IQRA ERUM
Toronto
Summary
Product Manager with 3+ years of experience delivering large-scale digital and eCommerce products across telecom, retail, and B2B. Proven success leading full product lifecycles, turning customer insights, operational requirements, and compliance needs into clear product stories and measurable outcomes.
Overview
5
5
years of professional experience
Work History
Product Manager (L2)
Publicis Sapient
08.2025 - Current
- Own roadmap for a global telecom provider’s mobile security app, delivering features like Security Ratings, App Insights, and Onboarding redesigns to enhance trust, compliance, and usability for millions of users worldwide
- Translate regulatory, technical, and customer needs into detailed stories and acceptance criteria, aligning cross-functional teams for on-time delivery
- Partner with analytics to define success metrics and KPI dashboards, iterating on engagement, retention, and NPS improvements post-launch
Product Manager (L1)
Publicis Sapient
04.2024 - 07.2025
- Launched a 2-way in-app communication feature by mapping pain points via customer interviews and collaborating with engineering on latency vs. security trade-offs, driving a 5% lift in engagement and higher order completions
- Partnered with design and data teams to optimize the browsing and discovery funnel, running A/B tests (Optimizely, GA) that improved onboarding flows and product recommendations, resulting in a 22% uplift in conversions
- Spearheaded the launch of a gamification feature (“Earn with Device”) for a B2C rewards platform, acquiring over 400K users and boosting monthly retention by 6%
Junior Product Manager
Publicis Sapient
06.2022 - 03.2024
- Contributed to end-to-end eCommerce development for a top-5 US grocery chain by documenting requirements, assisting QA, and coordinating design handoffs, helping deliver digital shopping enhancements that supported a 30% lift in weekly active users and a 2% increase in order conversions
- Supported redesign of SMB procurement workflows for a tier-1 distributor by analyzing 50+ customer feedback insights and coordinating with engineering on catalogue options, reducing average onboarding time by 20% and contributing to an NPS improvement from 35 to 55
- Assisted senior PMs with backlog refinement and dependency management, helping unblock 10+ engineering tickets (latency vs. security trade-offs) and improving sprint delivery velocity by 8%
Product Owner Intern
Hiphen [previously Menon Labs]
03.2021 - 05.2021
- Led a cross-functional team to research, build and deploy a trained machine-learning model to predict users’ moods using Spotify API with an 80% accuracy
- Collected and analyzed 50+ user feedback insights to identify pain points and refine product strategies, enhancing user activation and satisfaction
- Built product roadmap for mood prediction features, created user stories and defined acceptance criteria to support frictionless feature release
Associate Product Manager Intern
Claralytics
01.2021 - 03.2021
- Spearheaded market research, competitive benchmarking and SWOT analysis to identify potential market opportunities for a B2C beauty start-up to develop a product line
- Conducted qualitative and quantitative user research with 100+ participants to identify growth opportunities and inform MVP features for a B2C beauty product
- Collaborated with SCRUM teams and stakeholders to iterate towards a working prototype to better understand customer interest and adoption level
Education
Bachelor of Arts - Economics And Public Policy
University of Toronto
Toronto, OntarioSkills
- Product Strategy: Product Roadmap, A/B Testing, Feature Prioritization, Requirement Gathering, KPI Monitoring
- E-commerce and Growth: Browsing and Discovery Journeys, Conversion Optimization, Gamification, Customer Engagement
- Project Management: Jira, Asana, Trello, Backlog Management, Sprint Planning
- Product Design: UI/UX Design, Miro, Figma, User Research
Data Analytics: SQL, R, Tableau, PowerBI, Google Analytics [Certified], Customer Funnel Analysis - Technology: API (REST & GraphQL), Python
- Certifications: Professional Scrum Master (PSM I); Certified SAFe 5 Agilist; Certified SAFe 5, Product Owner/Product Manager
Websites
Timeline
Product Manager (L2)
Publicis Sapient
08.2025 - Current
Product Manager (L1)
Publicis Sapient
04.2024 - 07.2025
Junior Product Manager
Publicis Sapient
06.2022 - 03.2024
Product Owner Intern
Hiphen [previously Menon Labs]
03.2021 - 05.2021
Associate Product Manager Intern
Claralytics
01.2021 - 03.2021
Bachelor of Arts - Economics And Public Policy
University of Toronto