Stefanie Yang
Verified Expert in Product Management
Product Manager
Austin, TX, United States
Toptal member since October 23, 2024
Stefanie brings over 15 years of expertise in product and marketing strategy, spanning digital marketing, growth hacking, and product development. With experience working alongside tech founders and launching new products for Fortune 500 companies, she is an entrepreneurial leader focused on outcomes and rapid learning. A persuasive communicator and growth-driven visionary, Stefanie consistently advocates for clients’ best interests and drives impactful business results.
Project Highlights
Expertise
- Agile Product Management
- Growth Hacking
- Product Discovery
- Product Management
- Product Strategy
- Product-led Growth (PLG)
- Software as a Service (SaaS)
- eCommerce
Work Experience
Senior Product Manager
Freelance Clients
- Secured over $8 million in series A funding by leading the design of more than 20 enterprise features for a B2B SaaS client.
- Managed user search, product strategy, roadmap planning, and backlog grooming while overseeing daily standups and sprint planning.
- Supervised a team of designers to formulate UX designs to enhance the activation, retention, and monetization KPIs.
- Managed stakeholder and cross-functional team engagements and facilitated leadership engagement and communications.
- Improved user retention by 80% by implementing UI features for a pre-seed client, incorporating visual graphs, 'aha' and habit-forming actions, and reporting tools to improve front-end platform experiences.
- Led cross-functional teams to deliver high-quality, iterative product updates by synthesizing user feedback from support tickets, in-app analytics, and app store reviews, accelerating release cycles and improving platform stability.
- Headed mobile and desktop app migration of over 750,000 users for an enterprise IoT (Internet of Things) client with over 1.2 million hardware devices. Delivered the project on schedule, exceeded forecast CVR, and stabilization benchmarks.
- Created an AI customer support and issue escalation workflow for a client, targeting over 750,000 users, with over 40 help articles, issue tracking, and integration with Salesforce.
- Worked with a boot-strapped client to design a social reporting app with an AI conversational workflow to address 16 different reporting categories.
Senior Segment Lead, XD
Adobe
- Achieved a 96% activation KPI by creating customized user onboarding and lifecycle experiences, exceeding Adobe Creative Suite benchmarks of 50%.
- Increased 5-8% growth in daily active users (DAUs) and monthly active users (MAUs) with 'aha' and habit-forming activities within the first 45 days.
- Assisted in decreasing product software development lifecycle (SDLC) to market to 3.5 weeks from 6 weeks by implementing an end-to-end Agile framework.
Product Manager, GTM
MyPoints.com (Acquired by Prodege)
- Reported to the COO to lead proof-of-concept (POC), user research, and zero-to-one cross-channel product launches.
- Generated $1 million in sales by launching a gift card eCommerce product, leading to a merger and acquisition.
- Attained product-market fit with 50,000 users within three months by launching a shopping list product through mobile and Chrome extensions.
Product Lead, Marketing Programs
GWC and GMIC Silicon Valley
- Directed a team of six local and overseas staff to launch a mobile app and eCommerce website to drive ticket sales.
- Achieved over 65% attendee DAU engagement over three days by introducing an event iOS and Android mobile app featuring live feeds, gamification, and social connections for GMIC Silicon Valley, gathering more than 6,500 participants.
- Implemented web integration, branding, and marketing initiatives for G20 events across US subsidiaries.
Co-founder
Pure SKin Bar
- Launched a 0-to-1 natural and organic eCommerce platform from skincare to consumable goods.
- Managed category management, including product and vendor selections.
- Led all front-end operations, including branding, store navigation, and platform architecture.
Senior Program Specialist
NortonLifeLock
- Spearheaded the $900 million Norton subscription program with a key emphasis on enhancing renewal conversions through in-app and email strategies.
- Boosted retention by 3.5% ($32 million) in eight months through optimizing the product lifecycle's conclusion to align with revenue objectives.
- Executed A/B and multi-variate tests across 26 languages with cross-functional teams using Adobe Target.
Marketing Manager, GTM
Alibaba Group
- Directed the launch of the AliExpress platform and oversaw a $1 million budget allocation to drive sales and user acquisition objectives.
- Spearheaded the launch of all AliExpress.com performance channels from product selection to paid search, SEO, affiliate, and social media, resulting in $12 million in global sales and a 40% increase in new user growth during the first year.
- Implemented Google Analytics and optimized the purchase flow to target American audiences, enhancing sales conversion rate (CVR).
Product Manager, Marketplace Integration
Alibaba Group
- Launched the Alibaba platform in the Americas with a $150,000 budget, focusing on achieving acquisition cost-per-lead (CPL) goals.
- Achieved a conversion rate of 12% and lowered CPL to $1.25 by initiating Alibaba's maiden B2B2C marketplace integration with MercadoLibre, surpassing acquisition objectives by 115% and generating 800,000 leads within nine months.
- Managed the full integration product cycle, liaising between a 3rd-party agency and overseas teams from wireframe creation to prototype validation, successfully launching one month ahead of schedule.
- Reduced CPL from $375 to $18 with targeted ad display across search engine marketing (SEM), social media, and affiliate channels.
Project History
Product-market Fit | $9 Million Series A Funding
Spearheaded weekly Agile sprints with design and development teams to implement over 20 product-led growth (PLG) features before securing funding.
I facilitated regular backlog grooming and sprint planning sessions, fostering deliberate retrospectives to drive iterative improvements. Also, I actively engaged with customers to discern valuable feedback and feature requests for growth opportunities and optimizations. I collaborated with startup founders to harmonize short- and long-term roadmaps up to a 3-year horizon.
