I lead initiatives that bridge data, content, and UX to generate measurable growth. From reversing SEO declines to increasing tool adoption and driving online sales, I apply product thinking, AI ideation, and cross-functional execution to solve the problems that matter.
Delivered over 2.5M campaign impressions via Today’s Top Books segmentation.
Drove 164K+ email signups by reimagining event voting UX for Unbound Worlds.
Increased campaign sign-up rate from 42% to 52% through targeted improvements.
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After years of post-COVID traffic volatility, PenguinRandomHouse.com experienced a decline in site engagement. In 2023, leadership tasked our team with restoring organic visibility. I led the technical initiatives that reversed the trend and delivered growth in multiple areas by early 2024.
Reverse organic traffic decline by identifying technical and content-related SEO opportunities. The site was underperforming across key traffic and engagement KPIs.
Site Visits: -12% YoY prior to 2023
Purchase Clicks: Down YoY
Visits to Content: Lagging across curated pages
I led a cross-functional effort by:
When COVID-19 was declared a global pandemic in March 2020, PRH.com experienced a sharp increase in traffic as readers sought comfort through books. I led the technical implementation of a one-week effort to reduce the path to purchase for consumers by optimizing the Add to Cart button, ensuring it appeared more prominently across key page templates. This effort significantly improved conversion across both D2C and retail channels.
To optimize the site’s purchase experience. The D2C Add to Cart button was deprioritized, limiting conversions despite high demand. Baseline performance across engagement and sales was lower than expected given the traffic spike.
I led a 1-week cross-functional sprint to:
As part of volunteer consulting for early-stage startups, I applied AI to accelerate strategic decision-making across product-market fit exploration, go-to-market research, and idea validation. Using generative AI not only streamlined teams' output but also reduced bottlenecks and helped founders pivot and focus.
Non-funded startups are limited by the lack of resources and the absence of full-time product teams. They often struggled with strategic clarity and product positioning, customer segmentation, and go-to-market planning stalled due to lack of frameworks, research capacity, and alignment.
PMF: B2B ICPs proved unviable after multiple outreach attempts.
GTM: No defined campaigns or launch plan.
Ideation: Dozens of ideas but no prioritization method.
The AI-accelerated frameworks became integral to the team’s workflow, replacing stagnation with clarity:
Unbound Worlds, a sci-fi vertical from Penguin Random House, hosted Cage Match, a sci-fi character tournament which only generated 57,000 votes in 2016. My task was to create a dynamic bracket for the 2017 tournament to increase engagement.
To convert a legacy, static experience into a dynamic online bracket with a countdown clock and new voting mechanism for a tournament that had a fixed date. 2016 stats below:
Total Votes: 57K
Page Views: 85K
Email Sign-ups: 114K
Focused on building an MVP solving business needs: user engagement and email subscriptions:
At Penguin Random House, I managed MarTech tools for the creation lead generation campaigns. Adoption had plateaued and opt-in rates were declining, threatening the tools' future. I led a customer-first, data-driven strategy to revert the decline.
Tool usage and conversion rates were stagnating. Leadership was considering sunsetting the tools unless they could demonstrate business value. 2017 benchmarks below:
Users: 203
Campaigns: 925
Sign-up Rate: 21%
Three-pronged strategy:
In 2017, I predicted that Google’s Featured Snippets would become a standard part of the search experience. Without prompting, I independently researched the feature and authored a comprehensive internal proposal to test structured data markup on a vertical I was managing: Signature. This proactive approach served as the framework for implementing structured data across Penguin Random House’s verticals.
Forecast the impact of a new SERP feature and develop a scalable strategy before it became standard practice in the industry.
Organic Page Views (2017): 310K
Retail Click Rate: 2.75%
Affiliate Revenue: $11.4K
I initiated and led the following:
In 2022, I led a series of enhancements to the Author Events page on Penguin Random House. The goal was to improve event discovery and engagement. By conducting a series of usability tests, we focused on the optimal MVP functionality.
Users struggled to find events due to missing filters and unclear registration paths. Mobile users, in particular, faced friction that limited engagement. Monthly baseline stats:
Page Views: 3.4K
Average Time Spent: 1.8 mins
I led the launch of a new series of structured article templates on PRH.com to replace the legacy blog known as “The Perch.” These new long-form templates were designed for SEO, UX clarity, and measurable retail performance. They became a foundation for evergreen editorial growth and search discoverability.
The legacy blog offered limited SEO value and weak retail attribution. We needed a scalable system built to drive organic search and downstream revenue. Before launch, article performance averaged:
Monthly Organic Visits: ~18.8K
Retail Click-through Rate: <1%
Page Views: ~100K
I led the creation of a premium downloadable content experience on Signature, a content vertical of Penguin Random House. The goal was to drive high-quality email acquisition by providing site visitors access to gated curated content.
