Available for new opportunities

Isabel
Liu
— Product Manager

Digital Product Manager focused on CMS-driven experiences, cross-functional alignment, and clear execution. I connect marketing, content, and technical teams to deliver updates, improvements, and features that keep digital experiences running smoothly.

CMS & Content Systems
Agile / Scrum
QA & UAT
Data Integrations
Cross-Functional
Trilingual
10+
Years in Digital Marketing
3
Years in Product
2
Scrum Certifications
Areas of Depth

Where I'm strongest

CMS & Digital Experience Management

I work across both the strategic and day-to-day sides of CMS platforms — supporting content execution while helping shape how content is structured, scaled, and delivered. I partner closely with marketing, creative, and engineering teams to keep work aligned, organized, and moving forward.

🗂️
Content & Campaign Execution Managing content updates, page builds, and campaign launches while ensuring accuracy, consistency, and readiness across web experiences.
⚙️
CMS Structure & Scalability Supporting structured content models, reusable components, and content organization to enable scalable and consistent digital experiences.
🤝
Cross-Functional Coordination Working across marketing, creative, and technical teams to align priorities, manage timelines, and ensure smooth delivery of updates and enhancements.
📈
Continuous Improvement Leading retrospectives, reviewing performance data, and identifying opportunities to improve CMS workflows and feature enhancements over time.

Tools I work with

WordPress (Advanced)
Structured CMS
Content Modeling
Jira
Confluence
HTML / CSS
JSON
Content Operations
UAT / QA
Release Coordination

Product Strategy & Agile Delivery

I own roadmaps, backlogs, and delivery cadence. I write documentation engineering teams actually ship from, facilitate sprint ceremonies, and keep velocity high by removing friction before it compounds.

🗺️
Roadmap Ownership Strategic prioritization across competing stakeholder needs, balancing technical debt, business value, and delivery timelines.
📝
Documentation & User Stories Epics, stories, acceptance criteria, and API docs written with enough clarity that engineers don't need to ask follow-up questions.
🤝
Cross-Functional Alignment Simultaneous alignment across Legal, Engineering, Marketing, Finance, and Operations. I speak every department's language.

Tools I work with

Jira
Confluence
Miro
Sprint Planning
Backlog Management
Postman
Agile / Scrum
CSM Certified
CSPO Certified
Release Mgmt

Data Integration & Analytics

I've coordinated complex third-party integrations end-to-end — from legal compliance and consent management through to BigQuery pipelines and API documentation. I also use analytics to drive decisions, not just reports.

🔗
End-to-End Integration PM Led Gobot data enrichment: privacy disclosures, OneTrust consent, FTP exports, BigQuery transformation, and internal API ingestion docs.
📊
Analytics-Driven Decisions GA4, GTM, A/B testing, and conversion analysis to turn user behavior data into prioritized product changes.
🔒
Compliance Coordination Worked directly with Legal to align privacy disclosures, consent management deployments, and data governance — before a single script went live.

Tools I work with

BigQuery
SQL
GA4
Google Tag Manager
A/B Testing
Postman
OneTrust
API Documentation
FTP / Data Pipelines
Conversion Analysis

UX Strategy & Conversion

Ten years of thinking in user journeys. From landing page architecture for paid acquisition to enterprise booking flows — I design for the user while measuring like a data analyst.

🎯
Booking & Guest Experience Owned UX across booking flows, promotional campaigns, and guest account experiences at enterprise scale.
🧪
Behavioral Testing A/B testing and behavioral analysis driving measurable improvement in conversion and engagement — not just prettier pages.
🌐
Multi-Site Optimization Directed UX and SEO improvements across 45+ childcare provider websites, balancing individual needs at network scale.

Tools I work with

Figma
A/B Testing
Usability Validation
SEO Optimization
Behavioral Analysis
HTML / CSS
WordPress
GA4
CRO
User Journey Mapping
Experience

The work that shaped me

Click any role to see the detail. Every position built something the next one needed.

