Summary
Overview
Work History
Education
Skills
Languages
Timeline
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GIOVANNA BALDASSARRE

San Jose,CA

Summary

Seasoned professional with a robust background in software product management, marketing, and sales. Skilled in developing product vision, strategy, and technical development methods. Proven track record in both start-up and Fortune 500 corporate environments, adept at aligning product and business strategy with larger corporate vision. Experienced in global expansion and international product strategy, with a focus on enhancing customer experiences through localization and culturalization efforts. Proficient in bringing cross-functional teams together for successful product outcomes, combining strategic thinking with hands-on execution expertise. Well-versed in Agile development methodology and ensuring business and software product compliance for international markets, including China and Russia. Demonstrated success in driving business development initiatives to achieve organizational growth.

Overview

22
22
years of professional experience

Work History

Principal Product Manager, International Strategy and Product Management

Adobe
01.2017 - 01.2024
  • Responsible for product requirements coming from international customers for Creative Cloud applications and services with a focus on Latin America/EMEA
  • Led a team of 4 product managers for localization, international content and product expansion.
  • Communicated the requirements with each creative product team and influenced and negotiated for their prioritization.
  • A/B tested international specific creative offerings in Germany and increased subscriptions by and additional 10% with new offering.
  • Contributed to the international requirements for Adobe’s AI technologies.
  • Drove strategy and operations (as needed) for expansion into new global markets.
  • Focused on language expansion for Adobe creative products based on business, expanding localization from 22 to 34 languages to increase global revenue.
  • Partnered with the go-to-market team on product priorities for international markets and translate that into product requirements.
  • Launched features that are “culturalized” for specific markets in certain products to increase usage of product (e.g. 20% increase in product feature usage for updated language dictionary).
  • Worked with internal teams and external agencies to launch research projects for better understanding of the global customer and their behaviors. Conduct “ad-hoc” research myself as needed.
  • Responsible for understanding international laws and current geo-political atmosphere and assess how it may impact Adobe’s creative products and business.
  • Became product expert for all of Adobe for product and business compliance in China and Russia, assessing potential risk and business opportunities for Adobe.
  • Presented to senior executives technical assessment on cloud requirements for China compliance for business expansion.
  • Drove alignment in a matrixed organization with various cross-functional teams.
  • Explored technologies to scale moving into international markets with more efficiencies and the best customer experience (e.g. AI for faster localization).

Group Product Manager, Buying Programs

Adobe
01.2016 - 01.2017
  • Led a team of product managers focused on the Adobe license offering for B2B customers.
  • Launched the Value Incentive Program (VIP) into the enterprise customer segment which increased global licenses revenue by 30% and brought further automation to the program with less human intervention.
  • Launched product for small business and enterprise via VIP in China, increasing licensing business by 40%.
  • Coached and mentored a nascent team of product managers, teaching them fundamentals of product management work.
  • Developed and initiated a internal project that saved Adobe millions of dollars by migrating some of the global business direct to Adobe.
  • Led an effort to transition the larger organization to an agile development process to increase efficiency.

Sr. Product Manager, Desktop Products

Telestream LLC
01.2014 - 01.2015
  • Responsible for the majority of the desktop product line including: Episode, a multi-format video encoder; Switch, a media player used for inspection and video quality control; Flip4Mac, a video player that plays WMV files on the Mac; and ScreenFlow, a screen recording and editing software.
  • Managed the launch of desktop products from development to marketing.
  • Created sales enablement tools for all products for sales and support staff.
  • Partnered with desktop and enterprise sales teams to assist in closing large sales deals.
  • Developed quarterly road maps, strategies and feature specification documentation.
  • Business development lead for partnerships with Adobe, Quantum and other partners to educate both companies’ sales forces on product offerings and integration points.
  • Led the development team to transition to an agile development process.
  • Served as product owner/scrum master for all products under my responsibility.
  • Developed a strategy for better product integration between Telestream’s desktop and enterprise product lines.

Product Manager, Content Platform Engineering

Netflix, Inc.
01.2014 - 01.2015
  • Responsibile for the web portal for studio partners, internal Quality Control (QC) teams and content operations.
  • Authored feature specifications for workflow optimizations and feature enhancements for development teams.
  • Worked with film studios and post-production houses to upload audio/video content to the Netflix platform.
  • Worked with the QC team to improve the internal QC tool for video content delivered by studio partners.
  • Developed quarterly road maps and strategies to meet Netflix’s corporate goals.

Sr. Product Manager, Online Experiences

Lytro, Inc. (now part of Google)
01.2014 - 01.2014
  • Served as product manager for the mobile and web experiences to support Lytro’s light-field photography cameras.
  • Led the iOS team for launch of a newly revamped version of the app.
  • Launched a reskin of the web app for an improved customer experience.
  • Developed road maps and strategies for a cohesive online experience to support Lytro’s cameras.
  • Analyzed metrics/data to make recommendations and decisions on product features.

Sr. Strategic Relations Manager, Professional Video

Adobe Inc.
01.2012 - 01.2013
  • Worked directly with third parties to communicate feature needs for Adobe’s professional video products for more seamless workflows. Worked directly with product teams to prioritize those features.
  • Led initiative to penetrate sports broadcasting accounts such as MLB Network, PAC-12 Network and San Francisco Giants Productions.
  • Developed weekly report sent to senior executives to communicate team’s progress toward corporate goals.
  • Provided technical requirements from third parties and negotiated feature prioritization to support Adobe’s video products inclusion in the production eco-system.

