this site is a prototype too. built with Claude in an afternoon.
AI productmeta
before_AI — archive.exe
before AI, i was still shipping.
here's what taught me what actually matters.
selected work (2017 to 2024)
everand.exe2022–24
everand
scribd · senior PM
led 0 to 1 launch of Everand. owned mobile vision across iOS and Android. led 50+ person cross-functional team. won Apple's App of the Day. 126% lift in retention and downloads post app split. launched audio player with +34% listening time and +11% bill-through rate.
0 to 1mobilesubscriptionB2C
aritzia.exe2020–21
aritzia
digital product manager
rebuilt aritzia.com end-to-end driving $20M incremental revenue. launched Afterpay in 3 months with +32% AOV and +$8M revenue. delivered COVID-response digital workflows generating $500k in 3 weeks.
e-commerceconversionpersonalization
frankly.exe2020–22
frankly
founder · digital funeral marketplace
started a digital funeral company. launched a marketplace, secured 20+ partnerships, and got yelled at by funeral home owners a lot.
0 to 1marketplacefounder
ethos.exe2021–22
ethos
product manager
101% revenue growth. +55% referral rate. shipped onboarding features driving +30% engagement in 2 weeks. built reusable workflow components reducing integration time by 20%.
growthgo-to-marketB2B
deloitte.exe2017–19
deloitte
management consultant
expanded lululemon into 5 countries in 6 weeks — korea, japan, france, germany, and the uk (+67% international revenue). launched Canada's first recreational cannabis e-commerce platform. sold out in 90 seconds.
consultinginternational expansiongo-to-market
thinking.exe
how i think.
over 9 years of building products and trying to understand why people care about some and not others. i write about all of this at soft static. essays on AI, creativity, and what's mine and what isn't anymore. and fun and factual, a weekly dispatch on brand voice, authenticity, and building in public from someone who is still figuring it out. also reclaiming the em dash, one essay at a time.
worldview
01
build for the headline
the best products are already the marketing. if you can't explain why someone would care in one sentence, the product isn't done yet.
02
loops over launches
shipping is the easy part. the work is building the feedback loop that tells you why it worked or didn't, fast enough to do something about it.
03
distribution is a product decision
how people find it, share it, and come back is not a marketing problem. it gets designed in, not bolted on.
book.exe — turns out when AI handles the building, you have time to write a memoir.
just take out the wedgie
a dating memoir
just take out the wedgie
i moved to new york, met a lot of men, made a lot of friends, cried on a lot of subways, and slowly, embarrassingly, accidentally, became someone i actually like.
frequently asked questions
is this a dating memoir?
imagine if starting over, bad judgment, and a full emotional breakdown had a baby. then the baby had opinions.
is this self-help?
god no. maybe. don't call it that.
who is this for?
people who have cried in an uber and tipped well anyway.
are the men real?
real enough. also not as memorable as they think.
is new york a character?
new york has terrible apartment lighting and charges $22 for a cocktail. make of that what you will.
any regrets?
no, which probably says everything.
waitlist
join the waitlist.
be the first to know when it's out.
about.exe — mandira_auplish
PM with 9 years shipping consumer products across e-commerce, mobile, and marketplaces. built Everand at Scribd from scratch, won Apple's App of the Day, and drove $20M in incremental revenue at Aritzia. now building AI-native products from zero. i use AI to do in a day what used to take a sprint.