Tatyana Shmuts

Senior Product Manager

2022

Product Manager || Consultant

2021 - 2022

- Advised global Fortune 100 payments client on a multi-year digital banking product roadmap, including conceptualization of 13 new products and features to acquire, engage, and retain consumer and small business customers - Conducted product discovery through customer research, competitive market research and trends analysis, and internal stakeholder interviews

Senior Digital Product Manager, Consumer Lending

2019 - 2021

- Led new-to-market digital product development, including ideation, user testing, MVP development and implementation within agile frameworks, ceremonies and methodologies - Collaborated with cross-functional teams to deliver new customer experiences across Onboarding, Servicing and Communications user journeys - Evaluated and managed FinTech and strategic partnerships, including roadmap development, competitive landscape analysis, feature prioritization, integration requirements, reporting and ROI forecasting

Citi Ventures - Senior Portfolio Manager | Digital Product & Innovation

2013 - 2019

Citi Ventures, Senior Portfolio Manager (2017-2018); Portfolio Manager (2016-2017) - Managed innovation program 'Discover 10X' to drive digital growth at Citi - Identified, validated and launched new digital products for Citi's Consumer Bank - Incubated portfolio of funded seed stage internal startups Citi Cards Brand & Advertising Management Associate (2015-2016) - Global Brand and Advertising Associate (2015-2016) - Developed national campaign strategy for Citi's Olympics sponsorship across two Citi Card portfolios Citi Cards Global Product Management Associate (2014-2015) - Led Global Product Simplification initiative resulting in a standardized credit card portfolio across 33 markets in the US, Mexico, EMEA, LATAM and APAC; achieved 57% target inventory reduction nine months ahead of schedule Citi Cards, Customer Experience Associate (2013) - Developed Net Promoter Score (NPS) dashboard shared with C-level executives; analyzed data, identified trends and NPS drivers, proposed recommendations to increase customer experience metrics across five credit card product portfolios - Led internal project team of six to advise Global Marketing team on digital acquisition opportunities that leverage emerging technology

MBA

2012 - 2014

MBA Marketing Intern

2013 - 2013

New Product Development - Thomas the Tank brand • Developed SKU optimization analysis to increase new product sales for Thomas the Tank • Collaborated with engineering and design to develop new product scope and marketing strategy • Ideated new product marketing opportunities across digital channels

Marketing Manager

2010 - 2012

Marketing Manager at Siegel+Gale, an Omnicom-owned branding agency • Collaborated with marketing teams across U.S., London, Germany, Dubai and China to develop and launch marketing campaigns to over 20,000 recipients, driving lead generation and brand awareness • Managed cross-functional team of writers, designers, vendors and freelancers to drive strategic overhaul of digital marketing collateral, including ideation, development and distribution • Transformed and streamlined budgeting methodology across U.S., Europe and Middle East marketing teams; maintained $1.5 million New York budget; recommended and tracked spend to ensure on-target marketing activities • Developed, executed and analyzed digital marketing campaign strategy across seven global offices

Campaign Manager

2008 - 2010

Marketing Campaign manager for clients including Humana, MasterCard, Office Depot and Diebold. MarketBridge is a leading professional services firm providing marketing strategy and execution services to help clients improve marketing effectiveness, sales productivity, profit performance and customer relationships. • Developed, managed and executed multi-media go-to-market campaigns for Fortune500 clients in healthcare, financial services and technology industries, increasing brand awareness and driving B2B and B2C marketing effectiveness • Designed and executed national multi-touch marketing campaign targeting baby boomers; conducted and analyzed market research to determine consumer trends • Conceptualized and implemented social media campaign resulting in decreased member acquisition costs and increased loyalty program engagement • Managed client's loyalty program website including oversight of multiple content providers and bloggers, web vendors, copywriting and daily customer inquiries

Brand Management Intern

2007 - 2007

Brand Management intern for Marlboro brands; Developed competitive direct mailing strategy and recommended digital marketing campaigns to drive brand awareness and customer retention