Hi, I'm Thai

I'm a Project & Product Manager


Project Manager professional and team leader with over seven years of hands-on experience leading successful teams and digital initiatives by creating project Sprints, ensuring high-quality delivery, and exercising diplomatic client and team management skills. Able to wear many hats, including coding. Focused on finding the right questions to ask and assemble.


From market research to development, I observe and analyze behavior transforming it into actionable insights. Whether conceptualizing on a new product or an existing one, I solve problems in a quick time iterating ideas that are engaging. Managed digital projects within diverse teams, from UX design to development. Worked in two out of four biggest global advertising holding companies in the world such as, Omnicom Group and Interpublic Group.

Implementing Agile at SoFi

SoFi is an online personal finance company that provides student loan refinancing, mortgages and personal loans. I had a team of 13 creatives including designers and copywriters. Monthly we completed 282 projects including marketing campaigns, billboards, TV and social commercials, and community events for members and non-members.


My role as a Project Manager | Scrum Master

Worked collaboratively and managed a creative team of 13 designers, and copywriters. Implemented the Agile framework where the team had daily time-boxed stand-up meetings, Sprint Reviews, and Retrospectives. The goal was always to learn with the process, discover new things, fail and improve fast. The goal was also to enjoy the journey and have fun!


SoFi Kanban Board

To improve transparency, I created a Kanban board used by +20 people including the creative team, stakeholders, and the Product Owners. I also developed newsletters sent by email weekly giving the team and stakeholders updates about the projects, sharing completed projects/tasks, giving announcements, and also sharing the creative team queues. I was also responsible for forecast Sprint iterations with the Product Owner and concerned business partners. Help team to clarify goals and activities to be on-track, managing the creative queue, adjusting priorities according to the needs of the business in the Kanban board and also the Project Management software called Wrike.



Results

UX Research for Lunna app

Lunna is an app that provides assistance on women’s health. The app learns over time about user choices, preferences, and symptoms using Machine Learning, allowing user improve life quality.


My role as a Product Manager

Worked collaboratively with the team, and managed a tech team of 10 UX designers, researchers, and software engineers. I had daily stand-up meetings via video conference with the development and design team in Brazil. I needed a quick MVP (minimum viable product) but ready to scale version of the app. I proposed an initial Sprint to quickly study and run spikes with potential infrastructures and scalable technologies. We collaboratively opted for Elixir and Postgres due to the balance of fast development and scalability. We deployed an interim version of the app every 2 weeks on a Sprint. The prototypes were tested in different times with final users by the UX team in Brazil coordinated by me.


Lunna App Lunna App Lunna App

I coordinated the design and development changes and prioritized them. I run more than 2 workshops in different stages of the app designing and developing. The user research helped me delimitate and also polish the app. In parallel, I ran different Google Forms to confirm and discover more information about my target needs. In one of my first Google Forms, I got +300 answers in 3 days without any massive web campaign. I also led some discussions at web groups to discover and understand the needs of my target. I was impressed because everybody I talked got super interested in the app, willing to donate their time to help me, and also participate in the workshops, surveys and beta test.


Results

  • Participants mentioned that the app was “Simple” and “Easy to use”
  • 80% of people who never used an app like that willing to start to use it
  • 90% of people wanting to switch to Lunna
  • 3 workshops with real users
  • +600 surveys answers

Internal processes optimization for Hewlett-Packard

Hewlett-Packard (HP) always had an aggressive marketing campaign. We had +-20 people working for this client, and monthly I usually produced 700+ internet banners in a tight deadline.


My role as a Product Manager

The challenge was to optimize internal process within HP to produce internet banners with their partners, Microsoft and Intel. To produce it, I should follow the HP, Intel and Microsoft global design guideline. I managed Hewlett-Packard teams ranging from designers, developers, planning, account managers, and media; driving engagement programs including email marketing, landing pages, SEM, online advertising, QA, and also e-commerce, special projects, and engagement with SMBs. My role for this project was to organize the flow and optimize the internal process. I should reduce the extra hours, increase the productivity and also the team morale.


