Product Manager Co-op, Digital Communications
SongBird Marketing
SaaS communications platform migration, release coordination, and cross-functional delivery — driving measurable growth through analytics, user research, and competitive intelligence.
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Project overview
SongBird Marketing is a SaaS communications platform serving clients across digital communications, CRM, and marketing automation. As a Product Manager Co-op within the Digital Communications team, I was responsible for coordinating a major platform migration, managing release cycles, and ensuring cross-functional alignment between product, engineering, design, and customer success teams.
Working in an Agile environment, I leveraged competitive analysis, customer feedback evaluations, and analytics-driven testing to inform product decisions that directly improved user engagement and organic reach.
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The problem
SongBird's existing communications platform was built on fragmented, legacy infrastructure that limited scalability and hindered the team's ability to deliver new features quickly. Clients experienced inconsistent messaging delivery, limited analytics visibility, and a lack of integration capabilities with modern marketing tools.
Internal teams faced coordination challenges across departments — product roadmaps were siloed, release cycles were unpredictable, and customer feedback was scattered across multiple systems with no centralized evaluation process. This fragmentation made it difficult to prioritize effectively and deliver value to users at a competitive pace.
Fragmented infrastructure
Legacy platform with limited scalability, inconsistent delivery, and poor analytics visibility.
Cross-functional silos
Product roadmaps disconnected from engineering, design, and customer success priorities.
Limited competitive insight
No structured competitive analysis process to benchmark against industry standards.
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Research
I conducted three parallel research streams to inform the platform migration and product direction. Competitive analysis using Nielsen ONE provided benchmark data on industry engagement metrics, feature parity, and UX patterns. I also established a centralized customer feedback evaluation system to aggregate and prioritize insights from support tickets, user interviews, and survey data.
Competitive analysis
Used Nielsen ONE to benchmark engagement metrics, feature sets, and UX patterns across competing SaaS communications platforms.
Customer feedback evaluation
Built a centralized system to aggregate and prioritize insights from support tickets, user interviews, and quarterly surveys.
Analytics-driven testing
Ran A/B tests and funnel analysis on key user journeys to identify drop-off points and optimization opportunities.
Usability testing
Moderated sessions with client users to validate migration flows and surface friction points before launch.
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Define & ideate
Synthesizing the research across all three streams led to a clear product direction and prioritized backlog for the platform migration.
Problem statement
SongBird's fragmented legacy platform prevented rapid feature delivery, limited competitive differentiation, and left customer needs buried across disconnected systems without a structured prioritization process.
How might we
How might we unify the platform experience so that clients receive reliable, analytics-rich communications while enabling the product team to deliver features faster through data-informed prioritisation?
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Product direction
I led backlog prioritization and release coordination across product, engineering, design, and customer success teams. The core features of the new platform centred on reliability, visibility, and integration readiness.
Reliable delivery engine
Re-architected message delivery pipeline with real-time delivery tracking, retry logic, and detailed analytics for every communication.
Unified analytics dashboard
Centralized view of CTR, open rates, delivery status, and engagement trends — powering data-informed campaign optimisation.
Seamless integrations
Pre-built connectors for major CRM and marketing automation platforms, reducing manual data sync and setup time.
Scalable architecture
Cloud-native platform migration enabling rapid feature iteration, auto-scaling during high-volume campaigns, and improved uptime.
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Outcome
By combining competitive intelligence from Nielsen ONE with structured customer feedback evaluation and analytics-driven testing, the migration delivered measurable improvements across key engagement metrics. CTR increased by 60% and organic reach grew by 30%, validating the data-informed product direction and cross-functional coordination approach.
This experience reinforced the power of combining multiple research methods — competitive, qualitative, and quantitative — to drive product decisions that deliver real business outcomes.
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