Résumé, Gina Blake

Professional Experience

Perform audit of existing site to create a roadmap for optimizing performance, including: reviewing site analytics, defining use cases and user groups, cleaning and consolidating features, and editing content.

Collaborate with founder to define UX/UI requirements, conduct competitive and user research, identify go-to-market opportunities, and prioritize roadmap for a new client communications SaaS product.

Prioritized the digital product roadmap and defined detailed business requirements for direct-to-consumer and B2B products and services, based on key success metrics, user and customer research, data and analytics, and collaboration with multidisciplinary stakeholder teams.
Initiated and led a cross-functional effort to reimagine a critical need within the customer journey, making multiple data-driven storytelling pitches to leadership and bringing all stakeholders on board, ultimately solving a major pain point for our users.
Conceptualized, presented, and built a portal product for internal/external partner users to manage customers, look up policy information, and flag potential fraud, working collaboratively with UI/UX designers, engineers, and customer support team to deliver a high-quality product.
Implemented real-time consumer identity and credit risk checks within purchase flow using third-party APIs and built photo verification tools to establish proof of condition, driving a measurable impact on underwriting and loss ratio for partners.

Defined clients’ key success metrics and executed product roadmaps to meet objectives, identifying growth opportunities based on market trends, competition, customer behavior, and user feedback.
Oversaw all stages of projects from concept ideation and strategy through to delivery, including scope definition and requirements gathering, third-party vendor selection and management, wireframing and content generation for custom-built e-commerce sites, and production of print and advertising materials.

Executed more than 350 full site conversions across the Northeast for a major petroleum brand, managing all deliverables and team members including design, engineering, manufacturing, internal and external installation crews.
Owned and led all phases of multiple concurrent projects, maintaining communications across a complex partner structure of corporate stakeholders, independent distributors, and franchisees.