Tutor.com / The Princeton Review
Director of Product (Aug 2013 - Sept 2014)
VP, Product Management (Sept 2014 - Aug 2017)
VP, Digital Experience (Aug 2017 - June 2018)
I joined Tutor.com in 2013 as Director of Product a few months after the company was acquired by IAC. I was hired to grow the consumer tutoring subscription business and manage a team of Product Managers and Data Analysts.
Key challenges:
Setting up consumer subscription purchase flows and ad performance tracking
Optimizing the purchase and tutoring experience for both users (students) and buyers (parents)
Enable voice in the classroom without impacting margins on the provider (tutor) side of the business
As VP of Digital Experience, I led a team composed of an e-commerce Director, Creative Director, and Director of Online Content with full accountability for SEO and A/B testing to drive online sales.
Role:
Managed integration with TPR after acquisition (website relaunch, setting up in-house experimentation platform/processes)
Relaunch mobile apps for Homework Help and SAT Practice
Develop and coach junior and mid-level Product Managers
Drove significant product improvements (voice in the classroom, scheduled tutoring and tutor search)
Impact
Drove a 14% increase in MAUs after launching voice and scheduled tutoring sessions for on-demand online homework help product
Saved development time through process of conducting user tests for usability and demand validation using
interactive prototypes and customer surveys
Improved margin per visitor for test prep product line by running experiments designed to improve conversion rate for self-paced online courses (higher margin vs in-person classes)
Implemented new live chat platform which improved call center efficiency, uncovered customer pain points and informed website copy for product detail pages and FAQs
Tutor Search:
Recent Problems Solved:
