The Power of Storytelling

The Power of Storytelling

by Women in Product

Telling stories — to your stakeholders, to your customers, to the market — is essential to successful product development. Everything we build starts with a story. From selling your product vision to setting the context for a user story, a strong narrative can mean the difference between a well-executed strategy and a laundry list of features that engineers, designers and ultimately, users, don’t understand. Inspiring those around you, whether it’s your team or your shareholders, is table stakes.

Hear from senior-level product leaders about the power of storytelling and how the right context can set up any project for success.

At this event, we’ll explore topics such as:

  • How effective storytelling can bring your product vision to life
  • How to use data to build a compelling narrative
  • How powerful through lines can motivate your team
  • What to do when your narrative doesn’t resonate with those around

This round of lightning talks is for current product managers of all levels who want to become more effective builders and anyone interested who wants to become a more persuasive storyteller. Light refreshments will be provided.

Our panel consists of leaders in product and executive roles at top companies.

This event is brought to you by Women in Product and UptakeWomen in Product is a highly-engaged community of women builders and leaders. Join our community or sign up for our newsletter for monthly events, networking opportunities, and much more! Please check out WIP website for a list of upcoming events.

About Uptake

Uptake is the premier Industrial AI company, providing a predictive analytics SaaS platform that empowers major industry leaders to optimize performance, reduce asset failures and enhance safety. At Uptake, we combine our strengths—machine learning, analytics, data visualization and software development—with the expertise of our industrial partners. The result is enormous savings in development time and resources for Uptake’s partners and a proven industrial grade software platform that delivers value to partners and their end customers.

Anne Bustamante – Strategic Account Executive

Anne Bustamante – Strategic Account Executive


Strategic Account Executive
Chicago, IL
Joined: 2014

It can be daunting to switch jobs as a parent, especially when you’re a mother of three. But between joining the Parents@Groupon resource group and Groupon’s flexible environment, Anne has settled into a company where she can thrive.

Tell us about your job! What do you love about what you do?

I’m a salesperson for Groupon Getaways and cultivate relationships with hoteliers in the central region of the U.S. Together, we build deals based on seasonality and performance and look to grow the relationship over time. I love that what I put into my job is what I get out of it.

So how does your work impact Groupon’s mission of building the daily habit in local commerce?

I love to travel. I have a running list of places I want to see and plan on visiting as many as I can when I have a little more time. The Getaways home page is up on my computer all day…in part because I’m always looking for new destinations to visit but also because I work in Getaways (it’s a win/win). The work we do inspires travel and as we grow I see markets expand and people looking to Groupon exclusively for the best rates and most interesting locations.

What’s the most challenging thing you’ve done here?

Any presentation I’ve given (or have to give)! I’m not a fan of public speaking, so that’s always my biggest challenge.

What was your first impression of Groupon as an employer?

There’s so much energy, activity, color, opportunity, and collaboration at Groupon. I noticed it when I started and still see this every day on the job.

I love that since I’ve been here I’ve never heard the statement, “because that’s the way we’ve always done it.” Instead, I hear “we can do that” or “let’s give it a shot!” and think it’s the best way to grow the company and that’s exciting.

Have you won any awards in your time here?

Yes! I won President’s Club in 2016.

Sales obviously exists at other companies, so why Groupon? Why not sell elsewhere?

I came here because, professionally, I’ve always worn many, many hats and I was at a place in my life where I wanted to focus on one specific profession and do that one thing really well. My experience with Groupon had always been positive and I had heard that the culture was super awesome and collaborative. I love that since I’ve been here I’ve never heard the statement, “because that’s the way we’ve always done it.” Instead, I hear “we can do that” or “let’s give it a shot!” and think it’s the best way to grow the company and that’s exciting.

Show us your favorite view from the office!

What do your parents think you do?

My dad owned a bicycle store for 25 years and I spent my summers and weekends working at the bike shop. I cut my teeth in sales before I could ever ride a bike. I thought my parents would say that I work with travel or that I work at Groupon (they’re subscribers so they get it!), but when I asked them they responded, “obviously we think you sell.” I think they’ll always think my job is to sell!

Speaking of parents, tell us about your involvement with Parents@Groupon!

