Active membership doubled after the loyalty relaunch. A homepage rebuilt to sell more than flights. A 45+ person product and design org that runs on agents. One hire, already trained on a 9M+ member marketplace.
Six products, all shipped, all verifiable. Add what your roadmap needs. Checkout is one email.
The member-facing web and app rebuild, from design to launch day.
Air Canada's front door rebuilt to convert and to sell more than flights.
Run day to day by a senior manager I hired. My job: the operating system and the air cover.
Targeted card offers inside booking, ancillary, and loyalty flows people already trusted.
Agents draft PRDs, prep executive reporting, and plan capacity. This page came out of it.
Partner value against member experience, balanced inside Home-equivalent real estate.
Checkout, search, offers: the three places a Shopping & Offers Director earns their keep. Each panel below is a working demo, not a slide.
A Director hire is a big-ticket purchase. So I broke it into installments you can verify, the same way you'd never ask a customer to trust a lump sum.
Pick a horizon. Every line is a checkable deliverable, not a vibe. And the finish line is the part I mean most: the goal is a portfolio that runs without me in every room.
How Shopping & Offers actually ships today: the team, the funnel, the friction nobody put on a slide.
Where conversion drops between Home, Search, and Profile, measured, not assumed.
Something clickable inside 30 days. I don't do listening tours that end in a readout.
That number is the deliverable.
In discovery with real users, instrumented. Your biggest bet deserves working code, not a working group.
Operating baseline set: outcomes owned, confidence posted weekly, silence means healthy.
A shipped improvement to completion rate or retention with the numbers attached.
Ownership starts moving down and out. On purpose.
Shopping & Offers runs on a system: discovery cadence, experiment velocity, honest weekly status.
Each has a real owner who doesn't route decisions through me.
Each launch feeds the next: search learns from offers, offers learn from home. One marketplace, one memory.
The proudest line on my current record. I intend to repeat it here.
Your JD calls agentic search the biggest bet in Shopping. So here's one running on the hardest catalog I own: my own record. It parses intent, scans, and discloses what it finds, including the weak match.
1 match. Strong on leadership through managers, consumer commerce at scale, and an AI-native operating model already in daily use. One gap, disclosed now instead of discovered in month two.
And the next rail is already in discovery: how offers show up when the shopper is an AI. My growth team runs routes and credit cards today, and we're instrumenting how both appear inside AI answers. Those reps transfer straight to your shelf.
Every offer below already cleared. Hover to pause and inspect, exactly how offer rails should behave.
Every financing product has terms. Here are mine: direct fit, real adjacency, and the one gap I'd rather you hear from me.
Leading a PM team through managers, at scale. 45+ people across four practices, a manager layer I hired and developed. The status program relaunch for 9M+ members, the biggest change to the program since its last relaunch, was run day to day by one of my senior managers. My job was the operating system it ran on and the air cover it needed. That's the muscle "operate through layers of leadership" actually requires.
Agentic, AI-native product development. Not a familiarity claim. A shipped system. I built and run the operating model where agents draft PRDs and user stories, prep executive reporting, audit initiatives, and plan capacity, in daily use across my team. This page itself came out of that system, and joseplatero.com shows it in motion: demos of a brief compiling, a Jira board walk, and a note landing in a second brain.
A homepage that outgrew its own navigation. Air Canada's highest-traffic page had outgrown flights-only. I rebuilt the navigation to convert and to sell more than flights, a Webby Honoree. Same shape as a Home/Search/Profile portfolio that needs a rethink, not a redesign.
Two-sided marketplace, run daily. A loyalty program is one: 9M+ members on one side, the airline plus Uber, Starbucks, Marriott, and bank partners on the other, competing for the same pages. Balancing merchant value against what the member actually sees is not a concept I read about. It is the negotiation I run every quarter, inside Home-equivalent real estate.
"Clarity when things feel messy." That is the job I already do. The homepage mandate arrived as noise: brand complaints, a bug-fix crew, no team. I banned the word redesign, reframed it as a rethink with three crisp problems, and shipped it to a Webby. Today an agent-built weekly brief turns four portfolios of noise into one narrative my executives actually read. Messy in, crisp out, repeatedly.
Commerce monetization, not payments. My team drives conversion and revenue growth across booking, upsell, ancillary, and loyalty flows through testing and personalization, including targeted co-brand credit card offers. I stood up the martech and adtech technology function from zero, team and platform, the same way I built out the design practice. The commercial model sits with a separate team; mine is the technology it runs on. A real track record optimizing a page people already trust. Not payments or lending, and I won't pretend otherwise.
LTV/CAC as the day-to-day lens. I understand the model and have used it, co-brand credit math, partner deal terms, but my daily reps have been conversion, activation, and revenue lines, not LTV/CAC as the primary prioritization metric. Put me next to your finance partner for a quarter and it becomes native.
Everything above is a still photo. joseplatero.com is the moving picture: demos of the operating system at work, a morning brief compiling, a Jira board walk, a note filed to a second brain. The keynote game, the origin story, and what people write after the talks are all there too.
Watch the agents workThis came from chatting with Jose Platero who demo'd his workflow of connecting Jira with Claude via MCP to generate an executive insight report as a skill. I wanted to automate the workflow entirely so it did not have to be prompted and would run without me present.
I went in expecting a breakdown of frameworks, tools, and product strategies. But instead, Jose focused on something far more foundational: people, culture change, and communication. And honestly? That hit deeper than expected.
Same three promises you make your own customers.
Every claim maps to something checkable: a launch, a title, an award, a metric already public.
One real gap, named on purpose and shown in the search demo at its honest 61%.
Borrowed the line because it's true here too. This page took an evening. The record took a career, and every line of it is checkable.
Twenty-five minutes on the actual Shopping & Offers portfolio: what's working, what isn't, and where I'd start. No prep required on your side. That's my down payment.
Continue the conversationFreddie Awards · Webby Honoree · 9M+ members shipped for. Reviews available on request from the 45+ people who report through this role.