Summary
I currently lead the Tracking and Targeting product teams at eBay. My teams are responsible for developing and maintaining the core tracking and targeting platforms at eBay. This includes maintaining and governing the tracking metadata, providing implementation oversight, and ensuring clean, consistent tracking data is made available to the eBay Marketplaces analytics community.
In addition to the core tracking infrastructure my team also manages a set of value added services. This include integrations with third-party tracking and advertising partners, an IAB-compliant Impression and Click Filtering platform, and a robust personalization service that utilizes a combination of real-time behavioral data and analytically-refined historical data to optimize on-site and off-site user-experiences.
The personalization service has evolved into its own platform team that now includes a geo-targeting service as well as eBay’s privacy compliance product, AdChoice. I have built out a product team to support these targeting products.
In total I have more than 10 years of combined Product Management and Management Consulting experience. Most of that time has been spent working in eBay Marketplaces’ Global Product Management organization and Accenture’s Communications and High Tech consulting practice.
Experience
Group Product Manager, Tracking & Targeting Platforms at eBay
September 2010 – Present (1 year 4 months)
Highlights:
- Lead the Tracking Platform and Targeting Platform product teams at eBay Marketplaces.
- Defined and currently executing the data quality strategy; focusing on data-centric product management concepts.
- Defined the eBay Marketplaces data life cycle; utilizing the life cycle framework to evangelizing data quality throughout the eBay Marketplaces Global Product Management organization.
- Designing solutions to enable traditional behavioral, marketing, and transactional tracking use cases across all major mobile development platforms; supporting the needs of both legacy and emerging analytic stakeholders.
- Providing thought leadership across eBay, Inc. to ensure near-term tracking implementation decisions enable long-term cross-property personalization use cases.
- Continuing to advise privacy leadership team on the impacts of FCC and EU privacy policies;shaping the eBay’s AdChoice product road map accordingly, which is now part of the Targeting platform I manage.
- Received Scrum Alliance product owner certification; transitioned two product teams into four agile Scrum teams.
- Presented Data Quality training at eBay, Inc.’s 2011 Data Conference and at PayPal’s 2011 Tracking Summit
- Guest lectured at University of San Francisco Executive MBA Program; Information Systems and Innovation Course
- Developed deep subject matter expertise in the areas of Agile Product Management, Tracking Metadata, Data Governance, Data Quality, Mobile Tracking, and Mobile Internet Marketing.
Strategic Relationships:
- Key eBay Marketplaces Leaders: Bob Page, Scott Prevost, and Dane Glasgow
- Key eBay Marketplaces Business Partners: Julie Haddon & Sudha Jamthe (Social), Ryan Melcher, Karen Shields & Cindy Lam (Mobile), Chad Wehrmaker & Robert Chatwani (Internet Marketing)
- Key eBay, Inc. Partners: Corey Gains and Anil Madan (PayPal), Rob Eroh and Patricia Garcia-Rubio (Milo), Chad Caperelli (GSI Commerce), Ivan Mitrovic (WHERE), Nikhil Sukhtankar (StubHub)
Sr. Manager, Product Management -Tracking & Targeting Team Lead at eBay
March 2008 – September 2010 (2 years 7 months)
Highlights:
- Scaled the product team and aligned resources across the client-side tracking platform and the emerging targeting platform.
- Developed and managed product roadmap across two cross functional teams; difficult task of balancing platform priorities against the needs of internal customers in a challenging business environment.
- Led cross-team design and development effort of IAB-compliant impression and click filtering capabilities; enabled the affiliate marketing team to drastically improve their network quality and to shift to an industry-leading ‘Quality Click Pricing’ model.
- Was one of the first people at eBay to begin looking at data generation, capture, transformation, and consumption across the Marketplaces verticals; identified root causes of legacy data quality issues and used those insights to shape the product vision that would satisfy the growing internal demand for high-quality data.
- Developed in-house web analytics reporting capabilities that leveraged in-house tracking infrastructure and open-source reporting. Proof of concept went from supporting less than five applications to more than 200 in less than 18 months; improved tracking team efficiency and data quality by incentivizing adjacencies (i.e. Mobile, Classifieds, etc.) to standardize tracking implementations.
- Developed deep subject matter expertise in the areas of Affiliate Marketing, Network Quality, Impression & Click Filtering, Product Roadmap Planning, Data Management, and Web Analytics.
Strategic Relationships:
- Key eBay Leadership: Anil Madan and Chris Rogaski; Jorge Laguna, Joe Billante, and Aman Verjee
- Key eBay Business Partners: Jarrod Schwarz, Chad Wehrmaker, William Martin-Gill, Steve Hartman, Chris Orton, and Matt Ackley
- Key External Partners: Mike Klawansky, Chris Squire, John Velcamp, and Glenn Mar
Recommendation:
“I have been fortunate to have Joe as my manager, my tutor and my mentor for over 3 years as he formed and led the Tracking and Targeting Product Management team at eBay. Joe is by far the best people manager I have encountered throughout my career. He is a true leader, someone who energizes his team members and empowers and equips them to make all the right decisions while offering his good advice when needed. Joe is an incredible customer centric product visionary as demonstrated by his ability to conceive and deliver eBay’s cutting edge web analytics infrastructure. He possesses the highest level of integrity and can successfully manage through any challenge, product related or interpersonal, while always gaining the respect of the people around him. I look forward to the next opportunity to collaborate with Joe.”
