P. Edmon Graham
Product management professional with 7+ years’ experience leading cross-functional teams through all phases of the product lifecycle. Expert in market analysis, customer research, competitive intelligence, and executing strategic product launches. Entrepreneurial mindset, skilled at driving profitability, optimizing product offerings, and delivering exceptional team support.
Work
New Balance, Inc. (2017–2024) • Boston, MA
When I joined New Balance, I was drawn not only to its legacy as a heritage sporting brand but also to its commitment to innovation across products, manufacturing, and digital channels. I became part of the Team Sports division, a strategically important business unit focused on outfitting athletes with custom uniforms and apparel. What stood out to me immediately was that these were not just apparel; they created personal and lasting connections between athletes and the brand. For many athletes, receiving a custom uniform marks their first real interaction with New Balance, often shaping their long-term loyalty. The benefits of a personal connection to a brand can be clearly seen in signing the future number-one NBA draft pick Cooper Flagg, a resident of a town with a New Balance factory.
I began my role as a Technology Lead, contributing to a $2.5 billion e-commerce channel, supporting both B2B and B2C customers. When New Balance transitioned to Scaled Agile, I advanced into the role of Scrum Product Owner, where I took ownership of the product vision for Team Sports. In this role, I was responsible for aligning technical feasibility with business value, managing a range of stakeholders, and ensuring that each product decision drove measurable impact.
One of the most significant achievements during my tenure was leading my team to a 360% increase in e-commerce revenue, even while operating within a stagnant market. This growth was not the result of broader market trends but of capturing market share directly from competitors. This space is hotly contested by many brands due to unmatched lifetime value (LTV) and also that today's school athletes are tomorrow's endorsers and influencers.
Our platform delivered unique value in the marketplace by fully integrating both B2B and B2C capabilities into a single customer experience. We empowered a diverse range of customers by extending account-level pricing and purchasing capabilities beyond formally defined accounts, through the creation of custom Team Stores. These stores enabled teams of all sizes to access tailored pricing and streamlined purchasing processes, helping us serve schools, clubs, and organizations that might otherwise have been excluded from traditional B2B workflows. Routing this through the e-commerce channel allowed NB to collect payments directly from customers or from their organizations via invoices.
Additionally, we developed a visual customization platform that enabled customers to design apparel with ease, backed by a supply chain capable of delivering on their creative vision. The ability to support both fully custom and embellished products gave us a distinctive competitive advantage, especially within the highly personalized world of custom apparel.
Looking back, I value how this experience strengthened my ability to connect business strategy with digital execution. I learned how to navigate ambiguity, balance competing priorities, and make decisions that deliver measurable value to both customers and the business. These are skills I am eager to continue developing through graduate study and beyond.
Product Owner, Team Sports B2B Commerce (–)
As a Scrum Product Owner at New Balance, I managed a complex, end-to-end product workflow that spanned from initial definition through manufacturing and delivery, guided by a strategic nine-month roadmap. Our team operated within a Scaled Agile Framework (SAFe), with ten teams collaborating closely. While nine teams oversaw parts of our global e-commerce stack, my focus was exclusively on the Team Sports business unit.
Custom apparel presented unique operational challenges compared to warehoused products due to the complexity and number of integrated systems required. Over two years, we significantly improved planning precision, increasing the accuracy of incremental planning metrics by nearly 70%.
I spearheaded a transformative evolution of the Team Sports e-commerce infrastructure over four years, completely reshaping our digital landscape from product ideation to final customer delivery. My role directly impacted several critical technology transitions:
- Migrated Product Information Management (PIM) from Deck PIM to InRiver.
- Transitioned e-commerce platforms from Salesforce B2C Commerce (Demandware) to Salesforce B2B (SF Platform).
- Upgraded our tax infrastructure from Avalara's legacy SOAP to a modern REST API.
- Unified payment processing by transitioning from Cybersource to Adyen, integrating seamlessly with point-of-sale (POS) systems.
- Modernized our Order Management System (OMS) from a custom Deck Commerce solution to a robust, cloud-based Deck Commerce OMS.
- Implemented SAP Emarsys as our primary marketing automation solution, introducing structured customer engagement capabilities.
- Transitioned our ERP from Aurora to Microsoft Dynamics 365, significantly reducing customer onboarding friction and time. Previously, onboarding processes could take weeks; post-transition, customers could shop within 24 hours of credit approval, automatically receiving entitlements, accurate taxation, and pricing directly through ERP integration.
