Tom Hazeldine
Verified Expert in Product Management
Product Manager
Maidenhead, United Kingdom
Toptal member since March 15, 2022
Tom is a customer-centric B2B product leader with a background in startups, scaleups, and FTSE 100 companies. With 12 years of product experience, he's adept at using his product discovery skills to understand a market and determine which customer problems to solve. Tom is also a highly skilled communicator with a passion for user analytics. He has deep experience throughout the product lifecycle and a proven track record of building global products and platforms from the ground up.
Project Highlights
Expertise
- Go-to-market Strategy
- Hiring
- Leadership
- Market Segmentation
- Pricing Models
- Product Strategy
- Stakeholder Engagement
- User Testing
Work Experience
VP Product
Silverbird
- Led a project to build a new platform from scratch, sunset a white-labeled solution, and migrate all customers. The new platform now handles around 1,000 transactions/week.
- Created a new onboarding app, improving sign-up conversion by 9.5% and business team conversion by 23%.
- Conducted two strategic customer research projects to uncover reasons behind customer churn and identify customer-preferred roadmap items featured in our Series A pitch deck.
- Introduced pre-qualification in onboarding, reducing 'noise' (leads that would never convert) by 75%.
- Collaborated with customer success to build a first payment UX, increasing activation from 45% to 55%.
- Designed and built 12 quick fixes to the existing onboarding flow, reducing compliance processing time from ten to five days and increasing conversion by 12%.
- Developed other high-impact features, including multi-entity, statements, account sharing, advanced 2FA, and a payment cancellation window.
- Implemented roadmap, launch, and customer feedback processes across the organization.
- Crafted a mobile strategy and outsourcing model with the CTO for iOS and Android app launches.
- Played a key role in securing our high single-digit $m seed extension in 2022 and a similar-sized bridging round in summer 2023 through demoing the product and participating in numerous investor Q&A sessions.
VP Product
Ometria
- Played an important role in Ometria securing $40 million of Series C funding, including multiple presentations to prospective investors before and during due diligence.
- Built the strategy stack, including Ometria's first product strategy and the first set of product principles and initiated a design system strategy.
- Delivered our wildly important goal around strategic client churn in Q3 and Q4 2021.
- Partnered with the Customer Success team to drive Net Revenue Retention (105% overall) by engaging senior stakeholders at key accounts, often through roadmap presentations.
- Grew the product department from four to 10 and restructured it into three teams (product management, product design, and product operations) in readiness for further growth in headcount in 2022.
- Transformed the process for compiling the roadmap and how it was presented. Stakeholders from across the business had input, the messaging and positioning were much crisper, and the roadmap was clearer and easier to digest.
- Successfully presented the business case for acquiring the Tray.io platform, negotiated favorable pricing, and oversaw a proof of concept (POC), validating that it expedited the delivery of integrations.
- Restructured the Product Department into three functions and grew headcount from four to ten.
Head of Product
LandTech
- Promoted from senior product manager to head of product.
- Grew the business's annual recurring revenue from $5m to $12m, leading to a £42 million Series A.
- Built a unifying vision for Landtech's SaaS platform, merging three disparate products and establishing the groundwork for future innovations. Secured buy-in from co-founders, the CEO, and department heads.
- Launched LandInsight into the power segment (and brand new segment for the business), which captured double-digit numbers of new clients on the enterprise price plan.
- Grew the product department from 4 to 11 and restructured it into product management, product design, and data.
- Revamped the OKR process, trained the whole business to utilize the new process, and ran two quarterly cycles, As OKR lead for the whole business.
- Wrote Landtech's first product strategy and refreshed it on a quarterly basis to drive alignment with the senior leadership team.
- Spearheaded the product roadmap, overseeing the conception, development, and launch of impactful features, including site reports, drawing on maps, ownership alerts, and pipeline enhancements.
- Led a cross-business initiative to revamp LandInsight's pricing model, driving additional revenue from enterprise customers while preserving existing SME revenue.
- Cultivated a high-performance culture focused on user-centric problem-solving, evidence-based decision-making, pragmatic product design, empowerment, and collaboration.
Product Manager | ARGUS Acquire and ARGUS Develop
Altus Group
- Led a 5-member product team to build and launch ARGUS Acquire from scratch on Altus' new cloud platform, focusing on the North American market. Promoted Acquire through speaking engagements and webinars and won a first paying customer.
- Undertook numerous user research projects before segmenting the market and crafting Acquire's vision, positioning, and go-to-market strategy. Initiated a quarterly roadmap planning cycle, built the pricing model, and conceived the marketing messaging.
- Hit all three major ARGUS Acquire release deadlines.
