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 Webinar &   Certification   Product Strategy

Led product discovery, roadmap execution, and post-launch optimization on Shopify for a high-volume e-learning brand

CareerLearning

CareerLearning is an eCommerce-based training business that sells professional training programs, certification courses, and webinars delivered live, self-paced, and on-demand to professionals in Human Resources, Banking and Financial Institutions, Nonprofit Organizations, and Education, providing expert-led training designed for practical application.

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@va_kaleb 

Introduction

I started as a Product Specialist and quickly moved up to Brand Manager, then Senior Brand Manager for our HR line. I handled the full product cycle, from choosing topics and recruiting presenters to managing budgets and running campaigns. I tracked ROI, monitored sales and marketing metrics, and made data-backed decisions to improve performance. I also processed payments, kept projects on budget, and led cross-functional efforts to hit our revenue targets. Whether it was a new webinar or a certification, I made sure it launched with purpose and delivered results.​

Goal

The goal was to create high-converting topics, keep each product at or above 85% ROI, and maintain a strong overall profit margin for the HR brand. I managed a monthly budget of at least $20K for each brand, ensuring we stayed efficient while delivering value. I also focused on building out fresh product ideas, recruiting new presenters, and keeping the product pipeline full and profitable.

Outcome

  • Brought in two top-notch presenters: an award-winning PhD consultant for Meta, Amazon, and Mayo Clinic, and a Payroll expert with a well-followed industry podcast

  • Launched two products that landed in the platform’s Top 5 Bestsellers

  • Created over 50 webinar topics, most approved by the SVP of Product

  • Maintained 90%+ ROI across the HR brand

  • Quiet-launched Payroll Certification, generated $145,660.75, became the second-best-seller of 2024, and delivered over 90% ROI

Want to see how I build and scale products?
→ View my process

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