Etsy

OPPORTUNITY

Etsy, the leading marketplace for handmade goods, needed product leadership and strategy heading toward their IPO amidst a shifting e-commerce landscape.
EXPERIENCE

Evangelized and implemented a mobile-first product strategy, embedded and aligned product marketing with revenue-driving initiatives, and focused teams on a customer-centric and data-driven approach to delivering innovation, metrics growth, and increased buyer and seller satisfaction.
RESULTS

Feature improvements spanning app indexing, search, checkout, and post-checkout experiences such as photo-enabled buyer reviews. Increased Apple App Store ratings from ~2.5 to 5 stars. Closed mobile visits / GMS gap with 47% mobile GMS in q1 2016. #1 most improved Google rankings in 2015, #2 in absolute gains. Seller services revenue growth of 60% year-over-year in q1 2016. Launch of first new paid seller service since 2013. Developed cross-functional International product team that shipped enhancements across search, editorial content, currency display, tax compliance, payments, checkout and more - each tailored to local markets and regulations. Marked increase in pace and positive perception of product launches from buyers and sellers.