Trace Johnson

Trace Johnson

Arlington, VA, United States
Member since April 8, 2019
Trace has 20 years of product management experience with extensive specialization in digital commerce funnel conversion. Trace has spent the last 6 years delivering personalized experiences and building the underlying data and analytics infrastructure required to do so at scale. Trace has a deep allegiance to the data, building and utilizing A/B and multivariate testing tools, and moving consumers to higher-value tiers along their life-cycle.
Trace is now available for hire
Project Highlights
  • Architected and launched the strategic focal point of SocialCode's data product offering for its Fortune 100 brands.
  • Delivered $5 million in monthly gross bookings for LivingSocial's travel offering on its own technology stack in <5 months.
Expertise
  • A/B Testing
  • API Architecture
  • Customer Segmentation
  • Data Products
  • Data-driven Design
  • Mobile Payments
  • Personalization
  • eCommerce
Education
Employment
  • Chief Product Officer
    2018 - PRESENT
    Discourse Analytics
    • Designed and launched a campaign to improve FAFSA verification rate and timeframe for major research university by more than 25%.
    • Delivered 90%+ improvement in deposit rate for admitted class at a small religious university.
  • Head of Product
    2018 - 2019
    Intellei
    • Created a bot framework leveraging AWS Lex, serverless technologies, and content management system.
    • Developed interactive games and ad campaigns with 70% conversion to register for leading non-profits.
  • VP, Digital Product
    2017 - 2018
    Total Wine
    • Drove 20% improvements in mobile carting rate, that resulted in millions of dollars of incremental revenue.
    • Generated 14% in cart conversion through iterative A/B testing and funnel optimization.
    • Managed a team of 35 product managers, designers, and scrum masters.
  • Senior Director, Product
    2015 - 2017
    SocialCode
    • Architected, built, and launched the Audience Intelligence product that leveraged 3rd party data appends, machine learning and streaming analytics to stack-ranked personalized audiences for paid media.
    • Built multi-armed bandit test and optimization tool that consistently drove 15%+ conversion improvement in direct response campaigns.
Project History
  • Audience Intelligence
    Architected and launched the strategic focal point of SocialCode's data product offering for its Fortune 100 brands.

    In order to ensure that our paid social media clients were able to improve their understanding of their customer bases and improve personalization models, I worked with our head of data science to design, develop, and launch a product that:

    - on-boarded 1st party CRM and transaction data
    - appended 3rd party data
    - built a single view of the best customer analytics model and report
    - run our own lookalike modeling
    - instantiate audiences to paid social media platforms

    Our launch brands included Capital One, Stitchfix, and Williams-Sonoma.

    The product now represents the core of SocialCode's to its brands.

  • LivingSocial Escapes
    Delivered $5 million in monthly gross bookings for LivingSocial's travel offering on its own technology stack in <5 months.

    LivingSocial launched the Escapes business on its core Deals platform with a similar model - dateless vouchers would be purchased, and then purchasers would call the front desk of the contracted bed and breakfasts to select their dates.

    The company wanted to move upmarket to larger hotels and compete with Groupon, which required selling dated hotel inventory.

    After testing the demand for this product through a series of MVP's, I led an RFP and vendor selection for a SaaS inventory solution. We then built:

    - Stand-alone travel service to connect to multiple sources of travel supply (wholesalers, Priceline retail inventory, channel managers, and direct connects)
    - Front-end search and booking experience
    - Automated landing pages
    - Auth, Book Capture checkout process leveraging single-use credit cards to book Priceline affiliate inventory
    - Content management system
    - Customer support system
    - AP / AR accounting

    When travel was deprioritized, the platform remained in operation, booking hundreds of thousands of dollars of travel every day with <1 hour of support per month.

Education
  • Master of Business Administration degree in Strategy, Statistics
    2005 - 2007
    University of Chicago - Chicago, IL
  • Bachelor's degree in Economics
    1997 - 2001
    Northwestern University - Evanston, IL

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