Open to Work — May 2026

Shiwal
Singh

B2B SaaS Product Manager · Discovery → Delivery

Five years building product intelligence from the support trenches. Every ticket is a user telling you, in unfiltered terms, exactly where your product breaks down. I turned that into roadmap input, shipped a transactional messaging feature in under 6 weeks, and am now proving the same muscle with a live D2C brand case study.

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Shiwal Singh
Shiwal Singh · PM
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Location Lucknow, India
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Phone +91 628 051 8773
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Experience 5 yrs · eClerx, Maropost, Vartopia, HighLevel
Forward Program Graduate
Analytical reasoning & problem structuring · May 2026

01 — Who I Am

The PM Lens, Built from
the Support Trenches

Five years ago I started in support. What I didn't realise then — and understand completely now — is that the support function is the single highest-density source of product intelligence in any SaaS company. Every ticket is a user telling you, in unfiltered terms, exactly where your product breaks down.

At Maropost I identified a recurring failure pattern, mapped it into requirements, and shipped JetSend — a transactional messaging feature — from zero to GA in under six weeks. At HighLevel I escalated 5–10 structured product gaps per month to Engineering and validated that released fixes actually solved the underlying problem. At Vartopia I was the customer's voice in sprint prioritisation, advocating for fixes with the highest enterprise retention impact.

That's not support work. That's product work done without the title. I'm now seeking to own the PM side of this equation — and ROUCN, my live D2C sneaker brand case study, is proof I can do it outside a corporate support structure too.

Product & Discovery
User Story Mapping Roadmapping & Prioritisation MVP Scoping Customer Interviews VoC Synthesis RICE Framework OKR Alignment GTM Planning
Technical Fluency
REST APIs · Webhooks · JSON Postman (debug-level) SQL / MySQL Log Analysis SaaS Architecture DNS / SSL / CDN Salesforce · HighLevel
Tools & Execution
JIRA · Confluence · Notion Figma (wireframing) Agile / Scrum Hotjar · Typeform Tableau n8n (workflow automation) Google Forms · Sheets
Stakeholder & Soft
Cross-functional Alignment Engineering Escalation Mgmt MECE Problem Structuring PRD & Findings Briefs Release Readiness Reviews Sprint Prioritisation

02 — Experience

5 Years at the Intersection of
User Pain & Engineering Reality

Customer Support Specialist → HighLevel
Apr 2025 – Feb 2026
Remote · US market · B2B SaaS CRM · 2M+ businesses served
  • Diagnosed recurring failure patterns across workflow automations, CRM setups, API integrations, and domain configurations — framing root causes as structured product gaps, not one-off tickets
  • Escalated 5–10 product-level issues per month directly to Engineering with reproducible findings and severity classification; followed through to confirm resolutions addressed the underlying problem
  • Contributed to roadmap discussions by surfacing friction patterns across customer segments; validated post-release whether shipped updates actually resolved issues raised
  • Participated in pre-release testing and release readiness reviews, flagging edge cases before features reached production at scale
  • Improved internal documentation and knowledge base structure, reducing repeat issue volume and increasing self-service resolution
Technical Support Engineer → Vartopia
Oct 2024 – Apr 2025
On-site · Punjab, India · Enterprise SaaS · Salesforce partner management ecosystem
  • Primary liaison between enterprise clients, Product, and Engineering during a platform stabilisation initiative — highest-stakes accounts, zero tolerance for ambiguity
  • Investigated Salesforce CRM integration failures, API timeouts, and data sync issues; translated technical root causes into structured product inputs rather than one-off workarounds
  • Acted as consistent voice of the customer in defect prioritisation conversations, advocating for fixes with highest impact on core enterprise user journeys and retention
  • Owned end-to-end issue lifecycle tracking in JIRA: reproduction steps, severity classification, sprint alignment, and SLA monitoring
  • Partnered with Engineering during release cycles to validate fixes against real customer scenarios — ensuring shipped solutions addressed the actual problem, not just the symptom
Client Support Specialist → Maropost
Dec 2023 – Sep 2024
On-site · Punjab, India · CRM & Marketing Automation SaaS
  • Converted recurring enterprise pain points into structured product inputs; escalated 5–10 product-level issues per month, owning each end-to-end from structured finding to resolution confirmation
  • Used SQL/MySQL queries to investigate data integrity issues, validate platform behaviour, and bring evidence to conversations that typically ran on intuition
  • Led cross-functional coordination on JetSend — a transactional messaging feature — from discovery through requirements definition to GA in under 6 weeks (full case study below)
  • Collaborated with PMs, QA, and Engineering on defect logging, fix validation, and release support across product cycles
Analyst / Quality Analyst → eClerx
Aug 2021 – Dec 2023
Chandigarh, India · SaaS operations & analytics · US client base
  • Analysed recurring SaaS workflow breakdowns using SQL-driven data validation; identified defect patterns and contributed structured insights to improve system reliability
  • Built tracking dashboards to monitor resolution accuracy and service quality KPIs, enabling data-driven operational decisions
  • Drove a 20% improvement in quality scores within 3 months through data-backed feedback loops and process adjustments
  • Authored SOPs and troubleshooting documentation to standardise operational playbooks across the support function

