Summary
Overview
Work History
Education
Skills
Accomplishments
Certification
Work Preference
Websites
Work Availability
Quote
Affiliations
Software
Languages
Interests
Timeline
Generic
Vanessa Daffron

Vanessa Daffron

Digital Product Strategist, Product Owner, Product Marketing and Business Growth Driver
Lexington,KY

Summary

Results-driven product management and product marketing leader born to build strategic, successful products and create smart campaigns to drive profits, increase market share and cement industry dominance for demanding customers. Focused, performance-minded manager with proven skills in project management, team building, stakeholder relations and campaign optimization. Ready to offer more than 15 years experience to new role dedicated to achieving exceptional results on tight timetables.

Overview

15
15
years of professional experience

Work History

Business Manager and Product Marketing Consultant

Nordstrom
Dallas, TX
06.2023 - 09.2024
  • Identified potential partners for strategic collaborations in order to expand the client's reach
  • Provided ongoing support to customers throughout their buying journey
  • Established relationships with key stakeholders in target markets
  • Coordinated with vendors to ensure timely delivery of marketing materials
  • Researched emerging technologies related to digital marketing initiatives
  • Created and managed online campaigns using social media platforms to promote products and services
  • Conducted research on competitors' activities, pricing, and promotions
  • Analyzed industry trends and customer feedback to adjust marketing strategies accordingly
  • Prepared detailed reports highlighting progress against KPIs and revenue goals
  • Recommended policy changes to improve marketing tactics and strategies
  • Supervised creation of marketing materials and collateral
  • Developed marketing strategies based on corporate objectives and market trends
  • Coordinated marketing events for showcasing product and service offerings
  • Worked closely with customers to determine appropriate marketing offerings and strategies for business needs
  • Marketed products and services at promotional events
  • Cultivated business partnerships to build lasting relationships with internal and external parties
  • Worked flexible hours across night, weekend, and holiday shifts.
  • Worked effectively in fast-paced environments.

Senior Product Management Consultant

JOURLEV
Lexington, KY
01.2022 - 09.2024
  • Took initiative to leverage career-long passion and expertise in agile software development to envision and launch a new digital product management consultancy
  • Performed in-depth market research and identified viable market opportunity to provide expert, personalized, flexible, and rapid-response digital product management services to startups and SMBs
  • Created product vision, UX / UI strategy, product requirements, and GTM plan to code, test, and rollout new brand identity and responsive web MVP v.1.0 in less than two weeks at JOURLEV.com
  • Recruited and onboarded Co-Partner to oversee Operations and achieve engineering and sales goals
  • Set key success metrics for JOURLEV with Operations to meet 750% first year revenue growth forecasts
  • Presented and authored inbound thought leadership content and consulting expertise across all JOURLEV’s capabilities as a product management consultancy
  • Advanced innovative digital product strategies to help fuel sales pipeline, accelerate product outcomes, product relevance and scalability of proposed client solutions
  • Provided competitive and industry advisory to inform digital product strategy recommendations to client stakeholders, including product and product marketing team leaders
  • Spearheaded development and execution of evolved content discovery strategies to bolster user engagement
  • Worked with development team on design and requirement management of new and existing products.
  • Reviewed design specifications, quality assurance plans and demonstration scripts.
  • Identified new business requirements through analyzing market data, customer requirements, competitive offerings and overall industry direction.
  • Prepared product statements and customization proposals for existing customers or new prospects.
  • Coordinated with design and media teams to develop high-quality creative assets.
  • Devised content strategy to effectively engage target audiences.

Senior Digital Product Consultant

TEKsystems, Anthem, Inc.
Lexington, KY
05.2021 - 11.2021
  • Led personalization, digital innovation, and member experience strategy for Anthem’s mobile native (iOS, Android) and responsive web applications
  • Defined and executed projects elevating usability, novelty, and comprehensiveness of discovery pathways.
  • Readied Product Vision, Product Strategy and implementation Product Requirements including Epics, User Stories, and Acceptance Criteria for pre and post PI (Program Increment) planning and implementation
  • Pitched new concepts to stakeholders, gaining buy-in for program funding and product roadmap prioritization.
  • Worked closely with data scientists to leverage machine learning and AI technologies to help enhance content recommendations
  • Regularly employed design thinking and market sensing practices, partnering with market research, GTM, UXD, ExpoTech, Data Science, and AI teams on new ideas for research/discovery and validation
  • Identified, defined, designed, and prioritized new personalization capabilities for Find Care, improving VOC and CSAT metrics, cost, and quality outcomes (~800K visits/month + 500K searches/month)
  • Led high-profile, cross-functional team achieving major transparency and personalization milestones by releasing personalized procedures cross-platform (Sydney mobile, secure web, and Solution Central apps)
  • Enhanced search with more natural language terms (NLP) and search strings personalized to the member
  • Promoted cross-functional collaboration with engineering teams and stakeholders to create meaningful, delightful digital content discovery experiences.
  • Assisted customers with product needs and introduced new store offerings.
  • Demonstrated products to help customers try out offerings before making purchases.
  • Established long term customer relationships by using effective communication and active listening skills.
  • Delivered exceptional customer service to every customer by leveraging extensive knowledge of products and services and creating welcoming, positive experiences.

