Melt & Under Pizza: Digital channel operations, email marketing, and development coordination.
How I managed the owned eCommerce channel for two high-volume food delivery brands during peak sector expansion—from administering a custom storefront and coordinating external dev agencies to leading promotional email marketing end-to-end.
Owned digital channel operations, seasonal commercial calendar, SaaS budget oversight, and business-to-engineering alignment.
Day-to-day storefront operations, promotional banners, delivery polygon mapping, and technical scoping for external dev partners.
Managed Mailchimp and Brevo—from audience segmentation and HTML template coding to coupon setup and promotional terms compliance.
Store operator training on platform updates, plus continuous coordination across Marketing, Customer Support, and Store Operations.
Scaling high-volume operations without losing control
The core challenge as Product Manager wasn't writing production code—it was ensuring technical workflows kept pace with aggressive commercial goals during peak demand.
Bridging store operations and custom platform code
Melt ran on a custom-built Reaction Commerce stack. New features or deep structural adjustments weren't simple plugin toggles—they required scoping and execution by an external software agency. My role was translating commercial urgency into clear technical specs, negotiating timelines, and running thorough functional QA before release.
Every release touched downstream teams—requiring proactive communication and training for physical store operators.
High-frequency promotions without list fatigue
Promotional email required end-to-end ownership: segmenting customer lists for engagement, coding and QA-testing HTML templates across clients, configuring promo codes in the backend, auditing legal terms, and actively managing CRM software spend.
Led cost benchmarking and vendor negotiations to execute a strategic CRM migration from Mailchimp to Brevo.
Channel Operations Breakdown
A closer look at the core responsibilities supporting owned channel growth.
Full-cycle campaign ownership
End-to-end control went far beyond graphic assets—it meant segmenting databases, coding responsive HTML emails, and syncing promo logic directly with the checkout backend.
Functional bridge & mobile app launch
From operational adjustments like delivery zone polygons to functional QA testing and post-launch issue triage for the company's native mobile app.
Cross-organizational alignment
Keeping external developers, marketing teams, and physical store operators synchronized across every product release.
2 Core Pillars of Execution
What separated routine site administration from structured eCommerce Product Management.
Clear requirements & functional QA testing
When commercial campaigns require rapid feature rollouts, the PM must speak both business and engineering. I scoped requirements, prioritized the backlog with our external agency, and executed pre-release QA—including the mobile app launch.
Store-level onboarding ensuring smooth adoption of new digital order workflows across kitchen teams.
Data-informed operational decisions
Weekly tracking of channel traffic, conversion funnels, AOV, and retention cohorts—delivering actionable commercial recommendations to leadership and auditing CRM tooling costs to improve unit efficiency.
Operational Outcomes
Channel consolidation across Dec 2020 – Apr 2023.
Maintained owned digital channel stability during historic industry-wide delivery surges.
Supported digital onboarding for new store openings, delivery polygon setups, and Underpizza's rapid rollout.
Aligned web, native mobile app, and in-store operations around unified promotions, coupons, and CRM sends.
Structure, execution, and technical fluency.
Let's discuss how I can streamline your technical product backlog or scale your retention and CRM workflows.