Where Local Moms Meet
Job to be done: An ethnographic study revealed that moms, whose friendships were often disrupted when they became parents, craved connections with other moms in their area. Peter and his team team applied design thinking to create a digital social network designed just for moms, built on top of a newly acquired technology platform and patterned after a local experiment at The Indianapolis Star.
Results: In its first year, it grew into a social community where more than 1.8 million moms visited each month.
Product Management experience
The project -- the first of a newly created Digital division at Gannett -- included the design, development, launch and go-to-market strategy. Peter recruited and supervised a product team, which rolled out the product with local-affiliate managers, created consumer and sales marketing materials, and managed the roadmap with design and engineering teams.
Digital Strategy experience
The product was among several initiatives aimed at diversifying digital revenue streams beyond traditional media models. Beyond providing advertisers a highly targeted channel for reaching a coveted demographic, Moms Like Me also presented clients' R&D divisions a platform for market research.