Challenge

‍

REW needed to grow and retain demand in a volatile real estate market while serving multiple customer types with competing needs. Consumers expected clearer guidance and better discovery experiences. Paying customers needed confidence the platform was driving value.

‍

The product had grown organically. Data sources, experimentation tooling, analytics, and internal systems needed the ability to scale reliably. Users wanted delightful experiences, leadership needed revenue impact, product teams needed focus, and sales teams needed proof of value for retention and upsell.

Approach

‍

Over the years I combined ongoing user behaviour analysis, feedback from customer-facing teams, market scanning, and validation through controlled experiments. Every initiative needed a clear link between user intent, technical capability, and commercial outcome.

‍

Discovery combined ongoing analysis of user behaviour, direct feedback from customer-facing teams, market scanning for external inspiration, clear frameworks, and hands-on validation through controlled experiments. Problems were framed in terms of decision quality, not feature requests.

Solution

‍

I led modernization of core platform systems and search features: total data architecture redesign, automated ad-tech products, and AI-enabled business intelligence tools.

Solutions included:

• Data integrations connecting fragmented sources
• Experimentation frameworks enabling reliable testing at scale
• Customer-facing insight products demonstrating platform value
• Conversion-focused UX improvements across key journeys
• Internal systems aligning teams around shipped value

‍

I owned problem framing, strategy, partner evaluation, and delivery alignment across engineering, design, sales, and leadership, connecting commercial goals with technical execution.

‍

Outcomes

‍

The platform transitioned from manual operation to automated, high-growth engine:

• Significant increase in user retention
• Doubled conversion rate for high-intent leads
• Increased average customer spend
• Scaled operations into multiple new territories
• Improved internal operational efficiency through automation

‍

Product teams gained tooling and clarity to ship faster. Sales teams gained proof points for retention conversations. Leadership gained a product organization aligned around revenue impact. The project established a stable foundation for continued expansion prior to my relocation.