Di Lyu
Toronto,ON
Summary
Product Manager with 5+ years of expertise in stakeholder management, market research, and go-to-market strategy. Demonstrates a strong ability to lead end-to-end product campaigns, leveraging data visualization and analytics to drive product innovation and customer engagement. Adept at managing product lifecycles, improving customer experiences, and aligning cross-functional teams to execute strategic product roadmaps and achieve business objectives.
Overview
6
6
years of professional experience
Work History
Senior Product Analyst
TD Canada Trust
08.2022 - Current
- Led the end-to-end credit card product campaigns, from initial concept to launch
- Collaborated with cross-functional teams, including engineering, legal, finance, marketing, and external partners to define product requirements and execute go-to-market strategies, ensuring alignment with business objectives and customer needs
- Conducted comprehensive market research and competitive analysis to identify opportunities for innovation in credit card products, focused on mobile wallet payment features
- Used insights to develop strategic product roadmaps and prioritize feature development
- Gathered and analyzed customer feedback and performance data, iterating on product features to improve the customer experience and increase engagement
- Used KPIs and product metrics to measure success and drive data-driven decision-making
- Managed key stakeholders across various departments to align on product goals
- Participated in Agile sprints, managing backlogs, and working with engineering teams to ensure product features were delivered on time and met customer expectations
- Took ownership of the financial performance of credit card product lines, focusing on driving business impact and optimizing the customer journey to meet revenue and engagement targets
Marketing Manager
Koodo Mobile Webstore (TELUS)
03.2021 - 08.2022
- Spearheaded the product lifecycle management for webstore initiatives, from market research and customer insights gathering to product design and deployment
- Focused on enhancing customer experience and driving product improvements based on user feedback
- Worked closely with customer service teams to identify key pain points and developed product solutions that improved customer satisfaction
- Iterated webstore features based on consumer needs, resulting in better online shopping experiences
- Led the planning and execution of over 20 go-to-market strategies for product launches and promotions
- Coordinated with marketing, design, and operations teams to ensure seamless rollouts of new website features and promotional campaigns
- Utilized Adobe Analytics to monitor customer behavior and campaign performance, making data-driven adjustments to optimize product features and user engagement
- Regularly analyzed sales reports and market trends to refine product offerings
- Engaged with internal teams (marketing, sales, logistics, customer service) and external offshore teams to resolve escalations and drive product improvements
- Regularly solicited feedback from stakeholders and synthesized insights to shape future product strategy
- Ensured high service levels on the webstore by implementing process improvements and ensuring operational efficiency, resulting in faster order processing and a reduction in customer escalations
Marketing Intern & Consultant
IATA
02.2019 - 12.2019
Education
Master of Science - Marketing
Concordia University
Montreal, QC06-2018
Skills
- Marketing Strategy & Campaign Development
- Competitive Analysis
- Digital Marketing Savvy
- Data-Driven Decision-Making
- Research and Trend Analysis
- Go-to-Market Strategy
Timeline
Senior Product Analyst
TD Canada Trust
08.2022 - Current
Marketing Manager
Koodo Mobile Webstore (TELUS)
03.2021 - 08.2022
Marketing Intern & Consultant
IATA
02.2019 - 12.2019
Master of Science - Marketing
Concordia University
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