Peter Liao
Port Moody,BC
Summary
Proactive and meticulous Product Management and Product Marketing leader with over 25 years of experience in end-to-end product management and product marketing. Proficiencies in roadmap development, product planning and roll out, UX/UI design, pricing, packaging, GTM and enablement. Customer-driven team player with expertise generating optimal satisfaction levels while building profits and client generation.
Overview
18
18
years of professional experience
Work History
Senior Director, Product Marketing
Achievers
09.2022 - Current
- Lead the organizations strategic product marketing function including go-to-market strategies, market research, competitive intelligence, pricing, positioning testing and revenue strategy
- Increased competitive win rate by units and ARR from 10% to 70%
- Defined and rolled out product value drivers to help sales focus on key benefits and strengths of platform offering - led to increase in sales team confidence in product by over 60%
- Established GTM, feature launch and PMM prioritization frameworks to optimize both organizational resources and demand generation spend
- Implemented monetization and pricing framework for defining pricing changes based on COS, CAC and Margin targets as well as testing and monitoring frameworks for competitive responses.
Director Product Management
Trulioo Identity Verification Services
11.2021 - 05.2022
- Full ownership and ongoing development of the Document Verification product strategy and roadmap, product management, and Go-to market strategy/execution
- Establish and maintain product vision, roadmap and backlog to ensure that features/workflows are continually reviewed and prioritized to reflect current and changing market conditions as well as are aligned with business strategy and corporate goals.
- Evolve the product suite into leveraging Biometric and AI based tools to manage document fraud
- Work cross functionally with Executive, Marketing, Legal, Sales, Support and Finance to implement go to market strategies, pricing and revenue models, forecasting, pricing analysis and strategy as well as operational controls and systems.
- Facilitate strategic product planning sessions in order to achieve stakeholder buy-in, product requirement clarity as well as translating those agreed upon requirements into development epics, sprints and timeline/deliverable goals.
- Lead a team of product managers, BA’s and analyst in the development, implementation and delivery of product revenue generating features
Research and identify Biometric and M/L vendors to accelerate the product roadmap and innovate new categories. - Implemented operational GTM process to launch new features to enable sales and support
Director Product and Program Management
Blue Umbrella Compliance Solutions
05.2019 - 11.2021
- Full ownership and ongoing development of product strategy and roadmap, product management, project management, UI/UX, software development and Go-to market strategy/execution as well as e-commerce and billing engine platform.
- Establish and maintain product vision, roadmap and backlog to ensure that they are continually reviewed and prioritized to reflect current and changing market conditions as well as are aligned with business strategy and corporate goals.
- In the space of 7 months, defined, built and launched Blue Umbrella's first Governance, Risk and Compliance (GRC) Software-as-a Solution (SaaS) application including the implementation of a billing engine, automated provisioning solution and selection of payment gateway provider.
- Facilitate strategic product planning sessions in order to achieve stakeholder buy-in, product requirement clarity as well as translating those agreed upon requirements into development epics, sprints and timeline/deliverable goals.
- Within 1.5 years after joining the organization, built out the platform to include smart upselling/cross selling widgets, integrated additional product categories and are now in the process of integrating with various enterprise risk management systems.
- Integrated backend systems to leverage best of breed accounting, CRM and provisioning solutions to minimize revenue leakage, optimize the customer experience, improve upsell and monetization opportunities and minimize manual activities across the organization.
Associate Vice-President Special Projects
Central 1
07.2016 - 03.2019
- Full P&L accountability and ownership of marketing, revenue generation, resource costing, strategic planning, risk management and contribution margin targets.
- Full ownership and ongoing development of product strategy, business case development, product management, project management, UI, software development and Go-to market strategy/execution
- Managed a team of 30 members spread through various business lines
- Built and launched Central 1's first SaaS Business Intelligence, Analytics and Compliance platform targeted at Credit unions and small banks.
- Defined Central 1’s first product marketing and ‘goto marketing strategy’ for launch including sales, collateral and content strategy.
- Drove 70% available market penetration in first 10 months of launch
- Scaled national marketing and sales forecasting including pipeline management processes, marketing automation tools (Pardot), 1:1 content marketing, and sales analysis KPI’s
- Optimized team performance through effective leadership and staff development programs.