I was co-chair of Parents@Groupon from April 2016 until December 2017 and a member of the group since I started at Groupon in 2014. I’m a mother of three and when I started at Groupon, I looked to the group as a resource and as a support system. Honestly, I was a little worried about entering such a young company with a family. What I found when I joined the group was a surprisingly large network of parents and allies and an amazing team that wanted to make Groupon a great place to work for parents.

Backing up a bit, where were you before joining Groupon and what brought you here?

My background is in the arts. After I graduated college I worked as a medical photographer in a hospital in Baltimore, MD., then in Springfield, IL. I transitioned into arts management and worked for several non-profit arts organizations throughout Chicago overseeing membership, sales, and sponsorships. One of the organizations I worked for used Groupon to sell memberships and that was my first introduction to the company. I loved the process and seeing the impact on the organization.

Where can we find you when you’re not at work?

I spend all my time out of the office with my family and dog. I love to cook and eat and I have lots of kitchen help: kids chopping, husband chatting, dog rooting.

If you could do any other job for a day, what would it be and why?

Coffee taster. I took a coffee cupping class once and while I don’t think I have the palette or experience to evaluate coffee, I would love to taste different coffees and learn about their flavors. It’s fascinating. (I was up for almost two days after the cupping class, so I think one day would have to be it!)

What’s your favorite local business?

105F – Chicago. I started going here on a Groupon a couple years ago and it’s still my favorite place for yoga.

Tell us something about you that would surprise us!

I can untangle anything!

What’s your favorite Groupon memory?

I have to admit, I was a huge fan of the candy pit in the enchanted forest. All that candy in the tree stump is the most random thing I’d seen in the office. I didn’t expect to see anything like it and thought I was imagining things! It was so beautiful…

Sales @ Groupon: From Sales Rep to Founder

Sales @ Groupon: From Sales Rep to Founder

Einstieg in den Vertrieb

Vom Sales Rep zum Unternehmensgründer

Weißt du, wo deine Karriere im Vertrieb dich hinführen kann?

Wir laden zu Pizza, Drinks und einer angeregten Diskussion mit unseren Referenten ein, die ihre persönlichen Erfahrungen sowie Karrieretips diskutieren und Einblicke geben, wie ihre Zeit bei Groupon ihren Karriereweg beeinflusst hat.

To register please click here

You’d be amazed where your career in sales at Groupon can take you… so stop by our offices to find out!

Join us in our new offices in the centre of Berlin as we explore careers in sales with our MD, Dominik Dreyer and our Groupon alumni guest speakers as they chart their professional development, offer advice on how to forge a successful career and share insights on how their experience at Groupon has been a catalyst for their success. 

This free event is ideally suited to people starting out in sales or considering their next career move in this area. All attendees must register by email per the link further down.

Seit April 2016 ist Dominik Dreyer Geschäftsführer von Groupon Deutschland, einem weltweit agierenden mobile und online Marktplatz für lokale Dienstleistungen, Reisen und Produkte.  Dominik Dreyer ist bereits seit 2011 bei Groupon tätig und leitete zuvor u. A. als Senior Director Operations 120 Groupon-Mitarbeiter.  Nach seinem Masterabschluss an der Westfälischen Wilhelms-Universität Münster arbeitete er als Berater bei Simon-Kucher und Partners. Anschließend war er sechs Jahre bei der Universal Music Group als Director Business Development tätig



Felix Fidelsberger ist CEO & Co-Founder von Legal One, einem 2014 gegründeten Startup, das den Markt für Rechtsdienstleistungen mit Hilfe von Legal Tech revolutioniert. Nach einem Studium an der Beuth- Hochschule sowie ersten Erfahrungen bei SAP und Horvath gründete Felix sein erstes Unternehmen, Toksta Gmbh. Bei Groupon war er als Senior Vice President Sales von 2011- 2012 beschäftigt.



Nadine Kolbe ist Founder & COO der Everphone GmbH, Smartphone As A Service Lösungen für Firmenkunden, die Smartphones flexibel vermieten und das Flottenmanagement komplett übernehmen. Nach ersten Erfahrungen bei Bosch und Merck kam Nadine 2011 als Trainee zu Groupon. Nach weiteren Zwischenstationen bei Sixt und Rakuten gründete sie Everphone GmbH im Jahr 2016.



Bastian Böckenhüser ist Founder & CEO von Travelcircus, ein Startup aus Berlin, das innerhalb eines Jahres mehr als 60.000 Kunden gewonnen hat. Er hat nach seinem Studium in den USA im Jahr 2011 bei Groupon angefangen und im Anschluß daran sein erstes Unternehmen, gegründet.

