Katie Hanson
Charleston,South Carolina
Summary
Results-oriented business leader with extensive experience in digital product design within financial services, tax preparation, and benefit administration. Strong track record of transforming ideas into high-impact products through the development of high-performing cross-functional teams. Skilled in lean innovation and design thinking to deliver customer-centric solutions that drive growth, profitability, efficiency, and market differentiation.
Overview
20
20
years of professional experience
Work History
General Manager
Best Egg
Wilmington, Delaware
09.2023 - Current
- Developed organization's first native multi-product mobile app, resulting in 12% lift in digital engagement and projected to generate $3M in cross-sell within 12 months.
- Developed an AI strategy to align aspirations for leveraging AI with outlined business objectives, resulting in enhanced test and learn capabilities that enabled business efficiencies, improved employee efficiencies, and delivered superior customer experience.
- Aligned efforts with marketing, insights, and UX team to optimize brand promise fulfillment resulting in a 15% annual increase in cross-selling.
- Successfully integrated four new products into existing website without disrupting personal loan conversion funnel
- Developed and implemented operational strategies to improve efficiency, reduce costs, and maximize customer satisfaction.
- Conducted market research to identify trends, opportunities, and threats in the industry.
Head of Innovation & New Product Development
Best Egg
Wilmington, Delaware
01.2022 - 09.2023
- Conducted pre-build discovery research and obtained funding by presenting a compelling business case for a native multi-product mobile app.
- Promoted transformative practices supporting business growth and operational efficiencies through enhanced end-to-end problem-solving processes.
- Proactively maximized the value of MX and TSYS technology partnerships to enhance operational efficiency, elevate customer experiences, and drive growth and efficiencies.
- Pioneered a streamlined strategic approach through a six-pager process to identify gaps, data-backed opportunities, and customer-centric ideas.
- Performed 35 strategic assessments, promoting cross-functional cooperation in minimizing risks during strategy planning and business decision-making.
Head of Innovation & Transformation
Benefitfocus
Charleston, South Carolina
01.2021 - 01.2022
- Led teams to conduct extensive customer research using various methodologies, capturing customer needs and making data-driven prioritization decisions resulting in an 8-point increase in NPS.
- Converted extensive research data into high-level concept and vision documents, effectively reducing customer issue cases by 20% and conserving 20,000 hours.
- Streamlined virtual assistant operations through iterative improvements, resulting in a 65% reduction in live chats and achieving a first contact resolution rate of 73%
- Directed cross-functional teams to craft and present persuasive business cases for executive review, incorporating thorough data analysis, investment understanding, ROI assessment, and successful implementation planning.
- Designed executive change management training and conducted individual coaching sessions to accelerate company culture shifts and minimize attrition.
Sr. Director of Product Management & Strategy
Benefitfocus
Charleston, South Carolina
01.2017 - 01.2020
- Led team of innovative product testers devising solutions for employees, employers, carriers, and brokers
- Implemented technology and AI to optimize user-driven web and mobile experiences, enabling consumers to find the ideal balance between coverage and cost
- Created and implemented a new business channel, Benefit Catalog, leading to a $45M increase in revenue over two years.
- Created and launched an enhanced mobile app resulting in a fivefold boost in downloads, doubling the number of mobile logins within three months, and achieving an impressive 4.7-star rating.
- Expanded payment options to support debit/credit cards allowing more rapid growth of annual recurring revenue.
Director of Product Management: Customer Experience & Internal Operations
Renovate America
San Diego, California
01.2015 - 01.2017
- Led end-to-end experience teams for suite of lending products, revolutionizing the home improvement financing industry.
- Utilized customer insights and analytics to identify key customer and business challenges, developing effective solutions for enhancing customer satisfaction and boosting revenue.
- Leading efforts to redefine underwriting practices, optimize customer conversion, enhance internal efficiencies, and develop recommended public policies for establishing industry-wide best practices in the PACE lending field
- Developed and implemented new product technology and data infrastructure, including user-interface, resulting in the replacement of a third-party provider and projected cost savings exceeding $25M within two years.
- Transformed technology architecture from monolithic code to service-based, facilitating new product launches and multi-state expansion.
Director of Product Management and User Experience
Global Analytics Holdings
San Diego, California
01.2013 - 01.2015
- Enhanced customers' online and mobile experience to ensure a positive and memorable user journey for those seeking personal loans.
- Designed and implemented user-friendly mobile application leading to a 6% improvement in on-time payments.
- Synthesized market trends, regulatory requirements, and competitive changes to develop a product strategy; provided ongoing recommendations on financial investment, resourcing, and risk mitigation.
- Drove incremental revenue growth exceeding $5M in 2014 by championing the adoption of customer-centric approaches with product managers, designers, and analysts.
