Tom Uhlhorn, Product Manager in Melbourne, Victoria, Australia
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Tom Uhlhorn

Verified Expert  in Product Management

Product Manager

Location
Melbourne, Victoria, Australia
Toptal Member Since
March 13, 2020

Tom has a wealth of experience building products and brands from ideation through to market launch and leadership. His expertise includes digital marketplaces, greenfield ventures with enterprise clients, and a multitude of eCommerce solutions. He has successfully worked with a wide variety of clients on new ventures and optimized existing products and services. Tom's passion is in identifying and carving out product-market fit for his projects and delivering outstanding work.

Project Highlights

Vollie
Led the product roadmap creation and product management of an online volunteering marketplace for remote white-collar volunteers that became a global industry leader.
Buchanan Law Firm
Managed the end-to-end creation of the brand, website, and communications strategy for one of Australia's most-innovative IP law firms.
Market Segmentation Strategy for 2x National Brands
Designed the methodology for and led the segmentation of a leading property and energy brand in Australia.

Expertise

Work Experience

Founder

2019 - PRESENT
Supergrowth
  • Managed the build of a customer metrics solution that collects and manages data from multiple sources from the ground up.
  • Created a go-to-market strategy and inbound marketing channel that created a cash flow-positive business within three months of the start date.
  • Built a team that is successfully working in an Agile environment to hit key milestones on two-week timeframes.

Founder and Strategy Director

2015 - PRESENT
Tiny CX
  • Worked with a national enterprise to identify new product opportunities and refine a product roadmap for a national product initiative.
  • Worked with multiple startups to align their product roadmap with key customer segments and managed the product build to increase the chance of product-market fit at launch.
  • Led the creation of an inbound marketing system for a hardware startup that achieved a CAC of 0.7% of CLV.
  • Designed and scoped a product roadmap for an IoT product focusing on the digital delivery of Cognitive Behavioural Therapy to assist with insomnia and sleep apnea.

Digital Account Manager

2014 - 2015
Acquire Learning
  • Managed the internal product team to launch and optimize a new product in online vocational education and mentoring support services.
  • Created a go-to-market strategy for acquiring and retaining new students across Australia.
  • Designed and scoped a customer journey automation plan to be implemented via Pardot and Salesforce.

Vollie

https://www.vollie.com.au/

Led the product roadmap creation and product management of an online volunteering marketplace for remote white-collar volunteers that became a global industry leader.

Vollie is the world's leading online remote skilled volunteering product. Operating in 13 countries, Vollie connects skilled white-collar workers who are "dormant volunteers" (i.e., they don't usually volunteer) to purpose-driven projects for non-profits and social enterprises. Since its launch, Vollie has generated almost $1 million in volunteer value.
My involvement as the product manager of the online marketplace involved aligning the founding team's vision with its customers' value drivers and managing a team of designers and developers to create a product that would ultimately achieve stronger product-market fit than incumbent solutions, Seek Volunteer (AUS) and Catchafire (USA).
I was also responsible for the creation and management of the go-to-market strategy, which Vollie continues to use as an inbound volunteer recruitment system. Vollie has won multiple industry awards, is expanding globally, and has partnered with large multinational companies to provide a corporate volunteering experience that utilizes the product and customer experience that I helped design and manage to change the way corporations volunteer their staff.

Supergrowth

Product owner who led design and managed the development of journey analytics and customer data dashboard that enterprises use to operationalize their customer feedback loops.

Supergrowth is a customer analytics dashboard that uses cutting-edge customer metrics, traditional measurements (e.g., NPS), and journey analytics to provide organizations with a single source of truth as to how well they are servicing their customers.
Launched in late 2019, the company was already cashflow-positive, so I continued to support the scaling of the company as it attracted new clients and fielded new requests for product features.
My current role is in prioritizing build features to ensure the product remains a product and does not inadvertently transform into a consultancy. I use Agile methodology that includes customer feedback and technical planning.

Buchanan Law Firm

https://bchn.com.au/

Managed the end-to-end creation of the brand, website, and communications strategy for one of Australia's most-innovative IP law firms.

Working with Scott Buchanan, the founding partner, I managed the transformation of his vision for a "New Law" firm into reality via strategy, brand, website, and communications. The website was the culmination of this project and has served as a pivotal asset in Buchanan's international expansion as Australia's go-to boutique trademark attorney services.
The key to success for the project was being able to turn what is usually a technical, jargon-filled value proposition into a series of assets that gives the prospective client both trust in the firm's expertise and emotional buy-in.

Easy Tax Back

Audited and mapped new product roadmap for an online tax return product, Ezy Tax Back.

Redesigned the Ezy Tax Back user experience to enable faster and more-valuable online tax returns process for the customer. I also created the foundations and logic to enable the product team to use AI to automate the management of the tax returns process, therefore increasing the cost-efficiency of the product by removing the need for human labor and enabling the $29.95 price point to be profitable to the client. Finally, I established a CRM and marketing automation system that automated the communications process to "nudge" users through the product.

Market Segmentation Strategy for 2x National Brands

Designed the methodology for and led the segmentation of a leading property and energy brand in Australia.

I segmented on a national and state-wide level for 2x leading brands in Australia, one in property and one in energy.
I use a mixed-methodology approach, which combines big data with qualitative discovery to help brands identify their high-value customers and determine how they can leverage their value drivers to build better products, services, experiences, brands, and business strategies.
One CEO has commented, "this is the first time that we have created a segmentation strategy that is actually actionable."
The result of my work has enabled one company to expand into new territories by identifying new target markets and how to leverage their value drivers and has provided the other with a clear roadmap of new product opportunities unique to their territory.
2012 - 2014

Master's Degree in Marketing

Queensland University of Technology - Brisbane, Australia

2008 - 2010

Bachelor's Degree in Creative Technology

JMC Academy - Brisbane, Australia

JULY 2019 - PRESENT

Certified Practicing Marketer

Australian Marketing Institute

FEBRUARY 2015 - PRESENT

Growth Hacking

One Month

NOVEMBER 2014 - PRESENT

Master of Business (Marketing)

Queensland University of Technology

Tools

Zapier, Slack, Figma, Zoom, Google Docs, QuestionPro, Adobe InDesign

Paradigms

Agile Product Management, Quantitative Research, Scrum

Industry Expertise

Banking & Finance, Construction, Energy

Other

Go-to-market Plans, Customer Insights, User Research, Market Strategy and Research Product Manager, Product Management, Marketing, Customer Experience, SurveyMonkey, Brand Management, Product Marketing, Product-market Fit, Product Owner, Growth Hacking, Design Sprints, Workshop Facilitation, Airtable, Market Research & Analysis, Fintech, Product Roadmaps, Market Segmentation, Customer Segmentation, Market Research, Writing & Editing, Business Strategy, Digital Strategy, Quantitative User Research, Qualitative Research, Integrated Marketing, Marketing Communications (MarCom), Branding, Paid Media, Paid Advertising, Digital Advertising, Adobe Photoshop, Microsoft Office, Lucidchart, Adobe Experience Design (XD)

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