In my role, I served as the primary liaison for all Team Sports e-commerce matters, actively managing Jira product roadmaps, stakeholder communications via Teams, email, and Confluence, and addressing risks and interdependencies across the SAFe release train. My responsibilities included capturing user feedback and requirements, defining User Stories and non-functional criteria, refining test suites, and aligning business goals with clear valuation and performance metrics. Regular collaboration on technical architecture and solutions with the broader release train was central to my role, alongside developing and reviewing end-user documentation and training programs for internal and external teams.
One notable project I led was the implementation of a machine-learning (ML) driven application designed to automatically detect potential copyright or trademark infringements in user-submitted artwork. This significantly reduced legal risks and paved the way for more streamlined, self-service customization.
Lastly, I regularly addressed and resolved priority defects and vendor issues, frequently engaging directly in technical troubleshooting, especially at the service level, to maintain our high standards for quality and reliability.
Development Lead (–)
As Development Lead at New Balance, I oversaw technical development and strategic integration initiatives critical to our global e-commerce operations. My primary responsibilities centered on managing complex system integrations, particularly for custom, warehoused, and embellished apparel products. This involved extensive coordination between APIs for Order Management Systems (OMS) and Enterprise Resource Planning (ERP) systems, introducing advanced inventory management capabilities such as true backorder functionality.
During my tenure, I executed several key system migrations and integrations:
- Facilitated the integration of Salesforce Commerce with InRiver Product Information Management (PIM), streamlining global product assortment management. This significantly sped up product listings, improved time-to-market, and supported efficient global marketing campaigns.
- Successfully migrated manual entitlement, taxation, and pricing processes to an automated ERP-based system, reducing the wholesale partners' onboarding and activation time from seven days to a single day.
- Collaborated closely with marketing teams to optimize and integrate digital product data across advertising platforms and marketplaces, enhancing customer engagement and product discoverability.
- Acted as a strategic liaison between Digital business and engineering teams, regularly advising on technical solutions, evaluating trade-offs, and ensuring smooth execution of complex API-driven product integrations.
My role consistently emphasized effective cross-functional collaboration, technical leadership, and innovation, enabling significant operational improvements and measurable enhancements in customer and stakeholder experiences.
HLK (HughesLeahyKarlovic) (2016–2017) • St. Louis, MO
HLK is a St. Louis-based advertising and digital marketing agency distinguished by its ability to combine creative strategy with full-stack and data science capabilities — a rare trait among creative agencies. At HLK, I operated at the intersection of technical leadership and product ownership, overseeing large-scale web projects while also solving and estimating technical efforts for a range of clients.
Technology Lead (–)
A core achievement during my time at HLK was leading the development of the Shroud component architecture as part of Bayer's digital transformation. This system replaced Bayer’s legacy SharePoint marketing sites with a scalable, reusable component library built on Adobe Experience Manager (AEM). The Shroud library became foundational for hundreds of Bayer marketing activations, supporting dozens of brands with a flexible, accessible framework that only required light styling to meet individual brand guidelines.
In addition to architectural leadership, I frequently acted as an embedded product owner on key initiatives, driving both technical execution and stakeholder engagement. HLK relied on me as the primary advocate for web “prestige” — meaning I was often called upon for projects requiring elevated polish, creativity, or visibility. This responsibility led directly to my teams winning four ADDY Awards during my tenure, including:
- A 2018 Gold ADDY for the Chris Long Foundation website
- A 2017 Gold ADDY for Waterboys
- Contributions to the nationally recognized 2016 St. Louis Browns heritage site
On a day-to-day basis, my work included:
- Leading go-to-market tactics, service architecture, and budget estimations for Bayer’s digital marketing activations, ensuring on-time and cost-effective delivery.
- Developing customer-facing dashboards in collaboration with HLK’s data science team, using SQL and D3.js/Chart.js to provide Bayer and other clients with impactful visualizations for campaign performance and business intelligence.
- Managing pro bono web marketing projects for non-profit organizations, delivering award-winning work while expanding HLK’s community impact and creative portfolio.
This role strengthened my ability to blend technical decision-making with creative and strategic thinking, preparing me for increasingly complex roles where technology directly shapes brand and business outcomes.
