Shreyas S Kulkarni

Merchant Growth Tools - Google Shopping.

As a PM on MGT, I am responsible for the following outcomes and product initiatives.

Advanced Retail Goals (ARG) for Shopping Ads (Co-lead)

Outcome : Drive incremental revenue from retail advertisers.

• ARG is a joint initiative between the Shopping & Ads team to offer retail specific levers to optimize Ad Campaigns.
• A net new feature for Retail Advertisers to import their existing growth levers like Events, Deals, Loyalty programs on Google Ads to use them in their goal based campaigns like - new customer acquisition & profit optimization. Google AI utilizes these signals across bidding, ranking and creative customization to improve ROAS.
• Parts of this initiative were featured in the GML 2024 Keynote. This is estimated to add $$$ additional ARR for Shopping Ads.

Marketplaces Deals Adoption (Lead)

Outcome : Improve Google GMV for Marketplaces using Deals.

• Marketplaces are a strategic investment for Google to provide a comprehensive collection of products for shopping intent search queries.
• With deals being widely used in marketplaces, getting them to integrate their deal systems with Google Shopping is crucial for price correctness on Google.
• With right implementation of deals, marketplaces can increase their GMV.
• As PM for marketplace deals team, I help the team build scaled ingestion pipelines , scaled quality review mechanisms and features to support nuanced deal types of marketplaces on different Google surfaces.
• Maintaining active relationships with Partners like EBay, Etsy, Poshmark, Instacart, Uber, Doordash, Rakuten ( JP ) , Flipkart (IN), Catch ( AU), Mercado Libre ( BR).
• These partners have shown a upward trend in desired Ad spend, have improved their CTR & CVR on various Google surfaces.
• Marketplace integration has tippled deals coverage on Shopping search queries.

AI Integration

• Launched a LLM based pre-processing pipeline for growth tools data stream. This pre-processing pipeline fixes data quality issues in bull ingestion pipelines like feed files and API. This freed up 30% bandwidth of Data Quality Ops team.
• Deal AI Assistant - To be launched for 2024 holiday season. Helps retailers create effective deal campaigns to get most out of the holiday season.

Scope of work and Contribution

For each of these projects my scope of work involves

• Leadership alignment, OKR setting, roadmap evangelism , x-fn OKR alignment.
• Being involved with nuances of execution working closely with eng & design stakeholders and getting necessary sign offs for launch.
• Talking to customers either as part of ongoing pilots or during pitches.

• Implemented North Star Framework to align all the stakeholders on a common goal.
• Developed 1,3,5 year collaborative vision by working with the founders and key stakeholders.
• Owned the strategy & execution of 12 month plan to get to Product Market Fit.
• Increased retention by 44% in span of 6 months.
• Setup the product org as an experiment engine successfully running atleast 3 concurrent A/B tests every month to optimize user behavior and experience.
• Built close relationships with key customers, thought leaders and industry influencers to stay abreast of emerging market trends and to build in public.
• Managed engineering team as interim head till we recruited Head of Engineering
• Managed Customer Success team of contractors.
• Implemented various internal processes to ensure transparency and alignment among various teams.

• Established product principles, identified user pain points & strategized a thoughtful, useful and delightful way to deliver intelligence on Nest Camera Products.
• Collaborated with Legal, UX, Privacy and Engineering teams to validate the product offering from various lens.
• Led spec redefinition to closely align with user expectations for all the Nest Perception Algorithms.
• Planned and executed development of an internal web portal to gather feedback from existing internal product testers on new experimental ML models. This allowed the team to significantly reduce the dependencies on vertical teams to validate a model, thereby allowing team to be more agile.
• Established ML fairness principles for Nest Camera Intelligence Algorithms.

• As a Lead TPM for Local Home Ecosystem, managed the execution of a program that spanned across 5 different engineering teams across 2 orgs.
• Launched Local Home Integration on Actions on Google making on-boarding to Local Home Ecosystem completely self serve.
• Scaled the product from 1 partner to 17 partners.
• Lead various Smart Home Bundle projects. directly contributing to an addition of a distribution channel for Google Home devices.
• Devised in-house training program for bug triage team reducing out of SLA bugs by 91%.
• Offered decision-makers trade-off analysis to guide prioritization.

• Led development of a new product line - Numerify Go.
• Involved since ideation to the deployment of the product to the initial customers.
• Full stack development - the product interfaced with almost all infra components of the stack and was delivered as an app in SaaS products like Salesforce, ServiceNow etc.
• Built supporting toolset and processes to onboard a new customer in less than 10mins saving time for the Customer Success team.
• The product is currently used by 30+ Fortune 500 enterprise customers.