# Annie Deihl > Director of Product | Customer Operations & Contact Center Platforms | AI/ML Automation | Fintech & E-Commerce | Cash App, Snapfish Location: San Francisco, California, United States Profile: https://flows.cv/anniedeihl I build the operational infrastructure that makes customer-facing products work at scale including: agent tooling, workflow automation, dispute platforms, and data systems that reduce handle time, improve service quality, and keep operations running under regulatory scrutiny. With 25+ years in product leadership across fintech and e-commerce, I've led teams that shipped AI/ML-powered case routing that cut average handle time, built real-time transaction data systems processing for millions of records, and launched dozens of operational workflows spanning fraud, disputes, identity verification, and compliance all at scale. I'm now focused on Director-level roles building or modernizing customer operations platforms at growth-stage companies where operational excellence is a competitive differentiator. Core expertise: Contact center & agent tooling · Workflow automation · AI/ML in operations · Regulatory & compliance platforms · Data governance · Team building & PM development ## Work Experience ### Product Management and Business Strategy @ AIREA Studio Jan 2025 – Present | San Francisco, CA ### Partner @ Hunt Properties Jan 2023 – Present | San Francisco Bay Area Operations and financial management of rental properties. ### Product Manager Lead, Cash Operations Platform and Cash Cloud Platform @ Cash App Jan 2021 – Jan 2023 • Built a team of product managers driving system transformation and operational efficiencies for Cash App customer service case management. Product team highlight included automating chat case routing via Machine Learning (AI/ML) which reduced average case handle time and saved several millions in operational costs. • Drove the annual planning process for the Cash App Operations Platform organization. Established controls, cadence, communication and accountability for quarterly objectives and key results. Facilitated the process internally for the organization and across Cash App and other Block business units. • Developed a product strategy and team to address volume and regulatory oversight for transaction disputes, Cash App’s top customer inquiry. This effort evolved into a top corporate strategic program. • Built and launched tooling, automation and infrastructure for customer support, investor operations, transaction disputes, fraud, identity verification, customer complaints and other areas of risk management • Managed Cash Cloud Platform Product Managers who drove product strategy for the Cash data platform including data governance, access, and infrastructure, as well as developer experience who drove strategy around CI/CD, automated testing and coding paradigms (e.g. Kafka). ### Senior Product Manager, Customer Support & Operations Platform @ Cash App Jan 2020 – Jan 2021 | San Francisco Bay Area • Owned and optimized the Cash App account management and tooling platform used by thousands of operations users and developers to manage customer and system issues. • Built and launched tooling, automation and infrastructure for customer support, investor operations, transaction disputes, fraud, identity verification, data access, customer complaints and other areas of risk management. • Partnered with regulatory and compliance teams to develop tooling, automation, process controls, operations infrastructure and reporting to manage and remediate customer complaints. • Developed QA tooling and integrations used to validate samples of automated identity verification data. ### Lead Platform Product Manager @ Block Jan 2021 – Jan 2023 | San Francisco Bay Area Led a team of product managers building the Cash App Operations Platform as well as Cash Cloud Platform in the areas of developer experience and data management. ### Senior Platform Product Manager @ Block Jan 2020 – Jan 2021 | San Francisco Bay Area Developed operational tooling platform for the Cash App business unit in the areas of customer support services, compliance and marketing. ### E-commerce Product Manager | Technical & Business Solutions Lead @ Snapfish Jan 2017 – Jan 2019 | San Francisco Bay Area • Oversaw the Snapfish US development projects, including new product introduction; new platform functionality and customer journey optimizations; product and behavioral analytics; business enablement tools; and fulfillment optimizations. • Led product management for photo cards, the highest Christmas Holiday season revenue product for Snapfish annually. • Primary advocate and influencer for platform business user tools (e.g. CMS, promotions). Wrote documentation and led training for platform partners and international teams. • Concepted and stewarded the re-architecture of the product API data and taxonomy structure to be consumable in a standardized way by all platform services and therefore enabling search, recommendations, personalization, and enhanced analytics. • Owned the product backlog and prioritization for the Snapfish US business. • Directed ongoing platform roadmap prioritization reviews including ROI tabulations, stack ranking trade-offs, and roadmap strategy shifts in order to meet key delivery timeframes like Christmas. ### Product Manager for Ecommerce & Merchandising @ Snapfish Jan 2014 – Jan 2016 | San Francisco