Meghan is available for hire
Hire MeghanMeghan Russell
Verified Expert in Product Management
Product Manager
Naperville, IL, United States
Toptal member since December 3, 2019
Bio
Meghan is a product strategist and go-to-market expert with extensive experience in product research, usability testing, product roadmap refinement, and deployment. She spent 12 years working at Google in product testing and GTM strategy, in addition to working at a startup and Fortune 500 company. Her strengths lie in synthesizing diverse perspectives, resolving product gaps, building narratives, and driving sales enablement.
Project Highlights
Optimization Score Product Launch
Led product development and go-to-market strategy for Optimization Score, launching the tool to all Google global accounts.
Expanded Text Ads Migration
Built and delivered the Americas product launch strategy for Expanded Text Ads for over 300 clients.
Offline Measurement in Display Ads
Identified a measurement solution in Google Display Ads and led beta testing which resulted in a global product launch.
Expertise
- Go-to-market Plans
- Marketing Collateral Development
- Sales Enablement
- Sales Training
- Training Materials
- Usability Testing
Work Experience
Product Strategy Lead
2019 - 2019
- Designed and implemented product launch strategies, assigning metrics for success and identifying target advertisers.
- Represented the Americas advertisers by articulating relevant perspective to optimize advertiser relationships.
- Collaborated cross-functionally with peer teams to expand product prioritization, resolving product gaps, building business cases, and communicating product updates through multiple channels.
- Created and executed individualized training modules highlighting best practices, techniques, and case studies for sales teams, specialists, and communities to increase scaled product adoption.
- Streamlined client accessibility and sales efficiency by implementing internal troubleshooting platforms, including Greentea, Athena, and SalesHub.
Senior New Product Manager
2014 - 2019
- Streamlined alpha/beta performance products in varied search ad formats, displays, measurements, and tools.
- Engineered product roadmap for an internal optimization tool generating over $250 million per year by cultivating regional and global partnerships, synthesizing perspectives, and navigating concerns.
- Designed scaled sales materials, engaging over 100 client teams weekly, and worked closely with operations leads to strategically orchestrate Google results page product launch generating $850 million in revenue annually.
- Recommended offline measurement in location display, pioneering the first Google Display product to track store visit data.
- Facilitated recruitment, presented products, collected feedback, refined roadmaps, and assessed sales readiness.
Senior Account Manager
2007 - 2014
- Created and executed customized marketing strategies, promoted affiliate products and services, and maximized ad spend profitability.
- Fostered trusting client relationships to synergize initiatives through personalized attention, collaborating to create and assess account objectives via weekly conference calls, monthly account summaries, and quarterly and annual summaries.
- Managed a multi-million dollar portfolio of over 15 accounts, including Patagonia, Under Armour, Sears, and Office Max.
- Developed personalized recommendations for optimization that yielded over 23% revenue over a two-year period of time.
Marketing and Sales
2005 - 2007
Valet Today Campus
- Contributed to the overall development of a start-up company including the operational roadmap, vendor liaison and competitor research, marketing research, execution, and business development.
- Collaborated with the Vice President of Marketing on all aspects of media planning including agency screening and selection, the composition of print messaging and production of marketing materials.
- Managed the advertising agency and in-house graphic designer’s budget and design approval. Contributed wholly to writing copy, formatting design and ensuring the usability of Valet Today Campus website.
- Worked directly with the board of investors to construct accurate and creative RFP bids resulting in contracts with 15 universities, including Arizona State University and the University of North Carolina.
- Built a master sales database to house contracts, vendor inventory, and a profitability model for prospective customers.
Project History
Optimization Score Product Launch
Led product development and go-to-market strategy for Optimization Score, launching the tool to all Google global accounts.
Key Responsibilities:
Led usability testing, coverage gap analysis and user feedback sessions resulting in product roadmap priorities related to actionability, data accuracy, and tool desegmentation.
Reorganized the tool using a new workflow that simplified opportunity-mining for sellers, including shortcuts to account management dashboards, a scorecard that included all Optimization Score levers, KPI filters, and visual snapshots to help sellers align with senior leadership objectives.
Created and executed individualized training modules highlighting best practices, techniques, and case studies for sales teams, specialists, and communities to increase scaled product adoption.
Deep integration with anchor tools like Greentea, Athena, and SalesHub to simplify the management of pitched opportunities, provide client-friendly optimization collateral and expedite navigation to sales materials.
Led usability testing, coverage gap analysis and user feedback sessions resulting in product roadmap priorities related to actionability, data accuracy, and tool desegmentation.
Reorganized the tool using a new workflow that simplified opportunity-mining for sellers, including shortcuts to account management dashboards, a scorecard that included all Optimization Score levers, KPI filters, and visual snapshots to help sellers align with senior leadership objectives.
Created and executed individualized training modules highlighting best practices, techniques, and case studies for sales teams, specialists, and communities to increase scaled product adoption.
Deep integration with anchor tools like Greentea, Athena, and SalesHub to simplify the management of pitched opportunities, provide client-friendly optimization collateral and expedite navigation to sales materials.
Expanded Text Ads Migration
Built and delivered the Americas product launch strategy for Expanded Text Ads for over 300 clients.
Key Responsibilities:
Coached and upskilled client account managers on search best practices and ad copy writing for the Expanded Text Ad migration, ensuring minimal attrition and disruption to existing clients and agencies.
Led the development of a vast, customizable suite of client communications, which enabled field specialists to articulate complex performance impacts based on individual client program set-up.
Developed a pipeline of case studies and client testimonials to support the marketing team’s product launch efforts, specifically the tools and strategies used to drive depth and performance globally.
Authored a POV resource that provided detailed responses to the most frequently asked performance questions, which was leveraged by senior leadership teams and clients.
Coached and upskilled client account managers on search best practices and ad copy writing for the Expanded Text Ad migration, ensuring minimal attrition and disruption to existing clients and agencies.
Led the development of a vast, customizable suite of client communications, which enabled field specialists to articulate complex performance impacts based on individual client program set-up.
Developed a pipeline of case studies and client testimonials to support the marketing team’s product launch efforts, specifically the tools and strategies used to drive depth and performance globally.
Authored a POV resource that provided detailed responses to the most frequently asked performance questions, which was leveraged by senior leadership teams and clients.
Offline Measurement in Display Ads
Identified a measurement solution in Google Display Ads and led beta testing which resulted in a global product launch.
Key Responsibilities:
Leveraged relationships across Sales, Global and Product to drive this beta to full launch; exceeded the activation goal of 50 with 95 campaigns launched and met the revenue goal.
Usability testing informed a product feature to automatically extend the ad from an existing display campaign, requiring no implementation or incremental budget, overcoming the largest roadblocks to client implementation.
Secured and authored a Home Depot external case study to be used at the AdWeek launch announcement.
Leveraged relationships across Sales, Global and Product to drive this beta to full launch; exceeded the activation goal of 50 with 95 campaigns launched and met the revenue goal.
Usability testing informed a product feature to automatically extend the ad from an existing display campaign, requiring no implementation or incremental budget, overcoming the largest roadblocks to client implementation.
Secured and authored a Home Depot external case study to be used at the AdWeek launch announcement.
Education
1998 - 2002
Bachelor's Degree in Journalism
Lehigh University - Bethlehem, Pennsylvania, USA
Skills
Paradigms
Usability Testing
Other
Sales Enablement, Training Materials, Sales Training, Marketing Collateral Development, User Research, Go-to-market Plans, GAP Analysis
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