SeaTrace: sustainability and shrimp traceability, farm to fork

Global seafood exporters face escalating traceability demands from FDA recalls, EU regulation, retailer pressure, and sustainability claims. Legacy ERPs record financial transactions; they cannot reconstruct a batch's journey from farm to processor to shipment accurately or reliably.

Product Strategy & GTM Lead in the Founder's Office, leading 3 PMs and a 14-member cross-functional squad.

• ▸Sequenced multi-platform delivery by user-segment value rather than feature parity: Desktop first for HQ analysts, Tablet for field auditors at the dock, Mobile-responsive for exporter executives
• ▸Ran 11-day sprints, deliberately shorter than the customer review cycle, with the backlog refined per job family and a weekly data-product stewards review
• ▸Treated adoption as the product: every feature carried an adoption owner and a measurement, tracked through the Customer Intelligence Dashboard

• ▸Impact KPI dashboards served as lifecycle-owned data products with owners, SLAs, and consumer contracts
• ▸Batch-traceability knowledge graphs linking farm to processor to shipment
• ▸Compliance forms & reporting, plus an AI Copilot for onboarding

• ▸Took SeaTrace from vision to a shipped MVP and a repeatable pilot-to-paid motion for MSME exporters
• ▸Drove strong early adoption (DAU/MAU up over 75%, session depth up 3.7x in the first months) by making the copilot change day-to-day operations, not just surface another dashboard