Data-driven Product Manager with a track record of improving user retention and engagement. I thrive in fast-paced environments by taking full ownership of outcomes, turning complex problems into simple, effective user solutions.
Career Highlights
98%
Customer Retention
22%
Avg. YoY MAU Growth
10k
WAU in 6 Months
$2.7M
Portfolio Revenue
Professional Experience
Product Manager
APRYSE SOFTWARE | 2023 - 2025
Maintained a 98% retention rate across a 30K MAU user base by leading customer-focused initiatives.
Launched a rebranded app, acquiring 1,100 subscribers ($17.5K MRR) and scaling to 10K WAU in 6 months.
Reduced support tickets by 48% by creating self-service resources, boosting both UX and operational efficiency.
Pioneered product strategy for new, offline secure AI features like contextual search, focusing on user experience and data privacy.
Product Manager
QOPPA SOFTWARE (Acquired by Apryse) | 2014 - 2023
Managed a product portfolio of 18 software products generating $3M+ in combined annual revenue, driving +18% in new sales and +66% in upgrade revenue.
Drove 22% average YoY MAU growth over 3 years while maintaining a 98% customer retention rate.
Spearheaded the development of a custom feature usage tracking system with 300+ metrics; leveraging Tableau to create analytics dashboards.
Designed product solutions meeting complex data privacy requirements for high-stakes government and financial clients.
Product Manager
PEGASUSCRM | 2013 - 2014
Managed the launch of a custom SaaS CRM, scaling to support 3,000+ users and 100,000+ merchants.
Owned the full product lifecycle from initial design and cost-benefit analysis to customer rollout and ongoing support.
General Manager
CHICK-FIL-A | (Concurrent with University)
Earned the prestigious Champions Club award for 3 consecutive years by driving >9% annual sales growth and >12% profit growth for an $8M, 40-person operation.
Community & Volunteering
PTA President
Huntley Hills Elementary | Aug 2022 - Present
Held progressively responsible leadership roles, culminating as President of a non-profit serving a Title 1 school of 500+ students. Directed all board operations, provided complete fiscal oversight for a ~$100k annual budget, and managed communications for 500+ active members.
Troop Cookie Manager
Girl Scouts of Greater Atlanta | Jan 2025 - Present
Managed the end-to-end logistics for the annual cookie program, a key fundraising initiative that drove $27.6K in sales. My responsibilities included meticulous inventory control, final financial reconciliation, and providing technical support for all participants navigating online sales platforms.
Over a decade of coaching and mentoring youth soccer teams (ages 3-12), progressing from foundational, skills-based instruction to leading competitive travel teams. My focus evolved from teaching teamwork fundamentals to developing advanced game strategies and managing all team logistics. This culminated in leading my team to a 1st place league championship for three consecutive years.
Portfolio & Case Studies
PDF Editor Application: A Multi-Phase UI/UX Evolution
Original UI
Phase 1: My Redesign
Phase 2: Final Rebrand
My Role
Phase 1 (UI Overhaul): I led the initial modernization effort, taking a hands-on role in all aspects of UI/UX design, graphic design for over 400 icons, and user research to deliver a vastly improved user experience.
Phase 2 (Rebranding): Following the success of the initial overhaul, I guided a full-scale rebranding in collaboration with an external design firm. My role shifted to providing strategic direction, managing the agency relationship, and ensuring their designs aligned with our new brand vision and core product goals.
The Process
Conducted user surveys and analyzed feedback to identify key pain points.
Created detailed wireframes and high-fidelity mockups for new layouts.
Established a new, consistent design language for the application.
Directed an external design firm on brand strategy and final visual implementation.
Overhauled and rewrote support documentation to reflect the complete product evolution.
The Outcome
▲
Drastically Improved Customer Retention
▼
Significant Reduction in Support Tickets & Feature Requests
▲
Measurable Increase in New & Upgrade Sales
Data-Driven Insights: Building a Feature Analytics Platform
Feature Breakdowns
User Personas
The Challenge
The product roadmap was primarily driven by anecdotal customer feedback rather than quantitative data. We lacked visibility into how users actually interacted with our PDF tools, making it difficult to prioritize new features, identify underused tools for deprecation, or understand user behavior at scale.
