From Tourism Management to Data Product Manager: A Twisted Path of Eloisa Hernandez
Hey there!
Today’s substack is different, and it’s worth the wait. Apologies for missing out on two editions of the newsletter. Quality of the content is always my priority and I couldn’t get some time over the last 2 weeks. But, we are back now. 🎉
Who is Eloisa? Why should you know about her?
Eloisa is a Data Product Manager at AutoScout24, a Germany-based online automobile marketplace. And, when I posted about my journey a few editions back, she reached out and told me about hers. And, personally, I found it to be very inspiring. The fact that she is not from tech, and started in Tourism Management and yet drifted slowly towards data and technology, pursuing her interest and passion, resonated with me. So, if you are telling yourself that maybe you are not ready… read her story, and see how you can inch being a Data PM or a technical PM too! Here’s my favorite part:
Transcript of our conversation:
Eloisa shares Product Management, the roles that shaped her expertise, and her experiences in her current position. Let's dive into the conversation!
Richa Verma (RV): Hi Eloisa! Thank you for joining me today. Tell us how you navigated to be a PM from Tourism Management. What motivated you?
Eloisa Hernandez (EH): Hi Richa! Thanks for having me. My journey into Product Management was quite unconventional. I initially studied tourism management in college and enjoyed the service aspect of it and helping people out! But when I entered the workforce, I realized it wasn't the right fit for me due to the long, unpredictable hours and low pay. I wanted something more stable and found an opportunity in customer service at a transportation logistics company. This role involved working with data and spreadsheets to track deliveries and improve processes. I discovered my passion for data analysis and problem-solving, which ultimately led me to Product Management.
RV: That's fascinating! So, you found data before PM, what other experiences led you to become a Data PM?
EH: Funnily enough, I didn't come across the concept of Product Management until I met a friend who was a Product Manager for Skype. After my customer service role, I pursued a master's degree in International Business and Intercultural Management in Europe to make a career in logistics and explore Europe. During this time, I had the chance to work on a project for a chemical company, where I analyzed data and metrics in the supply chain area. It was my first real exposure to data and process improvement. And, I liked it a lot! And, most of my friends were working in tech, so I was excited about a path in tech too. And, finding analyst jobs were easy, given my experience with data, as I moved back to the US from Europe. So, while working as an analyst for a fraud detection team at Indeed, I collaborated with engineers and technical analysts to develop data products and internal tools. This experience allowed me to gain more hands-on experience with data, learn new technical skills, and hone my project management abilities as a project manager later.
RV: Even I pivoted to project management first, and I can definitely see data as a common theme. So, what made you pivot from project management to product management?
EH: Interestingly, I was doing a bit of both: project and product manager, given I had climbed the ladder from an analyst to a project manager to a senior project manager. I was already building internal products such as operational datasets, tools, etc. I learned SQL, Python, Tableau, and more data engineering aspects of building data products, and was making calls for our data products. Over time I realized that I was passionate about solving problems collaborating with engineers, and shipping something that customers value. I saw Product Management as a perfect intersection of business, technology, and user experience. I wanted to be the bridge between different stakeholders and ensure that products were developed with a user-centric approach. And, I moved to the measurements team at Indeed, and that was my first job as a PM, and I just loved it! And, all this while I was always working with data, and solving problems for our users.
RV: Did you ever feel imposter syndrome during this time? How did you navigate that?
EH: Imposter syndrome is a significant challenge for product managers across various industries and roles. This feeling persists because, even when collaborating with experts like designers and engineers, product managers possess only a broad understanding of different domains. I personally grapple with this imposter syndrome frequently. However, I've learned to channel my focus on what I am good at; bridging the gap between the business side and various stakeholders and unifying their efforts to achieve common goals.
I have a deep passion for data because it represents an endless source of knowledge. It's not just about numbers; it encapsulates people, their thought processes, and behaviors. Insights can be drawn from diverse cultures, various sources, and extensive reading. I have an inherent love for learning, and I make a conscious effort to allocate time for continuous education, extending beyond my professional responsibilities. For instance, I've committed to enrolling in online courses, such as Coursera specializations, including introductions to computer science and software product management. I don't always complete them according to a set schedule, but I derive immense enjoyment from the process. It's this passion for learning that ties into my affinity for data. Analyzing a dataset and uncovering trends is like a eureka moment – the realization that you're comprehending what's happening is truly gratifying.
RV: I can see your passion for data! And, your continuous investment in yourself. Tell me more about your current work as a Data Platform PM.
EH: As a Data Platform Product Manager, I work on rebuilding the data platform within our company. One of the main challenges is convincing stakeholders and engineers to adopt a more product-oriented mindset. The platform had previously been managed solely by engineers, and I was hired as the first PM on the team! In fact, my director told me that I should rebuild the entire platform in a product-focused approach. It requires constant communication, stakeholder management, and demonstrating the benefits of adopting a product mindset to overcome resistance and drive change.
RV: Tell me more.. how did you convince your org to be more product-centric?
EH: For many years, our approach was heavily engineering-focused, devoid of product thinking. Consequently, the products we developed failed to meet user needs. Data management was not optimal, and even in places with good tools, challenges abounded. No data catalog, old stack, etc. There was a lot to change and learn. I had to quickly familiarize myself with terms like Presto and AWS services like Glue and Athena. My previous focus was on tools and data products, but now, I'm tasked with building a platform to empower and create those products. As I was up skilling, I asked my Engineers to explain things to me often, and those conversations helped me understand our stack, which helped me draft the next version of the platform, along with my Engineering side.
This journey involved extensive discussions with colleagues and engineers to shift our mindset toward operating as a product team. As the first product manager, it was essential to convey the importance of this shift in thinking, and putting the user first and not technology first. It was a challenging but immensely rewarding process, and we've managed to create some fantastic products. I'm genuinely excited about our progress, and our impact on other teams!
RV: That's super cool. Looking ahead, do you see yourself specializing more in data product management or exploring other areas of Product Management?
EH: Currently, I am really enjoying my work in data product management. I find it exciting to build data products and enable teams to make data-driven decisions. However, I am always open to exploring different areas of Product Management such as the Application/UX side. Each area presents unique challenges and opportunities for growth. I'm particularly interested in roles that involve solving complex problems and enabling teams to deliver innovative products and solutions.
RV: That's a fantastic mindset to have! Finally, what advice do you have for aspiring Product Managers who are just embarking on their journey?
EH: My advice would be to develop a deep curiosity and a passion for learning. Product Management requires continuous learning and staying on top of industry trends. Embrace new challenges, be open to learning from diverse perspectives, and actively seek opportunities to expand your skill set. Don't be afraid to ask questions and take the initiative to grow both technically and professionally. And most importantly, be patient with yourself. Product Management is a journey of constant learning and growth.
RV: Excellent advice, Eloisa! Your journey and insights are truly inspiring. Thank you so much for sharing your experiences with us.
🔗 Links of the week
A simple reminder of what makes a good data strategy by
.If you want to know the State of AI - here’s a report worth reading (just over 150 slides), but a full-spectrum roundup covering research, industry, politics, predictions, etc.
And, a well-rounded AI roundup by
covering A Techno-Optimist Manifesto by Marc Andreessen, new AI anxieties that are coming up, and whether you can write a song for Taylor Swift, courtesy YouTube!
That’s all folks! See you next week!
Cheers,
Richa
Your Chief Data Obsessor, The Data PM Gazette.