Amanda Shelton
Raleigh
Summary
Executive product leader with over 20 years of experience in the development and launch of software products across diverse industries. Expertise in crafting compelling product vision and roadmap strategies and leading cross-functional teams to deliver market-leading solutions. Passionate about building high-performing teams, developing leaders, and creating a culture that sparks creativity and innovation.
Overview
11
11
years of professional experience
1
1
Certification
Work History
Senior Vice President of Product Management
Brandwatch (owned by Cision)
08.2023 - Current
- Lead a globally distributed product management team consisting of VPs, Directors, and Product Managers focused on product development efforts to expand Brandwatch's $120M+ consumer intelligence business
- Develop the AI product strategy, including pricing and packaging, legal considerations, sales enablement, and product positioning
- Execute on integration plan for Cision Insights and Brandwatch, including go-to-market strategy, customer migration planning, and product consolidation
- Achieve $3M+ in-year cost-savings through development of AI-powered categorization and summary writing features that reduce analyst time on report generation.
Vice President of Product Management
Cision
06.2021 - 08.2023
- Led a team of Product Directors, Product Managers and Product Owners focused on strengthening Cision's existing $110M+ Global Insights business
- Secured cross-functional alignment on product strategy by evangelizing the product vision across teams and holding regular feedback sessions
- Partnered with Cision Insights leadership team on plans to transform a legacy professional service offering to a SaaS-based solution
- Established standardized processes for product roadmaps, prioritization, quarterly planning and go-to-market
- Partnered with Engineering leadership to align on capacity planning and resource allocation to support the roadmap.
Vice President of Product Management
Valassis
11.2020 - 06.2021
- Led a team of Product Directors, Product Managers, and Product Owners with responsibility for the overall product strategy for Valassis' Digital Advertising and Consumer Graph products, generating $200M+ annually
- Launched new Digital Advertising offerings for Connected TV, Shoppable Ads, and Dynamic Creative Optimization.
Executive Director of Product Management
Valassis
02.2019 - 11.2020
- Led a team of Product Managers and Product Owners with responsibility for the overall product strategy for Valassis' Digital Advertising and Consumer Graph products
- Developed and executed on product roadmap strategy designed to drive revenue growth, achieving 25% growth in 2019.
Senior Director of Product Management
Valassis
01.2018 - 02.2019
- Defined the product vision and roadmap for the Valassis Consumer Graph, the cornerstone of Valassis' data platform
- Led a team of data scientists, engineers, and product owners to develop and support new products and features
- Supported the Sales and Product Marketing teams with product documentation, training, and client presentations.
Director of Product Management
MaxPoint
11.2016 - 01.2018
- Led product management efforts for MaxPoint’s first SaaS product, Customer Catalyst, a CRM data enrichment solution
- Partnered with Sales to secure Customer Catalyst contracts with leading U.S Advertisers and Fortune 500 companies.
Director of Product Management
WebAssign
07.2015 - 11.2016
- Developed WebAssign's product vision and roadmap
- Led a team of product managers, product owners, and UX designers.
Director of Product Management
Lulu Press
06.2013 - 06.2015
- Developed the product roadmap strategy across Lulu.com and its subsidiaries, including Replay Photos and Lulu Jr
- Defined projects tied to the product roadmap and strategy, including setting project scope, milestones, and budgets.
Education
B.A. - English
TUFTS UNIVERSITY
Medford, MASkills
- Product Vision and Strategy
- Building and Leading Teams
- Go-to-Market Strategy
- Digital Transformation
- Agile Development
- Public Speaking
- Executive Coaching
- P&L Ownership
- Strategic Planning
Certification
- Inductive Certification in Coaching for Business Leaders
- Silicon Valley Product Group - INSPIRED Product Management Workshop
Awards And Activities
- American Heart Association Executives with Heart
- CHIEF
- Valassis Consumer Graph Sales & Technology Marketing Award – Product of the Year 2019 & 2020
- Valassis Consumer Graph Recognized by Forrester as Leader in Identity Resolution 2018
Linkedin Profile
http://www.linkedin.com/in/amandayshelton
Timeline
Senior Vice President of Product Management
Brandwatch (owned by Cision)
08.2023 - Current
Vice President of Product Management
Cision
06.2021 - 08.2023
Vice President of Product Management
Valassis
11.2020 - 06.2021
Executive Director of Product Management
Valassis
02.2019 - 11.2020
Senior Director of Product Management
Valassis
01.2018 - 02.2019
Director of Product Management
MaxPoint
11.2016 - 01.2018
Director of Product Management
WebAssign
07.2015 - 11.2016
Director of Product Management
Lulu Press
06.2013 - 06.2015
B.A. - English
TUFTS UNIVERSITY
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