Roger A. KerinSteven W. HartleyMARKETINGTHE COREEi.docx
Christa Johnson - Resume - 2016
1. Christa Johnson
571.330.8682
christaleigh@gmail.com
21 General Anderson Court ● Harpers Ferry, WV 25425
EXECUTIVE SUMMARY
Self-starter, collaborative, data-driven product manager with 8 years of experience in product management and marketing of
educational products. Driven to identify market problems and create products that have a positive impact on people's lives.
Pragmatic Marketing Certified Certified ScrumMaster (CSM) Research Market Problems
Product Roadmap Development Persona Development Competitive Analysis
Business Analysis & Planning Go-to-Market Strategy Budget Management
PROFESSIONAL EXPERIENCE
K12, Inc. – Director of Product Management, New Business Planning
Herndon, VA
Oct. 2016 – Present
Develop and execute the cross functional business case for entry into digital supplemental market, including market
overview, sizing, product strategy, economic modeling, and go-to-market strategy
Engage in internal / external market research to determine market definition, positioning, and competitive landscape
Seek and secure strategic partnerships, including content evaluation, business fit, financial modeling, and technical
approach
Define product experience with content and platform groups by identifying, articulating, and prioritizing product and
integration requirements, collaborating with all lines of business
Guide the go-to-market strategy across business lines, including pricing, training, messaging, and marketing activities
Research new market opportunities to support the long-term roadmap of the product organization
K12, Inc. – Senior Manager, Consumer Product Management
Herndon, VA
Jun. 2013 – Sep. 2016
Managed the Consumer line of business, owned P&L, established Consumer product and marketing strategy, and
implemented programs and products to support overall revenue growth
Researched markets and competitors to inform roadmap development and grow K12 market share
Drove and implemented new eCommerce site, including vendor selection and management, contract negotiation,
project management, content development, design, and launch plan
Researched and established new distribution channels, including Educents, Groupon, and Living Social
Managed roadmaps on internal systems to increase merchandising flexibility and decrease time to market
Synthesized client, internal, and market research in an ongoing manner to understand current and potential customer
experience, translating into recommendations for actionable product, marketing, and service development
Coordinated annual catalog management across departments and schools, requiring coordination across Systems,
Marketing, School Operations, Product Management, and Private Schools
Collaborated on annual budget planning for initiative and marketing spend for Consumer line of business
Created launch plans for Embark Trial site, EmbarK12 Online, and Noodleverse, including training and communication,
presentations, and promotional materials
The Great Courses – eCommerce Product Manager
Chantilly, VA
Feb. 2013 – Jun. 2013
(Contract)
Defined and implemented a monthly podcast program and promotion strategy
Collaborated with Marketing team to design, optimize, and implement integrated campaigns
Managed the definition, design, and development of a new web experience
Led the development of an online community of lifelong learners, integrating social sharing, gamification, badging,
and account management
2. No Agenda Homeschool – Founder
Manassas, VA
Feb. 2011 – Jun. 2013
Published a book on home education, available for purchase on iTunes
Provided a suite of unique products for new homeschoolers, including curriculum, books, consulting services, and
administrative tools
Conducted extensive academic research on the homeschool marketing, both quantitative and qualitative
Initiated a crowd-sourcing program for future unit studies development
Created and delivered presentations on homeschool research and educational strategies
Actively engaged with market through social media platforms (Facebook, Twitter, YouTube, and Pinterest)
Rosetta Stone – Product Manager
Arlington, VA
Nov. 2008 – Feb. 2011
Created requirements (MRDs) with prioritized features, business justification, and scope, notably creating a Home
Study product line for Japanese and Korean markets
Planned and conducted extensive market research including online surveys, usability testing, and alpha/beta testing
Created buyer and user personas along with detailed user stories and use cases
Developed internal training materials for Sales, Marketing, and Support teams
Sat on cross-functional teams which launched products in 10 global markets
Communicated new features and enhancements to necessary teams, primarily Marketing, Support, and Publications
Maintained global product portfolio, tracking and evaluating pricing, product mix, localizations, and packaging
Wakefield School – Learning Support Specialist
The Plains, VA
Aug. 2007 – Nov. 2008
Coordinated the development and implementation of learning support plans for each child involved in the program
(psycho-educational, vision, speech-language, and reading assessments)
Collaborated with other specialists and teachers to evaluate progress in order to shape accommodations and
communicate accordingly with parents
NOVA Group, Inc. – ESL Instructor/Branch Manager
Toyama City, Toyama, Japan
Jul. 2003 – Jan. 2006
Trained instructors in teaching techniques, course development, time management, and company policy and
requirements
Managed and scheduled a branch of 16 people, with ongoing professional development and evaluation
EDUCATION
Master of Arts (M.Ed.) – International Education
George Washington University – Washington, DC
Bachelor of Arts (B.A.) – Psychology
College of William and Mary – Williamsburg, VA
Certified ScrumMaster (CSM)
Scrum Alliance – Herndon, VA
Pragmatic Marketing Certification (PMC)
Practical Product Management – Raleigh-Durham, NC
Certificate in English Language Teaching to Adults (CELTA)
International House – Rome, Italy
Completed May 2010
Completed May 2003
SKILLS & INTERESTS
Computer Skills: Office applications, iWork for Mac and iOS, Wordpress, Google Analytics, iBooks Author
Interests: Travel (35+ countries), digital photography, languages, hiking, jogging, cooking
Advocate for Global Playground, Plan International, Kiva, Heifer International, and Mocha Club