Sr. Product Manager, Adobe Revel

Adobe Inc.
01.2008 - 01.2013
  • Lead product manager for Adobe Revel (desktop, mobile, web apps), Adobe’s consumer photo sharing application.
  • Transitioned team from chaotic development processes to agile for increased release cadence.
  • Launched updated version of product with redesigned UI that led to increased customer usage.
  • Launched a Windows 8 version that led to a co-marketing partnership with Microsoft.
  • Assisted in closing an $11M bundle deal for Adobe Revel with Dell.
  • Analyzed metrics/data and made decisions on product features.
  • Redefined product paradigm to better serve the consumer customer needs.

Sr. Product Manager, Video Editing Applications

Adobe Inc.
01.2010 - 01.2012
  • Determined feature set and worked with development, quality engineering, marketing and PR teams on launches of new version of Adobe Professional Video products. Served as product manager for Adobe Premiere Pro, Adobe Media Encoder, Adobe Story, Adobe Prelude, Encore and OnLocation.
  • Defined target market for each release of software resulting in year-over-year revenue growth for professional video products.
  • Moved Premiere Pro from the industry’s #3 professional video editing application to #1.
  • Created 3-year product strategy for each product based on customer research, market trends and industry forecasts.
  • Developed strong relationships in the sports industry to increase use of Adobe video products into sports broadcasting and post production.
  • Increased broadcast business by 30% to align with goals of executive management.
  • Worked with remote engineering teams around the world for increased parallel productivity.

Sr. Product Manager, Adobe Creative Suite, Production Premium

Adobe Inc.
01.2008 - 01.2010
  • Managed the video segment for Adobe’s Creative Suite offering.
  • Authored integration marketing messaging for product launches for us by cross-functional teams for communicating the value of the product to the customer.
  • Defined workflows/features for efficient video editing workflows for customers.
  • Defined an in-product marketing feature and increased active usage from 200 users per month to over 500,000 per month globally.

Sr. Product Manager, Front Doors Monetization

Yahoo! Inc.
01.2007 - 01.2008
  • Responsible for monetizing Yahoo!'s front page, www.yahoo.com and my.yahoo.com through ad products.
  • Worked with digital media executives in media and entertainment to determine advertising challenges and strategized with Yahoo! front page management for ad product changes to the Yahoo! network based on feedback from the media and entertainment executives.
  • Reviewed analytics on front page to enhance current product offerings to maximize revenue.
  • Launched new ad products for a newly redesigned yahoo.com page.

Sr. Product Marketing Manager, Engage

Yahoo! Inc.
01.2007 - 01.2007
  • Created marketing campaigns for advertisers on the Yahoo! network.
  • Proposed and created microsites for advertisers on the Yahoo! network for increased revenue and exposure for advertisers.
  • Coordinated prize packages via third party provider for advertisers promoted via the microsites.

Sr. Product Manager, Adobe Creative Suite

Adobe
01.2002 - 01.2007
  • Worked with cross-functional teams to coordinate the first integrated product offering for creative professionals from Adobe.
  • Launched Adobe Creative Suite that netted billions of dollars of revenue to Adobe.
  • Drove the cross-product integration marketing messaging to communicate value of the new offering to customers.
  • Defined “suite-only” features and tools that expanded the Creative Suite eco-system with third party developers.
  • Led a cross-functional group of product managers to coordinate Adobe’s first simultaneous release across 20 products and technologies.
  • Defined cross-product features to be included as part of the suite offering that allowed for better customer workflow efficiency.

Education

Bachelor of Arts - Law and Society

University of California
Santa Barbara, CA

Bachelor of Arts - Italian Language and Culture

University of California
Santa Barbara, CA

Skills

  • Product strategy/vision
  • Product backlog management
  • Feature prioritization
  • Customer first philosophy
  • Cross functional leadership
  • Product operations
  • Language Skills: English, Spanish, Italian (some French)

Languages

English
Native or Bilingual
Spanish
Native or Bilingual
French
Limited Working
Italian
Limited Working

Timeline

Principal Product Manager, International Strategy and Product Management

Adobe
01.2017 - 01.2024

Group Product Manager, Buying Programs

Adobe
01.2016 - 01.2017

Sr. Product Manager, Desktop Products

Telestream LLC
01.2014 - 01.2015

Product Manager, Content Platform Engineering

Netflix, Inc.
01.2014 - 01.2015

Sr. Product Manager, Online Experiences

Lytro, Inc. (now part of Google)
01.2014 - 01.2014

Sr. Strategic Relations Manager, Professional Video

Adobe Inc.
01.2012 - 01.2013

Sr. Product Manager, Video Editing Applications

Adobe Inc.
01.2010 - 01.2012

Sr. Product Manager, Adobe Revel

Adobe Inc.
01.2008 - 01.2013

Sr. Product Manager, Adobe Creative Suite, Production Premium

Adobe Inc.
01.2008 - 01.2010

Sr. Product Manager, Front Doors Monetization

Yahoo! Inc.
01.2007 - 01.2008

Sr. Product Marketing Manager, Engage

Yahoo! Inc.
01.2007 - 01.2007

Sr. Product Manager, Adobe Creative Suite

Adobe
01.2002 - 01.2007

Bachelor of Arts - Italian Language and Culture

University of California

Bachelor of Arts - Law and Society

University of California

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GIOVANNA BALDASSARRE