Joel C Melby, Product Manager in Mashpee, MA, United States
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Joel C Melby

Verified Expert  in Product Management

Product Manager

Location
Mashpee, MA, United States
Toptal Member Since
March 29, 2019

Joel is a senior product and technology leader and consultant with 20+ years of strategic and technical experience. He has built successful teams, platforms, products, solutions, and markets across multiple industries, including telecommunications, advertising technology, transportation, and defense. Before establishing his consulting practice, Joel was the CTO for two companies, a solutions vice president, a product management director, and a product manager at Motorola.

Project Highlights

ONSmart Media Platform
Led the design, development, and integration of the world's largest digital out-of-home advertising network, unlocking a 5-fold increase in transit advertising revenue.
Integration of a Location-based Ad Platform with a Smart Shopping Cart
Defined and prototyped a smart retail solution that integrated advertising, edge computing, indoor positioning, and an Android-based shopping cart.
Integration of an AI-driven Content Scheduler
Architected and led the integration of an AI-driven optimizing campaign manager with an outdoor media operator's infrastructure, back office, and business processes.

Expertise

Work Experience

Principal

2016 - PRESENT
Melby LLC
  • Defined product requirements and led development for an ad-enabled smart retail platform integrating an edge-enhanced out-of-home (OOH) adtech platform, indoor positioning, edge computing hubs, and smart shopping cart.
  • Architected, developed, tested, and delivered a rules-based pricing engine for an OOH media operator using JDK 14, Quarkus, and OpenL Tablets. This enables clients to meet schedule constraints while providing future business flexibility.
  • Led a multi-partner effort to integrate a leading OOH ad tech platform with a Tier 1 retail media operator's existing Salesforce and audience data platform implementations, enabling new sales offerings and incremental revenue.
  • Defined, developed, and piloted an ad-supported closed network for integrating subscription-based industry-specific content, videoconferencing, and learning management.
  • Developed a multi-year product vision for a Europe-based OOH advertising technology startup, facilitating the client's entry into the US market.
  • Provided strategic analysis, market positioning recommendations, and product direction guidance to a Tier 2 online video supply-side platform (SSP).

Strategic Advisor

2017 - 2019
SeaChange International
  • Provided strategic guidance and analysis to the CEO and senior executives of a publicly traded company.
  • Selected and led a team of product strategy consultants retained to map out competitive challenges and new market opportunities.
  • Guided a company's effort to rebrand its flagship product line, allowing it to pivot to new customer segments.

Chief Technology Officer

2016 - 2019
Outfront Media
  • Developed a digital signage advertising platform, including new display systems for roadside and transit applications, an IoT-scale remote management platform, and a cloud-based content management and optimizing scheduler system.
  • Built the engineering team from scratch up to a team of 25.
  • Defined requirements for and designed an integrated network and display solution for subway and commuter rail applications.
  • Established and led a vendor consortium to deliver a rail solution on time and within budget.
  • Defined and established Agile product development lifecycle processes.

Chief Technology Officer

2013 - 2016
Clypd
  • Provided strategic and technology leadership in a programmatic TV advertising technology startup.
  • Defined the company's strategic direction from a technology perspective.
  • Built the company's premier engineering and solutions teams.
  • Authored the TVOnTap specification for programmatic linear TV and incorporated it into the industry-standard GABBCon ABCD specification.

Vice President, Solutions

2011 - 2013
Edgeware AB
  • Drove the adoption and deployment of Edgeware's video delivery network technologies through business development, product management, and solution engineering.
  • Established the US office for a Swedish startup, building its North American presence from scratch.
  • Defined the North American market entry strategy, focused on integrating Edgeware's edge cache technology with cable infrastructure and platforms.
  • Developed the key technology partner relationships required for successful market entry.
  • Mapped out positioning relative to competitors in the North American market.

Director of Product Management

2009 - 2011
ARRIS
  • Oversaw ARRIS' $55 million end-to-end, multi-screen IP video solution set, which provided managed service providers with a complete TV/STB+web+mobile platform for content delivery, management, and monetization.
  • Defined a multi-screen product solution to facilitate a cable operator's transition from legacy set-top boxes to IP streaming.
  • Rebuilt a linear ad insertion product line, gaining 20 points of market share and becoming the dominant competitor in the market.
  • Restructured the video server product line, successfully transitioning it from a proprietary hardware platform to one based upon off-the-shelf commodity hardware.

