L
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Hello, I am Laura!
I drive revenue by inspiring teams to be data-aware and centering the customer in each stage of the product lifecycle. I deliver products founded on customer needs and their valuable feedback.
Hire me
About Laura Cryst
She/They
Laura is a Product Manager with more than 10 years of experience who is passionate about aligning and elevating cross-functional teams for strategic product-led growth in digital consumer experiences, MarTech, and AdTech spaces.
She excels by leveraging servant leadership and enabling teams through a democratic and an intent-based leadership approach. Laura thrives in bringing clarity to interdisciplinary spaces and rallying the team behind a shared vision. And she cares about creating a culture of inclusivity and belonging to collaborate across teams and experts that propels teams to connect bottoms-up and top-down strategy through storytelling, product success pillars, and clear measurable goals. Lastly, she regularly mentors others on strong leadership and product practices, enabling and fostering a culture of gratitude, and inspires a culture of learning that leads to measurable improvements and shared skill sets.
Background
Wright State University,
College of Liberal Arts
Bachelor of Arts,
Liberal Arts
2007 - 2010
University of Utah,
David Eccles School of Business
Executive Education
January - June 2018
University of Utah,
Social and Behavioral Sciences
Master’s Degree,
Int’l Affairs and Global Enterprise
2019 - 2021
Career Experience
Tech Online Retail
Data Science MarTech,
Digital (Mobile and Web) Consumer Experiences
Retail
Store Experiences
Tech Online Retail
MarTech, AdTech, Mobile UX (App) Consumer Experiences
SaaS
IT and BusinessOps Experiences, Digital (Web) B2B Experiences
Tech Online Dating
Subscription UX, Digital (App) Consumer Experiences
Telecom Agency
MarTech, UX, Digital (Web) Consumer Experiences
Energy
MarTech, AdTech, Digital (Web) Consumer Experiences
Data Privacy SaaS
Digital (App) Consumer & B2B Experiences
Product Focuses
Customer-focused Research & Solutioning
Revenue through Value Creation
Data Awareness and Measurability
By obsessing the customer, Laura adds both user and business value along every step of the product and consumer journey
Focusing on value creation in the product and diversifying offerings from the market directly correlates with revenue generation
Measuring what matters and using that knowledge to inform strong product decisions will take care of the consumer and the business
Leadership Principles
Inclusive Decision-making
Increases Collaboration and Teamwork
Enhanced Creativity and Innovation
Increased Employee Morale, Motivation, and Loyalty
Intent-based
Servant meets Democratic
Healthy Conflict
Laura leads with vital context, vision, and the ‘why’ behind important strategic work, enabling autonomous, capable teams to innovate and ship valuable work.
Her blend of leadership styles creates and maintains valuable relationships built on team collaboration and trust, driving results.
Laura establishes a psychologically safe environment and then propels accountability and results across departments through elevated performance expectations.
Product Gallery
Here are some of the products I worked on
MarTech @ Overstock: Automated all new Paid Search campaign creation by leveraging machine learning. Improved ROAS without sacrificing traffic by implementing ML-based bidding. Automated bidding with R.
0-1 @ Sherbit: Researched, surveyed, and developed a mobile app for the data privacy space. Launched to market with a full marketing plan and subscription goals for beta testers. Was acquired within 2 years.
Web and MarTech maturity @Go Solar Group: Redesigned company website, set up new Tech and automated all acquisition funnel communications to reduce ops costs
Mobile App UX @ Overstock: Developed new login methods, wishlist experiences, fast-checkout, and guest checkout for incremental revenue generation
Mobile App and Web UX @ Nike: Launched scoring methodologies for creative assets to inform revenue generating design and UX for PDP.
MarTech @ Nike: R&D and GTM for new models to identify gaps in Marketing content for key cohorts’ product and style interests
WORKING
WITH
YOU!
MarTech @ Overstock: cut partner tech costs through delivering a replacement mobile app deeplinking and attribution solution
Web and MarTech maturity @ Clearlink: Redesigned 2 websites with improved UX, website user tracking events, and measurement frameworks to meet partner growth goals.
AdTech @ Overstock: Replaced Java Chron jobs for product feeds with Kafka streaming services to reduce product Ad latency and inconsistency by over 20 hours.
AdTech @ Overstock: Generated incremental revenue by developing UX for Cooperative ad partnerships across web and mobile
Mobile App UX @ Overstock: generated millions in revenue through enhanced ML-based mobile app search technology
Mobile App UX @ Overstock: generated millions in revenue through enhanced ML-based mobile app search technology
MarTech @ Nike: R&D and GTM for a MVP that sizes consumer Affinity cohorts and forecasts growth over time to be leveraged by Marketing and Forecasting teams
MarTech @ Nike: R&D and GTM for a comprehensive Forecasting product suite to reduce from 5 products and workflow redundancies to one centralized, scaled product for all of nike Marketing.
Product Outcomes
- Scaled new data science models, marketing technology, and reporting experiences to enable $450M+ annualized revenue
- Established and evangelized omni-channel strategy to drive net new customers through the mobile app and double mobile apps’ contribution of % of total company GMS
- +$3.5M incremental to bottom-line through mobile app search technology
- Reduced partner tech costs by $900k through delivering a replacement deeplinking and attribution
- Drove $2M+ incremental to bottom-line through Cooperative ad partnerships across web and mobile app
- $8.7M Incremental Annualized Profit from Paid & Product Ads program rebuild and adoption.
Colleague Testimonials
"data-first"
"great partnership, friendship, and collaborative moments"
"dedication to delivering accurate, measurable results”
...and would highly endorse her skills around paid search, attribution analysis, and a 360 degree view of digital marketing. She challenges without being confrontational, listens to critical feedback, and understands the Ad Tech/Mar Tech world in a way I wish others would emulate. She is data first, and reads the path with ease and confidence.
David Myers, Sr. Digital Transformation Lead at Google
Because of her hard work, she was able to efficiently scale the Overstock e-commerce business. She drove triple digit % growth for Shopping Ads across the Microsoft Advertising product portfolio while maintaining KPIs. Thank you for the great partnership, friendship, and collaborative moments! Any organization would be lucky to have you!
Alex Pepperl, Head of Sales & Partnerships at Microsoft
I was impressed with her professionalism and dedication to delivering accurate, measurable results. In her role, she worked with developers, data scientists, advanced analysts, and she was able to lead this diverse team to great success. She was responsible for delivering briefings on her team's metrics to executives and she was always confident and poised while doing so.
Ramsey Kail, VP of Technical Solutions at Airship
Reach out if you want to create impactful products and teams together.
Open to the following roles:
- Fractional PM leadership
- Head of Product
- Director of Product
- Principal Product Manager
Phone
(937) 503-2188
laura.cryst@gmail.com