how might we…
Create a cost-effective, scalable way for Herman Miller’s certified furniture dealers to level up their digital marketing?
2015-2017
Herman Miller
certified dealer website platform
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.
What started as an exercise in scale, soon shifted to a focus on quality and affording dealers the ability to personalize their sites to their own goals and brand expression.
my 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
my team
Janson Hartliep, Technical lead, Engineer
Rachel Zahrn, Designer
Michael Colletto, Content Strategist
Molly Singleterry, Writer
Cliff Wegner, Strategist
solution
i served as the product owner of what came to be called the Herman Miller Co-Branded Dealer Website Platform
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.
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.
