computing, Buyer Personas, Personas, Process Design, Software Development Lifecycle (SDLC), Data Structures, Algorithms, Scrum Master, IT Project Management, Salesforce Sales Cloud, Solution Design, Software Implementation, Go-to-market Plans, IT Consulting, XML, SOAP, SQL Server 2008, Salesforce SOAP API, UX Design, Business Intelligence (BI), Team Management, Salesforce, Architecture, Technical Analysis, Mathematics, Advanced Physics, Programming, English, Writing & Editing, Digital Marketing, Machine Learning, REST APIs, API Gateways, Artificial Intelligence (AI), Microsoft, iOS, Aha!

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