8 years turning enterprise operations into software. Freight moving through platforms I specified, brands live on integration infrastructure I designed, checkout conversion moved by architecture rather than persuasion. Supply chain, ERP tooling, B2B commerce.
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Product Manager with 8+ years building and scaling B2B SaaS, subscription commerce, and platform products.
At AppDirect I own Purchase & Checkout and Builtfirst, driving AI-led product innovation, 0→1 development, customer growth and ecosystem strategy, with measurable impact on checkout conversion, AOV and retention. Previously built and scaled ElasticRun's all-mile logistics platform and led its TMS SaaS transformation across enterprise and global customers.
Pune, India · CSPO — Certified Scrum Product Owner
Grounding enterprise platform architecture in real operations, operationalizing pragmatic AI workflows, and driving quantifiable P&L outcomes.
Zero-to-One Discovery is the discipline of turning messy, unregulated, or fragmented business operations into
clear, scalable platform architectures. It requires stepping out of the conference room and getting onto the
ground — observing real user jobs-to-be-done, understanding business mechanics firsthand, and applying
ruthless prioritization to decide what to build first and what to stage next.
I have driven 0→1 transformations from inception to multi-market scale — from replacing offline paper freight
tracking with foundational TMS workflows, to stitching complex WMS, TMS, and shipment systems into a unified
all-mile logistics operating system powering 100+ enterprise brands.
Engineering velocity and partner acquisition depend on architectural clarity before code is written. I
collaborated deeply with engineering architects and tech leads to make core logistics and commerce
capabilities available to product teams in a scalable, configurable, and modular way across diverse use
cases.
By establishing canonical domain models, generic integration translation layers, explicit state machines, and
bidirectional reconciliation boundaries across RESTful APIs, EDI/SFTP, WMS, and ERP systems, we turned
bespoke partner builds into a rapid, self-serve onboarding engine powering 100+ D2C and enterprise brands.
AI delivers enterprise leverage when applied to problem statements where models perform at or above human parity
and financial/payment ledger risks are bounded. Rather than pursuing speculative vanity POCs, my approach focuses
on solving operational friction: saving users significant manual effort, removing cognitive drop-off, and
protecting business revenue.
At ElasticRun, I conceptualized the AI attempt verification initiative by defining the business rules that
distinguish genuine delivery attempts from fabricated claims, specifying the trigger conditions for when call
logs are sent to AI, and designing the operational workflows for supervisor dispute resolution in collaboration
with engineering leads. At Builtfirst, I overhauled the merchant deal creation workflow by specifying functional
requirements for AI-assisted copywriting (titles, instructions, discount terms), cutting merchant drop-off from
78% to 55% while keeping final publishing strictly human-approved.
Technical fluency is about understanding engineering architecture deeply enough to establish an active
feedback loop with technical architects—guiding what requires configurability versus fixed logic, and where
modularity is needed as business maturity evolves across domains.
At ElasticRun, I applied systems thinking to decouple field operators from heavy desktop ERPs by specifying a
lightweight mobile PWA top-up for everyday approvals on low-end devices, and architected Straight-Through
Processing (STP) rules for automated supplier payments managing ₹100+ Cr/month. In my personal practice, I
leverage an AI-augmented PM OS in Cursor to build brand-themed interactive prototypes, pre-validate functional
requirements against live data models, and manage lightweight codebase adjustments directly.
Commercial literacy is about evaluating build-versus-buy decisions based on control, cost, and data risk, and
understanding how internal platform capabilities can be commercialized into scalable SaaS products to drive
measurable P&L outcomes.
At ElasticRun, instead of procuring expensive external HR software, I evaluated the trade-offs and led the
build-versus-buy decision to develop an owned in-house HRMS on top of existing ERP components—specifying
end-to-end employee onboarding, leave management, and exit workflows to eliminate a ₹40 Lakhs/year SaaS
contract. For travel and procurement, I digitized HR and Finance spend policies with automated budget caps,
preventing over-limit claims without manual auditing and delivering ₹2 Crores/month in cost savings.
When commercializing our internal TMS into an external SaaS offering, I conducted deep market benchmarking to
define required modularity, capability separation, and multi-tenant configurability—successfully onboarding one
of India's largest marketplace players (35,000+ trips/month) and delivering ₹20 Lakhs/month in client
operational savings.
Product analytics delivers enterprise leverage when it replaces subjective roadmap opinions with empirical
behavioral telemetry. At AppDirect, owning multiple product domains (Checkout and the Builtfirst partner
ecosystem) required creating a comprehensive behavioral and adoption metrics framework that gave leadership and
cross-functional teams complete visibility into domain health, North Star metrics, and cart conversion
performance.
Leveraging Cursor and Datadog MCPs, I queried and synthesized existing Real User Monitoring (RUM) events and
server logs flowing through our architecture—extracting deep funnel drop-off and friction insights without
deploying a single line of new instrumentation code. This behavioral telemetry directly identified the critical
bottlenecks across our checkout journeys and merchant deal workflows (such as the 78% listing drop-off),
providing the exact data required to prioritize high-impact product solutions.
Cross-functional leadership is about navigating product ambiguity by maintaining continuous, proactive
communication across six key organizational pillars: Business Stakeholders, Engineering, UX, Support, Sales,
and Customer Success (CSM). By running regular syncs across these teams, I turn operational friction and
customer sentiment into clear, prioritized product direction.
I regularly sync with Support to identify recurring platform bugs and user drop-off points, and collaborate
with Sales and CSM to understand target buyer profiles, feature demand patterns, and deal blockers. Across
AppDirect's multi-acquisition landscape, I led strategic unification initiatives—such as integrating Builtfirst
with PartnerStack to unlock mutual monetization synergies, and transitioning standalone acquired tools into
unified enterprise platform experiences. By building and showcasing interactive prototypes, I align
cross-functional teams and executive leadership around tangible business value and cohesive roadmap execution.
GTM and roadmap strategy is about translating complex platform capabilities into compelling, persona-specific
commercial narratives—arming sales teams with actionable playbooks and designing pricing models that lower
buying friction while driving sustainable unit economics.
At AppDirect, I led the GTM strategy for the unified platform experience to support our broader platform launch.
Rather than treating Builtfirst as an isolated add-on, I focused on core enterprise personas, worked closely
with GTM teams to formulate their specific value propositions, and embedded that positioning into the central
AppDirect GTM playbook. At ElasticRun, I partnered with Finance and Engineering to define our TMS SaaS
commercialization strategy—designing a tiered pricing model based on operational overhead that made early
enterprise buying friction-free while creating a strategic 'dogfooding' feedback loop to harden the platform with
live customer data.
Plotted across the 12 product manager competencies, from Needs focus to Outperform. Click any competency to see the work behind it.
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