My Role
I conceived of and led the initiative to build a comprehensive, in-house analytics platform. I defined the project scope, identified over 300 key metrics to track, and collaborated with an analyst to transform raw data into actionable insights using Tableau dashboards.
The Process
Spearheaded the development of a custom-built feature usage tracking tool integrated directly into our PDF software.
Defined and documented 300+ metrics, covering everything from user sessions and actions per session to specific tool usage and preference settings.
Partnered with a data analyst to design and build a suite of Tableau dashboards.
Created visualizations to track key metrics over customizable timeframes, providing insights into top/least used tools, user workflows, and overall engagement patterns.
The Outcome
▲
Data-Informed Product Roadmaps
▼
Reduced UI Complexity Reducing Support Requests
▲
Increased Adoption of Key Features
PDF Automation Server (PAS): Workflow Modernization
Before
After
The Challenge
The server application was powerful but hampered by a dated interface, limited automation options, and a complete lack of a dashboard for monitoring document processing, which created a poor user experience.
My Role
As Product Manager, I led a complete overhaul. My role extended to hands-on UI/UX design, user research, and creating all new graphical assets for the redesigned product.
The Process
Analyzed user feedback and support tickets to define core usability issues.
Architected and designed a new central dashboard to monitor all document flows and system health.
Created a user-friendly, drag-and-drop workflow creation wizard to replace the complex legacy editor.
Designed a modern and intuitive UI, including a new icon set for over 100 tools and actions.
Improved user flows for every aspect of the application, from setup to advanced automation.
The Outcome
▲
Increased Corporate & SMB Sales
▲
Expanded Feature Set & Usability
▼
Significant Reduction in Support Tickets
PDF SDKs: Developer Experience & Sales Enablement
Before
After
The Challenge
Our 15+ individual SDK products were confusing for developers to navigate. They often couldn't find the specific tool they needed, leading to lost sales opportunities, while buggy demos created poor first impressions.
My Role
I served as the Product Manager and also led the UI/UX design, graphic design, and the redesign of the sales and demo flow. My goal was to simplify the developer experience and clarify our product offerings.
The Process
Analyzed sales data and support emails to identify where developers were dropping off.
Redesigned the website layout to improve cross-promotion and discoverability of our SDKs.
Created a brand-new, unified demo application that showcased all 15+ products in a single interface.
Overhauled product descriptions for clarity and resolved critical bugs in the demo code.
The Outcome
▲
Improved Online-Only Sales
▲
Higher Sales Demo Closure Rates
▼
Reduced Pre-Sales Feature Questions
Freemium Web Tools: SEO & Lead Generation
Homepage & Tool Selection
Conversion Tool Page
The Challenge
We needed to increase high-quality traffic to our main corporate website and generate more sales leads without a corresponding increase in marketing spend.
My Role
As Product Manager, I conceptualized and drove the entire project. This was a true "zero-to-one" product where I handled the UI/UX, graphic design, front-end HTML development, and the go-to-market marketing strategy.
The Process
Identified an opportunity to build a suite of free online PDF tools to capture high-intent organic search traffic.
Designed and developed the entire front-end of freepdfonline.com, including the homepage, individual tool landing pages, and the web-based editor interface.
Created a content and SEO strategy to target relevant keywords for document conversion and editing.
Continuously monitored user feedback and site analytics to refine the tools and improve the user experience.
Launched and managed social media campaigns to drive initial adoption and boost brand awareness.
The Outcome
▲
Improved Website Page Rankings
▲
Increased High-Quality Sales Leads
▲
Boosted Direct Online Purchases
Comprehensive User Documentation
End-User Application Guide
Developer SDK Guide
The Challenge
Users and developers were struggling due to a lack of clear, comprehensive documentation. Support tickets were high, and sales demos were often derailed by confusion over product features and capabilities.
My Role
I took full ownership of the documentation strategy. This involved not only managing the project but also acting as the primary technical writer, information architect, and designer for all user guides and knowledgebase articles.
