William Flowers, Product Manager in Seattle, WA, United States
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William Flowers

Verified Expert  in Product Management

Product Manager

Seattle, WA, United States

Toptal member since January 31, 2025

Expertise
Product OwnersAgile Product Management
Bio

William is an award-winning eCommerce business program manager and growth leader at Microsoft. His career has followed an exciting journey through various fast-paced environments, from managing retail districts and concert venues to running Microsoft's largest eCommerce platform's experimentation program. William thrives at leading strategic improvements with data-backed insights to create a lasting impact.

Project Highlights

Hero Banners on Xbox Console
Led experimentation and insights collection to develop the hero banner approach on the console over 18 months, driving millions in incremental and fiscal year (FY) revenue while ensuring customer experience was not impacted.
Xbox.com Experimentation Program
Spearheaded the launch and management of Microsoft's e-commerce A/B testing and user research program on Xbox.com.
Microsoft 365 Site Redesign
Created and led the optimization and analysis of the Microsoft 365 site redesign in 2023.

Expertise

  • B2C
  • B2C Marketing
  • Business Strategy
  • Business to Consumer (B2C)
  • Communication
  • Sales Growth
  • Storytelling
  • Technology

Work Experience

Business Program Manager

2021 - PRESENT
Microsoft
  • Led a redesign of the sitewide cookie consent banner, delivering millions in revenue per fiscal year and increasing consent rates to deliver personalized experiences to more customers, impacting thousands of web storefronts and pages.
  • Launched Microsoft's Xbox.com merchandising experimentation program, generating significant optimizations in the first year to complement the substantial annual recurring revenue (ARR) already contributed by the owned experimentation pipeline.
  • Influenced the partner stores' district to enact a retail strategy, resulting in company-wide process changes that optimized sales outcomes across physical and digital stores.
  • Won the Hackathon 2024 for an internal AI reporting tool my team created to automatically create write-ups based on A/B test data.
  • Led strategic adoption of QR code use at partnered retail locations, resulting in Best Buy adopting nationwide in digital signage.
  • Contributed regularly to vision-setting and strategic initiatives, providing guidance and leadership direction to stakeholders' teams.

Marketing Consultant

2019 - PRESENT
Wild Vegan Flower
  • Worked with an owner who scaled their business from start to current state, with over 30,000 users across multiple social platforms, leveraging my ongoing guidance as a marketing professional as needed.
  • Coached and set up tooling for an owner, driving them to invest in top-quality hardware and software tooling to manage their social media business.
  • Provided direct, actionable feedback in support of their most high-performing content, making recommendations for both content type and subject matter.

Project History

Hero Banners on Xbox Console

Led experimentation and insights collection to develop the hero banner approach on the console over 18 months, driving millions in incremental and fiscal year (FY) revenue while ensuring customer experience was not impacted.

This was a controversial project because it involved adding a full-screen banner ad to startup on Xbox consoles, which was initially incredibly unpopular. With my guidance, the initiative has grown to become successful at driving customer purchases and engagement. Still, user research shows that customers now expect it as an alert system for key moments in the ecosystem. If they boot up any modern Xbox console, they will see a full-screen banner.

Xbox.com Experimentation Program

http://Xbox.com

Spearheaded the launch and management of Microsoft's e-commerce A/B testing and user research program on Xbox.com.

Xbox.com marketing pages are managed separately from their eCommerce pages within the same site, leading to experiential discrepancies for users. Under my leadership, we now test most major changes to the site as A/B tests using in-house and 3rd-party tooling, ensuring continued iteration and maximizing profits through ensuring cross-platform parity of only the most impactful changes.

In addition to millions in revenue generated, we've prevented millions more in losses from experiences that would have otherwise been detrimental if implemented as intended. This covers Xbox.com search, browse, PDP, and purchasing pages, all of which have seen significant revenue-driving improvements.

Microsoft 365 Site Redesign

https://www.microsoft.com/en-us/microsoft-365/buy/compare-all-microsoft-365-products

Created and led the optimization and analysis of the Microsoft 365 site redesign in 2023.

As a long-established business, Microsoft 365 is difficult to grow further due to its market saturation. Through this site redesign, my team gathered insights. It helped craft a design approach to ensure customers could convert more effectively, positively impacting the loan-to-value ratio (LTV) through retention and revenue growth. This design is still live today.

Skills

Tools

Office 365, Figma, Sketch

Paradigms

Conversion Rate Optimization (CRO), B2C, Agile Project Management, Agile Product Management, Business to Business to Consumer (B2B2C)

Platforms

Shopify

Industry Expertise

Education Technology (Edtech)

Other

Communication, Tech Sales, Conversion, Teams, Technology, Storytelling, Program Management, Sales Growth, Funnel Optimization, Business Strategy, Sale Pipeline Management, Business to Consumer (B2C), Research, A/B Testing, User Experience (UX), eCommerce, ChatGPT, Backlog Grooming, Product Owner, Sprint Planning, Product Management, Product Strategy, Direct to Consumer (D2C), Cross-functional Collaboration, Tented Product Testing, Customer Journey Analytics, B2C Marketing, Customer Journeys, Graphic Design, Social Media, Consulting, Product Analytics, Content Creation, UX Design, Prototyping, General Management, Technical Product Management, Product Lifecycle Management (PLM), Product Launch

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