Hello!

I’m Sheldon, Product Lead & Design Enthusiast

I help teams build meaningful products, driven by a genuine commitment to improve the lives of those we design for.

About me

I work in healthcare technology as a Sr. Product Manager

I oversee two Scrum teams with distinct focuses: one dedicated to enhancing healthcare provider efficiency through a mobile application, and the other building interactive widgets for internal business applications to streamline workflows and ensure operational precision.

Additionally, I support and mentor the mobile user engagement team, driving behavioural change and enhancing user experiences through strategic multi-channel communications.

I help solve complex problems through digital solutions

Despite lacking a technical background, I ventured into the software industry in 2021 after spending a decade in consumer electronics.

This transition demanded significant risk and personal sacrifice, yet it was a path I wholeheartedly embraced, investing both time and effort.

In my current role, I collaborate closely with globally dispersed teams from engineering, UX, marketing, analytics, compliance, training, and support, to advance ideas through the value chain, actively contributing to their evolution.

I have cultivated a keen interest in User Experience Design

I enjoy working with designers to improve the products I lead. Identifying critical goals and building seamless, intuitive paths to address them typically excites me.

Naturally, brainstorming the practical implications of design decisions led to further investment in the subject.

Outside of work, I enjoy identifying potential areas of improvement in digital and tangible solutions that I encounter. I then envision their reconstruction as if I were building them myself. Trust me, it’s a lot more fun than it sounds.

I am curious about the impact of social sciences on product

Walking the user’s path is imperative to building any good product. I find learning about the world and the humans we build for fascinating. The sciences help answer what we can’t explain during research and development.

Product Management

    • A good product is intuitive. It’s in sync with what seems natural to a user. It aligns with expectation and minimises a user’s time to value.

    • Embracing minimalism isn’t a compromise. It is simply the elimination of the unnecessary for the sake of focus and clarity.

    • A product must be meaningful. It must have a positive impact on the individual, the community, and the environment.

    • Product Strategy

      Define the vision, build the roadmap, and drive GTM plans.

    • Product Management

      Balance customer needs, technical feasibility, and business value.

    • Planning and User Research

      Identify product opportunities. Build dialogues with users.

    • UX Design

      Contribute to design direction that delivers a fluid user experience.

    • User Engagement

      Formulate and execute user communication strategies.

    • Mentor & Lead

      Share experience and knowledge. Build high-performing teams.

Work Experience

  • April 2021 - Present

    Athenahealth offers a comprehensive suite of cloud-based solutions like revenue management (athenaCollector), an electronic health record system (athenaClinicals), and care coordination (athenaCommunicator) which can be merged into an integrated, all-in-one package.

    I serve as a product manager and product owner on two scrum teams within the Clinicals division. I work with developers to build interactive widgets integrated into internal applications surfacing clinical information necessary to execute operational tasks efficiently and accurately.

    I lead the Android development team in building a newer version of the athenaOne mobile app, an extension to our desktop solution.

    In addition, I manage and coach the mobile engagement team and partner with key stakeholders in marketing, training, and support across athenahealth on growth and GTM strategies.

  • January 2018 - December 2018

    Fountain Forward is a marcom company that small businesses can leverage as a full-stack marketing department.

    Here, I formulated customer-journey maps and overarching strategies which subject matter experts incorporated into their digital campaigns, thus improving client relevancy to purchase decisions.

    We helped several automobile dealerships, sole proprietorships, and family-run businesses sustainably grow revenue in a short span of time.

  • March 2016 - March 2017

    Sinomax is a China-based memory foam company that specialises in sleep innovations. Through its US head-quarters, it produces house brands which are distributed through big-box stores like Walmart, Costco, M&S, Big Lots, and more, both nationally and internationally.

    I worked on product discoveries and research studies with cross-functional teams to drive retail and e-commerce growth for Costco across the United States, Mexico and Europe.

    I established action plans and spearheaded tasks to complete development stages on schedule, ultimately moving concepts from research to market.

    During that time, I helped successfully deploy four new product innovations globally.

  • January 2012 - January 2015

    Since its inception over 30 years ago, Super General, a sub-division of Albatha Holding, has rapidly grown into a dynamic global brand with a presence in over 50 countries where it distributes a wide range of durable home appliances & electronics at affordable prices.

    I was hired to build the company’s consumer electronics business, an area of operations that wasn’t gaining traction at the time.

    I leveraged the learnings and relationships I'd built over the years with OEMs. In addition to adjusting the sourcing strategy, I spent time cutting unnecessary costs and concentrated on improving product quality.

    I worked to establish trust with consumers and vendors. My efforts helped grow the portfolio by almost 250% over three years.

    In due course, I led a declining laundry category to better profitability and growth when the business faced a serious threat from Korean brands.

    I also re-structured and revamped a stagnating small appliances business giving it a firm platform to grow from.

  • January 2009 - January 2012

    The Nikai Group is a global conglomerate with business interests in: Electronics & Appliances; General Trading; Information Technology; and Food products.

    I moved to Nikai in 2009, shortly after Aray Technology. I was offered creative freedom and control over portfolio management, product design, and marketing.

    While I assumed my experience in brands would lend well to building a private label, I soon learned differently. It required substantial trade-offs, supply-chain agility, frugalness, portfolio balancing and most of all quick rotation of stock.

    Being new to this art of war, I rolled up my sleeves, spent time in the market, networked, built relationships, and learned with time. Ultimately, my efforts doubled revenue with a 6% increase in gross margins over three years.

    During my time there, I proposed a rather radical shift in portfolio strategy in response to market trends. I suggested concentrating almost all bets on digital televisions. It was not easy convincing tenured folks with what they considered a ‘paradigm shift’. Eventually, they relented.

    That decision now contributes over 90% of the division’s revenue and maintains Nikai as a leading private-label in the market.

  • January 2005 - January 2009

    Aray Technology works within the home appliances and consumer electronics industry and has very strong business relationships with global brands in CIS markets.

    At Aray, I had the opportunity to work with leadership teams on portfolio planning, distribution, and marketing. The interactions were exceptionally rewarding, giving me insights into product strategies and roadmaps from industry leaders.

    During my time there, I led the consumer electronics division. I loved research studies that led to impactful product discoveries. It was a truly rewarding experience for a newbie. I believe it is this that piqued my interest in product management and formed the foundations of my journey into the field.

    My two major contribution at Aray was the reduction in overstock and demurrage charges, saving the company hundreds of thousands of dollars a year. In addition, I helped grow the audio category by positioning home entertainment as modular connected experience.