Selected Projects — Paula Ward

Choose a plan

Jamf's online store: three plans with prices and a Buy Now button on each

Configure & buy

Jamf's checkout flow: choose the number of devices and see an instant subscription summary

01 Jamf

Product-Led Growth: Self-Serve Subscriptions for B2B SaaS

10%

of new-logo revenue from self-service

Challenge: Even small, transactional purchases ran through a sales-led process: friction for self-directed buyers, slow low-value deals for sales, and price-sensitive customers underserved.
Solution: Led the design and launch of Jamf's first self-serve store, where customers discover, configure, quote and buy online. A/B tests and behavioral data tuned the funnel, and a long-term business case secured continued executive investment.
Impact: A scalable, product-led growth channel, with less sales touch on transactional deals so the team can focus on higher-value ones.

Product StrategyeCommerceA/B TestingSalesforce CPQCleverbridgeElastic PathRFP Negotiation

Growth & Monetization Product Operations

02 Perforce · Puppet RECENTLY SHIPPED

AI Assistants for Puppet Enterprise Advanced

Beta → Launch

Infra-Assistant and Code-Assistant. Too new for adoption metrics.

Challenge: Puppet's new AI capabilities were in an early beta with limited user testing.
Solution: Took them from beta to launch by iterating on user feedback: made the MCP server for Code-Assistant more accessible, added guardrails on inputs and outputs, and expanded the APIs and data in context. Worked across AI engineers, product managers, customers and the CTO team.
Impact: Infra-Assistant (plain-English questions about infrastructure, with the generated query shown so a human can verify it) and Code-Assistant (natural language to validated Puppet code, from the IDE) now ship in Puppet Enterprise Advanced.

AI Product ManagementMCPAI GuardrailsAPIs & ContextCross-functional Leadership

AI & Agentic Workflows

03 Jamf

SMB Pricing and Packaging Strategy

50%

ARR growth

$25M

annual revenue stream

Challenge: The SMB product line had no deliberate pricing or packaging strategy and no defined ideal customer. Pricing hadn't changed in years, and ARR was being left on the table.
Solution: Defined the product's strategic intent and long-term vision for the first time, then redesigned pricing and packaging. CAC and LTV analysis guided retention-focused decisions without hurting acquisition efficiency.
Impact: ARR grew 50% to $25 million while acquisition costs fell and LTV held strong.

Pricing StrategySubscription PricingProduct StrategySaaSCustomer Success

Growth & Monetization

Best Buy's official eBay storefront: 98.8% positive feedback, 6.1M items sold, 150K followers

04 Best Buy

eBay Marketplace Channel Scaling

$80M+

annual revenue

20,000

products listed

Challenge: An engineering proof of concept connected Best Buy to eBay, but it couldn't scale: missing categories and API fields, too slow for high volume, and lacking the compliance information needed to operate safely.
Solution: Guided engineering on what it takes to turn the POC into a real channel (broader category and API coverage, speed, reliability, compliance), and worked directly with eBay and vendors on collections and promotions to grow the catalog and demand.
Impact: The channel grew to $80+ million in annual revenue, one of the largest single contributors to Best Buy's broader eCommerce and marketplace expansion, and proved the POC could become a durable sales channel.

eCommerce APIsAPI MarketplacesVendor ManagementAssortment StrategyPromotion StrategyMarketplace Operations

Growth & Monetization Product Operations

Best Buy in-store display for Spider-Man: Homecoming, with an Only at Best Buy exclusive 4K steelbook shelf

05 Sony Pictures Home Entertainment

Retail Account P&L Turnaround

347%

gross profit improvement

$40M

retail account value

Challenge: Sony's largest retail account, Best Buy, underperformed on profitability despite significant volume. Pricing, promotions and assortment weren't coordinated, and Sony had no direct control over retail pricing.
Solution: Managed the full $40M account P&L and rebuilt the annual strategy across pricing, promotions and lifecycle planning. Led vendor-support negotiations and promotional architecture to influence retail pricing indirectly, and built forecasting and post-mortem analytics models.
Impact: 347% gross profit growth within a single year, showing that disciplined account management and analytics can move profitability even without direct pricing control.

P&L ManagementPricing StrategyVendor NegotiationInventory ManagementPromotional Strategy

Growth & Monetization Product Operations

06 Best Buy

OEM Mini Checkout Solution

20%

of one partner's total sales routed through the channel

40

vendor contracts negotiated

Challenge: OEM partners selling on their own branded sites lacked a reliable way to complete purchases at the final step, losing sales they should have captured directly.
Solution: Oversaw the scaling and business development of a mini checkout that embeds a Best Buy-powered purchasing option into OEM-branded sites. Partners keep their brand experience while Best Buy handles the commerce infrastructure.
Impact: One partner reported 20% of its total sales flowing through the checkout, third-party validation of the solution, and Best Buy gained incremental revenue and market share.

Product StrategyBusiness DevelopmentPartner EnablementCheckoutConversion Rate Optimization

Growth & Monetization

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