As the Associate Product Manager at Fooda, I was responsible for drafting specification criteria for multiple products and managing weekly sprints across a ten-member, cross-functional team.

As the team lead, I owned and managed up to six projects at a time, across four products. For each project, I was responsible for determining internal and external customer problems; preparing user stories and acceptance criteria; leading sprint planning, standup, and retrospectives; and removing any roadblocks that interfered with our 11-member, cross-functional team's performance. Meeting tight deadlines without compromising quality was a regular (but achievable) challenge.


Below, you will find various projects that I participated in planning and executing. Redesign

I worked closely with Fooda's design team to reimagine the user flow, aesthetic, and layout for The site that I inherited used an outdated Drupal template that targeted catering clients. Since the site was launched, the company had refocused on individual Delivery customers. Our challenge was to increase conversion for these customers while maintaining an appealing and easily accessible message for our business customers and restaurant partners.

To help us craft an accurate message, we implemented Optimizely, an A/B testing and personalization platform.

To track results, we implemented Mixpanel, a mobile analytics tool.

Since the dev team worked in India, I learned how to effectively manage an offshore team.

Our live marketing page

Online Delivery and Popup Menus

Fooda's Delivery service was constantly evolving.

While at Fooda, I played a major role in:

  1. planning and implementing restaurant order-caps to prevent our customers from ordering more than our restaurants could supply;
  2. removing Fooda's login wall to promote customer trial and increase conversion;
  3. redesigning the overall user experience of our web portal; and
  4. other miscellaneous, backend and frontend optimizations
Live delivery menu

The iPhone and Android Applications

When I first arrived at Fooda, the company was wrapping their website in an iOS application.

I was tasked with planning the execution and timeline of our refreshed, native applications (on Andoid and iOS). Since Fooda's mobile developer worked in Fargo, North Dakota, I gained additional experience working with a team member in a remote setting.

Fooda iOS app

The Internal CMS

Fooda's internal CMS (dubbed "Snappea") required constant attention to keep-up with Fooda's rapid growth.

Reporting adjustments, bug fixes, and new features were constantly in development. Through Snappea, I learned to work at a lightning pace and understand new financial systems.

A few specific features that I planned and executed were:

  1. merging all reports into a single mega-report that could be manipulated in-browser or in excel;
  2. adding tools required to manage restaurant order-caps, lead generation, open orders, and online promotions; and
  3. miscellaneous bug fixes and feature improvements

Lead Generation

In order for a user to benefit from Fooda's services, their employer had to enroll as a partner. Historically, we had no way to follow up with visitors whose employers were not already Fooda customers. This made it difficult to track demand in regions that we didn't already service.

Alongside the UX and dev teams, I coordinated the implementation of a lead generation system that allowed Fooda to accurately target employers and cities that showed a high demand for Fooda's services.

Fooda's lead gen page


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