Work Projects
Worked as category biz ops analyst/PM analyst on these developments, working directly under AVP Product & Director Biz Ops at the time. Handling cross team communications, documentation, data analysis, User testing, design briefs, Engineering task boards, etc
Self-Serve Flow: On-App Onboarding
Product Management
Salon was the largest category in companie's partner ecosystem, previously relying on agent-led onboarding:
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Agent calls salon professional → asks screening questions → helps them download the app → tags correct category → collects payment → schedules in-person screening.
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This process achieved high conversions but required heavy human bandwidth, creating a clear opportunity for a self-serve onboarding system directly in the partner app.
Analytics & Category Operations
Sales Operations & Promotions
Quality Natural Foods is a leading Canadian specialty food supplier and a key partner within the Loblaw Group ecosystem, offering a portfolio that spans fresh, organic, plant-forward, and premium grocery products.
Serving major Loblaw banners such as No Frills, Maxi, Superstore, Fortinos, Zehrs, etc. QNF operates at the intersection of category management, retail analytics, and supply excellence.
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In my role, I supported the category and merchandising teams by building decision-ready insights, optimizing promotional strategies, and driving SKU-level growth across more than 900 products within the broader retail network.
Category Pivot & Lead Quality Optimization
Business Operations & Category Creation
The high-value categories—Architecture, Interior Design, Contracting, and Painting—operated on a lead generation model.
Customers posted service requests, and the first 5 professionals who picked the lead (by paying $10) could contact the customer directly.
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While the model worked for smaller categories, it broke for complex, high-ticket projects.
Customers wanted multiple, high-quality options, but irrelevant professionals were often matched (e.g., contractors picking architect requests), leading to:
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Poor customer experience and NPS drop
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Low hire rates
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Professional churn and dissatisfaction
Partner Ecosystem: Project Management
Product Management
Home Painting is a seasonal and labor-intensive category, with delivery volumes peaking 3–4x higher during festive months (e.g., 8,000 deliveries in October vs. 2,000 in July).
Historically, this spike caused NPS drops from +42% → +18%, and even negative NPS in prior years.
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The core problem: operations relied heavily on manual tracking (WhatsApp groups for updates and escalations), creating chaos with no SLA tracking, no visibility, and no accountability.
