Simone Theeboom, Product Manager in Toronto, ON, Canada
Simone Theeboom

Product Manager in Toronto, ON, Canada

Member since April 22, 2019
A passionate and driven team player with more than 15 years of online experience, Simone is committed to creating fantastic customer digital journeys. She has experience working in online gaming, the domains sector, and eCommerce. Having worked at small companies with significant digital footprints and Fortune 500, Simone offers expertise as a digital product manager and Agile product owner and is a qualified Agile scrum master (SCM certified).
Simone is now available for hire

Project Highlights

  • Simone launched the responsive site allowing customers to interact with on their desktop, smartphone, and tablet.
  • Built a social lists product that allowed friends and family to participate in a group buying experience online.
  • Led scrum team to build GDPR requirements for a domains internet platform servicing B2B clients.



Select Certifications


  • Head of Digital Product Management

    2019 - 2021
    Grocery Gateway
    • Worked with digital team to build a product roadmap.
    • Worked to build requirements for a digital transformation of the grocery website.
    • Coached and mentored four product owners to become subject matter experts.
    • Worked with business channels to define requirements into working digital components to achieve sales growth but also focused on user experience.
    • Put Agile processes into place within a Waterfall environment, converting teams to work Agile.
    • Worked on hybrid mobile Apps. Has exposure to setting up a progressive web app for an online grocery chain.
  • Digital Product Lead

    2018 - 2019
    • Managed a platform as a service as the lead product manager in the organization.
    • Built and maintained APIs from bugs to improvements and integrating new value-added services. Managed vendors for all API endpoints and new contract sign-up.
    • Served as product owner writing detailed user stories with acceptance criteria using Atlassian products and defining the definition of "done" across the Scrum teams.
    • Launched GDPR (General Data Privacy Regulations) onto the platform and APIs managing thousands of retailers and hosted registrars. Worked with marketing on go-to-market strategies and regular newsletter content.
    • Launched new top-level domains to the B2B market, orchestrating launch and marketing endeavors.
    • Set up a process to streamline incoming vendor communication so that user stories could be written for updates to the platform and APIs.
    • Mentored junior PMs and orchestrated lunch-'n-learns to share information on product management and ongoing updates within the product team.
    • Conducted client surveys to validate hypothesis for upcoming platform upgrades.
    • Communicated with internal stakeholders of weekly progress of the product team and created an intake form of new requests and could be prioritized against the RICE method.
  • Product Owner

    2017 - 2017
    Metroland (Toronto Star)
    • Built mobile push notifications for Android and iOS (supported by Appcelerator platform), acting as the product owner of mobile app.
  • Head of Product Management

    2015 - 2017
    • Negotiated promo deal with Visa and development funds to integrate Visa Checkout payment solution in the checkout flow.
    • Worked closely with VP of Operations on supply chain management through improved order management and warehouse systems.
    • Launched responsive site to allow customers to interact with on their desktop, smartphone, and tablet.
    • Negotiated an affiliate opportunity to launch baby registry using a third-party universal baby registry.
  • eCommerce Product Manager

    2014 - 2015
    Wal-Mart Canada
    • Worked with third-party systems to build and maintain digital products and features on
    • Worked with marketing, retail stores, legal and compliance, design, engineering, and content management teams to launch products to market and advocate for the best-in-class digital customer experience in an omnichannel environment.
    • Led the build of Lists from MVP to the more robust product offering.
    • Led the build of a baby registry, built all back-end and front-end user stories, and prioritized to launch MVP.

Project History

  • Responsive Website Build
    Simone launched the responsive site allowing customers to interact with on their desktop, smartphone, and tablet.

    Simone worked with design, front-end UI, and back-end development to prioritize and groom stories to build a responsive website. Participated as product owner and scrum master in the scrum to drive the project forward to its final deployment.

  • Lists
    Built a social lists product that allowed friends and family to participate in a group buying experience online.

    Researched market and competitive analysis, worked with UX to define user journey, and conduct customer analysis. Built MVP acting as product owner to define user requirements
    for APIs and UI needs. Worked with marketing and other required teams for the go-to-market strategy for both soft and hard launch.

  • Baby Registry Creation
    Led the teams to build and launch a baby registry in an omni environment within Canada servicing 1,000,000+ customers daily.

    Researched the Canadian and International baby market and looked at Stats Canada on how many babies are born each year. Worked with finance to build a compelling business case to show target market share and break-even analysis.

    Worked with UX to define the end-user journey.

    Conducted focus groups and quantitative surveys with the business insights team to understand the user and build out user personas and empathy maps.

    Worked with UX, engineering team lead, and stakeholders to define blue skies product.

    Drilled down to create a minimal viable product (MVP) and present it to stakeholders for sign-off.

    Prepared the statement of work (SOW) to engage a third-party vendor to facilitate front-end development and QA.

    Helped build Accessibility for Ontarians with Disabilities Act (AODA) for a baby registry.

    Acted as the product owner, participating in Scrum (grooming, planning, stand-up, demo, and retrospective).

    Worked with regional store managers, marketing, PR team, social media team, content management team, knowledge base, compliance and legal, customer support, and external marketing vendors to prepare the soft and hard launch.

  • General Data Privacy Regulations (GDPR)
    Led scrum team to build GDPR requirements for a domains internet platform servicing B2B clients.

    Simone worked with internal stakeholders to define and capture requirements needed in the domain lifecycle to treat end-user and B2B client data. She worked with international clients across the globe.

  • Search Improvements
    Simone led a team of four product owners to improve an online grocery stores search capabilities using Solr on the Hybris platform. By improving the search boost rules and setting up important synonyms and keywords, there was a 120% improvement.

    Grocery Gateway uses internal Solr search on Hybris version 2011 to allow shoppers to find the products to add to the cart. The original team had hardcoded the search boost rules, and it was not functioning correctly. Simone was able to remove these barriers to allow for a more free-flowing search capability.

  • eCommerce App
    Simone put in place fundamental building blocks of Agile processes and mentored the scrum master in their new role. Worked with management to refine and create user stories for the development teams to consume.

    Simone participated as product lead that is building an app that utilizes Android and iOS technologies, which will allow clients using the platform to build robust, inexpensive eretail mobile apps through one application, lowering the need for large and expensive mobile development teams to publish and launch to end-users.

  • eRetail in Hardware industry
    Simone joined Stanley Black and Decker as eCommerce product manager to work with a team, helping to define potential improvements and opportunities to existing back-end integrations supporting their digital business channels.

    Stanley Black and Decker is a leading hardware company in the US markets but also has a strong global presence across the globe. In a world of digitization, Stanley Black and Decker have undertaken to build on their existing digital capabilities.


  • Bachelor's Degree in Languages and Linguistics
    1994 - 1996
    Edith Cowan University - Perth, Australia
  • National Diploma in Public Relations
    1991 - 1993
    Cape Technikon - Cape Town, South Africa


  • Certified Scrum Product Owner (CSPO)
    Scrum Alliance
  • Certified Scrum Master
    Scrum Alliance

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