Jonathan Lau

Product Manager • Project Manager • Growth Product Manager • Toronto, ON, CA

Figma

E-Commerce

API

Android

iOS

Wireframing

Analytical Thinking

Data Analysis

User Research

Prototyping

Agile Project Management

Market Research

Product Marketing

Design Thinking

Product Management

Cross-functional collaboration

Leadership

Scrum Method

Analytics

Management Consulting

UI/UX Design

Product Design

Product Development

Product Strategy

Available for hire fromNegotiable

Contracts

AI/ML, IoT & eCommerce Product Lead | ex-Instacart

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.

Projects

DTC Checkout Experience Enhancement

Jonathan led a pivotal initiative to transition Gatorade, a PepsiCo subsidiary, from a third-party e-commerce platform and third-party logistics provider to PepsiCo's newly developed in-house platform. This migration included the development and launch of a Subscriptions feature tailored to Gatorade's business needs. Collaborating closely with Product Designers, Jonathan revamped the user experience to incorporate the Subscriptions functionality and crafted clear messaging for users and customer support teams to ensure a seamless transition. The migration was executed successfully without incident, resulting in a 15% improvement in Net Promoter Score (NPS) and projected annual revenue exceeding $5 million.See More

AI-Driven Operational Efficiency for Non-Profit

Jonathan led a team of AI specialists in collaboration with an international humanitarian aid organization to enhance operational efficiency through the development of a robust AI pipeline. He partnered with the client to design a comprehensive strategy and roadmap, establishing a strong foundation to ensure consistent progress toward outcomes, even amidst potential changes in the execution team. To aid in prioritizing AI initiatives, Jonathan introduced processes and tools, including a scorecard system, enabling the organization to effectively organize and evaluate AI opportunities. The team also established the foundation of a Retrieval-Augmented Generation (RAG) architecture to support future AI development. The success of this initiative led to the awarding of additional paid contracts, recognizing the team's impactful contributions.See More

Work History

Founder & CEO

AI x Gaming Stealth Startup- 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)Full-time EmployeeOct 2024 - Mar 2025 • 6 mos- 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)Part-time EmployeeJul 2024 - Nov 2024 • 5 mos- 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)Full-time EmployeeNov 2022 - Dec 2023 • 1 yr 2 mos- 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)Full-time EmployeeNov 2021 - Mar 2022 • 5 mos- 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)Full-time EmployeeSep 2020 - Jan 2021 • 5 mos- 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)Full-time EmployeeFeb 2021 - Sep 2021 • 8 mos- 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

InstacartFull-time EmployeeMay 2018 - Sep 2019 • 1 yr 5 mos- 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 DigitalFull-time EmployeeJan 2017 - Apr 2018 • 1 yr 4 mos- 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 University

Master of Business Administration (M.B.A.), Business Administration and Management, General2015 - 2016

University of Waterloo

B.A.Sc., Honours Electrical Engineering - Co-operative Program2004 - 2009

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