- Implemented Agile development principles and utilized JIRA to streamline delivery of superior web, mobile, and app experiences.
Senior Product Manager, TurboTax
Intuit
San Diego, California
01.2010 - 01.2013
- Developed and executed a strategic product and marketing plan for TurboTax Military, resulting in a significant 45% increase in the acquisition of the target market (257K)
- Applied Lean Start Up and Design 4 Delight (D4D) principles to enhance products, resulting in reduced defection and increased conversion rates, which generated an additional $15M
- Conducted call analysis and developed a new screen resulting in a 62% reduction of the #1 tax deduction call driver.
- Boosted sign-ups from within TurboTax by over 100K through successful launch of the first integration with Mint.com, while also enhancing TurboTax conversion.
- Guided cross-functional team to develop a comprehensive product vision, business strategy, and integration requirements for new healthcare laws.
Senior Marketing Manager, TurboTax Business and New Business Initiatives
Intuit
San Diego, California
01.2008 - 01.2010
- Achieved consecutive double-digit revenue growth for TurboTax Business by implementing a highly effective multi-channel marketing campaign, resulting in a 13% ($26M) increase in 2008 followed by an impressive 14% ($30M) boost in 2009
- Successfully acquired 30K customers by launching a redesigned product after gaining customer insights from an in-market test within three months.
- Leveraged customer insights to ideate, design, test, and launch new consumer products to generate incremental revenue and acquire new customers.
Product and Marketing Manager of Multi-Channel Marketing Programs
Wells Fargo Small Business
San Francisco, California
01.2006 - 01.2008
- Directed the successful launch of Desktop Deposit by developing technical specifications, securing significant funding exceeding $7MM, and conducting comprehensive market research to establish competitive pricing and marketing strategies.
- Enhanced promotional efforts in collaboration with stores, managers, bankers, and the web team resulted in a 41% increase in spending account opens from April to August in Texas.
- Achieved an exceptional 5.7% improvement in customer retention by launching a successful outbound campaign offering free account features to customers going through significant events such as large withdrawals, change of address, or having accounts with other financial institutions.
Marketing & Product Consultant
Walt Disney Company & Teleflora
Los Angeles, California
01.2005 - 01.2006
- Implemented enhanced vendor selection, strategic product packaging, and appropriate transportation selection to achieve a 20% reduction in supply chain costs
- Analyzed opportunities for improved efficiencies by surveying 2,000+ target customers; identified their key purchasing factors to determine optimal sales channels and product pricing.
Education
Bachelor of Arts - Communications
University of Southern California
Los Angeles, CA06-1999
MBA - Strategy And Marketing
University of California, Los Angeles
Los Angeles, CA05-2006
Skills
- P&L Management
- Strategic Planning
- Revenue and Market Expansion
- Business Development
- Performance Analysis
- Change Implementation
- Market Growth
- Cross-functional team management
- Project Management
- Contract Negotiations
References
References available upon request.
Timeline
General Manager
Best Egg
09.2023 - Current
Head of Innovation & New Product Development
Best Egg
01.2022 - 09.2023
Head of Innovation & Transformation
Benefitfocus
01.2021 - 01.2022
Sr. Director of Product Management & Strategy
Benefitfocus
01.2017 - 01.2020
Director of Product Management: Customer Experience & Internal Operations
Renovate America
01.2015 - 01.2017
Director of Product Management and User Experience
Global Analytics Holdings
01.2013 - 01.2015
Senior Product Manager, TurboTax
Intuit
01.2010 - 01.2013
Senior Marketing Manager, TurboTax Business and New Business Initiatives
Intuit
01.2008 - 01.2010
Product and Marketing Manager of Multi-Channel Marketing Programs
Wells Fargo Small Business
01.2006 - 01.2008
Marketing & Product Consultant
Walt Disney Company & Teleflora
01.2005 - 01.2006
Bachelor of Arts - Communications
University of Southern California
MBA - Strategy And Marketing
University of California, Los Angeles
Similar Profiles
Nicholas SarrisNicholas Sarris
Manager of Marketing Analytics at Best EggManager of Marketing Analytics at Best Egg
Bria GregoryBria Gregory
Fraud Prevention Specialist at Best EggFraud Prevention Specialist at Best Egg
Mary NitkaMary Nitka
Social Media Specialist at Best EggSocial Media Specialist at Best Egg
STEPHANIE DASHERSTEPHANIE DASHER
MA in Clinical Mental Health Counseling at Sacred Heart UniversityMA in Clinical Mental Health Counseling at Sacred Heart University
CARSON GRIMESCARSON GRIMES
Product Manager, Patient Engagement and Collaboration at Modernizing Medicine / KlaraProduct Manager, Patient Engagement and Collaboration at Modernizing Medicine / Klara