Ashley Jefferson

About

Experienced Product Leader and Strategist with 8+ years of experience. I help businesses find viable opportunities, assess product-market fit, and launch with confidence. With my rare ability to connect dots, present insights, and bring people together, I can guide your venture to success. I enjoy building digital experiences especially in the FinTech, Travel, & Health & Wellness spaces. Let's collaborate!

Experience

• CEO & Fractional Leader · Ashley Grace Consultancy04-01-2023

  At Ashley Grace Consultancy, I guide founders through the art and science of product differentiation, helping them uncover their unique value in crowded markets. By creating space for deep thinking and structured discovery, we build products that truly stand out.

• Senior Product Manager · JP Morgan Chase11-01-2020 – 05-01-2023

  Introduction: JP Morgan Chase aimed to revolutionize personal financial management by providing a digital money coach for its customers. Challenges: Vision: The bank had a strategic vision, but lacked clarity on design, features, and functionalities. Assumptions: Not all strategic assumptions were clear, potentially affecting product launch and success. Decision-making: The team struggled with making informed decisions and prioritizing features. Approach: Customer Analysis: Conducted extensive research on the industry and target customers. Strategy Refinement: Utilized both qualitative and quantitative data to refine strategy. Solution Design: Used research insights to design solutions addressing real-world customer challenges. Prioritization: Directed the team in prioritizing essential features for the envisioned product. Strategic Adaptation: Led strategic changes based on evolving challenges and market conditions. Outcomes: Launch: Developed "Wealth Plan", a personal finance dashboard with tools for spending, budgeting, and liquidity monitoring. Recognition: The product received industry attention and award nominations. Rollout: Successfully piloted internally with 12,000 participants and externally reached 55 million clients. Performance: Improved dashboard load times by 15%, enhancing user experience. Leadership: Led a multifunctional team, overseeing product development and identifying growth opportunities. Conclusion: Emphasizing a customer-focused approach and data utilization, I helped JP Morgan Chase achieve their vision for Wealth Plan, highlighting the significance of integrating strategy with actionable insights in digital products.

• Consultant · Kenvue (formerly a Johnson & Johnson company)09-01-2022 – 01-01-2023

  Introduction: With the division of Johnson & Johnson's businesses, Kenvue was born, inheriting its consumer brands. Venturing into the less-explored domain of women's health, particularly menopause, Kenvue aimed to carve its niche. The challenge was to build credibility in this new realm, especially on a topic as nuanced and often sidestepped as menopause. Challenges: Uncharted Waters: Kenvue, a newcomer to menopause care, had to earn trust without leaning on the Johnson & Johnson legacy. Sensitive Subject: Menopause, frequently sidelined in medical discourse, demanded an empathetic approach to address women's genuine concerns. Lack of Direction: While research was abundant, a cohesive strategy to mold this into a distinct product was missing. Approach (developed during a 4-month NYU MBA Program study): Literature Exploration: Delved into existing studies to truly understand the complexities of menopause. Market Scrutiny: Investigated the competitive landscape to discern Kenvue's potential standing. Empathy-Driven Research: Engaged with the target audience to discern their views, necessities, and hurdles related to menopause. Strategic Recommendations: Transformed research into actionable insights, notably proposing specialized menopause training for medical professionals. Outcomes: Recognition: Our project's impact was highlighted when we were invited to present our insights to Johnson & Johnson's divisional CEO. Educational Push: Kenvue championed the idea of furnishing doctors with dedicated menopause education, addressing a vital knowledge void. Community Roots: Our efforts set the stage for Kenvue to cultivate a community centered on comprehensive menopause care. Conclusion: Recognizing the intricacies and sensitivities linked with menopause, a bespoke strategy was devised for Kenvue. This not only stamped their credibility in the field but also set them on a path to pioneer in women's health, tackling long-existent care and educational gaps.

• Product Manager · Prudential Financial07-01-2014 – 11-01-2020

  This focuses on my time at Prudential in Product (2018-2020). My time before Product was in Corporate Finance. Introduction: Prudential Financial aimed to transition from its traditional B2B roots to become a direct-to-consumer digital leader. Challenges: Organizational Shift: Prudential's new unit sought to establish a digital presence for consumer interactions. Strategy Execution: Translating strategy into actions had obstacles. Assumptions & Decision-making: Untapped assumptions posed risks, and critical decisions required a deeper consumer insight. Integration: The challenge was integrating the digital platform into the broader ecosystem and using the right metrics. User Experience: Balancing client needs, from opening accounts to seeking digital guidance, was crucial. Approach: Customer Analysis: I defined target customers and conducted industry research. Data-Driven Strategy: Utilized data to determine product direction. Stakeholder Collaboration: Ensured alignment between stakeholders and customer objectives. Customer Journey Mapping: Outlined the entire customer interaction process. Agile Delivery: Collaborated for strategic changes, ensured regulatory compliance, and led an Agile team. Outcomes: LINK: A significant step in Prudential's digital consumer engagement journey. Strategic Adjustments: Maintained project timelines despite changes. Regulatory Adherence: Collaborated with legal teams, ensuring compliance with Regulation Best Interest. Performance Metrics: Account openings increased by 31%, lead generation by 15%, and customer conversion rates by 23%. Team Leadership: Led a team in creating Prudential's innovative digital planning experience. Enhanced Communication: Established a communication strategy, ensuring customers received timely updates. Conclusion: I helped Prudential Financial transition from B2B to a direct-to-consumer digital model, emphasizing customer needs, stakeholder collaboration, and data-driven decisions.

Education

• Seton Hall UniversityBachelor's, Business (Finance & Technology)
• New York UniversityMBA, Entrepreneurship

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