Ana Crisostomo

[Maternity leave cover]

Responsible for aligning the Global Product roadmap and deliverables with the EMEA market requirements for the .com platform and the mobile app.

KEY RESPONSIBILITIES AND MAIN ACHIEVEMENTS:

▶ Led the EAA (accessibility) compliance initiative in the digital domain, collaborating with UX, Engineering, and Legal teams to deliver all high-priority items and conduct training ahead of the July 28th legal deadline

▶ Aligned and prioritized the EMEA Commercial and Business needs within the Global Product roadmap on a quarterly basis

▶ Supported the rollout of two brand redesigns across 10 European domains, ensuring consistency and adequate localization

▶ Advanced the EMEA CRO program by creating a prioritization framework, developing new data-driven and UX-based hypotheses, and supporting the implementation of A/B tests in partnership with the CRO Lead

▶ Supported the troubleshooting process for EMEA Onsite & Merchandising teams to create efficiencies and accelerate time to resolution

Responsible for a private B2B ecom platform selling building materials in Europe based on a reverse auction methodology with a team of 10 Engineering members.

KEY RESPONSIBILITIES AND MAIN ACHIEVEMENTS:

▶ Migrating the e-com platform to headless architecture (SAP CC, Drupal)

▶ Migrating the customer database to Azure Active Directory and rolling out Multi-Factor Authentication for improved security

▶ Conceptualizing, planning and implementing a customer data analytics initiative for the e-com platform

▶ Redesigning the Product pages simplifying the main user flows leading to:

✅ 92% of customers declaring to be satisfied with the purchasing experience

✅ 45% of customers stating that this was their preferred purchasing channel

✅ Reducing the volume of support tickets by 67% YoY

✅ Improving the Scrum team’s predictability to an average of 96% after 1 quarter

Role incorporated within a global ecommerce department.

Responsible for the mid-funnel (PLPs, PDPs) and the post-sales domain (Support) in the markets using the SAP Commerce Cloud (Hybris) platform in the European and North American markets.

KEY RESPONSIBILITIES:

▶ Setting up the product roadmap on a yearly basis and fine tuning it on quarterly basis based on the RICE scoring system;

▶ Planning the user stories on a 2-week Sprint cycle (and monthly releases) and prioritizing the backlog with a remote Scrum team (10+ FTEs: Back-end Developers, Front-end Developers, QAs, UX Designers, Data Analysts and CRO Specialists);

▶ Preparing and presenting the monthly release overview to stakeholders;

▶ Organizing workshops with stakeholders to identify and tackle the main pain points in specific flows of the customer journey;

▶ Validating feature hypothesis through A/B tests;

▶ Gathering web analytics data, customer feedback and benchmark reports to continuously construct insights informing the roadmap.

MAIN ACHIEVEMENTS:

✅ Rolling out a new UX/UI version of all Product pages to the overall user engagement and increase conversion rate by 15%

✅ Enabling the successful migration and rollout of 7 major markets to the SAP Commerce Cloud platform

✅ Leading product discovery workshops to identify the main post-sales customer pain points and conceptualizing a new global customer self-service tool based on user research

✅ Improving the online technician booking flow resulting in a 37% increase in BPS (≈NPS), 25% increase in GCR and 14% increase in CES

✅ Supporting the growth of the Product organization by leading the creation of 2 new Product teams and assisting the hiring process of 5 Product Managers