Product Manager

2006 - 2008
Motorola
  • Managed the company's $30 million interactive video and related back-office products and partnerships, which provided advanced video services to Tier 1 multiple system operators, such as Comcast, Time Warner, Charter, and UPC.
  • Documented and defended the group's product and intellectual property management processes, resulting in TL9000 certification.
  • Introduced products to the Chinese market, resulting in deployment with Nanjing's regional cable operator.

ONSmart Media Platform

Led the design, development, and integration of the world's largest digital out-of-home advertising network, unlocking a 5-fold increase in transit advertising revenue.

The multi-year project included developing, integrating, and certifying new display systems for fixed outdoor and rolling stock (subway and light rail) applications, ruggedized 4G/WiFi networking, an IoT-scale remote management platform, and a cloud-based advertising content management and optimizing scheduler system.

I recruited, built, and led the engineering team of 30 people located across the globe, coordinating requirements across the organization (product management, IT, operations, sales, and finance), negotiating technology partner and vendor agreements, and working with state officials to get the solution piloted, certified, and accepted. The platform unlocked a 5x increase in transit advertising revenue and significantly enhanced the rider experience for NYC commuter rail and subway riders.

Integration of a Location-based Ad Platform with a Smart Shopping Cart

Defined and prototyped a smart retail solution that integrated advertising, edge computing, indoor positioning, and an Android-based shopping cart.

The Trollee smart retail solution enhances the retail experience with personalized recommendations, wayfinding/journey planning, and self-checkout while providing the retailer and brands with location-based promotional and advertising exposure in the last stage of the consumer's journey.

I defined the product offering and solution architecture, integrating 3rd-party digital out-of-home ad tech, indoor positioning, and an Android-based smart shopping cart using my client's edge computing appliance as the integration point. The solution was demonstrated at a major retail trade show, providing significant trade press and retailer exposure for my client and their partners.

Integration of an AI-driven Content Scheduler

Architected and led the integration of an AI-driven optimizing campaign manager with an outdoor media operator's infrastructure, back office, and business processes.

The end client was a Tier 1 mall operator that needed to enhance its media sales offerings with impression-based options while optimizing the revenue generated from its infrastructure investments.

I architected a solution that integrated my client's data-driven optimizing campaign manager with its digital signage infrastructure, Salesforce, and audience measurement data provider. I then led the cross-functional team that developed and delivered this solution.

To ensure on-time delivery and client satisfaction, I developed and tested a pricing engine (Java 14, Quarkus, and an open-source business rules engine) that fully supported the end client's complex pricing models and constraints. The solution was delivered on time and within budget, allowing the end client to meet its revenue and operational objectives.

Linear TV Programmatic Buying Standard

Defined, established, and promulgated an industry standard for programmatically buying linear television ad inventory.

I developed the TVOnTap specification for programmatic buying (reserved and auctioned) of linear TV ad inventory at Clypd. Then, I led an industry consortium (GABBCon) to adopt the specification as an industry standard.
1995 - 1997

Master's Degree in Business Administration (MBA)

Bentley University - Waltham, MA, USA

1980 - 1984

Bachelor's Degree in Electrical Engineering

Cornell University - Ithaca, NY, USA

Tools

Confluence, Jira, Git, GitHub

Industry Expertise

Telecom Equipment & Solutions, Film & Television, Public Transportation

Paradigms

Requirements Analysis, Change Management, Scrum, Agile, Agile Product Management

Other

Product Strategy, Media, Product Management, Business Analysis, Product Roadmaps, Go-to-market Plans, Business Models, Product Design, Product Marketing, Product Frameworks, Innovation, Product Ownership, Product Discovery, Requirements, BRD, Software Requirements Specifications (SRS), Program Management, Engineering Management, Advertising Technology (Adtech), Team Management, Strategic Planning, Stakeholder Management, Software Development Lifecycle (SDLC), Management, Leadership, Cross-functional Collaboration, Communication, CTO, Technical Product Management, API Integration, Roadmaps, Voice of the Customer (VoC), Product Owner, Software as a Service (SaaS), System Requirements, Strategy, Minimum Viable Product (MVP), Pitch Decks, Business to Business (B2B), Feature Prioritization, Java, Paid Advertising, Linux, Market Research & Analysis, Business Strategy, Systems, Vendor Management, Business Modeling, Software Integration, Software Architecture, Systems Engineering, Digital Signage, Team Building, Marketing Strategy, Customer Success, Cloud Computing, User Experience (UX), Cross-functional Team Leadership, Android, Hardware, Display Advertising, Embedded Systems, Business Administration, Electrical Engineering, Java 8, Java 14, JavaScript, Python, Business Rules Engine, Salesforce Apex, Digital Out-of-home (DOOH) Advertising

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