01
Westgate Resorts · Orlando, FL
Digital Product Manager
May 2023 – Present

What I own

  • CMS-driven booking flows, promotions & guest accounts
  • Structured content hierarchies & component governance
  • Product backlog, sprint planning & daily unblocking
  • QA/UAT test case development & release validation

A project I led

End-to-end Gobot data enrichment integration: partnered with Legal on privacy disclosures, deployed OneTrust consent management, designed BigQuery data transformation with secure FTP export, and authored API ingestion docs for internal systems and call center integration.

How I work

  • Epics, user stories & acceptance criteria in Jira
  • A/B testing driving conversion improvements
  • Behavioral analysis & usability validation
  • Defect triage & root cause with engineering
02
Early Learning Shared Services Alliance
Digital Marketing Manager
Sept 2022 – May 2023

The challenge

Own digital strategy and execution for 45+ childcare provider websites — each with unique stakeholders, technical constraints, and performance gaps — under a single shared services model with limited resources.

What I delivered

  • UX and SEO improvements across 45+ sites
  • Performance data-driven prioritization framework
  • Cross-functional execution across design, content, tech
  • Measurable conversion gains through user journey optimization

What I learned

How to lead at network scale — where one decision affects 45 stakeholders simultaneously. Stakeholder management, budget alignment, and systems thinking became core skills here.

03
Fit Farm / Rock Springs Retreat
Digital Marketing Manager
Dec 2017 – May 2019

The focus

Build a landing page acquisition system from scratch — customized by channel, audience, and offer — and track every step of the funnel to find and fix drop-off points.

What I built

  • Custom landing page variants for paid & organic search
  • Analytics monitoring and performance reporting cadence
  • Iterative copy and UX improvements tied to conversion data
  • Funnel-stage analysis driving lead conversion gains

The skill I kept

Reading data like a conversation. This is where I learned that every drop-off is a question, and the answer lives in user behavior — not opinion.

04
World Hotels
Marketing Design Specialist
Jun 2015 – May 2017

The foundation

Global campaigns, brand consistency across digital and print, and my first real education in how design earns trust at scale. Working with a worldwide brand taught me to think in systems, not one-offs.

What it built

  • Creative collaboration on global campaign assets
  • Brand strategy alignment across digital & print
  • Foundation in design systems and visual consistency
  • Adobe suite fluency across Photoshop, InDesign, Illustrator

Why it matters now

Every PM who started in design has a hidden advantage — I can review a mockup, catch a content hierarchy problem, and speak to a designer's intent in the same sentence.

Skills & Credentials

The full toolkit

Product & Agile
JiraConfluence Backlog ManagementSprint Planning Agile / ScrumMiro PostmanUser Stories Acceptance Criteria
CMS & Web
Structured Content Systems Component Models WordPress (Advanced) HTMLCSS SQLJSON Asset Governance
Quality Assurance
QA / UAT Leadership Test Case Development Defect Tracking Release Validation Staging Environments
Analytics & Optimization
GA4Google Tag Manager A/B TestingBigQuery Conversion AnalysisOneTrust
Design & Creative
Figma Adobe Photoshop InDesign Illustrator Microsoft 365

Education & Certifications

Certified ScrumMaster® (CSM)
Scrum Alliance
Sept 2024
Certified Scrum Product Owner® (CSPO)
Scrum Alliance
Oct 2024
Bachelor's in Digital Media
University of Central Florida
UCF
Certificate in Graphic Design & Production
Valencia College
Valencia
Languages
English Mandarin Chinese Spanish
Trilingual fluency — a real differentiator in cross-functional and client-facing environments.
Open to Opportunities

Let's talk about what you're building

I’m looking to join a team where we work closely together to keep digital experiences accurate, consistent, and continuously improving. If you're looking for someone who can keep cross-functional work organized and moving, I’d love to connect.