Amy Ross

Founder, WayfindherSep 2024 to present. Austin, Texas area, remote

• Own product vision, strategy, and roadmap for the operating system for women building businesses, now in Alpha development.
• Build and refine the marketing website and the Step Inside interactive demo hands-on with AI-assisted development tools.
• Created the brand identity, positioning, and voice; lead pre-launch go-to-market and founder communications, including social channels and Founder Build Notes.
• Released Step Inside, an interactive demo of a day in the life of a founder; launched wayfindher.com and opened the waitlist; secured federal trademark registration in June 2026.

Founder and Principal, Beespoke BrandsSep 2023 to Mar 2024. Austin, Texas

• Led a women-owned boutique agency helping women entrepreneurs with brand development, social media strategy and content, product and service features, and roadmaps, specializing in purpose-driven health and well-being businesses.

Vice President of Product Management, ActiveVideoJan 2022 to Dec 2022. Remote

• Directed product management for AppCloud, SaaS that delivers streaming apps through cloud virtualization for TV operators, streaming services, and device makers.
• Led senior product managers and product owners in California and the Netherlands; assisted in due diligence for future investment.
• Cut app certification time by 50% by creating a portfolio prioritization model.
• Grew the apps on the platform from 1 to 12 in three program increments.

Director of Product Management, Worldwide Customer Experience, Electronic ArtsFeb 2019 to Dec 2021. Austin, Texas

• Led and staffed the move from program to product management in one year, with vision, strategy, roadmaps, and KPIs for seven new product lines, four of them funded.
• Owned the roadmap for player support across web, mobile, and phone, supporting 50M+ help interactions a year.
• Led three principal product managers, four product managers, and an intern; recruited, hired, and retained the principal product managers and the intern during COVID remote work.
• Raised fixed resource support funding to $5M+ a year, a 20% increase.

AT&T2001 to 2019. Austin, Texas

Director of Product Management, AT&T Entertainment GroupNov 2015 to Feb 2019

• Owned the roadmap for a transactional video service and apps across 24M+ DirecTV and U-verse TV customers; led seven senior product managers and a $20M+ annual capital budget.
• Launched 20+ enhancements and 5+ new products in two years; directed a $25M capital project that produced $65M a year in gross revenue in year one.

Director of Marketing, OTTNov 2013 to Oct 2015

• Led product strategy for over-the-top products and original video content; developed requirements for the DirecTV Now and AT&T Now apps.
• Led brand creation of four new original content OTT products.

Director, Content Development, Original ProgrammingJul 2006 to Oct 2013

• Developed custom-branded live and on-demand video in English and Spanish across online, mobile, and TV.
• Delivered 42 live music and sports webcasts totaling 4M+ streams; reached 140M page views and 15M unique visitors to attblueroom.com in the program's final year.
• Worked with media teams on promotion that reached 100M impressions a year.

Director of E-Commerce Programs2004 to Jul 2006

• Led user experience, promotions, and merchandising for the sbc.com (now ATT.com) consumer sales channel, with a team of seven associate directors.
• Produced $150M+ in annual online revenue; delivered 100+ enhancement projects for 20M+ users; built merchandising plans for 180 products across six categories.

Associate Director of E-Commerce Programs2001 to 2004