CHELSEA
OSWALD
Experienced product manager with 6 years in e-commerce, performance marketing, creator marketing, B2B SaaS, and marketplace products. I excel at problem-solving, making impactful decisions, and aligning cross-functional teams. My resourcefulness and execution drive set me apart.
Outside of work, I’m building a women’s cycling brand, biking, running, listening to podcasts, enjoying good food, or spending time with loved ones 🚲
EXPERIENCE
Marketplace Success
Ecommerce & Direct-to-Consumer
Creator Marketing
PROFESSIONAL EXPERIENCE
Director of Product
CommerceBear
Vancouver, BC / Toronto, ON
-
I joined CommerceBear as a Senior Product Manager and was promoted to Director of Product within six months.
-
Developed a comprehensive 12-month roadmap to address key challenges.
-
Refocused the company's strategy and value proposition.
-
Implemented tools that significantly reduced published time and accelerated new project requesrts.
-
Worked closely with a team of 7 engineers and 1 product designer, reporting to the CEO.
-
Launched the first self-serve product for manufacturers to publish on sales channels like Wayfair, Houzz, Overstock, Bed Bath & Beyond, and Amazon.
-
Managed 50 paying customers with an average ARR of $20k.
SEPT 2023- PRESENT
Director of Consumer Digital Products
Barstool Sports Inc
Vancouver, BC / New York, USA
-
Hired to launch TwoYay, a free NIL marketplace by Barststool Sports
-
Partnered with Athliance to automatically disclose deals to schools & compliance officers
-
Youtube & Facebook API approval to open up auth for Athletes
-
Built relationships with agencies & collectives, onboarded teams to TwoYay
-
Managed enterprise-level campaigns with over 300 Athletes
-
Launched Bulk proposals to make it easy for Advertisers to contract multiple Athletes at once
-
Scoped 2023 roadmap around improving activation rate (details avail upon request)
JUNE 2022 - PRESENT
Product Manager
#paid, Creator Marketing
Vancouver, BC
-
To help increase the opt-in rate for campaigns, we auto-expired campaign opportunities after the campaign had ended.
-
To meet the needs of Enterprise customers and improve the content creation experience for creators, we built concepts into the content approval process so that teams could align on a concept before the creator started working.
-
Experimented with "job listings" via email, which led to an increase in opt-in rates and a dedicated job board built in Webflow
-
Experimented with video introductions via Loom to increase the total creators contracted during the handraise experience
-
Hosted bi-weekly "User Story" sessions; reviewed every call & touchpoint and told a story about the customers' experience with our platform.
-
Responsible for reporting on the frequency of transactions and often ran experiments with other teams to increase campaigns
OCT, 2020 - JUNE, 2022
Associate Product Manager
#paid, Creator Marketing
Toronto, ON
-
Worked with virtual assistants on Upwork to grow the creator network and optimize outreach strategies
-
Worked with content creators to post about #paid on social to increase awareness and drive sign-ups
-
Facebook / Instagram API approval opened up performance insights to our Advertisers. Performance insights allowed our Advertisers to analyze their campaign results and double down on creators who worked best.
-
Moved the team from Chargebee to Stripe, built all subscriptions and upgrade experiences with Stripe payments. Responsible for Stripe subscription management
-
Optimized the step-by-step campaign launch experience to improve conversion rate and introduce Just Content offerings
-
To help increase the opt-in rate to campaigns and improve account organization, we built a dashboard for creators to view their campaign activity and status.
JAN, 2020 - OCT, 2020
Product Manager
Shoelace, Customer Journey Retargeting for Shopify merchants
Toronto, ON
-
Launched two net new products to increase revenue (Automations & Integrations with Klaviyo, Smile, Shopify Marketing extensions etc)
-
Coordinated between 6 cross-functional teams from product conception through launch and multiple iterations
-
Conducted & analyzed user interviews with merchants of all sizes to understand their marketing needs better
-
Consistently stayed up-to-date with industry marketing trends
JAN, 2020 - DEC, 2020
Associate Product Manager
Shoelace, Customer Journey Retargeting for Shopify merchants
Toronto, ON
-
Launched the all-new Shoelace
-
Built a system that generates ads based on traffic size at various stages of the funnel to improve conversion rates
APRIL, 2019 - JAN, 2020
Product Analyst
Shoelace, Customer Journey Retargeting for Shopify merchants
Toronto, ON
-
Assisted the Product Manager in leading an app redesign to improve churn and retention
-
Lead the collection of feedback from users and the entire team to translate the findings into product development
Customer Success Manager
Shoelace, Customer Journey Retargeting for Shopify merchants
Toronto, ON
-
Developed a rich understanding of the Shopify ecosystem, Facebook Ads Manager, performance marketing, and conversion optimization.
-
Owned the strategic planning, end-to-end execution, and reporting for over 80 clients running Facebook and Instagram customer journeys
-
Went above and beyond to A/B test various copy and creatives, which consistently resulted in improved ROAS and CPAs for my clients
JAN, 2019 - APRIL, 2019
MAY, 2018 - JAN, 2019
EDUCATION
2022 - 2022
She Codes HTML & CSS
She Codes
Online
2022 - 2022
Li Jin on The Creator Economy
Course by Li Jin
Online (Acceptance Only)
2021 - 2021
User Experience Design
Brainstation
Toronto
2017 - 2017
User Experience Design
George Brown College, Continuing Studies
Toronto
2017 - 2017
SEO, Paid Search & Web Analytics
George Brown College, Continuing Studies
Toronto
2017 - 2017
Bachelor of Computer Science
Dalhousie University
Halifax
2015 - 2016
Web Page, Digital/Multimedia and Information Resources Design
Ladies Learning Code
Toronto
2014 -2015
