Vivienne Whitfield
Bloomington,MN
Summary
Innovative senior leader who creates compelling e-commerce product offerings that delight customers and deliver business results. Track record of transforming lagging teams and products by solidifying best practices and shifting members towards experimentation and new approaches. Hands-on, supportive leadership style that reenergizes workplace culture with a reputation for being a bedrock during organizational transitions.
Overview
16
16
years of professional experience
1
1
Certification
Work History
ASSOCIATE DIRECTOR, PRODUCT MANAGEMENT
Best Buy
10.2025 - Current
- Lead cross-functional strategy and execution for enterprise-wide Deals initiatives, driving customer engagement across 40+ major retail events annually through deep partnerships with eComm, Marketing, AML, Recommendations, and Pricing teams.
ONLINE RECOMMENDATIONS
Best Buy
02.2020 - 10.2025
- Lead team of six Product Managers delivering online product recommendation strategies.
- Partner with Data Science, ML, and Engineering to integrate LLMs and deploy AI-driven personalization across eCommerce.
- Drive contextual personalization using data, ML models, and experience design to grow revenue and improve customer satisfaction.
- Collaborate with cross-functional partners and enterprise data teams to ensure seamless recommendation system integration.
- Foster transparency, growth mindset, and effective communication through strong people leadership.
- Build internal tools and processes—including product training, onboarding wikis, and intake systems—to strengthen team performance.
DIRECTOR, PRODUCT MANAGEMENT — E-COMMERCE
Bluestem Brands
10.2018 - 01.2020
- Promoted to lead the E-commerce Product Management team after successes in previous roles.
- Continued to drive transformation across e-commerce platforms, focusing on customer-centric strategies and enhancing the digital shopping experience.
SENIOR PRODUCT MANAGER / PRODUCT MANAGER – E-COMMERCE
Bluestem Brands
08.2015 - 10.2018
- Promoted to Senior Product Manager after driving the turnaround of an underperforming team, achieving a remarkable transformation from zero releases to 12 major feature launches in under a year.
- Led strategic roadmaps and full lifecycle management for three key products: Checkout, Registration/Sign-In, and Cart across Fingerhut and Gettington e-commerce brands.
- Spearheaded the Cart Re-Design initiative, improving the cart-to-checkout conversion rate by 50 bps.
- Rebuilt stakeholder trust and enhanced engagement with the introduction of ‘Check-in with Checkout’ sessions, promoting transparency and fostering collaboration.
- Introduced and standardized Agile methodologies, User Story Mapping, and Blueprint Conversations, widely adopted across the organization.
- Championed innovative tools like the Lean UX Canvas, Risk Loss Tolerance template, and Bug Squashing Fridays, fostering a culture of continuous improvement and experimentation.
- Led the e-commerce platform integration for Haband.com, doubling Online Shopping Net Satisfaction Scores and driving increased revenue per visit.
- Mentored and developed team members, promoted to senior positions.
- Created and led internal development programs, including Women’s Mentorship and Product Owner training initiatives.
- Delivered value-added insights to Senior Leadership, providing in-depth analysis and recommendations for strategic planning.
E-COMMERCE MANAGER
Best Buy
06.2014 - 08.2015
- Headed planning and execution for category specific strategies and oversaw team performance.
- Worked closely with Merchants to align business strategy.
- Developed customer focused initiatives to improve omni-channel experience that surpassed Net Promoter Score and revenue targets.
- Counteracted silo mentality by initiating collaboration with Product Teams and other enterprise partners.
SENIOR DIGITAL ANALYST
Best Buy
11.2009 - 06.2014
- Led complex data analysis and A/B testing to optimize website, product and online merchandise performance.
- Demonstrated solution mindset and technological aptitude (Hitwise, eMarketer, Omniture SiteCatalyst, Omniture Insight, Google Trends, Google Analytics) to turn metrics into recommendations and insights that drove business value.
- Identified knowledge gap and developed SiteCatalyst and Hitwise trainings to improve team efficiency.
- Expanded data-driven practices across business units with problem-first model, which focused reporting and analysis on critical points and key takeaways.
- Introduced and implemented competitive intelligence process that impacted business case creation.
Education
Bachelor of Commerce - Management & Information Systems
Rhodes University
Skills
- Product Strategy Leadership
- Data-Driven Decision Making
- Machine Learning & AI Integration
- Customer-Centric Design
- Stakeholder Management
- Cross Functional Collaboration
- Coaching & Mentoring
- Agile Methodologies
- E-commerce Optimization
- Competitive Market Insights
- Product Roadmap & KPI Development
- Hitwise
- E Marketer
- Adobe Analytics
- Ahrefs
- Google Analytics
Certification
- Certified Scrum Product Owner (CSPO), Scrum Product Alliance
- Omniture Insight Client Certified, Omniture
- Adobe Certified Expert Analyst, Adobe Systems
Affiliations
- Co-Founder, Twin Cities Product Movement, Established fast-growing Product Development group with 300+ members to promote industry collaboration and develop future leaders.
- Chair, Bluestem Brands Women’s Forum, Founding member, focusing on providing a place for women to gain confidence & be successful through inspiration, mentoring, learning & connectivity.
Personal Information
Title: DIRECTOR, ECOMMERCE PRODUCT MANAGEMENT
Awards
2017 Transformer Award, Bluestem Brands, Received award for leading team to embrace change, innovation and learning.
Timeline
ASSOCIATE DIRECTOR, PRODUCT MANAGEMENT
Best Buy
10.2025 - Current
ONLINE RECOMMENDATIONS
Best Buy
02.2020 - 10.2025
DIRECTOR, PRODUCT MANAGEMENT — E-COMMERCE
Bluestem Brands
10.2018 - 01.2020
SENIOR PRODUCT MANAGER / PRODUCT MANAGER – E-COMMERCE
Bluestem Brands
08.2015 - 10.2018
E-COMMERCE MANAGER
Best Buy
06.2014 - 08.2015
SENIOR DIGITAL ANALYST
Best Buy
11.2009 - 06.2014
Bachelor of Commerce - Management & Information Systems
Rhodes University