- Led a team charged with combining two on-prem products into a cloud application ARGUS Develop while growing the existing double-digit million-dollar revenue and client base. Our 4-phase project delivered a product strategy and a financial model.
- Mentored other product managers in evidence-based approaches.
Senior Product Manager
ACL (now part of Diligent)
- Collaborated with sales to develop the vision, go-to-market strategies, and messaging for the UK, French, and German markets. I also created brand new Sapin II and GDPR propositions, which I pitched to partners.
- Reinvigorated the messaging and positioning for the existing propositions and worked with marketing to incorporate the new messaging in lead generation campaigns. Led webinars to promote our capabilities to an EMEA audience.
- Coached product managers in other regions to build go-to-market strategies and craft messaging and positioning.
Head of Product
Rivo (now part of Sphera)
- Promoted from senior product manager to head of product.
- Led the product team at Rivo, which included managing and coaching a product manager, a BA, and a program manager, as well as directing an outsourced team of product owners and designers based in Romania.
- Built two new mobile apps for incident management and internal audit.
- Built a suite of configuration tools for our platform to enable it to flex to the needs of our enterprise target market.
- Collaborated with marketing to overhaul the messaging and positioning for each of Rivo's modules.
Product Manager
RELX Group
- Grew revenue grew by 100% from £0.5 million to £1 million, reaching break-even in the European business.
- Launched new products into the US, China, and Korean markets to broaden our total addressable market (TAM) and access emerging markets. It achieved early traction in China with 25 paying clients before its carbon market launched.
- Rationalized the suite of 15 products into 3 distinct and consistent product types to facilitate cross-selling and simplify our value proposition.
- Formulated and executed a global strategy for the carbon business, including distinct regional go-to-market strategies for the US, EU, China, and Korea.
Product Manager (Promoted from pre-sales)
Enablon (now part of Wolters Kluwer)
- Promoted from pre-sales to product manager at the company.
- Overhauled the carbon management functionality so it delivered against global standards such as GRI and secured board sign-off for a 6-figure investment in a content partnership to maintain key emission factor datasets.
- Created a new performance management proposition using existing capabilities.
- Presented at numerous user forums and webinars to promote the five modules I managed.
Project History
Launched LandInsight into a New Segment to Increase TAM
Built a business case for launching LandInsight into a new segment, led the teams building the functionality, oversaw a 5-session enablement plan for sales and customer success, and won new enterprise clients in the first few months after launch.
Built and Launched a Greenfield Web App | ARGUS Acquire
Led two squads of engineers, BAs, designers, and QA to build, beta test. and launch ARGUS Acquire into the US and Canada. We secured a first paying client.
Built a Product Strategy Stack to Deliver Strategic Alignment and True Empowerment
Built Ometria's first product strategy, developed their first set of product principles, and initiated their first design system strategy.
Rapidly Grew and Restructured the Product Department at Ometria
Grew the headcount from four to 10 and restructured the product department into three teams—product management, product design, and product operations.
Education
Master of Engineering Degree in Mechanical Engineering
University of Bath - Bath, UK
Certifications
Price Course
Pragmatic Institute
Market and Launch
Pragmatic Institute
Foundations, Focus, and Build
Pragmatic Institute
Skills
Tools
Slack, Zoom, Google Workspace, Confluence, Jira
Paradigms
User Testing, Quantitative Research, Agile
Platforms
Mixpanel
Other
Go-to-market Strategy, Hiring, Leadership, Team Leadership, Coaching, Mentorship & Coaching, User Personas, Use Cases, User Surveys, SurveyMonkey, Stakeholder Management, Stakeholder Engagement, Competitor Analysis & Profiling, Competitive Strategy, Market Fit, Market Sizing, Market Segmentation, Customer Segmentation, Growth Strategy, Messaging, Positioning, Product Positioning, Product Marketing, Sales Enablement, Organizational Design, New Products, Product Launch, B2B Product Management, B2B, Proof of Concept (POC), Wireframing, Product Vision, Market Research, Qualitative Research, Digital Product Management, Design, Product Strategy, Pricing Models, Pricing, Subscription Pricing, UX Strategy, User Experience (UX), MVP Design, UX Research, Guiding Principles, Product Roadmaps, Feature Prioritization, Microsoft Office, Product Board, Miro, Design Systems, Minimum Viable Product (MVP), Metabase, Dovetail, Aha!, Notion, Product Discovery, UX Analysis, Analytics, Line Management, Objectives & Key Results (OKRs), SaaS Product Marketing, Pitch Decks, Value Proposition Design, User Research, Fundraising, Mobile UX, Configuration Management, P&L Management, Competitive Analysis
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