Product @ Whimsical
Years of Experience
whimsical, enterpret, kqed, kqed, amplitude, amplitude, amplitude, stanford university
Reach out to Alicia Shiu via Email, InMail and SMS drip
by installing Chrome extension
Alicia's contact details
2022 - Present
Lead Product Manager
2022 - 2022
2021 - 2021
Director of Product
KQED is redefining public media to be more inclusive, participatory, and community-powered. In a time when misinformation and distrust in media are growing, we are committed to being the trusted journalistic source serving the needs of the Bay Area. Our digital product team develops experiences to serve the needs of our diverse audiences. This includes partnering with editorial teams on essential content like the 2020 Voter Guide, developing new content formats, and building the infrastructure to power personalized experiences. - Oversaw strategy and product development for both KQED.org and KQED’s mobile app. - Collaborated with design and engineering to develop user accounts on KQED.org, which will serve as the foundation for building an online relationship with KQED’s audience. - Launched a new mobile app focused on the KQED radio listening experience. - Partnered with stakeholders in membership (fundraising), corporate sponsorship, editorial, and events to meet both audience and internal needs.
2019 - 2021
Product Manager - Growth
- Partnered with the membership (fundraising) team to optimize and run experiments on digital fundraising campaigns. - Collaborated with company stakeholders on a site-wide redesign of KQED.org focused on highlighting local news and appealing to a digital-first audience. - Identified the need for and implemented a product analytics solution (Amplitude) so that product and other teams could understand user behavior on KQED.org.
2018 - 2019
Product Manager, Growth
Product manager for a cross-functional pod including engineers and design. Focused on directly growing the business through product, data, and engineering. We optimize for impact and learning quickly. - Developed growth model so that we can prioritize working on the highest impact ideas and experiments in our backlog - Manage A/B tests and experiments from idea to launch to analysis - Deep understanding of our user behavior data to identify opportunities for growth and synthesize learnings from experiments - Facilitate weekly pod planning and learning meetings - Collaborate with cross-functional stakeholders in marketing, sales, go-to-market systems, and customer success - Develop pod vision, strategy, and planning with the team
2016 - 2018
Growth Marketing Manager
As the Growth Marketing Manager, I was responsible for generating pipeline across all geographies from web sources: website conversions, gated content downloads, and paid marketing channels. - Met or exceeded quarterly goals for web-sourced sales opportunities. - Ran series of A/B tests on the website, increasing signup conversion rate by 194% over 6 month time period. - Product managed the overhaul of the signup flow and first-time account experience for Amplitude 2.0. Wrote engineering and design requirements for the account set up flow and demo environment as well as in-product copy. - Led production and launch of the Product Analytics Playbook, which has reached over 20,000 readers and has directly contributed significant sales pipeline each quarter since launch. - Manage global budget for paid marketing channels, assessing value of sourced and influenced sales opportunities. - Working with an in-house designer and content strategist, plus external design and development agency, on a full website and blog CMS rebuild and content overhaul. New blog launched May 2018. Responsible for technical considerations for the CMS build, implementing tracking, and involved in decisions on site structure and content. - Wrote content alongside Product Marketing Director and collaborated with designer on updated website structure for the launch of 4 Enterprise product extensions, including a redesigned home page, 5 new product pages, and a new Customers page.
2014 - 2016
Content & Product Marketing Manager
First marketing hire. Established initial marketing strategies with the CEO including launching the Amplitude Blog, writing sales collateral, organizing event sponsorships and speaking, managing social media, and running marketing and product launches. - Served as blog editor and writer from June 2014 to December 2015, growing monthly traffic from 0 to 17k monthly pageviews. - Sole marketer driving our Series A announcement and new free plan launch in August 2015, which grew our marketing-sourced leads 690% that quarter, and sustained those lead levels afterward. - Wrote content and implemented SEO strategies that increased organic traffic consistently year over year (between 106-217% YoY growth since July 2014). - Sourced, conducted interviews, and wrote customer case studies about how growth teams use analytics. - Worked with CEO and VP of Product on messaging and promotion for major product launches, including Compass in March 2016 and Amplitude 2.0 in October 2016. - Project-led a new website to coincide with Series A announcement in 2015: developed sitemap, structure, and copy; worked with external design contractor and 2 internal engineers to build site. - Assisted CEO with Series A and B pitch deck creation: research, feedback on structure.
2011 - 2014
Graduate student in the laboratory of Tony Wyss-Coray. Conducting independent research project on the effect of FTD-causing mutations in the progranulin gene on microglia. Decided to leave PhD program and graduated with a terminal Masters degree.