From Marketing to Product Management: The Unconventional Journey of Susan Stavitzski
Susan Stavitzski, a senior product manager at CarMax, has taken an unconventional path to get where she is today. With a background in marketing, Susan’s obsession with understanding customers led her to transition into product management almost a decade ago. We sat down with Susan to learn more about her journey, the lessons she’s learned along the way, and how she’s applying those lessons to her work at CarMax.
A Career Built on Customer Obsession
Susan’s career in marketing began with event planning at a tech company, where she developed a passion for creating in-person experiences that catered to customers’ needs. This skillset eventually led her to Snagajob, an online platform for hourly workers, where she was exposed to the world of product teams. Susan was fascinated by the idea of building products that solved real customer problems and decided to make the leap into product management.
Lessons Learned from the Pros
Susan credits her time at Snagajob with teaching her the fundamentals of product management. She worked with trainers like Jeff Patton and Teresa Torres, who instilled in her the importance of dual-track discovery and delivery, continuous discovery, and best practices for customer interviews. These skills have become essential to her work as a product manager.
Finding a Rhythm in Customer Discovery
Susan advises aspiring product managers to dive headfirst into customer discovery, even if it feels daunting at first. She believes that the key to success lies in finding a rhythm and being willing to learn from failures. To prepare for customer calls, Susan follows a structured approach, outlining specific questions and learning objectives with her design partner. This prep work helps her stay focused and ensures that she’s extracting valuable insights from customers.
The Benefits of Fully-Staffed Teams
Susan’s experience at CarMax has been a game-changer in terms of team structure. Unlike her previous roles at startups, where she wore multiple hats, CarMax has fully-staffed teams that allow her to focus on the vision, strategy, and priorities of her team. With dedicated designers, developers, and analysts, Susan can concentrate on building seamless customer experiences.
When Customers Don’t Want to Talk
Susan has faced her fair share of challenging customer interactions, but she believes that these moments offer valuable opportunities for growth. By listening to customers’ concerns and involving them in the solution-building process, Susan has been able to de-escalate tensions and create loyal customers for life.
Customer Discovery at CarMax
At CarMax, Susan’s customer discovery process is tailored to the specific problem space and customer segment. Her team uses a combination of 1:1 meetings, focus groups, and in-store observations to gather insights. Susan also makes it a point to talk to at least one customer a week, ensuring that her team stays connected to the people they’re building products for.
The Power of Observation
Susan recalls a memorable experience at CarMax, where she shadowed an associate during an appraisal process. She noticed that the associate was still using a piece of paper to record data, despite the fact that the company had already implemented a digital solution. This observation led Susan to investigate further, ultimately resulting in a reminder to associates that they no longer needed to use the paper. This experience reinforced the importance of ensuring that customers adopt new products and understand how to use them.
By sharing her story, Susan hopes to inspire others to pursue careers in product management and to prioritize customer obsession in their work.