馃捈 Product Manager 路 ImageTrend

May 01, 2021

By Ted Steinmann

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

Summary

Led product strategy, system design, and delivery for a complex licensing platform serving state agencies and enterprise customers. Focused on aligning product, data, and architecture decisions to drive measurable growth, scalability, and long-term platform evolution.

What I Was Responsible For

  • Product strategy, roadmap, and prioritization across a multi-tenant platform
  • Aligning engineering, sales, and customer success around measurable outcomes
  • Translating regulatory and operational workflows into scalable product systems

Key Contributions

  • Grew platform to $4.28M ARR within an $18.4M portfolio, supporting 27 state agencies and 40+ enterprise customers
  • Drove 20% YoY revenue growth and 40% pipeline expansion through targeted market alignment
  • Identified 60% additional whitespace and new expansion paths via pricing and market analysis
  • Designed a canonical data model, enabling consistent integrations, reporting, and system evolution
  • Introduced AI-assisted product workflows (LLM-generated PRDs and user stories), improving speed and consistency
  • 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 into product development lifecycle

Related Work

Highlights

  • Planned, hosted, and presented recurring client communications by leading 24+ monthly State Administrator calls and All鈥慤ser client webinars annually, coordinating product updates, roadmap transparency, and live Q&A for dozens of agency and enterprise stakeholders, strengthening customer alignment and reducing escalations through proactive communication.
  • Planned and delivered product programming for ImageTrend鈥檚 annual customer conference, owning product tracks, sessions, and presentations that filled a three full days of License Management content.
  • Built scalable data models and processes enabling ongoing longitudinal research and reporting across licensing, credentialing, and compliance datasets without requiring custom one鈥憃ff analysis.
  • Managed agile product operations including sprint planning, backlog refinement, and roadmap breakouts, aligning multiple teams around outcome鈥慺ocused priorities rather than feature output.
  • Defined and evaluated product OKRs through a team鈥慴ased approach, tying delivery success to customer impact, risk reduction, and platform scalability.
  • Acted as primary product liaison for a diverse customer base spanning state EMS agencies, enterprise providers, and federal clients, consolidating stakeholder feedback into a single prioritized roadmap.
  • Developed and maintained analytics workflows using SQL and Python (pandas, Jupyter) to support multi鈥憇tate workforce reporting and longitudinal analysis, enabling consistent regulatory and operational insights for customers.
  • Led ongoing customer discovery by hosting recurring focus groups and roadmap briefings, translating feedback from dozens of agency stakeholders into shipped enhancements across License Management.
  • Authored business requirements in RFP responses, statements of work, and sales enablement materials supporting a $1.7M pipeline of strategic opportunities across state, enterprise, and federal customers.
  • Increased revenue by 20% ($825K) over one year on a legacy product through strategic sales support and product requirement RFP responses adding $600k an ARR.
  • Codified Ideal Customer Profile (ICP) aligned with private equity investment focused on strategic customer acquisition informed by verifiable data and financial anslysis.
  • Evaluated three primary market (License Issuance, License Monitoring, Fire Permitting) and buyer personas (State EMS Agency, DOH, Enterprise EMS, City/State Fire) for strategic expansion opportunities with TAM and SAM prioritized by fit, size, through put and demand.
  • Uncovered 23% white-space opportunity through tier based strategic pricing approaches aligned with current customer contract re-balancing and competitive market supported pricing.
  • Created market assessment feature gap analysises depicting effort over ROI for potential market expansion oppurtunities (Permitting, Training Academies, Fire Marshals, DOH and Enterprise/Mid Market EMS)
  • Developed a horizon鈥慴ased product diversification strategy expanding License Management across new customer segments, regulatory models, and federal use cases while minimizing custom development.
  • Solidified the addition of three strategic state customers best aligned to product market fit valued at $875K in one year.
  • Supported and maintained product requirement needs for implementation team needs for up to 10 enterprise clients including US Navy, DC Health, Air Methods, Houston Fire Department, and San Francisco County
  • Participated in both a beta and pilot AI agent program facilitated by Coretek to evaluate Microsoft Copilot agent usage for product management activities, including custom agents, permissions management, and automated workflows.
  • Owned end鈥憈o鈥慹nd delivery by gathering requirements, writing PRDs and user stories, and coordinating execution across engineering, QA, support, compliance, implementation, marketing, and sales teams for a single enterprise product.

Tools & Technology

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

Categories: experience

Tags: product-management, leadership, systems