Israel Pederson – Sales Operations, Reporting and Analytics

Israel Pederson – Sales Operations, Reporting and Analytics


Senior Analyst – Sales Operations, Reporting & Anaytics
Chicago, IL
Joined: 2010

Photos from international Groupon visits:

Another Groupon veteran with a super unique career path, Israel takes us back to 2010 when Groupon launched its first national deal then brings us up to speed on his journey from customer service to analytics.

What’s your favorite Groupon memory?

I really love to see the way that teams celebrate birthdays. We had a team member who got this helium balloon and it stayed afloat for an impressive amount of time…I’m talking like 5 or 6 months. We had a seriously vested interest in the longevity of that helium Power Ranger balloon.

Tell us about your job! What do you love about it?

I’m on the analytics team in Local Sales Operations. I’ve gotten to do so many amazing jobs at Groupon, and this one I really get to combine my understanding of the business with a lot of the hard skills I’ve picked up along the way to solve interesting problems and drive improvement and change in the local business.

What’s the most challenging thing you worked on here?

My first opportunity to manage a team came during a time of immense change at the company; we were merging two Merchant Services teams focused on different parts of the merchant lifecycle into one, and it required rebuilding many of the underlying operational processes, intense training, and a lot of change management. While it was extremely challenging, the way the teams handled everything is what makes this company so great.

Want to solve interesting problems?

What inspires you?

I’m continually inspired by learning new things and being around people who embrace continued learning.

What was your first impression of Groupon as an employer?

I joined as a Customer Service Rep right around Groupon’s launch of the GAP deal (a seminal moment in Groupon’s history). It was so crazy, but what I really remember was how everyone really looked out for each other. There was such a sense of being in it together.

How does your work impact Groupon’s mission of building the daily habit in local commerce?

Our sales team is what drives such a unique mix of amazing merchants. We’re working together to continually empower them to bring the best that cities have to offer.

What are you most proud of in your time here?

I’m extremely lucky to have been a part of so many amazing teams at Groupon. My career started in Customer Support. I’ve managed teams, created and operationally managed large-scale processes, and had the opportunity to see a lot of the world as a Global Operations Manager. I’ve had mentors who have inspired me to continue learning more technical skills, which opened opportunities in analytics that have been extremely fulfilling. I’m proud of the fact that, even in a startup company with so much change, I’ve been able to carve out my own career path and continue learning through each step of the process.

“I’m proud of the fact that, even in a startup company with so much change, I’ve been able to carve out my own career path and continue learning through each step of the process.”

So what were you doing before joining Groupon and how did you end up here?

I, like many young Chicago imports, came to explore the world of improv comedy. Although it definitely feels like a past life, I got the opportunity to perform and teach with a ton of amazing people. One of those awesome people had gotten a job at a startup called Groupon, and said he could get me an interview. I am forever grateful for that conversation!

You probably have a life outside of Groupon, what keeps you busy outside of work?

My wife and I have a 2- and a 5-year-old at home. We enjoy but are not limited to trips to the zoo, bounce houses, the aquarium, crafts, and Daniel Tiger.

If you could do any other job for a day, what would it be and why?

I would love to be on Groupon’s Social Media team for a day. Some of the stuff that has come out of there is absolutely hilarious.

What’s your favorite local business?

Geja’s; my wife and I have celebrated many occasions there.

What’s your favorite view from the office?

You’re a member of Parents@Groupon; what do you enjoy about being involved?

It’s so encouraging to see the way Groupon supports parents, from the maternity/paternity policy to the way you hear our CEO Rich Williams talk about what his family means to him. There is absolutely a culture of keeping family a priority. ‘Bring Your Kids to Work Day’ is truly a sight to behold. The team does such a great job creating engaging activities for the kids, and it’s really fun to bring them to the office!

Your role may exist at other companies, so why Groupon? What keeps you here?

We’re solving really interesting problems in an environment that we’re constantly tweaking. While we are a big company, the ability to make quick changes and always be evolving is something that I really appreciate and embrace.

Can you write a Groupon haiku?

Catchy portmanteau – internet caught by surprise – building the future

Tell us something about you that’d surprise us.

