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VP, Product Design

2017 – Current

In Brief

GroupM, a subsidiary of WPP, is the world’s largest media investment group with more than $102B in billings and is responsible for one in three ads globally. I took a lead role in developing novel processes and principles that resulted in a broader product portfolio — one consisting of easy-to-use tools that gather consumer data while respecting privacy concerns and allow clients to interpret complex data sets through sophisticated algorithms. 

WHAT MY TEAM ACCOMPLISHED

Product Design and Operations Processes


The operational process of product development is a critical factor in great design.
I co-created tried-and-true lean processes that encouraged efficiency, accountability,
and experimentation. My team and I followed a squad- and tribe-based agile methodology, with development sprints that made progress easy but allowed us to change direction when necessary. We also worked in partnership with our clients and end-users, leveraging their experience and expertise to improve existing products and conceive new ones.

WHAT MY TEAM ACCOMPLISHED

Product Portfolio


As legacy GroupM products led to more clients and partnership opportunities, each new avenue presented unique challenges.  We leveraged new partnerships’ technologies and data streams to broaden product capabilities. We created a more robust product portfolio to meet an array of client needs, including ensuring products aligned with evolving data privacy laws and appealing to consumers suspicious of data harvesting.

  • For the former, ensuring we could adapt as necessary with development sprints was key. For the latter, we offered a data-gathering mechanism that complies with privacy regulations and engenders consumer trust. Opt-out options and simple explanations of how data are used helped alleviate consumer anxiety.

 

WHAT MY TEAM ACCOMPLISHED

Post Merger Rebranding


To facilitate the successful merger of three separate companies, I worked with our marketing team and executive committee to create GroupM brand guidelines that were inclusive while still embracing the original companies’ identities. We achieved this by stressing simple, core beliefs:

  • Responsibility and intelligence aren’t tradeoffs
  • Integrity and collaboration are additive
  • Communities can thrive while making a profit

Next, we built upon the strengths of all three original entities to create a unifying vision of what we provide to the digital advertising landscape. Ours would be a top-down approach that creates a sustainable ad economy, supports our clients’ goals, and recognizes that customers are individuals with different ideas and needs. We would offer solutions built on simple but crucial capabilities, such as confident and ethical data collection; data analysis products with easy-to-operate UI that generate concise, actionable results; and adaptability to changing user needs.

As our identity took shape, I led the initiative to present that identity to the world…with style.  I collaborated with the GDT marketing team, the GroupM core branding and marketing team, the executive committee and the product design chapter to position the brand within the media ecosystem and create its visual identity.

The Results


With a clearly defined vision, a set of unifying principals, and a new product design, operations and growth strategy, GDT has become a force to be reckoned with on the media landscape. Our new products are easy to use and understand, and provide measurable value to campaign managers.  We leverage our combined expertise to build solutions that work in a one-to-many environment. These product offerings — well over a dozen and counting — meet our clients’ needs and clear the way for organic and seamless entry into exciting new areas of business.