Keely Funkhouser, Product Manager in Marietta, GA, United States
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Keely Funkhouser

Verified Expert  in Product Management

Product Manager

Location
Marietta, GA, United States
Toptal Member Since
June 24, 2019

Keely has 15+ years of product and business strategy experience with a diverse range of roles from digital marketing to eCommerce and product strategy. With experience working in startup environments, small businesses, and Fortune 500 public corporations, she enjoys tackling problems and ensuring both customer and business needs are optimized for the greatest business value. Keely drives for quantifiable results and works with a sense of urgency.

Project Highlights

eCommerce Optimization
Delivered 140% revenue increase by optimizing conversion rates, customer experience, and pricing strategy.
Digital Strategy
Completed an opportunity assessment, identified short and long term goals based on capabilities, and developed a roadmap.
Product Innovation
Took an idea that would appeal to a new customer segment, created a business case, and tested the solution with a prototype.

Expertise

Work Experience

Director, Transformation Program Management

2019 - PRESENT
Harland Clarke
  • Led integration of a small software company that was acquired to enable customer data management and direct marketing campaigns on behalf of Financial Institutes.
  • Prioritized and managed critical milestones for the cross-functional team.
  • Managed stakeholder engagement.
  • Facilitated leadership engagement and communications.
  • Led daily stand up with the development and cross-functional team to drive toward value delivery.

Senior Product Manager

2018 - 2019
The Home Depot
  • Researched users and developed journey maps to inform product strategy approach and strategic recommendations.
  • Developed software development roadmaps and wrote user stories to prioritize in a backlog.
  • Managed stakeholder priorities.
  • Assessed industry best practices.
  • Facilitated strategic planning sessions.

Co-founder

2016 - 2017
RollRR
  • Created a business plan and investor pitch for the new hardware product concept.
  • Conducted product-market fit by interviewing potential users to understand their needs and how the product concept could meet their needs.
  • Created product development roadmap.
  • Analyzed market opportunities in several vertical markets to determine where to focus the initial product launch.
  • Managed relationships with several strategic advisors.

Director, Product Strategy

2012 - 2016
Cox Automotive
  • Developed a product positioning map to drive product rationalization for the enterprise product portfolio.
  • Piloted a new consumer solution for car buying, managed sales, development, marketing, operations and P&L for the pilot.
  • Developed digital strategy for wholesale automotive solution.
  • Facilitated enterprise product council to coordinate product roadmaps and prioritization across 7 companies.
  • Employed the lean experimentation approach, rapidly validating new product concept with consumer and clients, resulting in speedier go/no-go decision for concept and reduction in cost.

Director, Product Management

2002 - 2009
Autotrader.com
  • Managed B2C eCommerce platform and responsible for annual revenue growth.
  • Redesigned eCommerce funnel to optimize conversion rates, sales, and customer satisfaction.
  • Saw annual revenue growth based on conversion optimization, pricing strategies, and marketing.
  • Introduced first 3rd party web analytics tool, Adobe Insights.
  • Participated as the first product team to utilize usability testing in order to validate ideas prior to building solutions.

eCommerce Optimization

Delivered 140% revenue increase by optimizing conversion rates, customer experience, and pricing strategy.

Analyzed page by page conversion rates and usability of an e-commerce purchase funnel to determine where they had opportunity to improve conversion. Listened to customer feedback in order to identify areas of confusion and assessed the pricing strategy in order to identify where prices could be modified without losing volume. Implemented landing page changes to increase conversion and created a geographic pricing approach to enable different pricing strategies based on groupings of DMAs.

Digital Strategy

Completed an opportunity assessment, identified short and long term goals based on capabilities, and developed a roadmap.

I was asked to assess and determine approaches that would position a company for growth in the wholesale vehicle digital transaction space.

I researched the needs of the customers and assessed the current state of wholesale vehicle digital solutions. Utilizing a market sizing framework, I forecasted where the digital wholesale growth would occur in the market. Then, I assessed current capabilities of the organization, identified where they needed to go, and proposed a combination of digital tool product rationalization and new product development needed to meet customer needs and industry trends.

Product Innovation

Took an idea that would appeal to a new customer segment, created a business case, and tested the solution with a prototype.

An automotive classified website saw the need to create a new, white glove service, to reach an untapped customer segment. The product was defined by leveraging customer research, collaborating with customer support, IT, marketing and product management. A manual solution was developed and tested with customers to validate the idea prior to building software. After launching the test they learned that customers responded favorably to the offering and it eventually rolled out as a premium service.

Acquisition and Integration

Led program planning and execution for the integration of an acquired software company into a larger, established enterprise.

A large well-known check printer purchased a MarTech startup and I led the integration of the startup into the enterprise. Responsible for program assessment, planning, execution, management, and communications. Directly supported CEO who was managing both businesses and responsible for executive stakeholder management and communications. Also responsible for five workstreams running in parallel to support an aggressive timeline. Managed product managers, software developers, client management personnel, finance, accounting, billing, pricing, and marketing.
1992 - 1996

Bachelor of Arts Degree in Advertising and Journalism

University of Georgia - Athens, GA

Tools

Trello, Pivotal Tracker

Industry Expertise

Automotive, Financial Services

Paradigms

Conversion Rate Optimization (CRO), Quantitative Research, Agile Product Management, Agile, Kanban, XP

Other

Product Research, Strategic Planning, Product Roadmaps, Lean Product Management, Competitor Analysis & Profiling, Business Unit Strategy, Market Research & Analysis, Strategic Partnerships, Business Cases, Opportunity Assessments, Structured Facilitation, Investments, Product Management, Business Analysis, Requirements, Product Strategy, Go-to-market Plans, User Research, Business Models, Product Design, Product Frameworks, Product Ownership, Product Discovery, Stakeholder Engagement, Stakeholder Management, Stakeholder Interviews, Product Marketing, Product-market Fit, Digital Strategy, Business Strategy, Budgeting, Experimental Research, Web Analytics, Customer Experience Management, Research, Secondary Research, Qualitative Research, Digital Marketing, Project Planning, Company Strategy, Revenue Strategy, UX Research, Innovation, Customer Acquisition, Executive Presentations, Customer Journeys, Email Marketing, Early-stage Startups, Marketing Technology (MarTech)

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