Bay Area • Owned customer journeys and merchandiser tools during the development of a new scalable, responsive global site and e-commerce platform that launched between 2015-16. Coordinated and managed UX development; tools architecture; migration and integration activities with internal and 3rd party entities; platform setup; beta testing; product marketing; system training; rollout; and legacy site ramp-down. • Planned and directed all merchandising programs and web analytics for the Snapfish US business. • Managed a team of four merchandisers and analysts, plus led several cross-functional teams. • Advised a comprehensive research initiative updating and enhancing Snapfish customer personas, shopping behaviors, and brand affinities. Results were fed into site user journeys and branding redesign as well as customer segmentation strategies. • Integrated Monetate as a personalization solution to optimize promotional and other customer messaging, driving 10% increase in conversion and providing customer alerts for high visibility and critical site events – e.g. Cyber Monday. Earned Rookie of the Year award from Monetate. ### Sr. E-commerce Merchandising Manager & Web Analyst @ Snapfish Jan 2008 – Jan 2014 | San Francisco Bay Area • Directed merchandising campaigns while defining creative direction and cross-functional merchandising and product strategies. Aligned direct-marketing programs with promotions to achieve seasonal sales and margin goals. • Led business strategy and requirements for all software development projects related to shopping conversion paths including SEO & direct marketing efforts, onsite search & browsing, product personalization, checkout, fulfillment, and customer relations. Worked with Agile development teams to rollout new features and functionality on the Snapfish website, partner websites and tools and mobile / tablet apps. • Managed web analytics for the Snapfish US site which involved analyzing and communicating insights and data to the business on products, promotions, and customer behaviors/segments. • Drove optimization initiatives for merchandising and product outcomes using A/B and multivariate testing in Adobe Target. ### Product Manager @ RedEnvelope Jan 2005 – Jan 2008 | San Francisco Bay Area • Key business stakeholder for all UI and content management improvements to the customer-facing site. • Responsible for customer insights and analytics, user experience design, product development strategy, user acceptance testing, product marketing and rollout. • Principal role in all aspects of migration and integration to MarketLive ecommerce solution as well as transition of entire website platform and customer-facing brand after purchase by ProvideCommerce. ### UI Designer | User Research Associate @ RedEnvelope Jan 2005 – Jan 2008 | San Francisco Bay Area • Principal designer for customer shopping flows and marketing landing experiences including search and browsing, product personalization, and checkout and fulfillment. Designs and specs were created using Illustrator and Axure. • Conducted user research projects using surveys, a/b and multivariate testing (e.g. Optimost, Coremetrics (IBM)), beta testing, and in-person usability testing with clickable and screenshot prototypes. • Created prototypes using Axure, Illustrator, Adobe Fireworks, and HTML. ### E-commerce Marketing Manager | Web Analyst @ RedEnvelope Jan 2004 – Jan 2008 | San Francisco, CA • Planned and managed all site merchandising campaigns. • Optimized site purchase conversion at all stages of the funnel via a/b and multi-variate testing. Welcome page improvements resulted in a 55-60% lift in click-through rate and saved shopping cart feature realized $800K in incremental website sales within three months of launch. • Owned website analytics as well as the relationship with Coremetrics analytics solution. ### Marketing Programs Director @ Lynch, Gilardi & Grummer Jan 2002 – Jan 2004 • Drove all aspects of marketing, including establishing brand and web presence, planning and preparing educational and networking seminars, and developing segmented direct marketing campaigns. ### Product Marketing and Communications Manager @ Oracle Corporation Jan 2001 – Jan 2002 | Redwood Shores, CA • Managed product marketing campaigns with Hitachi Data Systems, Dell, EMC, HP, Sun, Cisco, Compaq, and Network Appliance. • Developed web content, webcasts, sales tools, direct marketing campaigns, event coordination and press releases that raised brand awareness and kept prospects engaged. ### Web Designer and User Interface Designer - Oracle Knowledge Management @ Oracle Corporation Jan 1999 – Jan 2001 | Redwood Shores, CA • Designed the UI and coded front-end pages for Oracle Marketing’s event management application built in HTML, CSS and PL/SQL. • Managed and maintained Oracle’s most popular U.S. intranet portal (Oracle@Work), used daily by 45,000 employees to easily locate internal links and information. ### Consultant - CRM Platform (Oracle Sales & Marketing) @ Oracle Corporation Jan 1998 – Jan 1999 | Redwood Shores, CA • Project managed data integration of Oracle's US salesforce onto Oracle's proprietary CRM software. ## Education ### Bachelor of Arts - BA in Psychology UCLA ## Contact & Social - LinkedIn: https://linkedin.com/in/anniedeihl --- Source: https://flows.cv/anniedeihl JSON Resume: https://flows.cv/anniedeihl/resume.json Last updated: 2026-04-05