Jonathan Lau

About

Jonathan is a product leader with expertise in IoT, AI/ML, and creating exceptional customer experiences. He is an e-commerce veteran who has worked with Instacart, Loblaw Digital, PepsiCo, and Purina. He has consulted for organizations ranging from startups to enterprises across industries such as healthcare, adtech, retail, CPG, and micromobility (Ford Spin). His core strengths are product strategy and innovation.

Experience

• Founder & CEO · AI x Gaming Stealth Startup01-01-2025

  - Led a scrappy team of technical experts and game enthusiasts to develop an online party/social game leveraging generative AI and LLMs (pre-seed stage) - Defined product vision, core mechanics, and roadmap from concept to MVP. Led UX design, bridging technical development with engaging player experiences. - Spearheaded fundraising initiatives, delivering investor pitches at Western Angels' Demo Day and securing a spot in the CodeLaunch Canada 2025 cohort

• Product Consultant · StanzaCal (Toptal)10-01-2024 – 03-01-2025

  - Conducted comprehensive UX analyses of client interfaces and workflows, validating known issues and uncovering new opportunities and bugs - Developed strategic frameworks and innovative solutions to address challenges, including sign-in processes and conversion from free to paid services - Created detailed wireframes and architectural diagrams to communicate design concepts and implementation strategies effectively

• AI Product Lead · International Medical Humanitarian Organization (TopVolunteer)07-01-2024 – 11-01-2024

  - Led a team of AI experts to assist an International Humanitarian Aid Organization in leveraging AI to enhance operational efficiency, resulting in the development of an AI pipeline - Collaborated with the client to design a comprehensive strategy and roadmap that lays a strong foundation, ensuring progress toward outcomes remains consistent regardless of execution team changes - Introduced processes and tools, including a scorecard, to help the client effectively organize and evaluate AI opportunities to focus on

• Senior Product Manager, Hardware & IoT · Petivity Nestlé Purina (Toptal)11-01-2022 – 12-01-2023

  - Product Lead for a future release Pet HealthTech IoT product leveraging AI/ML (www.petivity.com) - Developed product value prop, requirements, & strategy through market research tools such as JTBD, e-tailer scraping, surveys, interviews, etc., while considering current & future trends - Managed global partners (Spain, China, US) specializing in industrial design, hardware design, contract manufacturing, software & cloud to design the product and execute the project

• Senior Product Manager, Hardware & IoT · Spin Ford Motor Company (Toptal)11-01-2021 – 03-01-2022

  - Relaunched Spin Team app by driving product strategy and execution, exceeding OKRs: 1.6× market launches, 99% adoption, 90% use case coverage, +34 NPS improvement. - Crafted Q1–Q2 Product Strategy & Roadmap by aligning with leadership, scoring opportunities, applying Agile thinking, and refocusing OKRs on Usage KPIs over Productivity KPIs. - Saved the Ops division over $50,000/yr by conducting discovery work on a vendor tool, interviewing internal customers, building a ROI model, and presenting findings leading to the tool’s deprecation

• Senior Product Manager, eCommerce · Dawn Foods Global (Toptal)09-01-2020 – 01-01-2021

  - Led and rolled out the B2B Special Orders feature in only 4 weeks, leveraging user interviews, prototype testing, resulting in a 42% increase in requests and an additional 100 orders per month - Convinced leadership to approve the Marketing Shopping List by using usage stats and screen size data to simulate viewports in a demo, easing concerns and proving it was customer-focused - Analyzed eCommerce user journeys, found issues with Click-to-Reorder, and redesigned CTA and flow—resulting in a clearer path and 5% increase in cart conversion

• Senior Product Manager, eCommerce · PepsiCo (Toptal)02-01-2021 – 09-01-2021

  - Led and launched the DTC Gatorade Gx checkout overhaul end-to-end, replacing an OTS tool via user tests, cross-team work, and multitasking—raising NPS 15% and forecasting $5M+ annual revenue. - Analyzed a 1-month-old B2B pilot using service design, HMW thinking, and stakeholder interviews; delivered insights and recs that led to ending the pilot and defining next steps - Partnered with Product Lead to define OKRs and roadmap for leadership; managed reprioritization throughout the year to reduce risk (e.g., test beds) and launch B2B and B2C efforts on schedule.

• Product Manager, eCommerce · Instacart05-01-2018 – 09-01-2019

  - Launched the Food Lion and Price Chopper eCommerce platform with zero delays by leading a 9-month integration between Unata's B2B2C platform & IC's fulfillment system, and redesigned the checkout - Increased customer engagement and app ratings from 2.6 to 4.7 stars (81% improvement) through creating a hypothesis, gathering data, analyzing design patterns, and executing on a prepared strategy - Built and led Unata's first A/B testing team, creating tools and processes to run experiments after defining metrics, KPIs, and success criteria for improving customer checkout conversion

• Product Manager, eCommerce · Loblaw Digital01-01-2017 – 04-01-2018

  - Grew revenue by 2.5x, decreased cart and checkout abandonment rate by 7% and 20%, through integrating and launching PC Optimum, PC Insider, PCid, Mobile Payments, Tracking Pixels, and more - Enhanced cart conversion (+5%) and checkout conversion (+38%) by managing the end-to-end user research, design, development, A/B testing, and Go-to-Market strategy for the new optimized checkout - Built an ROI model with sensitivity and break-even analysis for an unvalidated idea and compared in-house vs. OTS solutions, persuading the trading team to choose the most optimal approach

Education

• Ivey Business School at Western UniversityMaster of Business Administration (M.B.A.), Business Administration and Management, General
• University of WaterlooB.A.Sc., Honours Electrical Engineering - Co-operative Program

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