Rod Shaddeau

Outcomes over output.

Fifteen years in B2B SaaS across telecom, transportation, field service, and CRM. Different industries, same platform problems. Currently leading APIs and integrations at Thryv.

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About

I lead the platform layer at Thryv. Public APIs, an integrations marketplace, partner and developer tooling, and customer-facing AI features built on them. Most of what my teams build is infrastructure that other products depend on, and that changes how you weigh a decision. A broken feature affects one workflow. A broken framework affects everyone building on top of it.

I came into product from solutions engineering, sitting with customers while they explained what they wanted. What I took from those years is that the stated requirement and the actual problem are rarely the same sentence. It still shapes how I prioritize. Before we design anything, I want to know what exact problem we're solving and whether the market will pay to have it solved.

These days the part I care about most is the team. I've got two Product Managers and a Product Owner, and the goal is pretty simple: make them capable of making the call without me. Two of the people I've coached have earned promotions, and that's the outcome I'd point to first.

Work

Three projects that show the pattern. Each one includes what it cost, not just what it returned.

3PI Integration Framework

Inherited a quarter and a half behind schedule.

QuickBooks Sync

A selling point that was breaking in customers' hands.

Sprint Mobile Locator

The problem was hiding its own evidence.

Six Product Principles

01

Start with the exact problem.

02

Outcomes over output.

03

Data leads, judgment fills the gaps.

04

Ship small, learn fast, fail cheap.

05

Buy-in upfront, trust through consistency.

06

Develop owners, not order-takers.

Things I've built

Side projects, built to learn rather than to launch.

Argus Scout

In progress

Competitive intelligence for local small businesses.

Next.js
Supabase
Vercel
Claude
DataForSEO
Apify

TBH Transport

Shipped

A working website for a friend's trucking company.

Astro
Netlify
Cloudflare
SVG

This site's chat agent

In progress

Ask it about my experience.

Claude API
RAG

Away from work

I travel when I can and take a camera with me, which means I come home with far more photographs than any trip could reasonably justify, most of which I could not explain if asked.

Most of what I read is history. Most of what I watch is science fiction.

Sports are non-negotiable. Soccer, almost any match, almost any league. Football, mostly Gators, with the emotional consequences that implies. And a strategy game when I want to think slowly about something that does not matter.

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Summary

Group Product Manager with 15+ years building and scaling B2B SaaS platforms, CRM workflows, integration ecosystems, and marketplace products. Player-coach with a record of leading cross-functional product teams, launching 0-to-1 products, and translating customer insight into measurable growth in adoption, lifetime value, revenue, and operational efficiency. Deep expertise in API and partner strategy, CRM automation, product-led growth, and customer-facing generative AI. Strategic advisor to early-stage startups across agri-tech and DTC e-commerce.

Experience

Thryv — Group Product Manager, Integrations, Partner Developer Tools and AI

Sep 2022 to present

  • Led integration of Thryv Marketing Center into Keap Automation Builder following the 2024 acquisition, a centerpiece of the platform-unification strategy.
  • Architected the end-to-end workflow routing AI-scored sales leads from Marketing Center into Keap Automation Builder via the 3PI framework, enabling closed-loop attribution from marketing touch to conversion.
  • Led product strategy for the GA release of AI Content Assistant, enabling SMB customers and partners to automate content creation and marketing workflows.
  • Launched Thryv's integrations marketplace from the ground up. Grew the integration catalog by 30% in year one and owned the end-to-end partner and customer experience.
  • Increased MQLs by 20% by applying voice-of-customer insights and Heap/Pendo analysis to improve conversion funnels, free-trial onboarding, and in-app referral programs.
  • Coach and mentor Product Managers and Product Owners beyond direct reporting scope. Two mentees earned promotions.
  • Own Thryv's public API platform and third-party integration framework end-to-end.

Transflo — Senior Product Manager, Marketplace Partnerships and Integrations

Nov 2020 to Sep 2022

  • Owned the ELD and telematics marketplace, $20M+ in annual revenue, P&L, go-to-market strategy, and partnerships.
  • Increased customer lifetime value by 25% through NPS-informed design, lifecycle initiatives, and retention campaigns that reduced churn and drove expansion.
  • Streamlined ordering and shipping workflows, reducing fulfillment time by 30% and strengthening order-to-cash operations.
  • Led WooCommerce to NetSuite SuiteCommerce migration to improve e-commerce operations and customer activation.

Actsoft — Director, Indirect Sales Channel Partnerships

Oct 2019 to Nov 2020

  • Led a business-development team that exceeded strategic initiative targets by 100%. Recruited six Geotab partnerships in six months.
  • Rebuilt T-Mobile channel partnerships across 12 markets within three months and added four strategic partnerships, increasing activity by 50% during COVID-restricted operations.

Trucker Tools — Director, Partnership Product and Partner Integrations

Jun 2019 to Oct 2019

  • Owned API integration requirements and statements of work for the 10 leading transportation-management systems.
  • Built business cases that secured two new TMS integrations and increased go-to-market activity by 15%.
  • Created a partner-integration playbook that improved sales productivity and onboarding efficiency by 20%.

J.J. Keller and Associates — Senior Solution Partner Manager, Channel Product Integrations

2015 to 2019

  • Developed strategic partnerships with McLeod, Trimble, and Geotab, increasing revenue by 25% through joint roadmap alignment.
  • Scaled integrations 20x, from 1 to 20+, by standardizing statements of work and API documentation and facilitating cross-functional prioritization.

Sprint — Senior Product/Partner Manager; Senior Solution Engineer

Earlier career

  • Spearheaded the Workforce Locator and telematics portfolio, increasing the subscription base by 40%, adding 7,000+ net-new users in 18 months, and delivering $12M+ in annual operational savings through voice-of-customer-led enhancements.

Advisory

Moochanics LLC, Strategic Advisor, 2024 to present — advise an agri-tech startup on business plan and structure, equity framework, fundraising roadmap, and B2B agricultural-equipment market positioning. Selected for the F-300 Startup Accelerator.

Prism Penworks LLC, Business Growth Advisor, 2023 to present — advise a creative-design e-commerce startup on DTC strategy and brand development.

Contact

Always up for a conversation about platform and product work. Tell me what you're building.

Connect on LinkedIn
Gainesville, FL.