Chief Marketing & Product Officer
ProActive ReSolutions
08.2014 - 07.2016
- Identification of new product/revenue opportunities leveraging the organizations existing IP through digital channels
- Establish branding, value proposition, market positioning to further communicate and clarify the organizations value statement and client benefits
- Day to day cost management and tracking of sales pipeline, delivery and product margins
- Drove the creation of a new online digital learning product categories resulting in 30% YoY increase in revenue
- Led the rebranding of the organizations look and feel, story and value proposition to better communicate the expertise and system leadership of the business
- Manage and evaluate technology and marketing vendor relationship and budgets to optimize cost structure and ensure business needs are being met
- Architected organizations backend applications and infrastructure by integrating backend website, e-commerce, marketing automation, accounting and CRM system data workflows to improve sales pipeline
Self Employed
Integrated Product Marketing
10.2012 - 07.2016
- Integrated Product Marketing was my own consulting firm that was focused on providing organizations with consulting services that helped them build and grow their online product and services
- Our focus including providing Product Management, Product Marketing, Analytics and Go to market planning and strategies.• Clients & Engagements s include:
o ProActive ReSolutions – Product and Marketing Strategy (2014-2016)
o AutoTrader.ca – Sr.Product Manager – Search Optimization and Private Ad sales(2013-2014)
o VersAccounts Accounting & ERP – Head of Marketing (2013-2015)
o Assurion LLC – Ecommerce and Web Analytics Consultant (2012-2013)
Vice-President E-Commerce & Product Management
Kiwi Collection
04.2011 - 10.2012
- Full ownership and ongoing development of product strategy and roadmap, product management, project management, UI, software development and Go-to market strategy
- Optimization of e-commerce sales funnel and identification of features/UX changes to increase conversion
- Web infrastructure cost management and optimization
- Established the business operational plan to move migrate from existing backend systems to SaaS based e-commerce and enterprise solutions
- Implemented A/B testing to improve conversion rates
- Scaled the business infrastructure to optimize cost and technology by migrating web infrastructure and backend technology infrastructure from dedicated server farmers to Amazon Cloud
Director, Product Management & Product Marketing
Sage Software
02.2008 - 03.2011
- Full ownership and ongoing development of product strategy and roadmap, product management, project management, UI, software development and Go-to market strategy
- P&L accountability and ownership of marketing, revenue generation, resource costing, strategic planning, risk management and contribution margin targets.
- Scale national and international marketing and online acquisition processes to optimize cost of acquisition, share of wallet and retention activities
- Built and launched Sage Software's first global SaaS invoicing solution
- Planned, defined and launched the organizations B2B and B2C first ever services market place to allow small business and consumers to identify and sign up for vetted business services
- Architected and defined the organizations Enterprise E-commerce and billing solution to support B2B and B2C sales
- Acquired over 35,000 global customers in the first 18 months of launch
- Within 18 months become one of the most mentioned product brands based on mentions as measured by Google Analytics
Senior Manager, Product Management & Product Marketing
Hostway Inc
01.2006 - 01.2008
- Established and grew the organizations global retail product management, product marketing and project management department
Education
Masters Business Administration - Management Information Systems
City University
Seattle, WANanodegree - AI Product Management
Udacity
VirtualBachelor of Arts - Economics, Industrial Relations & Sociology
University of Toronto
Toronto, OntarioSkills
- Practice Operations Management
- Culture Transformation
- Core Values Management
- Team Building and Motivation
- Team Building Abilities
- Stakeholder Relations
- Financial Analysis
- Team Management
- Marketing Strategy
- Cross-functional Collaboration
- Budgeting and Forecasting
- Revenue Forecasting
Summary Of Past Experience
- Managing Director – Marketing & Revenue Optimization (2006) - MainStreet Advertising & Casinos
- Director of Marketing (Contract) – Coastal Contacts (2005-2006)
- Senior Product Manager – Teligence Communications (2001-2005)
- Product Marketing Manager – Chancery Software (2001)
- Director, Product Management & Marketing – Milinx ASP Services (2000)
- Regional Marketing Manager – Rogers Cablesystems (1999-2000)
- Market Planning Analyst – Rogers Mobile (1994-1999)
Self Employment
Self Employed, Integrated Product Marketing, 10/2012, 07/2016, Integrated Product Marketing was my own consulting firm that was focused on providing organizations with consulting services that helped them build and grow their online product and services. Our focus including providing Product Management, Product Marketing, Analytics and Go to market planning and strategies., ProActive ReSolutions – Product and Marketing Strategy (2014-2016), AutoTrader.ca – Sr.Product Manager – Search Optimization and Private Ad sales(2013-2014), VersAccounts Accounting & ERP – Head of Marketing (2013-2015), Assurion LLC – Ecommerce and Web Analytics Consultant (2012-2013)
Languages
English
Native or Bilingual
Timeline
Senior Director, Product Marketing
Achievers
09.2022 - Current
Director Product Management
Trulioo Identity Verification Services
11.2021 - 05.2022
Director Product and Program Management
Blue Umbrella Compliance Solutions
05.2019 - 11.2021
Associate Vice-President Special Projects
Central 1
07.2016 - 03.2019
Chief Marketing & Product Officer
ProActive ReSolutions
08.2014 - 07.2016
Self Employed
Integrated Product Marketing
10.2012 - 07.2016
Vice-President E-Commerce & Product Management
Kiwi Collection
04.2011 - 10.2012
Director, Product Management & Product Marketing
Sage Software
02.2008 - 03.2011
Senior Manager, Product Management & Product Marketing
Hostway Inc
01.2006 - 01.2008
Masters Business Administration - Management Information Systems
City University
Nanodegree - AI Product Management
Udacity
Bachelor of Arts - Economics, Industrial Relations & Sociology
University of Toronto
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