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Marcelo Noriega
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How I manage products

Evidence first, then the roadmap.

Three cases, one way of working: align people on what users showed us, rank the bets, measure the result.

How I manage products

  • 01

    Stakeholder alignment

    I align people on evidence, not opinions.

    Roadmap and architecture presented to NYU Entrepreneurship Lab; automations adopted by 4 departments at Taxfyle.

  • 02

    Prioritization cadence

    Findings become a ranked matrix, then a roadmap.

    At Instant Care, interview findings became a prioritization matrix, a 12-month roadmap and a platform live with 30+ active users.

  • 03

    Metrics

    Every change is tested against a number.

    20+ features validated with A/B and usability tests; 45% less manual processing at Taxfyle.

  • 04

    Cross-functional work

    Specs are written with the people who build.

    PRDs and acceptance criteria with engineering and design; I owned QA, bug triage and release validation.

Evidence explorer

Pick a skill, see where I proved it

Seven product skills, each backed by specific work and linked to the exact step of the case.

Product sense and strategy

Can I find the bet worth making?

  • Instant Care

    B2C → B2Bnow live with 30+ active users

    Pivoted from B2C to B2B so each partnership reaches many providers and patients.

    New product playbookRead the case

  • Taxfyle

    500+TXF users after launch

    Positioned TXF as an early mover in automating tax document review for EAs and CPAs.

    New product playbookRead the case

  • PunchNFIT

    4PLG go-to-market for a 4-product wearable ecosystem

    A Product-Led Growth strategy: the game is the low-friction entry point, then the device and ecosystem follow.

    New product playbookRead the case

Discovery and validation

Do I learn from users before building?

  • Instant Care

    3validated pains turned into features

    50+ discovery interviews surfaced three validated pains, each answered by a product response.

    New product playbookRead the case

  • Taxfyle

    Error analysis found that early assistant answers had no traceability to a source.

    Bugs and incidents playbookRead the case

  • PunchNFIT

    Customer understanding: target segments, their needs, and drivers and barriers to adoption.

    New product playbookRead the case

Prioritization and execution

Do I choose well and ship?

  • Instant Care

    20+features shipped from one prioritized roadmap

    Turned interview findings into a prioritization matrix and a 12-month roadmap.

    Feature playbookRead the case

  • Taxfyle

    Authored PRDs and acceptance criteria with engineering and design, then owned QA, bug triage and release validation.

    Feature playbookRead the case

  • Mosaico Social Lab

    11+fintech projects turned into roadmaps and specs

    Led fintech client projects, turning requirements into roadmaps, specs and API integration plans.

    See it on the resume

Metrics and analytics

Do I prove it worked?

  • Instant Care

    20+features validated with users

    Every release iterated through A/B tests and usability tests on task time and pain points.

    Feature playbookRead the case

  • Taxfyle

    45%less manual processing

    Re-architected processes across Sales, Ops and Accounting.

    Feature playbookRead the case

Growth, GTM and monetization

Can I take a product to market?

  • Taxfyle

    500+TXF users after launch

    Launched TXF to EAs and CPAs as supply-side go to market for a two-sided marketplace.

    New product playbookRead the case

  • Taxfyle

    4departments now using them

    Rolled out agentic sales and ops automations across departments.

    Feature playbookRead the case

  • PunchNFIT

    A PLG funnel as the planned go-to-market motion, with partnership and licensing as supporting channels.

    New product playbookRead the case

AI product craft

Can I ship AI people trust?

  • Taxfyle

    ~30 minsaved per person per day

    A RAG assistant on n8n and a local LLM, validated against the company database, citing every source.

    Bugs and incidents playbookRead the case

  • Taxfyle

    30+automations adopted by 4 departments

    Built agentic sales and ops automations with Claude Code, Cursor, n8n and HubSpot.

    Feature playbookRead the case

  • Instant Care

    AI features build provider profiles for matchmaking and capture session data to improve patient recovery plans.

    Feature playbookRead the case

Leadership and judgment

Do people follow the plan?

  • Taxfyle

    $350K+saved

    Led the vendor overhaul: SLA criteria first, then renegotiated contracts.

    Read the case

  • PunchNFIT

    5areas led, each tied to a deliverable

    Project Leader across strategy, GTM, wearable UX, roadmap and lifecycle.

    New product playbookRead the case

  • Innovation Lab, University of Piura

    50+ventures incubated

    Built a university innovation hub from zero with 30+ industry mentors, running 25+ workshops.

    See it on the resume

  • NYU Tandon

    20+capstone teams coached from discovery to MVP scope

    Coach capstone teams on user discovery, PRDs and MVP scope.

    See it on the resume

The cases

Ordered by strength of evidence

01 · HealthTech · 0 to 1

Instant Care

Led the B2C to B2B pivot for in-home health providers, turning 50+ discovery interviews into a prioritization matrix, a 12-month roadmap and a platform now live with 30+ active users.

ActiveRead the case

Let’s build something people actually need.

Tell me who you are building for. A short call is enough to see where I can help.

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