Director of Product and Operations

StableDuel
Lexington, KY
01.2017 - 03.2021
  • User experience, customer insights, and end-user advocate emphasizing user-driven design, design thinking, systems thinking, and data-driven product refinement principles
  • Chief Product Owner on StableDuel SCRUM team, guiding agile development lifecycle from concept to launch for commercial gaming products (iOS, Android + web applications)
  • Wrote detailed User Stories for Engineering team and shipped first wagering-enabled (revenue-driving) MVP to iOS and Android clients, product generating all company revenues and growth today
  • Scaled MVP to support more account funding options and simplified identity authentication features, driving double PPT growth in new players and game entries
  • Drove strategy and technology operations success throughout all phases of the product life cycle, from discovery through shipping and optimization
  • Tracked trends and suggested enhancements to both challenge and refine company's product offerings.
  • Implemented business strategies, increasing revenue, and effectively targeting new markets.
  • Leveraged professional networks and industry knowledge to strengthen client relationships.
  • Spearheaded innovative approaches to resource allocation and strategic planning.
  • Recruited, hired, and trained initial personnel, working to establish key internal functions and outline scope of positions for new organization.

Director of Product Marketing

Quest Oracle Community
Lexington, KY
01.2017 - 10.2019
  • Hired and mentored a 7-member digital product management and product marketing team focused on KPI growth via continuous market research, optimized UX design and development resources and processes, user testing, automation, and data analytics
  • Created new data analytics role and centralized the function, fostering data-driven decision-making imperative (data measurement, visualization, team + operational performance reporting)
  • Spearheaded data-driven content discovery strategies to increase digital media relevance and product performance metrics, optimize media mix and drive campaign efficacy, 20:1 ROI (2000% ROAS)
  • Defined and steered product vision and goals, UX, CX, market research, customer insights, business intelligence, and data strategy at a 55,000-member Oracle software user community.
  • Leveraged CX and UX data insights to define and execute the roadmap, and prioritized application features and development activities across internal and external groups to achieve business goal
  • Pitched and directed $700K digital transformation program involving full digital platform redesign, website + mobile overhaul, multisystem integration (WordPress, Eloqua, SalesForce)
  • Received accolades for outstanding leadership and contributions to the success of content discovery initiatives, exceeding business objectives

Director, Digital Product Marketing and Management

BlueCross BlueShield of Tennessee Inc.
Chattanooga, TN
10.2012 - 03.2016
  • Directed digital product development, experience design, and digital media for the largest health plan in the state of Tennessee with over 70% market share, 5,000 employees, and 3 million members
  • Drove record increase in online contribution share (5% to 20%, 400% YOY) immediately following redesign of health plan’s Medicare website and streamlining user paths for conversion
  • · Directed 140 product enhancements to brand member portal (new features, updates, fixes, platform rollouts, optimizations, new technology and more) and grew releases by 350% in one year
  • Hired, developed, and led the organization's first digital product and program management teams responsible for designing, developing, releasing, and continuously improving BlueCross member platforms.
  • Redesigned all public mobile and web properties for retail, capturing 80% of the new and highly targeted individual market immediately following product rollouts.
  • Led product design and development of BlueCross Tennessee’s first member mobile application for iOS and Android (2X Winner Outstanding Mobile App at WMA Mobile Awards and IAC Awards)
  • Owned ground-up, $1.5 million redesign of brand’s core web and mobile apps for new consumer markets (Outstanding Website IAC awards)
  • Profitably managed $7 million budget and digital design, digital development, and distribution agencies (Mindshare, iCrossing) to maximize program performance and channel ROI

