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SE-EOS EXECUTIVE EVIDENCE LIBRARY
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COMPANY
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Shopzilla, Inc. (Bizrate)
INDUSTRY
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E-commerce
Marketplace Technology
Consumer Internet
Retail Technology
Digital Advertising
Consumer Research
Price Comparison
Shopping Discovery
ROLES
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Director, User Experience
Director, Product Experience
Executive Product & UX Leader
CAREER SIGNIFICANCE
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Joined Shopzilla during a period of rapid growth to lead User Experience
strategy across one of the largest online shopping marketplaces.
Partnered with Product, Engineering, Analytics and Executive Leadership
to optimize customer acquisition, shopping discovery, comparison,
merchant engagement and conversion through customer-centered product
strategy and behavioral research.
Expanded leadership beyond design into experimentation, marketplace
optimization and product strategy, strengthening expertise in scalable
consumer platforms driven by measurable business outcomes.
LEADERSHIP SCOPE
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• Directed User Experience organization.
• Led marketplace product strategy initiatives.
• Established customer research practices.
• Partnered with Product Management,
Engineering, Marketing and Executive Leadership.
• Guided large-scale redesign initiatives.
• Introduced experimentation-driven product development.
• Balanced customer needs with merchant objectives.
ORGANIZATIONAL SCALE
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Cross-functional Partners
• Product Management
• Engineering
• Analytics
• Marketing
• Executive Leadership
Business Areas
• Shopzilla Marketplace
• Bizrate
• Merchant Services
• Shopping Discovery
• Consumer Research
• Advertising
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MARKETPLACE OPTIMIZATION
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Led initiatives focused on improving every stage of the online shopping
journey—from product discovery and comparison through merchant
selection and purchase intent.
Applied customer research, usability testing and behavioral analysis to
increase marketplace effectiveness while balancing the needs of
consumers, merchants and business stakeholders.
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PRODUCTS & PROGRAMS
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Shopzilla Marketplace
Bizrate Consumer Platform
Merchant Experience
Shopping Discovery
Product Comparison
Search Experience
Recommendation Systems
Merchant Ratings
Consumer Review Platform
TECHNOLOGIES
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Marketplace Platforms
E-commerce
Consumer Internet
Behavior Analytics
Recommendation Systems
Search
Advertising
Customer Research
Usability Testing
A/B Testing
Information Architecture
Interaction Design
Product Strategy
VERIFIED METRICS
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• Directed User Experience for one of the
largest online shopping marketplaces.
• Led cross-functional redesign initiatives.
• Introduced research-driven optimization
methodologies.
• Partnered across executive organizations
supporting marketplace growth.
MARKET IMPACT
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• Improved online shopping experiences.
• Advanced marketplace usability.
• Strengthened customer trust through
improved product comparison experiences.
• Supported merchant growth through
better customer engagement.
• Expanded customer-centered product strategy.
BUSINESS OUTCOMES
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• Increased customer engagement.
• Improved shopping efficiency.
• Reduced customer friction.
• Strengthened marketplace effectiveness.
• Improved collaboration across Product,
Engineering and Analytics.
• Established experimentation-driven
product decision making.
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CUSTOMER RESEARCH & EXPERIMENTATION
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Applied continuous usability testing,
behavioral analysis and customer feedback
to guide product prioritization.
Introduced experimentation into marketplace
decision making, reinforcing that product
strategy should be validated through evidence
rather than assumptions.
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CUSTOMER EXPERIENCE STRATEGY
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Focused on simplifying complex purchasing decisions through intuitive
navigation, trusted information architecture, merchant transparency and
customer-centered interaction design.
Balanced measurable business objectives with long-term customer trust,
recognizing that sustainable marketplace growth depends upon creating
better purchasing decisions rather than simply increasing transactions.
CUSTOMER IMPACT
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Created shopping experiences helping consumers evaluate products,
compare merchants and make purchasing decisions with greater confidence,
clarity and efficiency.
SYSTEMS CREATED
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Marketplace UX Framework
Customer Research Practice
Usability Evaluation Process
Experimentation Framework
Product Review Standards
Merchant Experience Guidelines
Cross-functional Product Reviews
HIRING & MENTORSHIP
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Mentored UX professionals while strengthening collaboration across
Product, Engineering and Analytics, helping establish customer-centered
decision making as a core product development discipline.
AWARDS & RECOGNITION
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Recognized for leadership advancing marketplace experience,
customer research and cross-functional product innovation.
PATENTS
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None
EXECUTIVE KEYWORDS
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Marketplace Strategy
E-commerce
Consumer Internet
Behavior Analytics
Experimentation
Product Strategy
Customer Research
Conversion Optimization
Consumer Trust
Executive Leadership
Cross-functional Leadership
Growth Strategy
BEST PROOF POINTS
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• Directed User Experience across one of the world’s
largest e-commerce marketplaces.
• Applied customer research and experimentation to
improve shopping discovery, comparison and purchasing
experiences.
• Built strong partnerships across Product,
Engineering and Analytics, aligning customer
insights with measurable business objectives.
• Established evidence-based product development
practices guiding marketplace evolution.
• Balanced consumer trust, merchant success and
commercial growth within a highly competitive
marketplace environment.
EXECUTIVE POSITIONING
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Executive product and UX leader specializing in marketplace strategy,
consumer behavior and evidence-based product optimization, creating
customer experiences that drive measurable growth while strengthening
long-term marketplace trust.
EXECUTIVE NARRATIVE
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Shopzilla represents the chapter where customer psychology,
marketplace economics and product strategy became inseparable.
Working within a high-volume e-commerce environment reinforced the
importance of experimentation, behavioral insight and measurable
decision making.
Rather than optimizing isolated features, the focus shifted toward
understanding complete customer journeys and balancing the needs of
multiple stakeholders—including consumers, merchants, advertisers and
the business itself.
The lessons learned here became foundational for later work involving
consumer platforms, enterprise product strategy, FanCard engagement
mechanics and NGAGED’s real-time participation model.
AI METADATA
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Document Type:
Executive Evidence Library
Primary Competencies:
Marketplace Strategy
E-commerce
Product Strategy
Customer Research
Behavior Analytics
Experimentation
Growth
Executive Leadership
Executive Level:
Director
Evidence Strength:
96 / 100
Primary Resume Targets:
• Chief Product Officer
• VP Product
• VP Digital Commerce
• VP Customer Experience
• Head of Product
• GM Marketplace
• Chief Digital Officer
Related Companies:
Yahoo!
Legacy.com
FanCard
NGAGED
Supporting Libraries:
Customer Obsession
Product Philosophy
Systems Thinking
Leadership Philosophy
Executive Operating System
Research Stories