Ongoing and Past Work

CrimRadio Rocks

Crim Radio is a community driven streaming music station focused on amplifying unsigned rock and metal artists from around the world.

Role: Product Manager (Consulting)
Status: In Progress
Focus Areas: Website Redesign, Product Strategy, Monetization, UX Optimization

The Problem:

Despite a passionate mission and loyal following, Crim Radio lacked a strategic digital foundation. The website was outdated and not aligned with user needs. Monetization was non-existent. No user data or personas were informing product decisions, and there was no clear roadmap for features and how to grow with the audience.

My Approach

Im leading a product revamp using lean, iterative processes with a focus on audience needs and sustainable growth this includes:

  • OODA Loop-Inspired Roadmapping: Continuously observing user behavior, orienting around feedback, deciding priorities, and acting quickly in sprints.
  • User-Centered Discovery: Conducting interviews, implementing NPS surveys, and developing user personas to guide product and content direction.
  • Monetization Strategy: Exploring sponsorships, community subscriptions, and merch – rooted in listener behavior and business goals.
  • A/B Testing and Analytics: Planing testable UX optimizations and performance tracking as the site relaunch progresses.

Planning Sneak Peek

  • Website Redesign (In Progess): A modern, mobile first platform that better reflects Crim Radio’s brand and supports lister needs.
  • Product Strategy: Collaborating with the CEO to plan future product lines centered on artist discovery, community, and genre expansion.
  • AI Exploration: Investigating tools to help users discover new unsigned artists globally, using listener data and taste modeling.
  • NPS and Feedback Loops: Rolling out surveys to gather real user sentiment and build ongoing engagement metrics.

Denver Crystals and Gems

Denver Crystals and Gems is a small, brick-and-mortar crystal and metaphysical shop known for its passionate customer base and ethically sourced inventory.

Role: Product & Digital Strategy Consultant

Status: Complete

Focus Areas: E-Commerce Transformation, Marketing Strategy, Inventory Systems, Product Development

The Problem:

The shop had strong local eppeal but lacked the infrastructure to grow beyond walk-ins. There was no centralized online sales platform or inventory system. They had an underperforming website that did not reflect the in-store experience. With an uncoordinated social media and limited outreach strategy and no analytics or user insights to guide growth decisions.

My Approach:

I worked hands-on with the owner and shop staff to revamp operations, digital presence, and customer experience.

  • Full Website Rebuild: Redesigned and rebuilt the website to improve UX, enabled seamless online shopping, and reflect brand values.
  • E-commerce Enablement: Designed and deployed custom inventory management system to support product availability and syncing across in-store and online sales.
  • SEO and Discoverability: Built a long-term SEO strategy to increase organic search visibility and drive local traffic.
  • Photography and Content Creation: Captured professional product and lifestyle images to enhance both social and website engagement.
  • Social Media Strategy: Developed a scalable social media calendar with evergreen content, tools, and brand voice guidelines.
  • Customer Research: Conducted customer interviews and surveys to guide future events, product offerings, and online features.

The Outcome:

  • Increased Online Sales: The new website and e-commerce system enabled consistent online purchases for the first time.
  • Higher Engagement: Social Media saw a noticeable boost in interaction thanks to clearer strategy and visual branding.
  • Better Business Ops: The inventory system helped the team streamline restocking, tracking, and fulfillment.
  • Data-Driven Growth: With research and SEO foundations in place, the shop is now better equipped to make long-term marketing decisions.

Should You Dig Them?

“Should We Dig Them” is a purpose-built employer review platform designed specifically for CRM (Cultural Resource Management) field techs.

Role: Product Manager (Capstone Project)

Status: Concept Production | Portfolio Case Study

Focus Areas: Discovery, Market Research, Design, Strategy, and Experimentation.

The Problem:

Cultural Resource Management (CRM) archaeologists often face poor working conditions, inconsistent pay, and lack of transparency about the companies hiring them. There’s no centralized, trusted platform to review employers, track pay equity, or make informed career choices.

The Vision:

A secure, peer-reviewed platform where CRM archaeologists can anonymously rate companies, report pay ranges, and share work experiences – giving professionals the insights they need and push for industry accountability.

What I Built:
I developed ShouldYouDigThem as a conceptual product – taking it through every stage of the lifecycle.

Discovery and Research

  • User Personas: Created multiple personas based on real interviews and research.
  • Customer Journey Mapping : Outlined each step of a CRM archaeologists job search to identify moments of frustration and opportunity.
  • Competitive Analysis: Benchmarked platforms like Glassdoor, Reddit Threads, and Slack groups used informally for reviews.

Market & Strategy

  • TAM/SAM/SOM: Estimated total addressable market based on U.S CRM employment data, graduation rates, and industry reports.
  • Go-to-Market Plan: Planned proposed initial university partnerships, fieldwork program pilots, and social media channels to drive adoption.
  • Pricing Strategy: Modeled multiple revenue options – from freemium SaaS to institutional subscriptions for academic or regulatory agencies.

Experiments and Validation

  • MVP Prioritization: Focused on anonymized reviews, pay transperancy, and search filters for the earliest launchable product.
  • A/B Testing Plans: Outlined testing for different review input methods and trust systems
  • NPS Strategy: Designed light weight, recurring NPS prompts to measure trust and retention across key features.

UX and Design

  • Created interactive wireframes using Figma for key flows: onboarding, browsing, and review submission
  • Accessibility and Mobile Focus: Ensured usability for field workers who often access platforms via phone during remote gigs.

Innovation

  • AI Integration Ideas: Imagined tools for summarizing reviews, flagging abusive content, and recommending companies based on goals or experience level.
  • CRM-Specific Job Board: Planned a tightly integrated job board tailored to the CRM industry. This addition not only fills a gap in the market but also enhances user retention by supporting the full job cycle and allows for more monetization.
  • Trust-Driven Features: Considered mechanisms like peer verification, anonymous flagging, frequent reviewer badges, and other concepts to foster a safe, high-integrity review space.