How I Got Here
The instruments
I joined SMS-Magic as a Product Analyst with one mandate: make the product measurable. I built our Mixpanel infrastructure from scratch: 16+ dashboards, tracking standards, and user journey analysis that showed exactly where the experience was breaking. Fixing those friction points was my first product work; NPS moved because of it.
One metric I'd instrumented, time-to-first-message, found the biggest problem.
The 60-minute wall
The data showed new customers taking 60+ minutes to send their first message. I redesigned the entire Salesforce onboarding flow: 60 minutes became 15.
That work earned me the APM seat. To decide what to build next, I went where the unfiltered signal was: the support ticket backlog. Analyzing it for quarterly PI planning kept surfacing the same pattern: channels that didn't talk to each other.
Rebuilding the core
Conversive's channels were islands. I led the 0→1 build of the conversation as a first-class object, the data model the whole platform now runs on. 0→30 enterprise customers in 7 months.
Then the company acquired a voice AI product, and the conversation object I'd spec'd had to absorb an entire new synchronous channel.
Voice on the foundation
Voice AI went from out-of-scope to flagship. I defined the use cases, the seven quality requirements, and the eval framework that made it enterprise-grade. 40% reduction in agent handling time across 10+ accounts.
Analytics taught me to find the problem. Tickets taught me to hear it in the customer's words. Product taught me to fix it at the root. That's the loop I run on everything.