Role: Product Strategy Lead (NinthDecimal)
Year: 2019–2020
🧩 Challenge
Kiip had strong mobile engagement reach, but limited measurement depth. NinthDecimal, a leader in location-based analytics and attribution, saw an opportunity to integrate reward-based engagement signals to close the loop on mobile-to-store behavior.
🧠 Strategy
- Identified product and data overlaps + synergies between NinthDecimal and Kiip
- Scoped technical integration pathways for Kiip’s SDK with NinthDecimal’s location graph
- Aligned GTM messaging around a unified moment → location → outcome story
- Developed pricing and positioning strategy for combined measurement + engagement offering
⚙️ What I Contributed
- Led product due diligence and SDK technical evaluation
- Developed internal integration roadmap with engineering leads
- Partnered with execs on strategic messaging for unified offering
- Built client transition playbooks and cross-functional onboarding processes
📈 Outcome
- Kiip was acquired and integrated into NinthDecimal’s platform stack
- Combined capabilities positioned the business to better compete with Foursquare and PlaceIQ
- Created new enterprise GTM narrative, boosting strategic value for NinthDecimal
- Set foundation for expanded attribution capabilities across mobile + physical channels