Setting the Stage: Strategic Vision

In early 2022, I joined Sakari as its first Product Manager, tasked with overhauling our existing bulk messaging platform (V1) and launching Sakari V2—a solution balancing compliance with enhanced user experience. Initially, I gathered extensive customer feedback and analyzed support ticket data, uncovering significant challenges such as inefficient contact management, limited personalization options, and cumbersome messaging workflows.

I defined a strategic vision emphasizing 5 critical modules: Inbox, Contacts, Lists, Custom Attributes, and Campaigns. By developing detailed product specifications with clear quantitative justifications (e.g., an estimated 30% improvement in customer response times), I influenced the executive team and engineering leads despite not having direct authority.

Feature Set 1: Inbox

I led the design of a unified Inbox to address user requests for centralized conversation management. This feature included advanced filtering (by unread, archived, or group-specific messages), real-time search, and infinite scrolling capabilities. A key innovation was the message composer, allowing users to insert templates, custom attributes, attachments, and AI-generated replies directly into messages.

During internal testing, I identified usability issues, such as confusion around the archive feature's visibility. Quick UI adjustments greatly improved clarity. Post-launch, customer feedback validated this approach. One user explicitly mentioned the new Sakari experience was the highlight of her day (veterinarian CS agent in Australia).

Feature Set 2: Contacts Management

I envisioned a comprehensive Contacts module, featuring a robust Contacts Table and detailed Contact Card views. Users could view, reorder, and edit standard and custom fields effortlessly. Key functionalities included bulk actions for adding contacts to lists, initiating messages, and exporting data.

Feature Set 3: Lists for Segmentation

Recognizing precise audience targeting as critical, I prioritized developing a sophisticated Lists feature. This allowed users to segment contacts easily, create new lists, pin frequently accessed lists, add contacts in bulk, and integrate seamlessly with external CRMs.

A notable UX improvement introduced was the ability to "pin lists to the top," responding to early user feedback. This adjustment significantly enhanced usability, reflected by increased feature adoption.

Feature Set 4: Custom Attributes

Custom Attributes were particularly impactful, enabling users to create personalized messaging fields. I defined a flexible architecture accommodating various data types (text, numeric, date, boolean). Users could dynamically insert these attributes within messages or utilize them for targeted marketing.

By proactively resolving data validation issues during import processes (e.g., identifying data mismatches early), I significantly reduced user friction. Customers enthusiastically adopted this personalized messaging capability.

Feature Set 5: Campaign Management & Messaging

While one-to-one messaging was important, the platform's value proposition centered on enabling businesses to conduct effective outbound messaging campaigns at scale.

Message Personalization
Idirected a plan for V2's campaign system to leverage the new Custom Attributes feature, allowing users to insert any custom field into messages. This enabled personalized campaigns tailored to specific customer data points.

Audience Segmentation
Built on the Lists feature, campaigns could now target specific audience segments with advanced filtering of custom attributes.

Template System
A template library where common messages could be saved and quickly inserted into campaigns, reducing errors while saving time for marketing teams.

Scheduling & Automation
The campaign scheduler allowed for time zone-aware messaging to maximize engagement and ensure compliance with organizational rules, e.g. the "office hours" feature.

Analytics & Performance Tracking
Each campaign included a dedicated analytics dashboard showing delivery and engagement metrics to help businesses optimize their messaging strategy.

Sakari V2 integrated with CRM platforms like HubSpot and Pipedrive, allowing users to trigger Sakari campaigns based on customer actions or status changes, creating seamless workflows for sales and support teams.

Challenges and Conflict Management

Throughout Sakari V2’s development, I navigated significant challenges. One notable setback involved compliance with emerging A2P 10DLC regulations and toll-free verification requirements. Facing considerable pressure, I reprioritized development efforts, clearly communicating necessary trade-offs—such as delaying UI enhancements like dark mode—to prioritize essential compliance features.

Another significant challenge arose shortly before launch when a campaign bug resulted in duplicate messaging. I quickly coordinated a cross-functional response, showcasing effective crisis management, thus preventing potential customer frustration.

Data-Driven Decision Making

I consistently leveraged data to guide decisions. Detailed tracking of beta user interactions helped identify which features resonated most, prompting adjustments like improved discovery mechanisms for pinned lists. Post-launch analytics validated these efforts, showing rapid growth to several hundred Daily Active Users (DAUs) within weeks of rolling it out in cohorts to all users.

Driving Launch and Prioritization Under Pressure

Under my leadership, Sakari V2 was methodically rolled out in phases—starting internally, progressing to controlled beta releases, and culminating in a carefully planned public launch. My proactive communications plan, rollback contingency, and real-time monitoring ensured launch-day success. Within hours, user migration exceeded expectations, with seamless transitions and positive initial feedback, reflecting thorough preparation and effective prioritization.

Leading Cross-Functional Teams

I effectively managed relationships across engineering, QA, design, sales, and customer support. Organizing weekly grooming and triage sessions kept teams aligned and engaged, fostering collaboration even under stress. Regular cross-departmental training and clear documentation greatly improved internal readiness, enabling faster, more efficient customer support post-launch.

Reflecting and Learning

Post-launch, I conducted thorough retrospectives, openly acknowledging areas for improvement, such as incorporating earlier usability testing. I documented lessons learned and presented insights internally, advocating earlier technical assessments for complex features. This approach reinforced a culture of continuous improvement at Sakari.

Conclusion: My Impact as a Product Manager

My tenure launching Sakari V2 highlights effective product management through strategic planning, rigorous technical specification, influential stakeholder management, and agile adaptation to challenges. The immediate positive reception—marked by increased DAUs, enhanced customer feedback, and improved operational metrics—demonstrates my leadership and meticulous execution.

Balancing product innovation, user-centric design, compliance prioritization, and cross-functional collaboration, my efforts directly contributed to Sakari's growth and customer success.