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Christa Johnson
571.330.8682
christaleigh@gmail.com
21 General Anderson Court ● Harpers Ferry, WV 25425
EXECUTIVE SUMMARY
Self-starter, collaborative, data-driven product manager with 8 years of experience in product management and marketing of
educational products. Driven to identify market problems and create products that have a positive impact on people's lives.
 Pragmatic Marketing Certified  Certified ScrumMaster (CSM)  Research Market Problems
 Product Roadmap Development  Persona Development  Competitive Analysis
 Business Analysis & Planning  Go-to-Market Strategy  Budget Management
PROFESSIONAL EXPERIENCE
K12, Inc. – Director of Product Management, New Business Planning
Herndon, VA
Oct. 2016 – Present
 Develop and execute the cross functional business case for entry into digital supplemental market, including market
overview, sizing, product strategy, economic modeling, and go-to-market strategy
 Engage in internal / external market research to determine market definition, positioning, and competitive landscape
 Seek and secure strategic partnerships, including content evaluation, business fit, financial modeling, and technical
approach
 Define product experience with content and platform groups by identifying, articulating, and prioritizing product and
integration requirements, collaborating with all lines of business
 Guide the go-to-market strategy across business lines, including pricing, training, messaging, and marketing activities
 Research new market opportunities to support the long-term roadmap of the product organization
K12, Inc. – Senior Manager, Consumer Product Management
Herndon, VA
Jun. 2013 – Sep. 2016
 Managed the Consumer line of business, owned P&L, established Consumer product and marketing strategy, and
implemented programs and products to support overall revenue growth
 Researched markets and competitors to inform roadmap development and grow K12 market share
 Drove and implemented new eCommerce site, including vendor selection and management, contract negotiation,
project management, content development, design, and launch plan
 Researched and established new distribution channels, including Educents, Groupon, and Living Social
 Managed roadmaps on internal systems to increase merchandising flexibility and decrease time to market
 Synthesized client, internal, and market research in an ongoing manner to understand current and potential customer
experience, translating into recommendations for actionable product, marketing, and service development
 Coordinated annual catalog management across departments and schools, requiring coordination across Systems,
Marketing, School Operations, Product Management, and Private Schools
 Collaborated on annual budget planning for initiative and marketing spend for Consumer line of business
 Created launch plans for Embark Trial site, EmbarK12 Online, and Noodleverse, including training and communication,
presentations, and promotional materials
The Great Courses – eCommerce Product Manager
Chantilly, VA
Feb. 2013 – Jun. 2013
(Contract)
 Defined and implemented a monthly podcast program and promotion strategy
 Collaborated with Marketing team to design, optimize, and implement integrated campaigns
 Managed the definition, design, and development of a new web experience
 Led the development of an online community of lifelong learners, integrating social sharing, gamification, badging,
and account management
No Agenda Homeschool – Founder
Manassas, VA
Feb. 2011 – Jun. 2013
 Published a book on home education, available for purchase on iTunes
 Provided a suite of unique products for new homeschoolers, including curriculum, books, consulting services, and
administrative tools
 Conducted extensive academic research on the homeschool marketing, both quantitative and qualitative
 Initiated a crowd-sourcing program for future unit studies development
 Created and delivered presentations on homeschool research and educational strategies
 Actively engaged with market through social media platforms (Facebook, Twitter, YouTube, and Pinterest)
Rosetta Stone – Product Manager
Arlington, VA
Nov. 2008 – Feb. 2011
 Created requirements (MRDs) with prioritized features, business justification, and scope, notably creating a Home
Study product line for Japanese and Korean markets
 Planned and conducted extensive market research including online surveys, usability testing, and alpha/beta testing
 Created buyer and user personas along with detailed user stories and use cases
 Developed internal training materials for Sales, Marketing, and Support teams
 Sat on cross-functional teams which launched products in 10 global markets
 Communicated new features and enhancements to necessary teams, primarily Marketing, Support, and Publications
 Maintained global product portfolio, tracking and evaluating pricing, product mix, localizations, and packaging
Wakefield School – Learning Support Specialist
The Plains, VA
Aug. 2007 – Nov. 2008
 Coordinated the development and implementation of learning support plans for each child involved in the program
(psycho-educational, vision, speech-language, and reading assessments)
 Collaborated with other specialists and teachers to evaluate progress in order to shape accommodations and
communicate accordingly with parents
NOVA Group, Inc. – ESL Instructor/Branch Manager
Toyama City, Toyama, Japan
Jul. 2003 – Jan. 2006
 Trained instructors in teaching techniques, course development, time management, and company policy and
requirements
 Managed and scheduled a branch of 16 people, with ongoing professional development and evaluation
EDUCATION
Master of Arts (M.Ed.) – International Education
George Washington University – Washington, DC
Bachelor of Arts (B.A.) – Psychology
College of William and Mary – Williamsburg, VA
Certified ScrumMaster (CSM)
Scrum Alliance – Herndon, VA
Pragmatic Marketing Certification (PMC)
Practical Product Management – Raleigh-Durham, NC
Certificate in English Language Teaching to Adults (CELTA)
International House – Rome, Italy
Completed May 2010
Completed May 2003
SKILLS & INTERESTS
 Computer Skills: Office applications, iWork for Mac and iOS, Wordpress, Google Analytics, iBooks Author
 Interests: Travel (35+ countries), digital photography, languages, hiking, jogging, cooking
 Advocate for Global Playground, Plan International, Kiva, Heifer International, and Mocha Club

