Jessica Tomash

About

Product leader with 10+ years building and scaling consumer-facing digital products across content, community, and platform ecosystems. Owns high-traffic product experiences, driving engagement and monetization through data-informed experimentation and analytics. Skilled in product strategy, experimentation, recommendation systems, OKRs/roadmaps, and agile execution across web and mobile.

Experience

• Owner · Black Lab Farms LLC05-01-2025

  Synopsis: New direct to consumer brand. - Built and scaled DTC brand from 0 →1, owning full product lifecycle. - Built and launched operational workflows, customer acquisition strategies, and scalable processes across marketing, fulfillment, and customer experience functions. - Built acquisition, conversion and retention funnel - Implemented AI-driven workflows for marketing, documentation and operations.

• VP Web Product · Trusted Media Brands05-01-2021 – 05-01-2025

  Synopsis: Global media company with CTV, web, print, email and eComm. In this role, led product strategy, roadmap development (now/next/later) and execution for digital products generating 750MM visits annually and $40MM in revenue. Directly managed cross-functional team (UX, analytics, product management, A/B testing) to deliver user-centric features and products ultimately supporting customer acquisition and monetization. Partnered closely with SEO, data, marketing, sales and executive leadership to get buy in and align prioritization. Highlights include: - Partnered with engineering and data science to launch the company’s first AI-powered content recommendation and recirculation engine, increasing engagement KPIs by 50% through more relevant content discovery and personalized user journeys. - Drove $1MM+ in annual savings through platform performance initiative that reduced site load times by 73%. Worked closely with engineering to evaluate technical integrations, restructure code hierarchy, and implement deferring script strategies while balancing scope, timelines and business impact. - Led strategic decision-making and execution for key template redesign for recipe website in FY24. Range of tasks included investment planning, product discovery, presenting at various phases of project to ensure stakeholder and executive buy in, pioneered inclusion of empathy mapping in concert with qualitative and quantitative analysis to inform product decisions. Completed platform modernization, API integrations and user workflows. Completed A/B testing to confirm various phases of project and experimentation in new technology stack. Defined success metrics and OKRs with stakeholders. Project outcome showed 22% increase in traffic acquisition, 33% increase in user time in experience and subsequent gains to revenue. - Drove roadmap prioritization for core user experiences including content feeds, navigation, personalization, and engagement surfaces serving 750MM annual visits across web properties. - Partnered with revenue and marketing stakeholders to optimize monetization opportunities across core platform surfaces while balancing user experience, engagement, and performance goals. - Influenced cross-functional teams and executive stakeholders without direct authority to align prioritization, investment decisions, and product direction. - Responsible for driving profile, saved content, email and registration sign-ups to deepen consumer experiences. - Received highest ranking in performance reviews from Chief Product Officer including: ‘Go above and beyond to take on new projects and responsibilities’, ‘strategic approach to problem-solving’, and ‘ability to build a solid framework and present in a way that everyone could understand’. Promoted from: Product Manager (May 2021 – March 2022), Product Manager Core Experiences (March 2022 – July 2023), Senior Director Product Management (July 2023 – September 2024).

• Digital Marketing Manager · Roofing Representatives01-01-2018 – 05-01-2021

  Synopsis: SMB in Commercial Roofing industry. In this role, owned strategy and execution for website management, digital content, CRM, marketing and events. Launched newly created SaaS offering for other regional groups including websites, content, event toolkit and CRM. Company owners’ comments included ‘pivotal in scaling new line of business’, ‘innovative approach to advancing our business and setting us apart via marketing and in-person events.’

• Independent Consultant · (Independent)05-01-2017 – 07-01-2019

  Synopsis: Offered consulting services to various SMBs while being a stay-at-home parent. Various projects for paying clients including: SEO audit with actionable tactics to improve rankings for websites struggling for search engine rank, comprehensive evaluation of various CRMs for local sales company to support their unique business needs and budget, re-launched client website from non-responsive to fully responsive framework, content migration and SEO setup.

• Director Digital Services · Fusionfarm02-01-2015 – 05-01-2017

  Synopsis: Regional Agency supporting SMBs spanning multiple industries including healthcare, technology, and insurance to provide various digital products, marketing, SaaS and O&O websites. In this role, managed a 15-member team leading our SaaS and O&O product lines that drove $3MM in annual revenue. Highlights include: - Led Agile product delivery processes including sprint planning, backlog prioritization, user story development, testing, and release coordination across multiple digital product lines including O&O websites for auto, lifestyle, news, sports media, career services and deals. - Developed new SaaS offering which significantly diversified agency revenue streams. Included concept development from ground up, developing market positioning and collateral, sales and client on-boarding. - Responsible for product roadmap, budget and OKR definition for marketplace products which included auto, careers and deals. - President Fusionfarm comments included: ‘terrific in front of clients’, ‘continue to provide great strategic direction’, ‘well respected by staff and mentorship builds others professional skillsets and the overall business.’

• Sr. Director Product Management, Food (FKA Readers Digest Association) · Trusted Media Brands (FKA Readers Digest Association)12-01-2007 – 02-01-2015

  Please see LinkedIn for more information on these roles: - Sr. Director Product Management, Food - Trusted Media Brands (FKA Readers Digest Association) – Milwaukee, WI/Remote (December 2007 to February 2015).

• Market Research Analyst · Collins Aerospace (FKA Rockwell Collins)10-01-2004 – 11-01-2007

  Synopsis: (Role title listed in resume.) - Market Research Analyst - Collins Aerospace (FKA Rockwell Collins) – Cedar Rapids, IA (October 2004 – November 2007).

Education

• Saint Francis UniversityBachelor of Science, Business Management

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