💼 Product Manager · ImageTrend

May 01, 2021

Company: ImageTrend Dates: May 2021 - Present Location: Eagan, Minnesota

Summary

Led product strategy and delivery for ImageTrend's License Management platform, operating with the level of autonomy and cross-functional ownership more typical of an early-stage product lead than a feature-focused PM. The role sat directly at the intersection of product, sales, compliance, and engineering, requiring clear tradeoffs in revenue-critical situations while building durable systems for long-term scale.

What I Was Responsible For

• Product strategy, roadmap, and prioritization for a multi-tenant licensing platform in a regulated public-sector market
• Acting as the primary product authority across sales, proposals, engineering, support, implementation, legal, and leadership, often as the single License Management product owner in active solicitations
• Translating regulatory, contractual, and operational complexity into scalable workflows, data models, and delivery plans
• Synthesizing RFPs, customer feedback, and usage signals to guide prioritization and forward-looking product decisions
• Supporting revenue-critical deals through RFPs, RFIs, Sources Sought, scenario-driven demos, roadmap tradeoffs, and realistic product commitments

Key Contributions

• Owned product strategy and delivery for a platform serving 27 state agencies and 40+ enterprise customers, supporting $4.28M ARR within an $18.4M portfolio, ~62K monthly active users, and a network of 1.38M with 100% customer retention
• Drove 20% YoY revenue growth and 40% pipeline expansion through targeted market alignment, sales support, and roadmap clarity
• Served as the primary product and technical SME on 20-25+ public-sector RFPs and RFIs, influencing bid/no-bid decisions, deal qualification, and product commitments
• Assessed product fit, gap risk, scope constraints, integration feasibility, compliance posture, and roadmap alignment across active solicitations
• Led or co-led 30-40+ pre-sales and RFP-driven demos for evaluators, technical reviewers, and executive buyers, tailoring demonstrations to formal requirements, use cases, and scoring criteria
• Identified 60% additional whitespace and 10x adjacent-market growth potential through pricing analysis, TAM/SAM modeling, and adjacent-market evaluation
• Partnered with engineering in triage, shaping, and sizing sessions to define high-impact work and prioritize delivery using OKRs and RICE scoring
• Designed a canonical data model and related workflow foundations that improved integrations, reporting, scalability, and long-term system evolution
• Designed a Copilot-powered, LLM-driven feature specification system and structured Markdown documentation workflow, reducing requirements-writing time and improving consistency across product artifacts
• Improved system performance through intent-based UI and workflow redesign

Systems & Thinking

• Market modeling: TAM/SAM + whitespace analysis
• Prioritization: OKRs + RICE balancing tech debt vs growth
• Product systems: canonical data modeling + schema-driven documentation
• AI enablement: embedding LLM workflows, templated Markdown, and Mermaid models into product development lifecycle
• Commercial alignment: supporting revenue-critical deals without compromising platform integrity

Related Work

• Building a Canonical Data Model Using AI
• Building a Custom Multi-Database Analytics Platform with Jupyter Notebooks
• Building a Cross-Customer Analytics Workflow for Better Product Decisions
• NASEMSO EMS Workforce Reports
• Product Strategy in Contracted Purchasing and RFP-Driven Markets
• Solving Performance Problems by Rethinking the User Interface
• Building a Feature Spec Assistant with Microsoft Copilot for Product Management

Highlights

• Planned, hosted, and presented recurring client communications by leading 24+ monthly State Administrator calls and all-user webinars annually, coordinating roadmap updates and live Q&A for dozens of agency and enterprise stakeholders
• Planned and delivered product programming for ImageTrend's annual customer conference, owning tracks, sessions, and presentations that filled three full days of License Management content
• Built scalable data models and analytics workflows enabling ongoing longitudinal research and reporting across licensing, credentialing, and compliance datasets without requiring one-off analysis
• Managed agile product operations including sprint planning, backlog refinement, roadmap breakouts, PRDs, and user stories across engineering, QA, support, compliance, implementation, marketing, and sales
• Defined and evaluated product OKRs through a team-based approach tying delivery to customer impact, risk reduction, and platform scalability
• Acted as primary product liaison for state EMS agencies, enterprise providers, and federal clients, consolidating stakeholder feedback into a single prioritized roadmap
• Took ownership of ambiguous domains including licensing, credentialing, background checks, and jurisdictional authorization, turning them into actionable product plans
• Worked with sensitive public-sector data systems in environments shaped by HIPAA, GDPR, and FedRAMP-aligned requirements, balancing usability, compliance, and data protection
• Developed and maintained analytics workflows using SQL and Python to support multi-state workforce reporting and longitudinal analysis
• Led ongoing customer discovery through focus groups and roadmap briefings, translating feedback from dozens of agency stakeholders into shipped enhancements
• Authored business requirements, technical narrative responses, requirements matrices, exception statements, and statements of work supporting a $1.7M pipeline of strategic opportunities across state, enterprise, and federal customers
• Served as the lead or primary product presenter for many License Management demos, answering live workflow, integration, and roadmap questions in competitive evaluations
• Increased revenue by 20% ($825K) over one year on a legacy product through strategic sales support and product requirement work tied to RFP responses, including approximately $600K in ARR from supported opportunities
• Codified an Ideal Customer Profile aligned with private equity investment priorities using customer, contract, and financial analysis
• Evaluated primary markets and buyer personas for strategic expansion opportunities, prioritizing TAM and SAM by fit, size, throughput, and demand
• Uncovered 23% whitespace opportunity through tier-based pricing approaches aligned with contract rebalancing and competitive market pricing
• Created market assessment feature-gap analyses mapping effort versus ROI across expansion opportunities including permitting, training academies, fire marshals, DOH, and enterprise or mid-market EMS
• Developed a horizon-based product diversification strategy expanding License Management across new customer segments, regulatory models, and federal use cases while minimizing custom development
• Built both zero-to-one product definitions and one-to-many scaling paths across multiple customers, agencies, and regulatory environments
• Helped secure three strategic state customers aligned with product-market fit, valued at $875K in one year
• Supported implementation and product requirement needs for up to 10 enterprise clients including the US Navy, DC Health, Air Methods, Houston Fire Department, and San Francisco County
• Participated in beta and pilot AI agent programs facilitated by Coretek to evaluate Microsoft Copilot workflows for product management activities, including custom agents, permissions management, and automation

Tools & Technology

Azure DevOps, Dragonboat, SQL, Python, Jupyter, Markdown systems, Mermaid, LLMs (Microsoft Copilot, Claude in VSCode), Figma, Zendesk, Salesforce

Categories: experience

Tags: product-management, leadership, systems