Lenny's Podcast: Product | Growth | Career

Inside Etsy’s product, growth, and marketplace evolution | Tim Holley (VP of Product)

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Sep 3, 2023

Tim Holley, VP of Product at Etsy, shares insights from over a decade at the company, focusing on navigating corporate culture shifts and adapting during the pandemic. He discusses Etsy's rapid transition to mask production, enhancing buyer experiences, and optimizing conversion rates through experimentation. Holley emphasizes the importance of collaboration in product management and the need for clear guiding principles. He also explores maintaining authenticity in a competitive marketplace while hiring adaptable talent to foster innovation.

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ADVICE

Driving Change with KPIs and Narrative

Focus on a clear North Star KPI that teams can rally around.
Communicate a clear narrative about why this KPI matters and repeat it consistently.

ANECDOTE

Etsy's Face Mask Boom

When the CDC mandated face masks, Etsy's sales exploded overnight, like Black Friday.
Etsy sellers adapted quickly, shifting from items like wedding dresses to face masks.

INSIGHT

Seller-Focused Growth

Early on, Etsy prioritized deeply understanding their sellers by visiting their studios and homes.
This helped them build a strong seller base and a unique marketplace identity.

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