Dimitra Tsilfidis
Falls Church,USA
Summary
Dynamic Director of Digital Product Management with over 10 years of experience driving impactful product transformations through innovative UI design and customer-centric user experiences. Expertise in Agile methodologies, managing product roadmaps, coordinating cross-functional teams, and leading UI/UX and engineering efforts to balance trade-offs and integrate feedback effectively. A strong passion for problem-solving fuels the exploration of cutting-edge technologies to discover new solutions. Successfully led a team in defining, designing, and delivering requirements for the service delivery agent platform, supporting Frontdoor's launch of a comprehensive virtual home services app tailored for home repair and maintenance needs.
Overview
12
12
years of professional experience
1
1
Certification
Work History
Director, Digital Product Management – Lifecycle Management
Cinch Home Services
01.2024 - Current
- Direct a comprehensive digital lifecycle strategy, aligning product roadmap with corporate growth and retention goals. Serve as Digital Product Owner for key platforms, including customer facing platform and renewal website, managing product vision, roadmap, and performance.
- Led the end-to-end transformation of the My Account platform, launching a redesigned interface and modern tech stack to enhance scalability, performance, and customer engagement. Early results showing a 35% YoY increase in unique users, 13% reduction in rage clicks, 8% reduction in dead clicks, 50% reduction in excessive scrolling and a significant improvement in the average FID, from 9.22 ms to 3.44 ms.
- Own key digital assets, driving UX improvements and backend modernization to enable long-term agility.
- Champion the voice of the customer through the development of journey maps, user flows, and UI improvements to drive engagement, retention, and loyalty.
Director/Principal of Product Management, Service Delivery Platform & Customer Journey
American Home Shield, Frontdoor Inc.
01.2022 - 01.2023
- Led a team of Product Managers and UX Designers to produce innovative service delivery platforms and optimized customer journeys. Able to navigate through ambiguity and drive strategic direction.
- Coordinated cross-functional teams to ensure timely delivery of product features and actively conduct user research to inform product roadmaps with Frontdoor’s digital strategy in mind.
- Guided team throughout the product lifecycle from ideation, research and development of product strategies, roadmaps, functional requirements, to managing feature releases for American Home Shield’s Member Account Management Website, IVR, and Chat, which serve over 2M active members.
- Developed metrics to monitor and quantify the impact of new features and enhancements focused on improving the user experience, self-service rate and operational efficiency.
Product Manager, Termite Control and Home Services
Terminix, Product and Marketing
01.2020 - 01.2022
- Owned and led a comprehensive product marketing cycle including identification of market potential, establishing of pricing and market strategies, and promotional activities for the Termite Control and Home Services category lines. Delivered $330M in revenue in 2021, primarily driven by the 7.9% improvement in new termite sales, adjusting discounting guardrails, and cross-sell/up-sell of pest customers to pest/termite bundle.
- Evaluated market research to inform roadmaps and devised go-to-market strategies for eCommerce, inside/outside sales representatives, and national accounts focused on maximizing conversion and unit sales.
- New Termite and Termite + Pest Combo products released to market early 2020 delivered the largest yearly revenue and unit sales growth on record; 18% increase in sales revenue and 13% growth in sales units.
- Designed new product tests such as the Rodent & Wildlife + Pest Bundle product expected to produce $2.3M in incremental revenue and 4.5K in pest sales units in 2022.
- Led several cross-functional initiatives; product ideation & innovation, company-wide customer and employee referral program planned to deliver $1M in incremental revenue, and product management SME for the development and implementation of Salesforce CRM.
Product Manager, Home Warranty
Transformco, LLC
01.2017 - 01.2020
- Developed and executed product strategy, pricing, and sales initiatives that grew the Sears Home Warranty business to over 1 million enrollments and $100M in booked revenue in under 5 years. Achieved double-digit year-over-year growth through effective leadership of cross-functional teams driving profitability, customer acquisition, and product innovation.
- Led cross-functional teams to successfully deliver multiple projects. Facilitated meetings, coordinated team activities, and provided clear communications on project status, risks, and next steps to key stakeholders including senior leadership.
- Gathered customer and repair technician feedback to architect new features for the Tech mobile app increasing efficacy and sales conversions, including enabling direct enrollment to increase conversion rate by 23%, adding dual estimate capability to achieve 100% home warranty offer rate and 40% higher conversion rate, and automating the repair authorization workflow to reduce 60,000 annual calls through 80% electronic authorizations.
- Increased renewal rates by 5% and reduced midstream cancellations by 16% through a series of A/B testing experiments and data-driven retention campaigns.
Manager, Marketing and Customer Segmentation
Sears Home Services
01.2015 - 01.2017
- Generated $350M in annual revenue by identifying new growth opportunities and leading the development of multi-channel marketing strategies that expanded the Service Contracts Aftermarket portfolio across 8 protection products. Developed omnichannel campaigns leveraging email, direct mail, and telemarketing promotions.
- Designed and executed multivariate tests to optimize pricing, direct mail creative, promotional offers, and renewal incentives based on customer segmentation analysis leading to a 4% higher response rate, 6% increase in renewal rate, and $2.8M in incremental revenue.
- Tested and expanded the sale of the Home Warranty product to 4 telemarketing call centers (inbound/outbound), driving a 10% increase in home warranty sales volume and generating $3.0M in incremental revenue.
Product Manager, Service Contracts
Sears Home Services
01.2014 - 01.2015
- Directed the product design, pricing and marketing of Sears' two highest-revenue protection offerings, representing over $1 billion in service contracts. Optimized profitability and strategic positioning within the service portfolio.
- Guided benchmarking efforts and analyzed competitive offerings to refresh and release new consumer demand-based product features to market within first 6 months.
Education
Bachelor of Science - Business Administration
Purdue University Global
Indianapolis, INSkills
- Product Lifecycle Management
- Customer Lifecycle Management
- Agile & Scrum Methodologies
- User Experience (UI/UX)
- Competitor/Industry Analysis
- Product Strategy & Planning
- Subscription-based Retention
- JIRA
- SaaS
- Business Analysis
- Cross-functional Team Leadership
- Product Roadmapping
- Prioritization
- Effective Communication
- Creative Thinking
Accomplishments
· Led the end-to-end transformation of the My Account platform, launching a redesigned interface and modern tech stack to enhance scalability, performance, and customer engagement. Early results showing a 35% YoY increase in unique users, 13% reduction in rage clicks, 8% reduction in dead clicks, 50% reduction in excessive scrolling and a significant improvement in the average FID, from 9.22 ms to 3.44 ms.
Certification
- Certified Scrum Product Owner, Scrum Alliance (2018)
- Six Sigma Yellow Belt Certification (2013)
Languages
Greek
Native or Bilingual
Timeline
Director, Digital Product Management – Lifecycle Management
Cinch Home Services
01.2024 - Current
Director/Principal of Product Management, Service Delivery Platform & Customer Journey
American Home Shield, Frontdoor Inc.
01.2022 - 01.2023
Product Manager, Termite Control and Home Services
Terminix, Product and Marketing
01.2020 - 01.2022
Product Manager, Home Warranty
Transformco, LLC
01.2017 - 01.2020
Manager, Marketing and Customer Segmentation
Sears Home Services
01.2015 - 01.2017
Product Manager, Service Contracts
Sears Home Services
01.2014 - 01.2015
Bachelor of Science - Business Administration
Purdue University Global