Portfolio

Case Studies

In-depth looks at complex problems I've solved and the approaches I took to deliver meaningful results.

Increasing and Maintaining Conversion Rate from Demo Participants to Paid Customers in an EdTech Setup

Result

We improved the conversion rate from demo sessions to paid customers by 30% within three months and maintained the uplift over time by establishing a structured, insight-driven approach to trial sessions.

Action

Customer & Sales Insights Gathering

  • Conducted interviews with both parents and sales teams to identify key objections.
  • Observed trial sessions to understand where engagement was dropping.

Refining the Demo Experience

  • Identified gaps that failed to energize parents (buyers).
  • Standardized a structured Demo Playbook with best practices to increase engagement.

Training & Process Alignment

  • Conducted company-wide training for demo instructors to optimize storytelling, student engagement, and objection handling.
  • Integrated real-time feedback loops from demo sessions into coaching sessions.

Data-Driven Monitoring & Swift Action

  • Built a daily dashboard tracking conversion rates, objections, and qualitative feedback.
  • Implemented a real-time escalation system, allowing quick iterations on scripts and training.

Context (Key Product Manager Skill Sets Applied)

Customer-Centric Mindset: Deeply analyzed buyer behavior to optimize engagement.
Operational Efficiency: Created structured playbooks and feedback loops for continuous improvement.
Data-Driven Decision-Making: Established real-time dashboards for tracking impact and iterating swiftly.

Hiring 500+ Remote Teachers in Indonesia with Language & Cultural Barriers

Result

Built a scalable hiring model that enabled us to recruit and retain 500+ quality teachers within a year, overcoming remote work challenges, foreign language barriers, and cultural differences.

Action

Foundational Testing with Early Hires

  • Hired two initial contractors to understand cultural fit, compensation expectations, and quality standards.
  • Defined non-negotiable hiring criteria based on learnings.

Iterative Referral-Based Scaling

  • Asked each early hire for two quality referrals to test repeatability.
  • Allowed the first hires to act as trusted recruiters, ensuring quality control.

Scaling Acquisition Channels

  • Introduced multiple recruitment channels, including:
  • Meta Ads (Social Media Targeting)
  • Job Boards
  • University Ambassadors
  • Recruitment Consultants
  • Print Ads & Local Newspapers
  • Referral Programs

Building Retention & Quality Standards

  • Created a localized onboarding & training process to ensure teachers met the expected teaching quality.
  • Adjusted incentive structures to match local motivators and job expectations.

Context (Key Product Manager Skill Sets Applied)

Market Expansion & Localization: Developed a country-specific hiring model while respecting cultural nuances.
Scalable Growth Strategy: Designed a repeatable system with multiple acquisition channels.
Process Optimization: Established a structured pipeline to ensure quality at scale.

Scaling RoboChamp Kit Shipments Across Countries

Result

Successfully expanded RoboChamp kit shipments to three key international markets while reducing logistical costs by 25% through optimized vendor partnerships and localized distribution.

Action

Market & Demand Analysis

  • Analyzed customer purchase data & shipping costs to identify the top three viable expansion markets.
  • Validated demand with pre-order interest and existing customer inquiries.

Supply Chain Optimization

  • Established local warehousing solutions in high-volume regions to reduce last-mile delivery costs.
  • Partnered with regional vendors to minimize international shipping loss and delays.

Branding & Packaging Optimization

  • Negotiated cost-effective branded packaging with local suppliers to maintain brand consistency while lowering costs.

Strategic Shipping Partnerships for Scale

  • Partnered with bulk shippers handling similar routes to negotiate better shipping rates.
  • Introduced batch shipping models to optimize costs for international fulfillment.

Automated Logistics & Tracking

  • Integrated a shipment tracking system with customer dashboards to increase transparency & reduce support requests.
  • Set up real-time inventory tracking for accurate order fulfillment.

Context (Key Product Manager Skill Sets Applied)

Supply Chain & Logistics Strategy: Built a scalable shipping model with cost-efficient fulfillment.
Vendor & Partnership Management: Negotiated optimized contracts with shippers and local vendors.
Technology & Customer Experience: Implemented automated tracking for better user experience and operational efficiency.