Senior eCommerce Manager and Brand Liaison

Hilton Worldwide
Memphis, TN
06.2009 - 10.2012
  • Pioneered market research, customer insights, roadmap and launch for pilot program (web application design, development + optimization) rolled out to all 300 Homewood Suites hotels, resulting in 25% increase in hotel bookings revenue and new enterprise service model (products launched across all Hilton brands)
  • Recruited by Hilton eCommerce VP after six months and creating custom market research, business analysis and market strategy, leading to pilot launch across an entire global brand (a first for Hilton)
  • Managed program and training of Homewood’s first eCommerce team (20 team members, largest ever within Hilton division)
  • Directly supervised four regional managers, delivering hotel web development and optimization services.
  • Awarded MVP on Homewood Suites brand team for creating brand's first eCommerce team and driving record increase in online hotel revenue
  • Demonstrated strong organizational and time management skills while managing multiple projects.

Education

Product Management Certification -

Pragmatic Institute
Chattanooga, TN
05-2015

Executive Leadership -

Case Western Reserve University
Cleveland, OH
10-2008

Bachelor of Arts - English, Creative Writing

University of Kentucky
Lexington, KY
06-1997

Skills

  • Innovation management
  • Sales Enablement
  • Competitive Analysis
  • Design thinking
  • Product Lifecycle Management
  • Product marketing
  • Stakeholder Management
  • Customer Segmentation
  • Product positioning
  • Product Launches
  • User Acceptance Testing
  • Sprint Planning
  • Strategic Planning and Alignment
  • Training and Onboarding
  • Market Trends Analysis
  • Cross-departmental Alignment
  • Team Recruiting and Hiring
  • Strategic Marketing
  • Contract Negotiation
  • Brand Management
  • Marketing Strategy Development
  • Project Management
  • Marketing Plan Development
  • Brand Messaging
  • Public and Media Relations
  • Self Motivation
  • Market Penetration
  • Training and Development
  • Continuous Improvement
  • Interpersonal Skills
  • Reliability
  • Product Documentation
  • Key Performance Indicators
  • Market Research Analysis

Accomplishments

· Winner Oracle Impact – QuestOracleCommunity.org Platform Redesign (2018)

· Winner Outstanding Mobile Application myBlueTN– MobileWebAwards, Web Marketing Association (2015)

· Winner Outstanding Website BCBST.com – IAC Internet Advertising Awards (2013)

· MVP + Global Division Honors – Hilton Homewood Suites Brand, Hilton Global eCommerce Services (2012)

· Founder + Owner, LinkedIn Product Management Professionals, 7300+ Members (2008 - present)

Certification

  • Technology Product Management Certification, Pragmatic Institute
  • Product Requirements Certification, Pragmatic Institute
  • Inbound Marketing, Hubspot

Work Preference

Work Type

Full TimeContract Work

Work Location

RemoteHybridOn-Site

Important To Me

Company CultureHealthcare benefitsPaid time offTeam Building / Company RetreatsCareer advancementWork-life balance401k matchPersonal development programs

Work Availability

monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
swipe to browse

Quote

“I didn't have time to write a short letter, so I wrote a long one instead.” ― Mark Twain
Mark Twain

Affiliations

  • Product Management Professionals Founder and Owner with 7700+ Members

Software

UserTesting, JIRA, Confluence, Quantum Metric, Zeplin, Miro, Slack, WordPress, SEMrush, MOZ, Oracle Eloqua, Trello, Adobe Analytics, Google Analytics, AWS, Amplitude, QuickSight, AppsFlyer, Medallia

Hubspot Certified, Inbound

SalesForce

Languages

English
Native language
Spanish
Intermediate (B1)
B1

Interests

Storytelling

Songwriting

Creative Writing, Freeform Poetry

Timeline

Business Manager and Product Marketing Consultant

Nordstrom
06.2023 - 09.2024

Senior Product Management Consultant

JOURLEV
01.2022 - 09.2024

Senior Digital Product Consultant

TEKsystems, Anthem, Inc.
05.2021 - 11.2021

Director of Product Marketing

Quest Oracle Community
01.2017 - 10.2019

Director of Product and Operations

StableDuel
01.2017 - 03.2021

Director, Digital Product Marketing and Management

BlueCross BlueShield of Tennessee Inc.
10.2012 - 03.2016

Senior eCommerce Manager and Brand Liaison

Hilton Worldwide
06.2009 - 10.2012

Product Management Certification -

Pragmatic Institute

Executive Leadership -

Case Western Reserve University

Bachelor of Arts - English, Creative Writing

University of Kentucky

Similar Profiles

CREATE PROFILE
Vanessa DaffronDigital Product Strategist, Product Owner, Product Marketing and Business Growth Driver