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Summary: Lead product manager on industry-revolutionizing AvoHQ.com data clearinghouse and extranet. AvoHQ.com is an FDA approved data clearinghouse that aggregates and displays key avocado market data from acreage, shipping schedules, wholesale price, retail price, promotion schedules and more from 20,000 independent avocado producers represented by 6 government agencies in 3 continents.
Goal: Create visibility to complete supply chain and market intelligence for all global avocado producers selling in the 1 billion pound U.S. Market. Create cooperative competition environment by allowing visibility into other market player activities, shipping, pricing and promotion.
Results: Launch of massive, FDA approved data wherehouse AvoHQ.com, revolutionizing the way the avocado industry works in the United States. Grew registered users from zero to over 10,000 in one year. Launched AvoAction newsletter and companion Network Marketing Center.
Role: Lead product manager responsible for product strategy from back-of-napkin to Hass Avocado Board and U.S. Food and Drug Administration approval. Created information architecture and managed and created requirements for user interface and experience. Spec’d functionality requirements. Worked with government agencies, boards, private data providers and other parties to collect and aggregate data for site. Project managed site development and launch.
Other Highlights:
- Created one-of-a-kind interactive graphing features for unique promotion/volume information views
- Normalized retail, wholesale and shipping data from numerous sources and agencies
- Created multi-national training program for grower education in Mexico, Chile, The Dominican Republic, New Zealand and the US
- Worked with HAB counsel to secure approval of site from the U.S. Food and Drug Administration
- Participated in speaking tour to present and promote AvoHQ.com
- Received numerous press accolades: