Laura Mattfeld

Product Owner for the Rightsholder Entertainment Ticketing team, with expanded responsibilities that included leading a 9-person development team, which doubled in size from the previous role. Played a critical role in defining the vision and strategy of the entertainment domain. Delivered features that were instrumental in enhancing SeatGeek's product offerings, driving significant improvements in operational efficiency, and elevating the visibility of rightsholder initiatives across the company.

Notable projects:

• Event Visibility - Established a central source for managing the date and time at which events become visible to fans on SeatGeek.com, and introduced event statuses and preview links, which greatly improved the user experience. Received considerable praise from both internal stakeholders and clients, as the initiative enhanced client self-sufficiency and significantly reduced the need for internal support.
• Event Checklist - Conceived and spearheaded an initiative to improve user navigation by providing a guided experience through the many event configuration steps. Conducted a pilot program with major clients including the Cleveland Cavaliers, Arizona Cardinals, and Dallas Cowboys, who provided valuable feedback that is helping to inform the final product.
• Fee Bands - Addressed long-standing issues with fee configuration by implementing a new configuration flow, one of the first features in the rightsholder product built entirely in React. Successfully launched the product after conducting a successful beta test with the Cleveland Cavaliers, and set the stage for ongoing React usage. Garnered high praise from clients for its time-saving capabilities and reduction in misconfigurations.
• Streamlined Event Configuration - Conducted in-depth client and internal stakeholder research, prototyped new features and gathered feedback to refine our product vision for entertainment event configuration. Collaborated with design, engineering, and operations partners to define a strategy for a needed overhaul of the configuration and validation workflow.

Product Owner for the Rightsholder Sports Ticketing team, focused on developing products that help SeatGeek’s stadium and arena clients increase revenue and improve operational efficiency. Successfully led a fully offshore development team, spanning different time zones, by building and adjusting processes to ensure clear communication and direction in a remote environment. Collaborated closely with clients to deeply understand their needs, while implementing the feedback most aligned with our company's goals and priorities.

Notable projects:

• Bucket Plans - Delivered the ability for clients to configure their season ticket packages to allow fans to build a custom package by selecting games from predetermined “buckets.” Initiative came as a requirement to sign a Tier 1 NFL client, who attributed approximately $1M in net profits to this feature. Successfully delivered the functionality on an extremely tight timeline, coordinated across multiple teams to ensure the solution met the client's needs, and set the stage for long-term success.
• NBA Playoffs - Led a critical initiative to streamline the process for NBA clients to fulfill tickets and charge season ticket members, as their teams advance through the playoffs. Significantly reduced the internal and client resources required to manage this process.
• Sports Ticketing Collaboration - Revamped cross-functional processes across the teams involved in sports ticketing, resulting in significantly improved knowledge sharing and reduction in miscommunications across the organization. Created and maintained essential product and engineering documentation, including product briefs, "State of the Union" reports, and validation test plans.

Product Lead for the Capacity Management Team, focusing on maintaining a high-quality driver experience and maximizing fulfillment efficiency during fluctuations in driver supply and order demand. Played a pivotal role in developing strategies and leading cross-functional efforts to enhance operational performance and drive key outcomes for the business.

Notable projects:

• Driver Incentivization Strategy: Developed and tested multiple iterations of a driver incentivization strategy to address imbalances in supply and demand, resulting in a 10% increase in driver supply during critical times. Initiative was essential in ensuring that customer demand was met efficiently.
• Heatmap Improvements: Led a cross-functional effort to implement critical enhancements to heatmaps used by drivers to identify areas of high order volume. Improvements significantly improved driver efficiency and order fulfillment accuracy.
• Metrics and Alignment: Partnered with the analytics team to define key metrics for measuring project and team success, ensuring that all initiatives were closely aligned with overall company objectives and outcomes.

Product Lead for the Account Management (AM) Team, overseeing initiatives for a diverse portfolio of 25+ mobility and connected home clients. Managed high-volume data ingestion of 125M+ daily records file processing for 270+ daily jobs. Supported a growing suite of API solutions to ensure seamless operations and client satisfaction.

Notable Projects:

• Client Onboarding and Support: Successfully led the launch of 8 new clients, managing the process from initial onboarding through to post-launch support. Ensured a smooth transition and ongoing client satisfaction by addressing needs and coordinating with various teams.
• Product SKU Correction: Implemented significant improvements to a daily process to correct incorrect product SKUs received through client data ingestion. This project processed over 250K records daily and eliminated the need for 1600 hardcoded configurations, streamlining operations and reducing manual effort.
• Account Management “Menu” Development: Developed and promoted the Account Management “menu,” which includes standardized API specifications and file formats. This initiative enabled faster and more efficient client launches by providing a clear framework for integration.

Product Lead for the Digital Maximization Team, focused on enhancing customer utilization of digital channels in order to reduce the load on customer support teams.

Notable Projects:

• Digital Utilization Metric: Developed a new “Digital Utilization” metric using customer interaction data and SQL, providing a clear and quantitative measure of customer engagement with digital channels.
• A/B Testing and Analysis: Conceptualized and executed A/B tests to evaluate new strategies in moving customers to digital channels. Analyzed post-install data to assess success and inform future improvements.

Expanded responsibilities to support both the WebCore and Digital Maximization teams.

• Ensured timely completion of projects and initiatives by managing status, driving decision making, and mitigating risks.
• Interfaced between technical and non-technical teams, both internal and external to the program.
• Reduced developer effort by providing detailed root cause analysis of production defects.
• Provided quality testing support as needed.
• Created and maintained dashboards to monitor key claim metrics.
• Demoed new features to stakeholders and other interested parties.
• Contributed from initial design discussions through launch day support for new client launches.
• Collaborated with outside vendors, such as Clicktale, Adobe Analytics, and Arkose Labs, to improve their integration with Asurion’s applications.
• Instructed “Horizon 101” sessions to help onboard new hires across the program.

• Gathered requirements, prepared detailed documentation, managed external dependencies, and optimized engagement and collaboration within the Digital Maximization team.

• Contributed from idea conception through post install analysis for features targeted to decrease both web leakage and call center workload.

• Utilized logging and analytics tools (SQL, Kibana, Clicktale, Adobe Analytics) to evaluate the success of new features and preemptively find issues.

• Facilitated studies with call center representatives to test new functionality and better understand customer behavior.

• Led both the Data Operations and Client Configuration teams through a variety of tasks, including facilitating communication between partner teams, managing project timelines, and conducting scrum ceremonies.

• Enabled the launch of the Client Configuration Portal, which automated a manual asset mapping process in order to significantly reduce time required to accommodate asset configuration requests. • Supported the launch of 3 major clients as a Web Quality Analyst.