At Purdue, I got the opportunity to perform with the Purdue Varsity Glee Club, doing over 500 shows across the US and the world. Purdue does not have a school of music, yet Purdue Musical Organizations unlocks a truly professional performance opportunity for collegiate students while getting their education in everything but music. Many of my weekends in college were spent traveling across the country in a bus!


Tom Howard – National Partnership Manager in Sydney

Tom Howard – National Partnership Manager in Sydney


National Partnerships Manager – Australia & New Zealand
Sydney, Australia
Joined: 2013

Tom’s busy giving the people of ANZ what they want—brands and services our customers use every day—as a manager for our National Partnerships team, which explains his membership in Groupon’s “Million Dollar Club.”

What’s your favorite Groupon memory?

When I got my first $1MM of revenue for the ANZ business, I was presented with a badge after running through a human tunnel with everyone clapping and cheering as I stuck my badge on the Million Dollar Club board! It’s pretty cool that the business celebrates all these wins and has a culture that encourages everyone to be part of your success.

Tell us about your job! What do you love about what you do?

I have the pleasure of working with some of the country’s most recognized brands from Woolworths to Lindt to Hoyts. Being able to strategize innovative deal ideas that haven’t been executed at Groupon before is what gets me up in the morning. These deals help my clients exceed their revenue targets and growth goals and open up a new marketing channel if they haven’t engaged with Groupon before. And that’s probably the second thing I love most: acquiring new brands for our ANZ business.

I’m currently responsible for both National and Ticketing partnerships. Ticketing at Groupon Australia is almost a startup segment within itself and I was brought over from the UK in 2016 to grow it. In the last year and a half, I’ve worked closely with ticketing agencies, governing bodies, clubs, promoters, venues—the list goes on—to build a ticketing ecosystem and kick-start the business.

What has been the most challenging thing you’ve worked on so far?

Probably building the ANZ ticketing business. As with all roads that haven’t yet been traveled, there have been constant hurdles that I’ve faced and continue to smash down. I think it’s taken a certain level of perseverance, patience, and innovative thinking to get to where we are today.

The ANZ ticketing landscape is different than anywhere else in the world and has meant that I’ve had to completely change the way we operate in order to get the vertical up and running. Even with those challenges, in the past 12 months, we’ve seen tremendous success signing some incredible events, like Cirque du Soleil, The Book of Mormon, SIA, The Wallabies, and The Formula One.

“I genuinely believe that people have to buy into you before they buy into the service you’re selling, and at Groupon, I’m encouraged to be creative and think outside the box.”

How does your work impact Groupon’s mission of building the daily habit in local commerce?

Give the people what they want! As Groupon transitions into a true marketplace, our platform needs to have the brands and services that people buy day to day—from retail to restaurants and entertainment to events—in order to become more relevant in every aspect of their lives. The brands I work with drive this behavior…the likes of Woolworths, Uber, Chemist Warehouse, and Ticketek!

Have you won any awards during your time here?

Salesperson of The Year 2015 (UK), Highest % to Target 2017 (ANZ)

So where were you before Groupon? How did you get here?

After leaving university I joined a start-up talent and entertainment agency called 84World, as employee numero uno! Being involved in so many different projects and having a lot of responsibility from the get-go was hard work but super rewarding. My first project was to look after a newly-formed girl band as they supported The Wanted on their UK tour—I thought I’d hit the jackpot! As I progressed, I spent two years working on the commercial side of the business, collaborating with Sony Music, Universal Music, Hilton Worldwide, and SYCO.

In 2013, I joined Groupon UK on the ticketing team and won Salesman of the Year in 2015. This was when I convinced the ANZ business to take a punt and hire me to start up the ticketing business. Three months later I was on a plane to start my new life down under!

What keeps you busy outside of work?

I live in Manly, so anything beach related I’m there: attempting to surf, weekend SUP Ball, snorkelling, volleyball…the only thing I’m probably not doing is growing long hair and buying a skateboard. Other than that, I’m now your stereotypical barefoot Manly type!

What’s your favorite local business?

Ryan’s Bar – Sydney CBD

Sales roles exist at a lot of companies, so why Groupon? What keeps you excited to sell Groupon every day?

I’m given the freedom to be me! I’m trusted that my sales ability and pitching style will get results and I’m not told that things need to be a certain way. I genuinely believe that people have to buy into you before they buy into the service you’re selling, and at Groupon, I’m encouraged to be creative and think outside the box.

Tell us something about you that’d surprise us.

I only sweat from the left side of my head.