Digital Product Executive

Obsessed with the experience. Accountable for the outcome.

Fifteen years across QSR, retail, health, and financial services — launching products that hadn't been built before, shipping AI that made hard things feel easy, and building the operating models that make it all hold together.

See the work LinkedIn

Digital Commerce AI & Personalization Operating Models 0→1 Launches U.S. Patent Holder

Omar Salam

Irvine, CA

Selected Work

From strategy to shipped.

How I've moved teams from shipping volume to shipping value — with clear decision systems, measurable learning loops, and outcomes that hold up.

Operating Model · Capital Group

Rebuilding how a product org makes decisions — and what gets built

Restructured planning, discovery, and decision rights so teams could stop thrashing, cut low-impact work, and tie delivery to outcomes leadership could actually trust.

20%Faster delivery

12%Capacity reclaimed

+8NPS points

Read case study

AI & Personalization · Under Armour + Capital Group

Recommendation engines that moved users from searching to finding

Built relevance guardrails, partnered with data science, and ran controlled experiments to scale personalization — then proved lift with holdouts before rolling out.

3×Engagement lift

+34%Conversion

+$5AOV increase

Read case study

How I Work

Four things I won't
negotiate on.

Not values-slide platitudes. The operating decisions that separate teams who ship features from teams who move metrics.

01 — Decision Systems

Clear decision rights protect the team

Prioritization rules and lightweight governance where it matters — so work aligns to outcomes and tradeoffs happen early, not in sprint review or post-launch.

02 — Discovery

Discovery has to earn the build

Problem clarity, a testable value hypothesis, and experiments that reduce rework downstream — before a single line of code is written.

03 — Measurement

Measurement isn't a phase — it's the work

Feedback loops built into every delivery so teams learn fast and can prove what changed because of what they shipped — not just what they shipped.

04 — AI

AI applied to real problems, not hype cycles

Recommendations, personalization, support automation — all measured, governed, and built with appropriate human oversight. I hold a U.S. patent in applied ML.

About

The longer version.

I'm a digital product executive with 15+ years building at the intersection of customer experience, technology, and commercial outcomes. I've led product in QSR, retail commerce, financial services, and enterprise utility — which means I've had to make product work in very different organizational contexts, with very different constraints.

I was part of the small team that launched Taco Bell Delivery — one of the first large-scale QSR delivery products — at a time when digital product wasn't yet a formal discipline there.

Since then I've led AI and innovation at Under Armour (securing $20M in board-approved capital), personalization and digital modernization at Capital Group, and now lead all digital — web, mobile, voice, and conversational AI — at Southern California Edison.

I care most about building the conditions for great product work: clear strategy, strong operating models, and teams that know what winning looks like before they start building.

Currently

Head of Digital Product, CX
Southern California Edison

Previously

Under Armour · Capital Group · Taco Bell · Experian · WageWorks · JPMorgan Chase

Focus

Commerce · AI & Personalization · Platforms · Operating Models

Scale

20M+ customers · Teams of 20+ · $18M budgets

Recognition & Awards

U.S. Patent #10,896,472
Security & Identity Verification — Applied ML

Product Instructor, The Product School
AI Product Management Certification, Duke University (2024)
Community Advisor & Mentor, RC Young Professionals

Education

B.A. International Business
Florida International University