— Ishai Froind, Senior Product Manger, eBay, reported to Joseph at eBay, Inc.
Senior Product Manager, Customer Insights at eBay
March 2007 – February 2008 (1 year)
Highlights:
- Product lead on cross-functional team within the Finance Organization that formally joined the client-side tracking platform with the marketing analytics team and aligned the newly formed Customer Insights team with dedicated engineering and quality assurance teams.
- Expanded the client-side tracking platform to support additional internal business units and interface with additional external analytics partners.
- Deepened existing relationship with Internet Marketing business unit and expanded the integration with their third-party ad-serving partner (Mediaplex) to dramatically enhance the behavioral targeting capabilities of the Display Advertising channel.
- Led the feature build out of the client-side tracking platform in preparation for the launch of eBay’s in-house affiliate marketing program (eBay Partner Network).
- Developed deep subject matter expertise in the areas of Email Marketing, Display Advertising,Affiliate Marketing, Network Operations and Behavioral Targeting.
Strategic Relationships:
- Key eBay Leadership: Jorge Laguna, Ben Weitzel, and Greg Fant
- Key eBay Business Partners: Nicole Birdsall, Benjamin Shapiro, Daphne Liska Sacco, Lily Shen, Chris Orton, and Matt Ackley
- Key External Partners: Michael Klawansky, John Velcamp, and Glenn Mar
Product Manager, Internet Marketing & Community Content at eBay
August 2005 -March 2007 (1 year 8 months)
Highlights:
- Member of the Internet Marketing & Community Content product team aligned with the Internet Marketing business unit.
- Delivered first-generation client-side tracking platform that met the unique tracking needs of the Internet Marketing channels which interfaced with in-house and third-party analytical solutions; see US Patent Application #20070168506 (see http://tinyurl.com/6vfkqyd).
- Delivered the world’s largest commercial wiki; In addition to PM role also managed hybrid development team comprised of internal and external resources (see http://tinyurl.com/3t6fr5x). Also presented training at eBay Live in 2006.
- Developed deep subject matter expertise in the areas of Affiliate Marketing, Paid Search, Natural Search, and On-Line Community Development.
Strategic Relationships:
- Key eBay Product Leadership: Aaron Forth, Amy Smith, and Jim Ambach
- Key eBay Business Partners: Alex Schultz, Dennis Goedegebuure, Chad Wehrmaker, and Dan Burkhart
- Key External Partners: Scott Johnston and Joe Kraus; John Velcamp and Glenn Mar
Consultant at Accenture, LLP
March 2004 – July 2005 (1 year 5 months)
Highlights:
- Staffed at eBay, PayPal, and briefly at SBC (prior to the AT&T acquisition)
- Primarily worked in a Product Management role leading a major overhaul of the eBay Stores product offerings
- Developed a reputation for Product Management best-practices within the Accenture eBay Product Development team and mentored fellow consultant PMs.
- Also worked in roles as a Quality Assurance Lead, Project Manager, and several hybrid PM/QA Lead roles
- Developed deep subject matter expertise in the areas of user experience design, product requirements documentation, and comprehensive test planning
- Worked directly with senior-level executives and built a number of strong working relationships within eBay
Strategic Relationships:
- Key Accenture Leadership: Joseph Fazio, Ari Lewis, and Tom Hess
- Key Client Leadership: Andrew Sandler, Eric Shoup, and Chris Tsakalakis
Analyst at Accenture, LLP
June 2001 – March 2004 (2 years 10 months)
Highlights:
- Staffed at KANA, Cisco, and eBay
- Worked in a variety of individual contributor roles across all phases of the product development life cycle
- Developed deep subject matter expertise in the areas of requirements gathering, process design, quality assurance, and change control management
Strategic Relationships:
- Key Accenture Leadership: Kean Foo, Trey Courtney, Paul Neumann, Wayne Chan, Jeffrey Hamilton, Amy Nordman, and Ari Lewis
Education
The University of Montana – School of Business Administration
MBA, Business Management, 1999 -2001
Activities and Societies: Graduate Assistant; Manager, SoBA Computer Labs
The University of Montana – School of Education
BA, Business and Information Technology Education, 1996 -1998
Activities and Societies: Golden Key National Honor Society
Certifications
Certified Scrum Product Owner
Scrum Alliance License 000125676 March 2011 to March 2013
Specialties
agile product management, tracking, Internet Marketing, search engine optimization, search engine marketing, affiliate marketing, social-networking, on-line community development, social commerce, web analytics, process design, strategic product planning, behavioral targeting, mobile tracking, data quality, data governance
Additional Skills
Cross-functional Team Leadership, Team Building, Mentoring, Product Management, Product Vision, Product Portfolio, Data Management, Agile, Behavioral Targeting, Affiliate Marketing, Privacy Policies, Browsers, Scrum, Business Case, Software Project Management, Quality Assurance, Web Analytics, Search Engine Positioning, Organic Search, Process Engineering, Social Media, Analytics, Mobile Internet, Business Strategy, Product Marketing, Online Advertising, Online Marketing
Interests
The spare time I have is devoted to my children. When I have the opportunity I enjoy reading and keeping up on current events. I also enjoy running, weight training, participating in touch football and pick-up basketball, and occasionally attempting to golf.
