Emily
Parsons
Product Management | Program Management
User-Facing Quality | Business Strategy
Skills & Expertise
Product Management: owning end-to-end high-impact features, seamlessly coordinating cross-functional roadmaps, executing user-facing launches, scaling solutions globally, owning data-driven decisions and partnering closely with engineering, design, quality, and operations.
Engineering Partnerships: coordinating road planning, advising on priorities for sprint grooming and planning, conducting feature testing, and triaging inbound bugs.
Product Quality: synthesizing user reports, identifying issues, conducting root cause analyses, prioritizing bugs for engineering, and instilling org-wide emphasis on product quality.
People Management: managing interns, onboarding international operations teams, conducting process trainings, and tracking key performance indicators.
Data-Driven Reports: coordinating data-driven A/B tests, setting critical metrics for product experimentation, investigating issues and impact through SQL queries, owning Service Cloud reports + dashboards, defining end-to-end workflow performance metrics.
75%
ASANA | JIRA | CONFLUENCE
MOBILE APP RELEASE MANAGEMENT
75%
G SUITE | GOOGLE APPS
99%
SERVICE CLOUD
80%
SOQL | SQL
55%
LUCIDCHART
85%
PHOTOSHOP
60%
FIGMA
70%
PHABRICATOR
50%
SMARTSHEET
60%
Work Experience
Hopper
San Francisco, CA
May 2022 - Current
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Led design and engineering effort to launch the first successful travel subscription product. Validated product market fit of nascent idea and built product roadmap that drove higher conversion, customer retention, and standalone incremental profit.
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Designed and implemented first travel subscription product. Analyzed user behavior, identified gaps in initial product market fit, and completely pivoted product strategy to maximize potential; drove 400% lift in monthly subscription rates.
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Expected $25 million incremental annual profit in first year since product launch. Identified optimal subscription pricing and benefit strategy through rapid experimentation, data extrapolation, and a bias for action.
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Generated 36% increase in hotel booking conversion and 60% subscription adoption rate among hotel bookers by integrating subscription sign-up directly in the booking funnel and focusing merchandising on value-add and loss aversion.
Apple
Cupertino, CA
July 2020 - May 2022
Engineering Program Manager, Motion Sensing
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Engineering Program Manager supporting motion sensing integration with the Technical Development Group system roadmap. Driving engineering activities to enable product development and operational efficiency such as sensor performance validation, yield optimization, and failure analysis.
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Led development and system integration of sensing technologies including accelerometers, gyroscopes, pressure sensors, and magnetometers.
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Specified, characterized, integrated and validated motion sensing systems at module and system level thus enabling top level feature development.
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Managed overseas suppliers and vendors to ensure successful execution of engineering development builds leading to mass production of next gen Apple consumer products.
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Drove investigations with internal proof-of-concept hardware and software leading to feature definition reviews and buy-in on consumer-facing development for top leadership.
Uber
September 2018 - June 2020
Technical Program Manager, New Mobility Product
San Francisco, CA
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Led execution of product roadmap for the shared e-bike and e-scooter Pricing, Growth, and Experience programs, including scoping and setting project priorities, delegating ownership, and mitigating program risks, while reporting progress to executive leadership on a weekly basis, resulting in a 10% increase in net revenue per trip in only four months.
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Partnered with engineering and product teams across hardware, software, and firmware to develop a recurring 3-month Vehicle Reliability program focused on immediate improvements to the user experience, resulting in a reduction of critical customer-facing issues and a 33% increase in the number of e-bike and e-scooter trips taken between vehicle maintenance.
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Identified privacy requirements, translated insights to product roadmap, and oversaw seamless execution between legal and engineering to unblock the international expansion of Uber’s standalone e-bike and e-scooter app in six EMEA cities, resulting in 15% incremental growth of first trips.
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Managed first Lime partner integration, including feature development and issue escalations, leading to the highly anticipated and successful launch of Lime e-scooters in the Uber app in four pilot cities, increasing Uber's total in-app fleet size at the time by 90% before scaling the integration globally and unlocking future partnership strategies.
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Created scalable launch playbook to define the interactions between Product, Engineering, and Operations thus setting a precedent for Uber’s product launch program to eliminate looming dependencies and preventable blockers and empower teams to launch cities quickly, leading to 37 e-bike and e-scooter markets launched across 15 countries.
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Synthesized issues escalated from support, operations and quality teams and transformed reported user pain points into tangible product improvements through data-driven impact analyses, ensuring reliability throughout the user experience.
Program Manager II, Trust Strategy & Analytics
August 2017 - September 2018
San Francisco, CA
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Headed the planning and execution of Twitter’s policy operations, including tooling functionality, engineering requests and data replication requirements to address Germany’s Network Enforcement Act (NetzDG) resulting in workflows launching weeks prior to the legal deadline and 98% of actionable content handled in 24 hours since public launch.
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Owned, in collaboration with Legal and Public Policy, the development and launch of the first biannual Network Enforcement Act (NetzDG) Report which ensured compliance with the German government and captured full complexities of the law, garnering praise from global press.
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Executed global efficiency effort to automate agent review of duplicate user reports by utilizing Salesforce Object Query Language (SOQL), resulting in decreased legal risk and 31,000 hours of agent working time saved in the first 12 months.
