Summary
Overview
Work History
Education
Skills
Affiliations
Certification
Timeline
OperationsManager
Craig Grams

Craig Grams

Product Manager
Land O' Lakes,FL

Summary

Diligent Product Manager offering 8 years of success in product roadmap development, market research and data analysis. Highly skilled in identifying opportunities to maximize revenue. Driven and strategic with proven history of superior market penetration and product launch.

Overview

12
12
years of professional experience
1
1
Certificate

Work History

Product Manager, SEO, Marketing & Analytics

Ashley Furniture International
Tampa, FL
09.2021 - Current
  • Led teams of 20+ development, engineering, product, and design professionals in all phases of custom product solutions delivery (from requirements gathering through build, test phases, QA, launch, and support) for internal and external business stakeholders.
  • Recognized gaps in Google Analytics blocking product URLs from appearing in SERP, increasing annual revenue by $3.1M.
  • Implemented A/B testing to email sign-up in footer to increase capture rates by 162.53%.
  • Led development of new internal product driving strategy and execution for Marketing Business partners, improving core web vitals and overall user experience.
  • Worked with Process team and field technicians in defining business requirements documents.
  • Converted business requirements into well-defined Azure DevOps stories with acceptance criteria.
  • Responsible for grooming backlogs, defining priorities, performing user acceptance testing, and monitoring release activities.
  • As product manager, supported 2 Product teams by gathering, analyzing, triaging, and reporting issues within SCOPE across Enterprise products.
  • Own and manage execution against product roadmap, championing needs of consumers, business teams, and stakeholders throughout development process.
  • Collaborated with Process Team in defining UX and user journeys to build best user experiences that address specific user issues and that drive KPIs.
  • Leveraged Adobe Experience Manager configuration and implementation process of Hreflang tags across multiple country sites of same domain through XML sitemap.
  • Conducted research to analyze customers' behavior, preferences and purchasing habits.

Product Owner

Traxxis 3D
Land O Lakes, Florida
03.2021 - 08.2022
  • Led company implementation and adoption of JIRA, which reduced time it took to create and manage tickets by average of 2 days.
  • Oversaw entire product deployments from vision and creation to rollout and delivery.
  • Focused on building critical features up front in order to identify constraints and technical challenges.
  • Managed implementation of new features by outlining plans and specifications such as how, where and when each component would work.
  • Suggested enhancements to product design that would improve user experience.
  • Documented each step in product's design process for use in manuals.
  • Owned and prioritized product backlog.
  • Focused on building critical features up front in order to identify constraints and technical challenges.
  • Suggested enhancements to product design that would improve user experience.

Digital Product Owner– Part Time

BRASA Digital · Self-employed
Tampa, FL
01.2015 - 06.2021
  • As client-facing liaison on project analysis, client satisfaction, metrics, and delivery through valued solutions.
  • Providing them with analytical data to help drive customer base and promotional seasonal campaigns.
  • Managed client digital marketing campaigns (including paid search, paid social, and email marketing.
  • Successfully advised and managed various client CMS sites:, , Shopify Plus, WordPress, Adobe, Magento, GraphCMS, and Salesforce.
  • Responsible for creating re-targeting, social media, mobile, video, SEM, and SEO strategies.
  • Hold team accountable for deliverables within timelines.
  • Incorporate user feedback into Planning, maintain documentation, and perform product validation testing.
  • Create & drive developed GTM campaigns for new brand launches.
  • Gathered user requirements and built and maintained code for tool, saving employees 14 monthly hours in labor.
  • Tested software for bugs and operating speed, fixing bugs, and documented processes to increase efficiency by 18%.
  • Focused on building critical features up front in order to identify constraints and technical challenges.
  • Directed marketing projects through conceptual planning, schedule management and final implementation.

Marketing Product Manager

Valor Fitness
Seminole, FL
04.2020 - 03.2021
  • Implemented Google Analytics Platform on websites, mobile apps, and email response metrics on several technology platforms.
  • Executed 3d-cart website re-platform to Shopify Plus, delivering new sales records from $16M to $18.5M.
  • Reduced page load speeds of 8 to 1.2 seconds by optimizing technical SEO.
  • Set up and managed detailed Instagram post calendar, increasing following by 35%.
  • Proactively identify opportunities for site improvements and create business case with profit impacts.
  • Added new organic revenue streams producing over $400,000 increase in six months.
  • Produced clear and detailed client-facing reports to identify areas of opportunity to improve campaign performance.
  • Produced detailed design documentation, unit test plans, and documented code for 50+ clients.
  • Troubleshoot 2,000+ code-related issues and defects.
  • Fostered open communication between executive stakeholders, engineering, and marketing, resulting in speed improvement of feature development life-cycle by 22% year over year.
  • Developed 6 different user stories for new subscription product, leading to focused marketing copy and ROI increase of 16%.
  • Owned product roadmap and met 96% of all feature deadlines by identifying and mitigating engineering roadblocks.
  • Drove marketing initiatives to increase product visibility and market performance.

Software/Digital Product Owner

Aristocrat Technologies
Las Vegas, NV
04.2015 - 12.2017
  • Acted as primary liaison between business units, IT management, technical architects, and 3rd party vendors, including casino properties and Marketing executives.
  • Prepared and reviewed requirement specification documents with business and team members.
  • Worked with project management (PMO) to define project timelines based on prioritized requirements.
  • Owned product vision and roadmap for mobile, web user portal, and kiosk integration.
  • Led planning meetings, development, test inspections, and other project meetings throughout product lifecycle.
  • Casino Web Portal.
  • Owned and prioritized product backlog.
  • Oversaw entire product deployments from vision and creation to rollout and delivery.
  • Collaborated with development team on 3rd party services and tasks.
  • Planned and implemented studies to assess market conditions and evaluated results to enhance marketing campaigns.
  • Secured long-term accounts by recommending strategies to promote brand effectiveness and highlight product benefits.

Education

No Degree - Management Information Systems

DeVry University
Chicago, IL
05.2001 -

Skills

Content Strategy

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Affiliations

  • The CDO Club - the world’s first, largest, and most powerful community of C-suite digital leaders
  • AAF member - American Advertising Federation American Advertising Federation
  • SEO Pros - Digital Marketing Professional

Certification

OMCP Certification

Timeline

Product Manager, SEO, Marketing & Analytics

Ashley Furniture International
09.2021 - Current

Product Owner

Traxxis 3D
03.2021 - 08.2022

Marketing Product Manager

Valor Fitness
04.2020 - 03.2021

OMCP Certification

04-2019

Software/Digital Product Owner

Aristocrat Technologies
04.2015 - 12.2017

Digital Product Owner– Part Time

BRASA Digital · Self-employed
01.2015 - 06.2021

No Degree - Management Information Systems

DeVry University
05.2001 -

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