The Project

Product Collective was a learning community for product managers, consisting of numerous initiatives, including large in-person conferences, webinar series, and a Slack community. The organization led a successful business for over ten years and was recently acquired by Mind The Product.

The Background:

I joined the organization from the very beginning to help build the community’s headlining event, INDUSTRY: The Product Conference.

My Role:

I was the original event experience strategist, mapping out the agenda, crafting the attendee experience, and handling all production logistics. Eventually, we expanded to host two more conferences throughout the year, a European edition in Dublin, Ireland, and a more intimate, one-day event in New York City. For each of these events, I acted as the overall show director.

Decisions:

Over the course of a decade on the project, I helped inform several large decisions, including the formation of the original branding and event format, which was a selling point for the conference. During the expansion to multiple events, I helped inform event design and logistics. I also helped build out a Circle community for a group coaching initiative and several other initiatives throughout my time on the project.

Outcomes:

From a 300-person event to a 2,000-person one, to planning three events in multiple cities, I helped grow this community from scratch. By the time the organization was acquired, we had grown the community to be over 20,000 strong. After the acquisition, I was brought on one final time to produce the final INDUSTRY conference in 2025, concluding my work on the project.