how might we…

Create a cost-effective way for Herman Miller’s certified furniture dealers to level up their digital marketing?

Context

Herman Miller operates the contract side of its business on a dealership model and realized that if dealers were equipped with modern marketing websites, access to centralized marketing content, and excellent technical and strategic support, they stood to elevate overall brand awareness, marketing capabilities, and sales.

Solution

I started by defining a clean, repeatable system for helping dealers with varying resources and teams stand up brand new marketing websites with SEO and user-friendly content.

Then, I focused on building out a product roadmap approach that balanced nuanced requests from dealers, technological efficiency gains from my dev team, and platform-wide requests from Herman Miller.

We grew steadily and introduced additional marketing support by giving dealers monthly analytics read-outs and tips to refine content marketing effots.

I served as the Product Owner of what came to be called the “Herman Miller Co-Branded Dealer Website Platform”.

This was my introduction to the world of product management, and while I did not have any previous exposure to Agile methodologies, I found myself creating one around this program naturally on my own.

This afforded me experience in almost every position on a product team.

Responsibilities

  • Product Management

  • Product Marketing

  • Product Sales

  • Website Implementation Management

  • Customer Service

  • Budget Management

  • Content Management

  • Creative Direction

  • Care & Maintenance Program Creation

  • Roadmap Creation, Prioritization, Mgmt

  • Stakeholder Management

  • QA / UAT Testing

  • Bug Diagnosis / Triage

  • Google Analytics Tracking / Reporting

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