Fohr: Scaling a Marketplace
The Problem:
Fohr faced a usability vs. complexity bottleneck. While the data was robust, the interface didn't match the sophistication of the insights.
Year
2022-2024
Some features launched after I left, but I’m still proud of them
Product
Fohr
The Challenge
At Fohr, I led the product strategy and execution for our B2B influencer marketing platform, serving a database of 180,000+ influencers. My focus was on transforming a functional utility into a premium, enterprise-grade SaaS environment by fostering a high-velocity, research-driven product culture.
The platform faced a usability-versus-complexity bottleneck. While the data was robust, the interface didn't match the sophistication of the insights. As a two-sided marketplace, we had to satisfy two distinct user needs:
The Explorer: Needs frictionless discovery tools to navigate massive datasets.
The Analyst: Needs absolute clarity and trust when reviewing engagement metrics and calculating Earned Media Value (EMV).
The Strategy
I oversaw the product lifecycle, managing the intersection of user research, stakeholder requirements, and design execution to ensure our roadmap delivered tangible business value.
Research-Led Prioritization: I moved the product team away from "vibes-based" development by implementing continuous user feedback loops. By interviewing brand managers and analyzing their pain points in the discovery-to-CRM workflow, I ensured we were building the features that actually moved the needle on retention.
Agile Orchestration: I managed the cross-functional agile lifecycle, ensuring the design and engineering teams were tightly aligned. A major component of this was overseeing a complete platform rebrand and the creation of a new design system—a massive cross-departmental initiative that I championed to eliminate technical debt and significantly accelerate our release cadence.
Data-Informed Decisioning: I steered the development of our analytics and reporting suite. By defining the metrics that mattered—such as earned media value (EMV) and growth trajectory—we empowered our users to prove ROI, which was a critical driver for our enterprise expansion.
The Impact
By aligning our product roadmap with a focus on usability, reliability, and data transparency, we achieved:
Commercial Growth: Scaled SaaS ARR from ~$250k to ~$2.5M.
Increased Velocity: Streamlined design-to-development handoffs, allowing the team to ship complex competitor research and conversion tools consistently over a two-year iterative cycle.
Market Position: Transformed the platform into a "single source of truth" for brands, successfully shifting the brand’s perception from a directory to an essential CRM and analytics toolset.