P. Edmon Graham

Saint Louis, Missouri
Product Manager & Technologist
paul at edmon dot zip

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

New Balance is a 119-year-old sporting brand and an innovator in American running culture. I was drawn not only to its legacy as a heritage sporting brand but also to its commitment to focused innovation. For the last 7+ years, I led roadmap strategy and execution for the brand New Balance in Team Sports, a B2B/B2C hybrid unit focused on uniforms and custom apparel. NBTS was a strong challenger and grew almost 960% in a mature market which required a wide range of technical and process improvements from idea to doorstep to scale.

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 serviced only by third parties.

Product Owner, Team Sports Commerce ()

I was a Scrum Product Owner for 3 years responsible for strategic planning, delivery, requirement gathering, stakeholder management, brand management, data analysis, user onboarding, and KPI reporting. The most important project was the replatform of the commerce stack to a B2B platform that enabled wholesale self-service, valued at $40M in incremental growth. Uniform wholesalers own a huge majority of high-school and college business and could not be properly serviced on the prior B2C system. To explain the product I managed, I explain the NBTS commerce stack as a "Buy Stack" and a "Build Stack."

The Buy Stack is 40% frontend, 60% backend and includes Salesforce Commerce Cloud B2B, Marketing Cloud, and Sales Cloud; and a set of functional services around factory artwork intake and visual customization. The Build Stack which is 100% backend and includes inventory, payments, fraud, OMS, ERP, and various supply-chain integration middleware. Some key deliverables:

  • Allow self-service for dealers, enabling $40M/yr (154% SBU growth) in B2B sales annually within 5 years.
  • Used public product APIs to build commerce catalog instead of manually entering products into PIM.
  • Allowed overnight syncing of wholesale accounts from ERP, shrinking commerce onboarding from 7 days to 1 and automating setup of entitlement, pricing, and tax.
  • Segmented audiences for marketing automation and personalization, tying to global consumer data to establish customer LTV.
  • Moved service actions into "log-in as" to ensure that power customers can completely self-service, reducing case escalation into tier 2 by 30%.

Development and Delivery Lead, Team Sports Commerce ()

For over 4 years, I was in a similar role to my product owner role but more hands-on with development and technical architecture. I was the primary technical solutions person as well as having direct team leadership responsibility for a 5 engineer team. Some key deliverables included:

  • 3d visual customizer enabled a reduction of manually created designs from 90% to 20% of orders, and a reduction in time-to-order from 14 days to 2 days on average.
  • Pioneered Agile delivery and management in the Digital train, improving delivery accuracy by 60% and formalizing testing procedures.
  • Devised stability and quality improvements that enabled a 630% sales increase in a mature market.
  • Restructured product page data, enabling zero-click SEO and improving organic performance by 20%.

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 development and data science capabilities. 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 ()

Some core achievements of my time at HLK include:

  • Developed the Shroud reusable component library for AEM, enabling a 70% reduction in labor hours for brand activations.
  • Integrated Salesforce Marketing Cloud campaigns that improved click-through 20% by improved targeting and behavioral intelligence.
  • Created client dashboards to track and improve campaign efficacy after launch.

In addition to architectural leadership, I frequently acted as an embedded product owner on key initiatives, driving both technical execution and stakeholder engagement. Due to my high local reputation as a front-end developer, 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. I worked on 3 award-winning activations including:

  • 2018 Gold ADDY for the Chris Long Foundation website
  • 2017 Gold ADDY for Waterboys
  • 2016 National ADDY for St. Louis Browns heritage site

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 two 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.

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 monthly 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.

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

Master of Business Administration (in progress)
Illinois Institute of Technology, Stuart School of Business • Chicago, IL (4.0 GPA)
Bachelor of Arts in History
Tulane University • New Orleans, LA

Skills

Leadership: Scrum (agile), Scaled Agile Framework (SAFe), market intelligence, competitive analysis, visual storytelling, new product development, product ownership, product lifecycle, go-to-market strategy, requirements gathering, user experience, user research, voice of the customer, customer journey mapping, stakeholder engagement, technical writing, roadmapping, backlog prioritization, release planning, risk management, product sustainability, user story creation, persona development, user acceptance, presentations, remote and in-person training, inventory management, vendor management, pricing strategy, business analysis,
Technical: app prototyping, web accessibility (WCAG), structured data, LLM prompt engineering, testing, search engine optimization (SEO), root cause analysis (RCA), headless web apps, content management systems (CMS), performance monitoring, REST APIs, microservices, microformats, Salesforce, Jira, Confluence, Microsoft Power BI, Microsoft Office (Excel, PowerPoint, Visio), Google Analytics, Shopify Plus, BigCommerce, Microsoft Dynamics 365, Splunk, InRiver PIM, Mulesoft, JavaScript/TypeScript, Node.js/Deno, Azure/AWS, PHP, C#, HTML, CSS, Docker, Git, AEM, React, Vue.js, Svelte

Awards

2018 STL Gold ADDY Online/Interactive - Consumer Website (Chris Long Foundation)
2017 STL Gold ADDY Online/Interactive - Consumer Website (Waterboys)
2016 Midwest Regional Silver ADDY Online/Interactive - Advertising Industry Self-Promotion (This is FUSION)
2016 STL Silver ADDY Online/Interactive - Advertising Industry Self-Promotion (This is FUSION)

Certifications

Professional Scrum Product Owner I (PSPO I)
scrum.org
AI Prompt Engineering Specialization
Vanderbilt University
Artificial Intelligence Fundamentals
IBM SkillsBuild
The Underswell School of Understanding Apparel Sustainability Accelerator
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: