Kelly Keegan
Digital Product Manager
"Hi, I'm a Digital Product Manager with broad Financial Services industry experience and a background in Growth Marketing. I love stewarding the creative intersection between data, good UX design and technology to produce seamless digital experiences and products."
Professional Background
Expertise and Vision
As a dedicated digital product manager, I bring extensive experience in leading product development from conceptualization to launch. My expertise spans across strategic planning, user-centered design, and agile methodologies. I am committed to delivering innovative digital solutions that drive business growth and user satisfaction.
Experience
Career Journey
Digital Product Manager, Product & Engineering - Assetmark
Led the end to end development of digital products to generate interest in AssetMark services. Developed and released the Client Center on next gen platform in 5 months. Drove Discovery gathering pain points and data to inform a journey map indicating gaps and digital solutions. Created roadmaps for digital sales products, the Client Center and securities backed line of credit.
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Senior Product Manager, Digital Client Experiences - Bank of America
Led engagement to transform complex consumer Deposits digital account application documenting requirements. Collaborated with large groups of stakeholders, project team, UX Design, delivery leads and multiple scrum teams to support launch of new Deposit account for tweens. My role focused on shopping and applying. Drove the redesign of Deposits shopping page and led 3 digital ad/offer initiatives from conception, requirements, design, development and iteration of landing page flows in online banking, the public web site and mobile app.
Lead Digital Product Manager - Wells Fargo Bank
Wealth & Investment Management
Led public site digital experience changes for WIM, particularly for WellsTrade brokerage product. Analyzed customer analytics to assess pathing, performance and recommended changes to the roadmap and backlog. Refined public site team's internal go to market with new artifacts and process enhancements.
Wells Fargo Bank
Wore many hats within the scrum, developing the public site page ecosystem requirements, set up Epics, timeline with milestones, wrote stories, set up analytics reporting and planned for A/B testing. Delivered design, legally approved content for bank and brokerage program and developed pages within 5 months.
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Principal Consultant - Keegan Consulting
Pursued Digital Customer Experience and Digital Marketing solo projects
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Beneficial State Bank - Conducted customer research on 3 auto loan journeys and messaging; created auto loan journey maps and ideated recommendations to inform brand refresh and journey improvements
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Property Tax Assistance - Collaborated and created presentation laying out case for agricultural client seeking redress from state on property taxes paid
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Savor the Flavor - Developed key word strategy to improve awareness and consideration and local SEO strategy for gourmet food store's web site
Digital Customer Experience Consultant - Wells Fargo Bank
Led 2.5 iterations of the online account experience (in English and Spanish) for Portfolio by Wells Fargo and Premier (emerging affluent and affluent customers). Initiated two user research efforts and discovery to create a roadmap. Partnered closely with the scrum on the requirements, milestones, and with Compliance, Legal and translation partners on the content review. Designed new feature to connect eligible and interested customers to set an appointment . Created two strategic plans for emerging affluent and affluent customers..
Digital Marketing/Digital Product Management - Charles Schwab
With Digital leadership, guided the web site strategy creating site principles, templates, and components and the rules and process of what and how to use them. Drove Discovery which included leading several user research efforts, analyzing web analytics, creating and analyzing subject matter expert survey, gathering market research and generating insights. Created Schwab's retail model value proposition used org wide. Built initial component library and mapped 23 Brokerage & IRA pages for Publishing to create saving at least $500K in design fees.
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Education
Academic Qualifications
MBA, San Francisco State University
BA, Communications/Journalism,
University of San Francisco
Professional Certificate - Data Analytics & Generative AI,
Purdue University/IBM/Simplilearn - expected 2026
Certifications from SAFE - 5.1 Product Management and Nielsen Norman Group - User Experience Design
Key Accomplishments
Recognitions & Milestones
Product Success Story
Driving Exceptional Product Performance
Bank of America - Consumer Deposits New Public Site Page
To launch with the 'Express App' revamp that included the Family Banking account, we launched the new consumer Deposits public site page for the staged rollout and post launch on bankofamerica.com. Our team developed an API to recognize existing customers and their states enabling access to the appropriate Express App version. We also added a zip code widget that hid the Family Banking details in non-eligible states. I advocated for including animation for the deposit product comparison table and to showcase mobile features.
Strategic Product Launches
Delivering High-impact Digital Solutions
Bank of America - Digital Deposits 'Express App'
BofA aimed to launch a new deposit account for tweens, necessitating updates to its digital deposit app for existing customers. I worked with stakeholders and Digital Leadership to align stakeholder expectations with the requirements we could deliver and the timing. A close partnership was forged with the Senior Digital Lead, UX Design, DEV Lead, and the BA and numerous other DEV teams to deliver a UX refresh and backend overhaul on desktop and mobile. The application required hiding various sections and details for those who were not eligible to see the Family Banking account.
Assetmark - Client Center
Assetmark Advisors needed seamless access to the Client List, but the addition of 3,500 new Morningstar Advisors raised concerns about speed and performance issues on the legacy platform. To prevent complaints and potential advisor retention issues, we updated and improved a built table on the next-gen platform, enhancing APIs, data elements, and design. My team successfully delivered the MVP in under 5 months, validating over 25 data elements on time.
Innovation & Strategy
Pioneering Product Innovation Strategies
Wells Fargo - Portfolio & Premier Online Account Transformation
Wells Fargo wanted to differentiate and improve the online account experience for Portfolio & Premier customers. I initiated UX research about the online account experience because the org lacked any UX data for these customers. Learnings from the research informed the experience strategy providing us with customer priorities enabling me to create a roadmap. During the phase 2 build we designed a digital ad with appointment setting capability and wanted to learn reactions to the prototype. I drove this UX research effort from brief, moderator guide through insights. To plan for the following year, I used the UX research insights, web analytics, market research and technology trends to create Affluent and Emerging Affluent online account strategic plans that included a personalized experience with dashboard, recommended tools, products, offers and rewards.
Team Empowerment & Collaboration
Fostering Collaborative Product Development
Charles Schwab - Retail Model Value Proposition
Schwab was moving their public site platform to Drupal and was working with an agency to map and redesign the site. The firm and agency didn't agree on how to position Schwab’s retail model online. I recommended that we generate the value proposition internally. I created artifacts, the value proposition structure and the process then engaged a cross functional team to work on the effort. Together we created the value proposition that is viewable in their Invest with Us page, adopted org wide and still used today.
Entrepreneurial & Initiative
Guiding and Developing Product Teams
Beneficial State Bank - Auto Loan Journeys & Brand Refresh
Beneficial State Bank sought customer insights on three auto loan journeys: bank loans, dealer loans, and refinances, while also testing brand messaging. I collaborated with their Marketing and Auto Loan team, conducted 9 customer interviews. I found that although the messaging wasn't understood, the brand enjoyed a high NPS due to first-time borrowers. I identified gaps in the auto loan journeys and created a presentation with insights, two proto personas, journey maps, and ideation prompts for solutions.
Pro Bono Product Strategy
Sharing free observations, recommendations and Product Strategy to for profit and nonprofits
Blackrock - Advisor Center Landing Page
As part of the interview process, I evaluated the Advisor Center landing page and made recommendations to optimize the page which included: moving CTAs up on the page, redesigning above the fold, including a subnav, replacing icons, editing copy, incorporating key words and adding 2+ pages to create an ecosystem.
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Wells Fargo Bank - Employee Financial Health Program
As part of the interview process, I created an Employee Financial Health program based on data provided. I gathered data, identified the most vulnerable cohort to focus on, created a proto persona, laid out the objectives, strategy, curriculum, pilot, and milestones including a 5-year roadmap.
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Asian Women's Shelter - Site Redesign, Taproot Project
The Asian Women's Shelter in San Francisco wanted to update their web site design and functionality to modernize it.
I joined Taproot and was Product Manager on a pro bono consulting stint. I led Discovery, interviewing each of the different audiences served by the web site soliciting brand attributes, what they valued in the org, changes desired, content suggested, and testimonials. I combined that with my content changes, site requirements, architecture and CMS information to create the requirements brief.
Relevant Skills
Agile Product Management
Requirements Documents, Epic & Storywriting, Demos, UAT
Analytical / Insights
Data analytics, UX Research, Hypotheses generation and A/B Testing
Product Strategy
Roadmaps, PI Decks, Briefs, Status and Outcome presentations, Confluence pages, Go to Market strategy
Collaboration
Agile ceremonies, Workshops, Cross-functional teams, Stakeholder alignment
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