The Process
Created comprehensive user guides from scratch (over 2k+ pages) for multiple product lines, including end-user applications, server products, and developer SDKs.
Used Robohelp to produce both online and printable PDF versions of the documentation.
Established a consistent and professional design, layout, and organizational structure across all documentation.
Authored and managed numerous online knowledgebase articles to address common user questions and reduce support ticket volume.
The Outcome
▼
Reduced Support Ticket Volume
▲
Improved Clarity in Sales Demos
▲
Increased Customer Self-Sufficiency
Automated Regression Testing
Feature Breakdowns
User Personas
The Challenge
Managing reliable releases for 18+ products with a small team of 9 and only one QA engineer was a significant challenge. The risk of bugs slipping into production and causing poor customer demos was high, hindering the sales process.
My Role
I identified the need for and implemented a full-scale automated testing solution. My role involved acting as a systems administrator to set up Jenkins, a developer to write the Java-based tests, and a product manager to define the strategy and process.
The Process
Analyzed historical user bug reports to identify the most common and critical areas affected by code changes.
Developed 22 distinct regression tests in Java, one for each major application area, covering over 10,000 document-based test cases.
Set up and configured a Jenkins server from scratch to manage automated builds and nightly test runs.
Implemented an automated email reporting system to alert developers and managers immediately if any tests failed.
Established a process for ongoing maintenance and updates to the tests and their reference files.
The Outcome
▼
Reduced Bugs on Release & Updates
▼
Decreased Release Candidate Testing Time
▲
Faster Critical & Security Fix Releases
My Story
Inspired by my mother's perseverance after immigrating from Brazil, I became the first in my family to earn a university degree. I supported myself by working full-time, advancing to General Manager at Georgia's highest-volume Chick-fil-A while graduating Cum Laude. Leading an $8M operation and a 40-person team taught me resilience, strategic management, and a results-oriented approach that I apply daily in my product management career.
Beyond the Roadmap: Personal Projects & Passions
My passion for building extends beyond the office. I approach product challenges with the same strategic mindset I use when architecting a Lego masterpiece or baking a perfect cake. You could say I'm always building something! This belief in hands-on creativity directly translates to a more innovative approach to product management. Here are a few things I'm proud of.
NutriCholesterol Advisor | Personal AI Product
I'm actively developing custom AI agents to solve daily needs, including a a sophisticated, personalized nutrition advisor to provide safe, actionable dietary guidance for cholesterol management based on World Health Organization (WHO) standards.
AI Agent CreationPrompt EngineeringSelf-Development
Blog Growth & Management
I manage all technical and marketing aspects for the blog 'Wealth & Fulfillment,' focusing on website development, analytics, and growth strategies.
From raw wood to finished product, I designed and built my daughter's crib from scratch, focusing on safety, precision, and a timeless design.
WoodworkingPrecisionProject Planning
Custom Tabletop Arcade
I designed and constructed a retro tabletop arcade machine, integrating a Raspberry Pi, custom controls, and a custom-built user interface.
Hardware/SoftwareUI DesignProblem-Solving
Cosplay Costumes
I enjoy creating elaborate, custom-built costumes for DragonCon & other events, including leading a group project to build the full cast of the Minions movie.
CreativityTeam CoordinationMaterial Sourcing
Ambitious Baking Projects
I take baking seriously, tackling complex projects like a "Mayflower" ship cake to serve over 50 people, and everything else from birthday cakes, macarons, bread and more.
Structural DesignExecutionCreativity
Community Leadership
I'm actively involved in my community, taking on leadership roles in the PTA, coaching youth sports, and managing fundraising efforts like the Girl Scout Cookie Program.
LeadershipMentorshipCommunity Building
Photography
I pursue photography, from animal portraits to professional headshots, and volunteer my skills for the Help-Portrait global movement to give back to those in need.
CompositionLightingCommunity Service
Other Interests
🧗 Hiking🏕️ Camping🌱 Gardening🚵 Mountain Biking✏️ Drawing🧊 3D Design🎮 Video Games✈️ Traveling🤓 Anime🤖 Technology
