IDIQ Emerging Markets
Senior Product Owner – Emerging Markets
IDIQ embarked on a strategic initiative to expand beyond its direct-to-consumer business model and enter the employee benefits market, requiring a complete retooling of its backend systems. The company’s existing infrastructure was built solely for credit card-based, direct-to-consumer billing, which posed a major barrier to selling into employee benefits. To support this expansion, the platform needed to handle parent accounts with multiple members, split payment configurations (allowing for direct credit card billing, payroll deduction, and employer contributions), and flexible payroll cycles (24- or 26-pay period structures). Additionally, new organizational policies were required to manage commission payouts, delinquency scenarios, and employer-subsidized contributions. The need for change became even more pressing after IDIQ acquired a small business with 238 manually configured employee benefit accounts, exposing inefficiencies that would cripple scalability without automation.
To drive this transformation, I leveraged cross-functional collaboration across business development, sales ops, finance, legal, UX, and engineering. The initiative began with an extensive discovery phase, where key stakeholders provided insights into market expectations, broker commission structures, and sales challenges. This informed the policy and system changes needed to scale. Working closely with sales ops, impact assessments were conducted to estimate how account setup and management would scale from hundreds to thousands of accounts. I managed a 6 person engineering team, armed with a deep knowledge of IDIQ’s existing systems, and collaborated with UX designers to create an intuitive interface for managing complex account configurations.
Execution followed a structured 12-sprint Agile roadmap, covering backend reconfigurations, UX development, billing enhancements, and integration into IDIQ’s ERP. The new system introduced automated bulk member imports, tiered commission structures, and split billing options, significantly reducing sales ops workload. Over the last half of the year—sales ops saw a 25% reduction in onboarding effort. This deployment enabled business development was able to scale to their aggressive growth targets. The platform is now on track to scale over 320% from 238 to 1,000 employer accounts by 2025, supporting 23,000 new user onboardings per month. This transformation positioned IDIQ to compete in the high-growth employee benefits market, providing a scalable and flexible solution for brokers, employers, and employees alike.
My Role:
As Sr. Product Owner of Emerging Markets and Growth, I led the discovery, documentation, and strategy needed to expand IDIQ into the employee benefits space. I conducted stakeholder interviews, journey mapping, and story refinement to define a scalable solution, collaborating closely with engineering, QA, UX, sales ops, and business development to execute a 12-sprint product development roadmap. Beyond product development, I drove the go-to-market strategy, organizational change management, and launch execution, ensuring seamless adoption across internal teams and external partners.
Launched July 2024
