Goodmorning.com
Goodmorning.com
TBWA\Canada is part of the global TBWA collective, a top-tier creative network known for disruptive thinking and integrated brand storytelling. The Canadian team spans strategy, creative, digital, and production disciplines, delivering national campaigns and always-on content for major brands. The work environment demands clarity, speed, collaboration, and high operational maturity.
Digital Product Owner
January 2021 – October 2021
My Role
As Digital Product Owner, I owned the full portfolio of web properties, responsible for backlog management, sprint planning, cross-functional alignment, roadmap prioritization, and release execution. My work sat at the intersection of marketing, engineering, design, and customer support, ensuring every change moved the business closer to its acquisition and retention goals.
The mandate: translate business needs into clear technical requirements, remove blockers, and drive consistent, high-quality releases across all properties.
The Challenge
Goodmorning.com operates a large, multi-brand ecosystem where dozens of site updates, product enhancements, content changes, and seasonal campaigns run simultaneously across 11 different storefronts. Prior to my role, sprint processes lacked consistency, cross-team communication was uneven, and release cycles were slower than needed for a competitive DTC environment. The organization needed a Product Owner who could unify marketing, engineering, and CX efforts to increase release velocity, strengthen QA, and create more predictable delivery.
Key Contributions
Led sprint planning and backlog grooming across engineering, marketing, CX, and design teams, improving cross-team collaboration and ensuring priorities aligned with strategic goals.
Increased release cadence and reliability by implementing more rigorous QA cycles, clear acceptance criteria, and standardized deployment processes.
Coordinated multi-site product launches and promotional updates, ensuring consistency across all brand properties during major retail moments and seasonality-driven spikes.
Improved communication between marketing and engineering, turning ambiguous requests into structured user stories with measurable outcomes.
Identified UX friction points across checkout, product pages, and comparison tools, collaborating with UX and development to deliver meaningful improvements.
Developed lightweight reporting and visibility frameworks so stakeholders could track sprint progress, release status, and upcoming launch pipelines.
Highlighted Projects
11-Site Coordinated Product Release
Managed the rollout of product updates and new content across the entire brand portfolio, aligning technical requirements, QA, and deployment timing.
Conversion-Focused UX Enhancements
Collaborated with marketing and UX teams to redesign key areas of the shopping journey, addressing friction points that impacted conversion.
Unified Sprint Cadence
Standardized sprint rituals, timelines, and communication models, enabling more predictable and transparent workflows.
Holiday & Seasonal Campaign Support
Streamlined cross-department execution for major seasonal pushes, reducing last-minute rework and improving campaign readiness.
Impact & Outcomes
Improved release cadence, enabling faster iteration and reduced backlog stagnation across all web properties.
Increased QA quality and stability through better documentation, acceptance criteria, and testing workflows.
Enhanced cross-team alignment, reducing ambiguity and technical rework.
Strengthened digital performance with targeted UX enhancements and coordinated content updates.
Established clearer visibility into sprint status and long-term roadmap priorities for leadership.