03 — Case Studies

Real Product Work,
Evidence-First

JetSend — Transactional Messaging
MAROPOST · CRM & MARKETING AUTOMATION · 2024
Shipped & Live
My Role Discovery Lead · Requirements Owner · Cross-functional Coordinator
Teams Involved Product · Engineering · QA · Customer Success
Timeline Zero to GA in under 6 weeks
Hypothesis
Enterprise clients were abandoning transactional workflows not because of user error, but because the platform had no native reliability layer — forcing dangerous workarounds that silently failed at scale.
Signal & Evidence
  • Recurring ticket pattern: 3–5 enterprise clients per week reporting failed transactional sends — each treated as a one-off, never surfaced as a systemic product gap
  • Root cause analysis revealed the same three failure modes across all cases: no delivery status visibility, no retry logic, and no failure alerting — product gaps, not configuration errors
  • Client behaviour evidence: multiple accounts had built manual workarounds (spreadsheet-tracked resend queues), indicating the problem was critical enough to absorb significant operational cost
  • Competitive gap: at least two competing platforms offered native transactional reliability features at this tier — creating a retention risk for Maropost's enterprise segment
Discovery — Who Was Affected and How
  • Enterprise marketing ops teams: needed guaranteed delivery with audit trails for compliance and SLA reporting — existing platform offered neither
  • Developer-integrated customers: relied on webhook-triggered transactional sends for order confirmations and system alerts — any silent failure had downstream business impact
  • Support & CS teams (internal): spending disproportionate time on repeat delivery issues that required Engineering escalation every time — no self-serve resolution path
Trade-offs Considered (MECE)
  • Option A — Documentation fix only: Rejected. The failure was architectural, not instructional. Documentation can't add retry logic.
  • Option B — Per-client workaround support: Rejected. Doesn't scale, creates tech debt, and rewards the loudest customer not the right product decision.
  • Option C — Native transactional layer (JetSend) ✓ Selected: Addresses root cause, scales, and closes the competitive gap. Three capability pillars: delivery reliability, visibility, and failure alerting.
<6w
Zero to GA
3
Capability Pillars Built
↓
Transactional escalations post-launch
0→GA
Full lifecycle owned
Honest Reflection — What I'd Do Differently
I'd have pushed for a formal user research sprint before writing requirements — even 5 structured customer interviews would have sharpened the feature scope significantly. I relied primarily on ticket pattern analysis and internal inference. I'd also have defined success metrics upfront with Product — a clear "what does winning look like" number (e.g. 30% reduction in transactional escalations within 60 days) — so the post-launch evaluation had a baseline.
Pattern Recognition Requirements Definition Cross-functional Coord. Discovery Delivery Iteration
ROUCN — D2C Sneaker Brand · India
FOUNDER · PRODUCT MANAGER · GTM LEAD · 2025–ONGOING
Live · Pre-launch
Budget ₹10,00,000
Launch Target August 2026 · D2C first, Myntra Month 3
Metrics Note Projected targets based on market research & comparable D2C launches. Actuals updated post-launch.
Hypothesis
Indian Gen Z sneaker buyers in the ₹2,500–4,500 price band are underserved not on price, but on identity — they want a brand with a story, not just a shoe with a logo. The first Indian D2C brand to crack narrative + quality in this band, pre-Myntra, will earn disproportionate loyalty.
Market Signal & Evidence
  • Market: ₹4.6L Cr Indian footwear market growing at 12% CAGR; 62% of buyers aged 18–35 now purchase online first
  • Competitive gap: Nike/Adidas enter at ₹4,000+; local brands (Sparx, Campus) compete on price with no identity play — zero middle-ground with a brand story
  • Consumer interviews: 14 conversations across Lucknow, Jaipur, and Delhi revealed consistent pattern — buyers stretching ₹3,000+ for 'something that means something'
  • Myntra category data: sneakers in ₹1,999–4,999 range see highest cart abandonment, indicating demand without satisfactory options
Customer Segmentation — 4 Personas
  • The Urban Hustler (22–30): Nike aesthetics, resents ₹9K price tax, buys on Myntra during sales — micro-influencer-led purchase decisions
  • The College Signal-Sender (18–23): brand logo as social currency, will stretch ₹3,000 for the right story, Instagram-first discovery path
  • The Tier 2 Aspirant (20–28): Lucknow / Jaipur / Indore · most underserved segment, fastest-growing, heavy Amazon/Flipkart buyer
  • The Conscious Spender (25–35): post-pandemic pivot to Indian brands; highest LTV potential if first purchase delights — natural brand advocate
Trade-offs Considered
  • Multi-SKU launch (5 silhouettes): Rejected. Spreads budget across unvalidated designs; inventory risk before any sell-through data. Classic feature bloat applied to D2C.
  • Marketplace-first (Myntra Day 1): Rejected. No brand equity before listing = just another SKU in a filter. D2C-first forces brand story to earn the customer.
  • Premium positioning (₹5,500+): Rejected. Research didn't support WTP above ₹4,500 for a zero-recognition brand. Price credibility must be earned.
  • One hero silhouette, three colourways, D2C-first at ₹3,499 ✓ Selected: Minimum viable product decision. Validate, then expand.
12-Month Product Roadmap
Phase 1 · May–Jul 2026
Foundation
  • Manufacturer finalised · BIS certification pre-launch
  • Brand identity locked: raccoon spirit, 3 colourways
  • Shopify storefront live · 150-pair first production run
  • 10–15 micro-influencers seeded pre-launch
Phase 2 · Aug 2026
D2C Launch
  • Instagram Reels campaign · D2C drop launch
  • Target: 50 orders in first 30 days, CAC < ₹800
  • Post-purchase NPS loop activated from Day 1
Phase 3 · Sep–Oct 2026
Marketplace Expansion
  • Myntra listing · festive season campaign
  • Meta ads scaled based on D2C ROAS learnings
  • Target: 200 total units by end of October
Phase 4 · Nov 2026–Apr 2027
Scale & Review
  • Data review · SKU 2 decision gate
  • Amazon onboarding · pop-up exploration (Tier 1)
  • Year 1 gross revenue target: ₹7L+
50
D2C target units (Month 1)
<₹800
Target CAC
200
Cumulative units by Oct
₹7L+
Year 1 revenue (projected)
What I'd Do Differently — In Advance
I'd have started the manufacturing partnership conversations 2 months earlier. The BIS certification timeline compressed the pre-launch window significantly. In hindsight, the product decision (what to build) was faster than the operational decision (who builds it). That sequencing matters in D2C.
Market Research User Segmentation GTM Strategy Roadmapping Metrics Definition Trade-off Analysis
Full Research Live Landing Page

