Alice Liang, Project Manager in New York City, NY, United States
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Alice Liang

Verified Expert  in Project Management

Project Manager

Location
New York City, NY, United States
Toptal Member Since
December 1, 2020

Alice is a digital project manager, hailing from large consulting firms spearheading digital transformation and from startups focused on web/app development. With 8+ years of experience, she has worked on complex projects in financial services, telecom, healthcare, eCommerce, and subscription services. As a digital project manager, she also extends her capabilities into product management, data analysis, and marketing. Alice is ecstatic to be part of the Toptal network to drive project success.

Project Highlights

Product Launch of Multiple Agriculture Solutions for Farmers
Designed, facilitated the development, and launched crop nutrition and soil analysis feature sets for farmers in Europe and the Americas, contributing to increased user acquisition and retention.

Expertise

Work Experience

Product Owner

2021 - 2021
Yara
  • Launched the crop nutrition planning and soil analysis feature sets to provide value for farmers and advisors within the growing season. I managed the launch into three European markets and one South American market while preparing many other markets.
  • Acquired an agronomy scope of knowledge translated to new features and capabilities, including nutrition plan personalization, soil analysis, soil data management, nitrogen use efficiency, and fertilizer product recommendation.
  • Led feature planning with prioritization exercises, outcome mapping, and product vision development collaborating with agronomists and agriculture experts. I also facilitated exploratory research with user research teams and UX/UI designers.
  • Built BI reports and dashboards using Amplitude to monitor product launch, user conversion, and retention.

Digital Project Manager

2020 - 2020
Edelman
  • Joined the Edelman Predictive Intelligence Centre (EPIC) to focus on data-led and research-led project delivery. All project work involved research design, data mining, and predictive analysis and synthesis.
  • Introduced the process for new business acquisition starting from lead gen to pitching and planning phases. Successfully sold three client projects for $1+ million in 2.5 months. Involved in costing and financial negotiations as well.
  • Subsequently joined the Singapore Digital office to oversee an extensive marketing program for an F&B client valued at $1.2 million. I led timeline management, project scheduling, third-party sourcing, and creative delivery.
  • Developed a framework to track the revenue of the Edelman Creative Studio using resourcing data. In tandem, I built a dashboard in Smartsheets to synthesize six months of incoming and ongoing project work totaling SGD 2+ million across 10+ clients.
  • Revamped the internal resourcing process by introducing automation and predictive resourcing allocations. Formalized briefing process and tracking of real-time studio capacity.

Product Specialist

2019 - 2020
Foodpanda
  • Coordinated with the global HQ based in Berlin for ongoing feature development/refinement and quarterly product road mapping. Uncovered customer insights based on user behavior and market analytics to build business cases for new features.
  • Supported release of features across 20 squads. Spearheaded training and production readiness assessment. Some of the features released across the region included new listing/search design, order status tracking, and marketing campaign functionality.
  • Grew product specialist team from one (myself supporting APAC region) to five with additional team members covering Hong Kong, Taiwan, Thailand, and Pakistan.
  • Developed a product operations framework for issue tracking and resolution. Maintained 98% adherence to SLA for average ticket volumes of approximately 80-100 medium-severity tickets per week and one critical ticket per week.

Data Analyst/Executive Assistant to CMO

2018 - 2019
Imperfect Foods
  • Acted as an executive assistant to the CMO, while on maternity leave, to cover administrative and business-as-usual tasks. During my tenure, I also supported the marketing organization's rapid growth from an agile team of five to a team of 20.
  • Introduced and managed a content calendar for the brand creative team while customizing a planning framework in Asana. This drove better cross-functional alignment across the organization and allowed a more proactive approach to planning.
  • Single-handedly spearheaded an initiative to gather market data and synthesize customer insights. I developed surveys and conducted customer interviews/focus groups to obtain first-party data and qualitative feedback.
  • Analyzed purchase behavior and developed three additional customer personas. I compiled multiple reports and held a monthly presentation to the C-suite leadership team.
  • Provided additional support to the lifecycle marketing team by running retention and win-back campaigns.
  • Provided additional support for the growth marketing team by running market expansion campaigns and offline marketing such as events, out-of-home, and branding.