FUSION Marketing (2015–2016) • St. Louis, MO
Senior Developer (–)
At FUSION Marketing, an agency renowned for experiential event activations, I spearheaded a bold digital redesign as the senior developer on the company’s flagship website. Using innovative techniques, I introduced a radical, skewed visual layout that garnered regional ADDY awards for exceptional self-promotion. Beyond web projects, I contributed to dynamic event activations using Node.js, Electron, and IoT hardware like Raspberry Pi and BeagleBone. Highlights included an interactive trivia game, RFID-based competitive team games, and a custom arcade racing experience developed for NASCAR’s Daytona 500. My short but impactful tenure at FUSION was marked by technical experimentation and collaboration, providing me with invaluable experiences in event-driven digital innovation.
Although I only worked at FUSION for about 8 months, that does not reflect a negative time there, I had an offer of a massive increase to move into a more management-focused role at HLK. I had a wonderful time working for this company, and I found the experience with Electron and light electronics and robotics valuable in my personal life and hobbies.
Coolfire Studios (2014–2015) • St. Louis, MO
Senior Developer (–)
Coolfire Studios, a boutique production company specializing in award-winning TV and branded content, provided me the opportunity to lead development for digital properties connected to their popular shows and diverse clients. My role encompassed building robust WordPress and WooCommerce sites, such as the subscription platform for Thomas Coffee and Craftsmen Industries' online presence. Additionally, I developed internal reporting dashboards and analytic tools that supported informed decision-making for Coolfire’s diverse client base. This role enhanced my skills in delivering tailored digital solutions for dynamic, content-driven businesses.
Cordell & Cordell (2014–2015) • St. Louis, MO
Web Developer (–)
At Cordell & Cordell, a national family law practice, I managed the comprehensive transformation of their digital presence as the sole web developer. My major initiative was transitioning the firm's main site from Joomla to WordPress, substantially improving information architecture, SEO performance, mobile accessibility, and page load speeds. These enhancements resulted in a remarkable threefold increase in monthly traffic—from approximately 330,000 to over 1.2 million visitors—within nine months, significantly amplifying the firm's digital visibility and market reach.
Byte Fair LLC (2009–2017) • St. Louis, MO
Proprietor (–)
Byte Fair was my consultancy, providing digital marketing, e-commerce, and CRM solutions primarily in partnership with talented designers. My freelance endeavors included projects for notable clients like heritage tannery Auburn Leather, innovative franchise operator Debo’s Diners (Steak and Shake), and municipal IT infrastructure for Fredericktown. Through this consultancy, I unknowingly cultivated valuable e-commerce skills, speeding up my later success at enterprise-scale projects with New Balance. Byte Fair allowed me to explore diverse digital challenges, laying a solid foundation in adaptable, client-focused web development and marketing technologies.
Quanta Services | Utilimap Corporation (2014–2015) • IL
Field Inspector (–)
Working with Utilimap Corporation (later acquired by Quanta Services), I served as a field inspector, responsible for maintaining and assessing the integrity and safety of regional power and telecommunications infrastructure. My duties involved circuit analysis, emergency coordination, GIS mapping, and compliance inspections across Illinois, primarily within Ameren’s territory. The role required an analytical mindset paired with on-site evaluations, combining rigorous physical and knowledge-based work in a critical service industry.
Nerds on Site (2007–2008) • MO
IT Contractor (–)
At Nerds on Site, a distributed consultancy and technical service provider, I worked as a mobile IT consultant, supporting small businesses and residential customers with diverse technology needs. Responsibilities included hardware troubleshooting, interactive kiosk installations across several states, CRM implementations, and database development. This role provided early exposure to customer-focused IT solutions, emphasizing the importance of flexibility, technical competence, and effective communication in professional technology services.
Education
Illinois Institute of Technology, Stuart School of Business • Chicago, IL
Tulane University • New Orleans, LA
Skills
Awards
Certifications
scrum.org
Vanderbilt University
IBM SkillsBuild
Derek Sabori / The Underswell
Volunteering
I love volunteering as much as I’m able for company initiatives. I think community involvement is a must for any company with multiple personnel in a region. Organizations I’ve volunteered for over the years on behalf of companies include:
- St. Louis Area Foodbank
- Gateway Region YMCA
- ImpactLife (f.k.a. Mississippi Valley Regional Blood Center)
- Kids Vision for Life
- Rebuilding Together
- St. Louis Art Works
- Node.js Foundation
- St. Louis Cardinals Green Team
- Presentation Arts Council
- New Music Circle