HP creation HP creation HP creation HP creation

I started defining and tracking success metrics and also prioritizing the tasks. After that, I created a Kanban board with the backlog and its queue. Having a Kanban board, it was easy for each member of the Design and Development teams know who was responsible for what, when we’ll need to deliver, and also which one will be the next iteration. We worked collaboratively in the same room and we also had daily standup meetings, Sprint Reviews, and Retrospectives. I created briefing templates for each deliverable. I also created an SLA (service level agreement) to estimate time spent and set deadlines for each task.


Results

  • Created SLA’s
  • Created Briefings templates
  • Created a Kanban board
  • Increased the productivity by 140%
  • Produced 2,000 internet banners
  • Dropped all extra hours

Social Media war room for TomTom

I worked as a freelancer to TomTom during the Worldcup. We had a war room and the objective was to establish TomTom as the traffic authority in Brazil. The goal was to increase TomTom engagement rate on Twitter by 100%, and also increase their followers base by 100%.


My role as a Community Manager

I set a voice tone and created a persona for the brand during this war room. I also collected and shared insights and feedback from the TomTom community; curated and nurture their community sites, responding to tweets, questions, and comments. Identified and escalate ongoing issues to the appropriate internal teams; stayed up to date on new social media and community tools, best practices and benchmarking.


I prepared a plan and updated the audience about the World Cup game via social media platforms in each game Brazil soccer team was playing. For each game we had different cities hosting it and also different teams playing with Brazil. It was 33 days of activity, one sponsored Twitter account, and one traffic robot.


Results

  • 2.8 Mi impressions
  • +450 live traffic tweets sent
  • +245% Engagement rate
  • +980% Followers increase
  • +129% average interaction per tweet as compared to the manual traffic updates

App development for Motorola

Motorola had a chronic issue: it was very difficult to establish a solid relationship with their clients through social networks in Brazil. With a lot of active users on Facebook and Twitter, everything was fragmented, overwhelming and hard to keep track.


My role as a Product Manager

The volume of interactions was huge, Motorola had around 1,000 interactions a week, most of them related to product support and a lot of questions were duplicated because they didn’t have a central place for an archive of previous questions and solutions. After driving a brainstorm the team came up with an idea: create a Facebook app to centralize all interactions and establish a support center to Motorola. At that point, Facebook was allowing 3rd parties developers to create custom apps on fan pages and most of the customer interactions were taking place there.


I was the Project Manager and Account Manager for Motorola. I worked collaboratively with the social media, planning and development teams to do the creation and also maintenance of this Facebook app. We had a very responsive support team, which was taking less than 48 hours to answer any inquiry. Talk2Motorola was also a database for users collaboratively sharing their experience and troubleshooting tips, so once they sent a question, other users could also see and help each other, as a live FAQ.


Results

  • Launched the first Brazilian consumer support service on Facebook for Motorola
  • A huge user base using the app, +1,500 active users per week
  • Motorola had a go-to place where people could directly contact them, view info, and collaborate in a product FAQ
  • This app was a pioneering initiative on the technical support segment

Google Adwords campaign

Rodobens is the leading real estate and automobile leasing company in Brazil, with more than 45 years of existence and an extensive market experience. Rodobens is also the largest distributor of Mercedes-Benz in Brazil.


My role as a Product Manager

Rodobens had a very limited budget for Google AdWords campaigns. They wanted to promote their leasing services, including trucks, motorcycles, cars and houses. I worked with the Adwords team towards better practices and a solid Sponsored Links strategy. We designed the campaign in distinct steps and managed the SEO (Search Engine Optimization) team to get it better positioned on Google Search.


Sponsored links campaigns are an excellent way to gain brand exposure and attract qualified visitors to landing pages. With a limited budget, we were very selective, not only selecting only super relevant keywords but also targeting local consumers within a specific distance from Rodobens point of sales. Finally, by monitoring and creating reports, we followed the evolution of the campaign in order to iterate on the ads, the landing page, and the budget. I kept track of the results and shared that with Rodobens using Google Analytics, measuring ROI (Return on Investment) and conversion rates.


Results

  • Sold 6 truck units per month - each truck costs around US$250K
  • Reached a ROI of 1000
  • Every $1 the company spent returned $1,000

Some brands I worked with


Image of HP logo
Image of Mastercard logo
Image of Motorola logo
Image of TomTom logo
Image of Mac Cosmetics logo
Image of Assassins Creed and Ubisoft Game logo