Increasing Daily and Monthly Active Users by 5-8%
Achieved 'aha' and habit-forming actions that increased acquisition, activation, retention, referral, and revenue (AARRR) metrics.
I headed go-to-market (GTM) strategies to improve users’ onboarding, activation, and engagement activities within the first 45 days. This included two sets of customized and interactive user experiences across in-app and email channels, as well as implementing features to import designs and guiding the top three design features on Sketch and Figma in-app.
Zero-to-one Product Launches
Spearheaded the zero-to-one product launch for Swappable, a gift card app facilitating gift card purchase, storage, gifting, and swapping. This successful initiative garnered $1 million in inaugural sales, culminating in a merger and acquisition.
As a key contributor, I spearheaded user research, feature validation, and data analysis and crafted a comprehensive GTM strategy that resulted in $1 million in sales for Swappable under Mypoints.com/Prodege. This success culminated in a pivotal merger and acquisition.
In addition, my responsibilities extended from ensuring quality assurance of the shopper’s experience to optimizing conversion rates across in-app, desktop, and email channels, maximizing scalability and market reach.
Launching Alibaba and AliExpress in the Americas
https://www.techinasia.com/alibaba-2010Orchestrated the zero-to-one launch of Alibaba marketplace integration with MercadoLibre in 2009 and AliExpress in 2010.
I spearheaded Alibaba.com’s entire product development cycle, overseeing phases from discovery and design to validation and successful launch. Additionally, I assumed a pivotal regional product support and marketing program leadership position for AliExpress.
User Migration for IoT Client (Enterprise)
- **Over 40% ** — of Users Migrated to New App
The company faced the following challenges:
• Multiple project delays
• No migration plan or KPI in place
• No proper documentation of migrated features and old vs. new features
• No identification of user segmentation
• No beta user group for phased release
• Lack of proper tools for push or email communication
I prepared a migration plan with user segmentation, estimated key metrics, contingency plan, and POC, and conducted weekly release and metric reviews with key stakeholders across hardware, firmware, cloud, back end, front end, and customer support. I also developed an Agile resolution plan for migrating users based on prioritization, and established hotfix criteria and a quick release plan with a POC.
Achieved a 40% increase over forecasted user migration, a 30% increase over forecasted conversion rate, and improved the App Store review rating by two stars in 90 days.
Certifications
AI for Product Managers
Pendo
Certified Scrum Product Owner (CSPO)
Scrum Alliance
Engagement and Retention
Reforge
Product Design
Tradecraft
Skills
Tools
Jira, Confluence, Slack, Claude, Figma, Sketch, Google Analytics
Paradigms
Agile Product Management, Agile, Scrum, Marketplace Platforms, Business to Business to Consumer (B2B2C), Data Product Management, Azure DevOps, Gamification, Kanban
Industry Expertise
Product Ideation, Logistics
Platforms
Mixpanel
Other
Product-led Growth (PLG), Product Design, Growth Hacking, Digital Marketing, Software as a Service (SaaS), Linear, Go-to-market (GTM) Strategies, Product Roadmaps, Growth, Product Strategy, Feature Roadmaps, SaaS, Minimum Viable Product (MVP), User Research, Sprint Planning, Product Management, Mobile User Acquisition, User, Engagement & Retention, eCommerce, Product Owner, Feature Prioritization, Backlog Grooming, Product Delivery, Stakeholder Management, Feature Backlog Prioritization, Project Management, Roadmaps, Web & Mobile Applications, Web Applications, Business to Business (B2B), Product Launch, Cross-functional Collaboration, Customer Experience, Go-to-market Plans, Product Requirements Documentation (PRD), Performance Marketing, Product Analytics, Reporting, Mobile Apps, User Onboarding, Web Platforms, Asana, Web Project Management, Agile Project Management, Agile Sprints, Mobile, Android, App Product Management, Monetization, Mobile App Development, Early-stage Startups, Two-sided Marketplaces, MVP Design, Product Ownership, Data-driven Decision-making, Marketing, Data Integration, Vendors & Suppliers, Product Planning, Enterprise, User Workflows, Data-driven Frameworks, Startups, Websites, Website Design, Backlog Management, Paid Advertising, Consulting, Vendor Management, Surveys, eCommerce UX, Digital Product Management, eCommerce Strategy, Direct to Consumer (D2C), Web UX, Artificial Intelligence (AI), User Experience (UX), Data Analytics, Notion, Adobe Experience Design (XD), User Journey Maps, Product Discovery, Subscriptions, Certified Scrum Product Owner (CSPO), Market Research & Analysis, Product Research, Business Requirements, Team Leadership, Mobile UI, Mobile UX Design, Feature Analysis, Mobile Applications, Product Lifecycle Management (PLM), Amplitude, Market Research, Personalization, Campaign Management, Marketing Automation, Analytics, Data Analysis, Analytical Dashboards, AI Agents, API Integration, Technical Product Management, Business Analysis, Conversational AI, Chatbots, Large Language Models (LLMs), Healthtech, User Experience Design, AI Product Management, Prototyping, Fintech, AI Integration, Automation, Advertising Technology (Adtech), ERP Systems, Team Management, Manufacturing, QA Process, User Acceptance Testing (UAT), QA Testing, Agentic AI, Customer Support, iOS, Mobile UX, Mobile Web, Feature Planning
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