Repositioning Billboard around its strongest competitive advantage.
Employer
MRC - Billboard
Year
2020
As SVP of Product and Design, I led a phased redesign of Billboard’s digital experience across product management, design, UX, and front-end development. Rather than approach the work as a visual refresh, I began by identifying what uniquely differentiated Billboard in an increasingly crowded music-media landscape: its proprietary chart data.
That insight became the foundation for the broader product strategy—reimagining how Billboard’s data, artists, editorial, video, and content could work together as one connected experience.
My role: Product strategy and vision, product management, design and UX leadership, front-end development, roadmap prioritization, and cross-functional alignment across engineering, charts/data, editorial, business, and legal.
Scope of Work
Transforming data into a product platform.
Billboard’s charts were its most recognizable asset, but digitally they functioned largely as static destinations. I led the product strategy to transform them into dynamic experiences designed for exploration, engagement, and discovery.
Working across product, design, engineering, and Billboard’s dedicated charts team, we introduced richer statistics, historical context, video, editorial content, and pathways into related artists and stories. I also partnered with legal to address the rights implications of incorporating video within the chart experience.
The same data infrastructure then became central to reinventing artist pages. Instead of static profiles, artists became living destinations—combining chart performance and historical trends with editorial, video, and related content.
The charts were no longer a section of the site. Their data became a platform capability.
Scaling the strategy across the entire Billboard experience.
With the data strategy established, I led the broader redesign of Billboard in phases, applying the same connected-product thinking across the site.
Articles, artist pages, charts, genres, video, and other content were redesigned as parts of an interconnected ecosystem rather than isolated destinations. We created a modular product and design system that used the relationships between artists, songs, albums, genres, and chart performance to surface relevant experiences throughout the site.
This enabled intelligent recirculation across Billboard while giving product and editorial teams a scalable framework for assembling and evolving experiences over time.
What began with the charts became the organizing principle for the redesign of the entire platform.
Connecting product strategy to business results.
By centering the product on proprietary data, we created new pathways for discovery and engagement. The result was measurable improvement across core metrics: traffic, time on site, CTR, and content recirculation. What began as a question about charts ultimately reshaped the product strategy for the entire digital experience.