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Implemented SOQL response automation and case prioritization ranking machine learning models within country- and language-specific intakes, reducing manually reviewable reports by 60% and ensuring critical user reports were handled first.
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Coordinated and aligned Engineering, Policy, and Legal teams to advise Product Managers, formalize data retention requirement requests, and expedite legal approvals in compliance with General Data Protection Regulation (GDPR).
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Built manager reports and agent dashboards to provide daily trackable metrics that monitor SLAs, agent efficiency, reporting trends, and compliance risks as well as forecast volume trends and flag agent errors.
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Expedited revenue generation by working with Data Enterprise Solutions to build new scalable application review process, with accelerated auto-approval for low risk applicants, to efficiently upgrade developers from free to paid API subscriptions.
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Served as the project lead for multiple, high-risk cross-functional projects related to user report workflows and country-specific compliance, such as policy violation flagging, trusted reporter routing, and agent working time tracking.
June 2015 - August 2017
Program Manager I, Trust Strategy & Analytics
San Francisco, CA
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Managed the project roadmap, product requirement documentation, feature prioritization, feature testing, bug triage, and daily support for eight policy operations teams in Service Cloud and served as Trust & Safety PM for IT engineering team.
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Built scalable solution for international operations team to handle high volume cases and legal escalations, decreasing departmental hate speech policy review times to less than 72 hours for France and Germany reports.
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Implemented rules engine to eliminate invalid user reports thus reducing creation of unnecessary cases and saving over 3,000 hours of manual agent review time.
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Launched and managed department-wide OKR development training, progress tracking, and a year-end scoring framework to improve company transparency and team accountability across three global offices.
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Collaborated with Policy and Product teams to migrate Twitter Transparency Report to Adobe CMS in order to reduce content entry times by 60% and managed site redesign budget to ensure on-time, under budget public launch.
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Owned and expanded departmental intern program including annual hiring, project allocation, and role expectations and managed two graduate student interns in the program each year.
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Planned budget, prioritized requests, and coordinated roadmap across eight policy teams and two external translation vendors for content localization resulting in more accessible content tailored to non-English speaking users.
Intern, Trust & Safety
San Francisco, CA
May 2014 - August 2014
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Executed ad exchange competitive market analysis and evaluated MoPub’s position within advertiser and publisher policies across privacy, COPPA, prohibited content, and fraud traffic, to reevalute risk levels and reach ideal enforcing state.
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Researched competitor reporting processes and external support forms across nine companies to determine best strategy for improving Twitter’s external user experience and internal agent efficiency with a focus on user accessibility, site structure, inconsistent syntax and agent-user process wait times.
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Built mock-up forms for Copyright, Trademark, Counterfeit, and Impersonation reporting operations and presented workflow proposals of form intakes with Policy and Engineering to determine development timeline based on level of effort and departmental priority.
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Created Vine Toolbox and held training for Twitter Recruiting team on media content creation best practices to empower recruiters to use Vine for engaging promotional videos, improving social media engagement and increasing event attendance.
Campus Ambassador, University Recruiting
Ann Arbor, MI
September 2013 - June 2014
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Partnered with Recruiting team to execute company hiring plan on campus for undergrad technical hiring cycle and graduate business hiring cycle.
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Organized and hosted on-campus recruiting events, including Q&As and Tech Talks, to increase company brand awareness, encourage diversity and inclusion, and connect recruiters with highly qualified applicants.
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Managed on-campus recruiting budget and provided full event recap documentation to recruiters to drive cross-country transparency and ensure a sustainable program for future students.
San Francisco, CA
Intern, Trust & Safety
May 2013 - August 2013
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Collaborated with Advertising Operations to establish cross-team processes for handling policy violations and off-boarding non-compliant advertisers in order to ensure streamlined communication and consistent global policy procedures.
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Conducted analysis of +3,000 legal requests and implemented a standardized structure for data entry, increasing lookup efficiency and improving tracking of country specific law, policy, and reporting trends.
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Published Business Platform Policy guidelines to help businesses with company Twitter accounts stay informed about establishing a brand presence without compromising the security of the account.
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Researched and proposed improvement plan to the Help Center site with content redesign and article reorganization for an improved user experience through reduced redundancies and more consistent tone to encourage a focus on the external user experience over the internal business structure.
Education
University of Michigan
Stephen M. Ross School of Business
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Bachelor of Business Administration; Emphases in Management, Marketing, and Consulting
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Minor, Digital Studies; Emphases in Media and Entrepreneurship
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Cumulative GPA: 3.5/4.00, Academic Honors – Graduation with Distinction
Achievements
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Academic Honors – Graduation with Distinction
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D1 Student-Athlete, Women’s Varsity Water Polo Team
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Michigan Athletic Department Academic Achievement Award, 2011-2012
Ann Arbor, MI
2011 - 2015
Colleague Feedback
"Without Emily, there would be a large drop in efficiency and a significant impact on the business."
"Emily doesn't sit idly on processes she owns and runs. She actively manages them, seeks feedback, and makes improvements."
"Emily is execution focused while still learning and considering all sides to an issue."
Let's grab coffee and chat.
Contact Me
Please feel free to contact me with a message on any of the platforms linked below.