Hi, I'm Parisa.
I work at the intersection of AI, data, and product — bringing experimentation discipline, analytics depth, and a builder's instinct to teams shipping AI-powered products.
I combine product thinking, analytics, research, and execution discipline to bring structure to complex problems and help teams move from scattered signals to clear product decisions.
I bring clarity, structure, and momentum to ambiguous environments.
My work often sits between business, data, users, operations, and technology. I help define the real problem, organize the signals, align stakeholders, and turn ideas into systems, workflows, experiments, dashboards, or product improvements that create measurable impact.
Product Strategy
Framing problems, defining priorities, clarifying trade-offs, and connecting product decisions to business outcomes.
Analytics & Decision Support
Using data, dashboards, funnels, metrics, and research signals to make better decisions.
Experimentation & User Insight
Testing assumptions through experiments, user research, behavioral analysis, and structured learning.
Execution Systems
Creating the operating rhythms, documentation, Jira/Confluence systems, intake flows, and stakeholder alignment needed to move work forward.
From ambiguity to outcome.
Ambiguity → Signal → Problem → Decision → Build → Outcome → Learning
Ambiguity
Where the work starts: unclear requests, scattered data, stakeholder confusion, operational friction, or a problem that has not been clearly defined.
Signal
I collect signals from users, data, dashboards, support tickets, operations, stakeholder conversations, research, and business context.
Problem
I turn scattered signals into a clear problem statement, success criteria, constraints, and user/business context.
Decision
I prioritize what matters, clarify trade-offs, align stakeholders, and define the next best move.
Build
I help create the system, workflow, dashboard, experiment, process, or product improvement that moves the team forward.
Outcome
I measure what changed, identify what worked, and connect the work back to business or user impact.
Learning
I turn outcomes into learning, next iterations, and better product judgment.
One thinking system, applied across industries.
The same product thinking system shows up across banking, ad-tech, supply chain, marketplaces, and research.
TD Bank
Banking · Authentication · Product Ops
A high-stakes authentication team with no Jira, no intake, and requests buried in scattered emails.
Stood up Jira to TD standards, built a Confluence intake that auto-creates structured tickets, authored the knowledge base, and introduced a weekly reporting rhythm.
~30% less stakeholder back-and-forth; EVP-level visibility into the team's work.
Yektanet
Ad-Tech · Product Management
25M+ users, manual CRM, a leaky advertiser UX, rule-based retargeting, and an un-monetized creator tool.
Lifecycle automation for 20,000+ accounts, ticket-pattern-driven UX fixes, dynamic-segmentation experiments, and a 0→1 e-commerce motion.
~30% growth in average daily ad revenue and ~1,000 customers converted before pivot.
Canadian Tire
Supply Chain · Operations Analytics
Persistent late freight and set-to-ship exceptions at Canada's largest distribution centre — with no real-time view of either.
Shipping metrics defined, SQL/Oracle queries, Power BI dashboards with control-chart thresholds, A3/Six Sigma analysis, and a self-initiated Python model.
~20% reduction in set-to-ship exceptions; AVP-level presentation linking late freight to dealer claims.
SnappCarFix
Marketplace · Growth · Analytics
An early-stage marketplace running campaigns with no analytics, no dashboards, and no vendor visibility.
End-to-end ownership of monthly campaign P&L while standing up the company's first dashboards, data pipelines, and vendor performance views.
10–20% above target every month; ~10% reduction in marketing cost.
Research that sharpens product judgment.
My research background helps me study behavior, isolate variables, and translate evidence into product decisions.
Chatbot Trust & Personalization
A controlled 2×2 experiment on how personalization and social presence shape user trust and purchase intention in chatbot product recommendations.
Open research →Targeted Advertising & Product Involvement
307-response PLS study on when personalization translates into click intention — and how product involvement changes the rules.
Open research →Let's build products with clarity.
If you are working on complex digital products, customer journeys, analytics systems, or ambiguous business problems, I'd be happy to connect.