Sr. Product manager to General Manager, Product Innovation
Team - private telecommunications company

At PhoneBurner, I helped our clients achieve greater prosperity by giving them better tools to communicate with more people, and have more meaningful conversations, with speed, ease and automation. For almost 4 years, I owned the end-to-end strategy, product life cycle and health of core dialer technology, CRM integrations, API and new product innovations on web. In this role, I was responsible for driving and delivering solutions that enhance the value and utility to our customers, increasing revenue by 2.5x. 

I created the foundation of a strong product, design and engineering culture introducing the agile methodology to the 15 person team that I lead supported by Wrike, Jira, Confluence and Github. I enhanced the value and utility of legacy feature, while also driving net new revenue through monetization strategy adjustments and new subscriptions, as well as the creation of add ons and new business lines like SMS, Numbers, Spam Remediation and Branded Caller ID building them all from 0 to 1 - with a genuine excitement for making SMS a meaningful customer engagement channel and 2x connection rates for customers. I

worked with AWS, SIPTrunk, PBX, PHP, J.S, Vue, BootStrap, MySQL, Twilio Studio and other languages and systems to build and scale these product from concept to launch.

 
 

API & CRM Integrations: Managed end-to-end development of PhoneBurner's API’s, and launched their Zoho CRM integration from 0-to-1. I led ongoing enhancements of Salesforce and HubSpot integrations to maximize the value delivered to enterprise-level customers. Prioritized performance, security, and functionality improvements to increase customer retention and drive net new revenue expansion, positioning PhoneBurner to effectively serve a broader range of enterprise grade customers.

 

Monetization Strategy: Implemented an optimized monetization strategy by introducing two new premium subscription plans, resulting in a 48% increase in customer lifetime value and a 12% reduction in churn rate. These plans attracted high-value, loyal customers and contributed to the overall growth of the business.

 

Branded Caller ID: Spearheaded the development and launch of a Branded Caller ID program in collaboration with carrier analytics giants AT&T, Verizon, and T-Mobile, resulting in a 12% monthly increase in net new revenue.

 

Website Re-design: Collaborated with a Senior Designer to ideate, design, and launch a new website that resulted in a 37% increase in demo-to-buy conversions. The revamped website provided a better user experience and improved brand messaging to attract and retain customers.

 

Self-serve revenue optimization: Implemented a self-serve revenue optimization strategy that drove organic product upgrades and increased LTV. This was achieved by enhancing the visibility of key features and creating a seamless customer journey, empowering customers to effortlessly self-serve these upgrades. As a result, net new revenue was generated without the need for sales or support intervention.

Examples of high-visibility product areas where upgrade triggers were featured to drive revenue expansion.

 

Compliance and Risk Management: Compliance and Risk Management: Initiated and directed key projects to ensure adherence to regulatory requirements for KYC data and other compliance measures, including SOCII, TCPA, A2P 10DLC (SMS), and STIR/SHAKEN (Voice). The goal was to reduce operational risk and enhance customer success on the platform, resulting in higher deliverability rates and reduced instances of Spam Likely or similar number flagging. Worked closely with vendors like Twilio, Telnyx, Bandwidth, DNC.COM and Caller ID Reputation to provide customers with monitoring and insights to secure their numbers.

Sales Tax Compliance: At PhoneBurner, I identified and addressed the company's growing need to collect and pay local sales tax across applicable U.S. states. To accomplish this, I spearheaded a comprehensive vendor exploration and analysis process, ultimately selecting and implementing Avalara as the solution to support our sales tax needs. I led a rigorous quality assurance and validation plan to ensure full compliance, while also developing and executing a clear communication plan for customers to navigate the change and request applicable exemptions. Thanks to these efforts, PhoneBurner was able to streamline its sales tax operations and achieve full compliance with applicable regulations.