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Christa Johnson - Resume - 2016

  • 1. Christa Johnson 571.330.8682 christaleigh@gmail.com 21 General Anderson Court ● Harpers Ferry, WV 25425 EXECUTIVE SUMMARY Self-starter, collaborative, data-driven product manager with 8 years of experience in product management and marketing of educational products. Driven to identify market problems and create products that have a positive impact on people's lives.  Pragmatic Marketing Certified  Certified ScrumMaster (CSM)  Research Market Problems  Product Roadmap Development  Persona Development  Competitive Analysis  Business Analysis & Planning  Go-to-Market Strategy  Budget Management PROFESSIONAL EXPERIENCE K12, Inc. – Director of Product Management, New Business Planning Herndon, VA Oct. 2016 – Present  Develop and execute the cross functional business case for entry into digital supplemental market, including market overview, sizing, product strategy, economic modeling, and go-to-market strategy  Engage in internal / external market research to determine market definition, positioning, and competitive landscape  Seek and secure strategic partnerships, including content evaluation, business fit, financial modeling, and technical approach  Define product experience with content and platform groups by identifying, articulating, and prioritizing product and integration requirements, collaborating with all lines of business  Guide the go-to-market strategy across business lines, including pricing, training, messaging, and marketing activities  Research new market opportunities to support the long-term roadmap of the product organization K12, Inc. – Senior Manager, Consumer Product Management Herndon, VA Jun. 2013 – Sep. 2016  Managed the Consumer line of business, owned P&L, established Consumer product and marketing strategy, and implemented programs and products to support overall revenue growth  Researched markets and competitors to inform roadmap development and grow K12 market share  Drove and implemented new eCommerce site, including vendor selection and management, contract negotiation, project management, content development, design, and launch plan  Researched and established new distribution channels, including Educents, Groupon, and Living Social  Managed roadmaps on internal systems to increase merchandising flexibility and decrease time to market  Synthesized client, internal, and market research in an ongoing manner to understand current and potential customer experience, translating into recommendations for actionable product, marketing, and service development  Coordinated annual catalog management across departments and schools, requiring coordination across Systems, Marketing, School Operations, Product Management, and Private Schools  Collaborated on annual budget planning for initiative and marketing spend for Consumer line of business  Created launch plans for Embark Trial site, EmbarK12 Online, and Noodleverse, including training and communication, presentations, and promotional materials The Great Courses – eCommerce Product Manager Chantilly, VA Feb. 2013 – Jun. 2013 (Contract)  Defined and implemented a monthly podcast program and promotion strategy  Collaborated with Marketing team to design, optimize, and implement integrated campaigns  Managed the definition, design, and development of a new web experience  Led the development of an online community of lifelong learners, integrating social sharing, gamification, badging, and account management
  • 2. No Agenda Homeschool – Founder Manassas, VA Feb. 2011 – Jun. 2013  Published a book on home education, available for purchase on iTunes  Provided a suite of unique products for new homeschoolers, including curriculum, books, consulting services, and administrative tools  Conducted extensive academic research on the homeschool marketing, both quantitative and qualitative  Initiated a crowd-sourcing program for future unit studies development  Created and delivered presentations on homeschool research and educational strategies  Actively engaged with market through social media platforms (Facebook, Twitter, YouTube, and Pinterest) Rosetta Stone – Product Manager Arlington, VA Nov. 2008 – Feb. 2011  Created requirements (MRDs) with prioritized features, business justification, and scope, notably creating a Home Study product line for Japanese and Korean markets  Planned and conducted extensive market research including online surveys, usability testing, and alpha/beta testing  Created buyer and user personas along with detailed user stories and use cases  Developed internal training materials for Sales, Marketing, and Support teams  Sat on cross-functional teams which launched products in 10 global markets  Communicated new features and enhancements to necessary teams, primarily Marketing, Support, and Publications  Maintained global product portfolio, tracking and evaluating pricing, product mix, localizations, and packaging Wakefield School – Learning Support Specialist The Plains, VA Aug. 2007 – Nov. 2008  Coordinated the development and implementation of learning support plans for each child involved in the program (psycho-educational, vision, speech-language, and reading assessments)  Collaborated with other specialists and teachers to evaluate progress in order to shape accommodations and communicate accordingly with parents NOVA Group, Inc. – ESL Instructor/Branch Manager Toyama City, Toyama, Japan Jul. 2003 – Jan. 2006  Trained instructors in teaching techniques, course development, time management, and company policy and requirements  Managed and scheduled a branch of 16 people, with ongoing professional development and evaluation EDUCATION Master of Arts (M.Ed.) – International Education George Washington University – Washington, DC Bachelor of Arts (B.A.) – Psychology College of William and Mary – Williamsburg, VA Certified ScrumMaster (CSM) Scrum Alliance – Herndon, VA Pragmatic Marketing Certification (PMC) Practical Product Management – Raleigh-Durham, NC Certificate in English Language Teaching to Adults (CELTA) International House – Rome, Italy Completed May 2010 Completed May 2003 SKILLS & INTERESTS  Computer Skills: Office applications, iWork for Mac and iOS, Wordpress, Google Analytics, iBooks Author  Interests: Travel (35+ countries), digital photography, languages, hiking, jogging, cooking  Advocate for Global Playground, Plan International, Kiva, Heifer International, and Mocha Club