Signature lacked a high-performing gated content system. Prior to launch, newsletter CTAs generated low conversion and passive engagement. Email acquisition relied heavily on standard forms without added value. Sitewide benchmarks before the incentive launch averaged:
Open Rate: ~18%
Click-to-Open Rate: ~11%
I was tasked to lead the build of a Web app in partnership with NYC MTA to celebrate the roll-out of WiFi service in the subway. The mobile site, featured by the NY Times, provided riders free access to curated book excerpts during their commute.
To transform and delight the NYC subway commute experience by creating an innovative digital reading solution that worked in underground stations with limited connectivity, while driving engagement with Penguin Random House content.
Three-pronged strategy:
Using our consumer segmentation data, I led the launch of Today’s Top Books, a data-driven, interactive book discovery microsite owned by Penguin Random House, to help light-to-moderate readers decide what to read next.
To drive book purchases by creating a consumer-first experience to surface trending books in real-time using proprietary segmentation data.
In 2015 I successfully launched Signature, a vertical of Penguin Random House, that provided consumers with essays, interviews, illustrations, and opinion pieces by authors, journalists, and experts, reaching peak performance in 2018.
To build and scale a new digital vertical for Penguin Random House that would maximize audience reach, engagement, email subscriber acquisition, retail conversion and revenue. In the first year (2015), baseline metrics were:
Retail Clicks: 19.2K
Subscribers: 26.8K
Organic Visits: 366K
By 2018, Signature had achieved its strongest performance since launch:
I spearheaded digital growth for Unbound Worlds, PRH’s speculative fiction hub. Through editorial strategy, search-optimized franchises, and gated incentives, I helped the brand double its audience and increase retail conversions in less than 18 months.
Unbound Worlds had strong editorial roots but lacked consistent UX strategy and measurable ROI. The goal was to implement search-optimized content, retail tracking, and email capture flows to scale sustainably. In the year prior to optimization, baseline metrics were:
Retail Clicks: 5.6K
Organic Visits: 312K
Subscribers: 22.5K
After implementation, Unbound Worlds reached new performance highs:
Legacy newsletter subscription CTAs were underperforming on PRH.com. With a continued decline in subscription rates, I was tasked with reinventing the approach by leveraging insights from my previous CTA implementations on Signature and Unbound Worlds. Through rigorous A/B testing using Lytics, I designed and launched a scalable CTA Library with custom pop-ups tailored by segment and trigger behavior.
To design, test and build a scalable and reusable newsletter subscription appliance to increase email subscription conversion rates.
Submission Rate: <1%
Newsletter Open Rate: 25%
As Product Manager for the Home Décor vertical at Hearst, I contributed to the full-funnel responsive redesign of Harper’s Bazaar’s website. We addressed performance, SEO, and e-commerce integration while elevating the editorial voice. The redesign modernized UX, increased discoverability, and enabled deeper commerce integration with ShopBAZAAR, all while aligning with the luxury tone of the brand.
The legacy site lacked a modern mobile experience, timely content surfacing, and strong conversion paths to e-commerce. Ad revenue opportunities were constrained by outdated templates and slow load times. Our challenge was to implement a responsive redesign that increased engagement and revenue while maintaining Harper’s Bazaar’s editorial integrity. Before the redesign, benchmark metrics were:
Search Traffic: ~5.5M/year
Search Share of Total Traffic: ~35%
Bounce Rate: 73%
Page Views/Visit: 1.8
I led cross-functional initiatives and contributed to:
Following the redesign, Harper’s Bazaar realized major improvements:
As Product Manager for Hearst’s Home Decor vertical, I led the redesign of the Town & Country website in 2012–2013 to bring it in line with modern UX standards and responsive design principles. Working closely with editorial, design, SEO, and engineering teams, I drove the delivery of a mobile-optimized site with improved content discoverability, monetization features, and SEO performance—resulting in measurable growth in traffic and engagement.
Town & Country’s digital presence was hindered by an outdated design, inconsistent navigation, and lack of support for mobile viewports, impacting discoverability and monetization. Before the redesign, benchmark metrics included:
Annual Traffic: ~3.1M sessions
Mobile Engagement: 1.2 min avg. duration, 78% bounce rate
SEO Visibility: Lagging keyword footprint compared to peers (~400 fewer indexed terms)
Ad Unit Viewability: ~35%
I led the multi-sprint rollout to:
I led the creation and launch of Mi Zona Hispana, a hyper-local service guide for NYC's Hispanic community, reaching 150,000 readers weekly across the five boroughs. Recognized by The New York Times as a force of “Latinization.”
The challenge was to create an accessible publication that would serve as a trusted bridge between public organizations and the Hispanic community
© 2025 Miguel Rosario
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