Seth Ferguson

Fractional product leader and builder

I help innovative companies build winning products from zero-to-one.

My passion for building was sparked in 2014 when I launched my first Kickstarter campaign and e-commerce business. I then worked with a variety of tech startups including Lucid Software before I moved to Seattle to work for Amazon. I was at Amazon for 5+ years and built new products within Kindle, Amazon Devices/Alexa, as well as an AI-powered workplace learning platform. I've been exclusively working as a fractional PM since 20…

Seth Ferguson


  • AI shopping assistant concept for lululemon

    AI shopping assistant concept for lululemon

    I led a team to build an AI powered (GPT-4) shopping assistant for lululemon. It's trained to answer product questions, give personalized recommendations (leverages customer data), help with fit/sizing, comparisons, store policies, etc. It's trained to respond in lululemon's brand voice, and will not generate off-topic content.


  • Chairlift Product Studio

    Chairlift Product Studio

    Founder & Fractional Product Leader

    Sep 2021 - Present

    Working with startups as a fractional product leader, and hacking away at indie projects.

    • Led product for Ribbon Home's (Series C: acquired 2023) mobile app as a fractional PM
    • Led product for a zero-to-one build for OpenComp (series A) as a fractional PM
    • Worked with a number of other venture funded clients on product strategy, finding product market fit, and building world class experiences
  • Amazon


    Senior Product Manager

    Mar 2020 - Aug 2021

    Enterprise learning platform with a mission to reinvent workplace learning through AI/ML based skill measurement and recommendations.

    • Led product from zero-to-one
    • Scaled worldwide and got over 200,000 users in 3 months
  • Amazon


    Product Manager

    Oct 2018 - Mar 2020

    Innovation PM for the Amazon Devices/Alexa team. I led discovery on strategic new products and features focused on growing the Devices business.

    • Presented opportunities worth over XXM including Alexa integration with the shopping experience
    • Shipped new features and experiments across customer reviews, personalization, the mobile detail page, and automated marketing resulting in XM incremental devices sales and 5+ headcount saved
  • Amazon


    Product Marketing Manager

    Oct 2017 - Oct 2018

    Customer engagement for Amazon Devices/Alexa to drive activation, ongoing usage and retention.

    • Owned customer engagement strategy for 15+ devices
    • Increased registrations and engagement through personalized messaging journeys with events tied to customer behavior
  • Amazon


    Financial Analyst

    May 2016 - Sep 2017

    Supported the worldwide Kindle Content business with reporting, and analyses including P&L.

    • Defined metrics and built automated reporting for the Prime Reading launch in the US, UK & DE.
    • Identified and proposed growth opportunities, and eliminated 30+ weekly hours of manual processes.
  • Lucid Software

    Lucid Software

    Marketing & Product

    May 2015 - Aug 2015

    Lucid (LucidChart & LucidSpark) is a visual collaboration suite that helps teams see and build the future. I wore many hats on the Lucid marketing team when the company had < 100 employees.

    • New product offering in the education space that has done XXM
    • Growth experiments leading to double digit increases in key metrics
  • E-commerce startup founder


    Jan 2014 - Mar 2020

    Had fun launching Kickstarters and building e-commerce businesses.

    • Launched two successful Kickstarter campaigns
    • Founded and advised multiple DTC and Amazon e-commerce businesses

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