Digital Product Consultant

2014 - 2018
Accenture
  • Oversaw the signup and onboarding experience for a car rental service as a product owner. Developed a content framework within AEM for web and mobile. Led backlog grooming, daily standup, and release planning for offshore developers.
  • Focused on new UX design and feature development for an in-store tablet app for sales representatives at a national telecom client. As part of the agile process, created user stories, performed user testing, and presented product demos to C-suite leadership.
  • Managed the design and project management process for an eCommerce marketplace client for their marketing offers. Developed content templates and launched 100+ seasonal landing pages, focusing on content hierarchy.
  • Designed the content hierarchy of a national healthcare provider's web revamps. Localized imagery and copy of landing pages and developed an enterprise content management strategy for a newly formed content marketing team.

Technology Business Analyst

2012 - 2014
J.P. Morgan
  • Joined the rotational technology program as a business analyst on the tech innovation strategy team. Created a program for crowdsourcing tech innovation via challenges. Coordinated and hosted global innovation summits with over 100+ participants.
  • Led quarterly resource planning, budgeting, and delivery schedule for an automated report generation tool, as a project manager within the enterprise content management team.
  • Managed unit testing, QA, bug fixes, and app monitoring for a portfolio of tools used by investment managers as an analyst within the app release team. Apps included mobile presentation apps, investment reporting tools, and performance dashboards.

Product Launch of Multiple Agriculture Solutions for Farmers

Designed, facilitated the development, and launched crop nutrition and soil analysis feature sets for farmers in Europe and the Americas, contributing to increased user acquisition and retention.

I managed the feature design and development of a nutrition planning tool for 80+ crops across five markets with dynamic product lists, a configurable calculation engine, and usability functions. I also managed the feature designs and delivered soil analysis features such as uploading function and soil classifications for European markets, including the United Kingdom, Ireland, Germany, Ukraine, Sweden, Denmark, Finland, and Norway.

This resulted in an increase in new user acquisition and retention for users re-engaging with the platform. New features resulted in 10,000 active hectares under management, contributing significantly to quarterly company goals.

I also established a robust engineering and digital incubation team with expertise in product development and timely go-to-market delivery.

Consumer Insights at Imperfect Foods

Spearheaded an effort to gather and synthesize consumer insights via surveys, customer interviews, purchase data analysis, and user behavior analytics.

With over 100,000 weekly subscribers after three years of operation, our consumer and market insights were limited to annual surveys. While sitting on a breadth of purchase data and a very engaged customer base, I set out to define customer personas and market segmentation to glean insight into our loyal customers and potential high-retention customers.

My research and analysis approach was based on parallel workstreams of quantitative surveying, qualitative customer interviews, and text/sentiment analysis. This was done in conjunction with analyzing purchase behavior, average order values, frequency, product categories, and browsing behavior.

Armed with tooling such as Mode that uses SQL, data modeling, and dashboards, Typeform, Qualtrics, and good old Excel spreadsheets, I was able to achieve the key deliverables below:

• Standardization and cleanup of data into new customer insights data set merging three data pipelines Typeform, Segment, and local database
• Framework for ongoing customer surveying program and interviews protocols
• Reports focused on persona attributes, market demographics, purchase patterns, and predictive product recommendation model
• Inter-departmental access and leveraging of data and reports
2008 - 2012

Bachelor of Science Degree in Information Management and Technology

Syracuse University - Syracuse, New York, USA

DECEMBER 2020 - PRESENT

Professional Scrum Product Owner I (PSPO I)

Scrum Alliance

OCTOBER 2017 - PRESENT

SAFe Agilist - Product Owner

Scaled Agile (SAFe)

JUNE 2017 - PRESENT

Design Thinking Practitioner

Luma Institute

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