04 — Product Thinking

In-Progress Work &
Public Writing

In Progress
HighLevel CRM — Product Teardown
A structured teardown of HighLevel's automation builder: what it does well, where it breaks at scale, and what I'd change — written from 10 months of daily deep use at the enterprise support level.
Starting Q3 2026
LinkedIn Article Series — From the Support Trenches
One post per week on product decisions observed from the support function: patterns in user failure, feature adoption gaps, and what tickets reveal about product strategy. The thinking already exists — now being written publicly.
Follow on LinkedIn
Planned
ROUCN — Post-Launch Retrospective
After August 2026 launch: a full retrospective on D2C launch execution, what the sell-through data revealed about the product-market fit hypothesis, and what changes before Phase 3.
Recovering
JetSend — Post-Launch Metrics Recovery
Working to recover directional data (ticket volume before/after) from HighLevel and Maropost records to formally validate the impact of the JetSend feature beyond qualitative signal.

05 — Education & Certifications

Academic & Continuous Learning

MBA — International Business Management
Amity University, Noida
Jan 2024 – Jan 2026
Global market strategy, consumer behaviour, business analytics, and cross-functional operations — directly applicable to product roadmap planning, market segmentation, and stakeholder alignment.
Bachelor of Arts
Dr. Ram Manohar Lohia Awadh University
2020 – 2023
Foundation in analytical reading, structured communication, and critical thinking — skills that directly inform requirements writing, user research synthesis, and stakeholder communication.
Certifications & Programs
McKinsey Forward Program · May 2026 Product Management with AI — PW Skills Scrum Fundamentals Certified (SFC) Product Prioritisation (PPC)™ Generative AI — NASBA Intro to Artificial Intelligence — LinkedIn Learning

06 — Honest Gaps

What I Know I'm Still
Working On

This section exists because the best PMs I've studied are honest about what they don't know yet. Here's mine.

01
JetSend Impact Metrics
I shipped the feature but didn't own a formal post-launch metrics review. Working to recover directional data (ticket volume before/after) from records.
02
Formal User Research
My discovery has relied on ticket pattern analysis and internal inference. I understand the gap — structured customer interview sprints are in my active learning plan.
03
Stakeholder Testimonials
Requesting LinkedIn recommendations from former colleagues and managers at HighLevel and Maropost — will link directly from profile when available.
04
Public Writing
The product thinking from support work exists. The LinkedIn article series starts Q3 2026 — one post per week, turning private observation into public signal.

07 — Let's Talk

Open to the
Right Opportunity

I'm actively looking for roles where I can own the product side of the equation — not just surface insights, but act on them. Fast response guaranteed.

@
Email singhshiwal@gmail.com
in
LinkedIn linkedin.com/in/shiwal
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Phone +91 628 051 8773
What I'm Looking For
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Product Manager — B2B SaaS
CRM, marketing automation, enterprise workflow tooling
✓
Associate Consultant — Business Consulting
Risk, process & controls · EY, KPMG, Deloitte, PwC · India
✓
Technical Support Engineer — SaaS
B2B/B2G · Insurance, commercial, government, supply chain
→
Open to remote-first or India-based roles
US market experience · Available immediately