Will Sansbury

Will Sansbury
Product and design leader
who creates exceptional products
and high-performing team cultures
by putting people first

Leadership Experience

Director of Product Operations

August 2020 – Present

Established a new enterprise function tasked with unifying and improving the product management practices of our four product divisions

  • Led cross-functional team that developed the Deluxe Product Playbook which integrates human-centered design, Design Thinking, Agile, and product management into a holistic product process
  • Operationalized portfolio prioritization process that enabled shift from annual planning to more Agile quarterly planning
  • Rolled out V2MOM strategy framework (Salesforce’s take on OKRs) and led coaching community as we shifted to quarterly, cascading goal setting for all teams
  • Developed and administered an objective product management competency assessment to help us understand the state of our talent and make decisions about how to transform

Transformation Leader, Product Management

October 2018 – January 2020

Selected for a special assignment leading the Product Management transformation as part of the new CEO’s New Day transformation program (this role was held concurrently with my role as Director of Agile Practice & User Experience)

  • Surveyed current-state product management practices from all Deluxe products, including dozens of unintegrated acquisitions, and created a blueprint for transformation for highest-value areas
  • Introduced Pragmatic Framework to drive common expectations and vocabulary of Product Management
  • Inventoried products and organized the portfolio to align with Deluxe’s reorganized segments (Payments, Cloud, Promotional, and Checks)
  • Designed, developed, and launched an internal portal where all Deluxe employees can learn about each product, review its strategy and position in the market, and see a current theme-based product roadmap
  • Developed a go-to-market framework that positioned our products in terms that reflect our customers’ experiences
  • Awarded the New Day Award in recognition of my efforts and impact

Director of Agile Practice & User Experience

October 2017 – August 2020

Integrated Agile process facilitation and user experience design to increase our ability to rapidly deliver products that actually mattered to our customers

  • Improved culture of ownership by creating monthly operations reviews examining common KPIs including sprint performance, product quality, team morale, product management effectiveness, and progress on key initiatives for each product (such as the adoption of continuous integration or automated regression test coverage) for each product
  • Championed and secured funding for the Unify design system, which provides design guidelines and a collection of reusable components for all customer-facing products
  • Spearheaded standardization of tools to enable an enterprise-wide view of Product Development (migrated 58 development projects on disparate systems to a common instance of Atlassian Jira in under six months)
  • Led a high-profile innovation experiment at Deluxe Exchange 20 where a small team used Design Thinking and user-centered design to create a product concept with conference attendees, which we then demoed live at the closing keynote
  • Awarded the 2019 THRIVE award for exemplifying “Execute,” one of Deluxe’s core values

Director of User Experience

June 2015 – October 2017

Introduced user-centered research and design to the Financial Services division

  • Educated broader organization on user experience through a series of presentations
  • Grew team to five by meeting with product management leaders to explain the value of user experience and secure funding for roles
  • Developed a series of User Experience Toolkits that enabled teams without a dedicated user experience practitioner to minimize bias in their user research, create ad hoc personas, understand user journeys, hold design studio (charrette) sketching workshops, and conduct usability evaluations (heuristics and usability testing)
  • Selected to participate in Deluxe Thought Leadership Academy, a year-long leadership development curriculum for key leaders

Director of Product Strategy & Design

November 2012 – June 2015

Led all aspects of product strategy, management, and design for both established and growth markets

  • Transitioned the company from hyper-focus on individual customer needs to a broader market focus
  • Increased transparency with customers by moving from inflexible once-a-year roadmaps to publicly accessible theme-based roadmap that was updated monthly
  • Created an internal incubator program that leveraged Lean Startup principles to rapidly explore and validate new product ideas, including Daxko Well, a corporate wellness solution that reached profitability within three months of inception
  • Participated in due diligence and negotiation of terms for partnerships and acquisitions, and oversaw the integration of acquired products
  • Created The League of Extraordinary Leaders, an internal leadership forum where all people leaders openly discussed issues the company was facing, leading to decreased perception of power distance between the executive leadership team and other leaders

Interim Product Manager, Daxko Engage

April 2012 – November 2012

Assumed leadership of a highly strategic new product initiative that was failing to deliver necessary results

  • Refocused project on a user-centered process, which allowed us to trim planned scope by ten months (from fourteen months to four months)
  • Delivered MVP to early adopters within four months, producing enough validation to justify continued investment
  • Launched general availability product five months later, and within the first quarter generated over $1M in annual recurring revenue
  • Awarded 2012 Achievers Club, Daxko’s highest honor, in recognition for impact

Product Design Manager

September 2010 – November 2012

Established and led the user experience team

  • Established a user experience design team by teaching existing business analysts how to conduct a user-centered design process
  • Worked with Jeff Patton to introduce Balanced Team concepts to product ownership, dramatically improving the relationship between the software engineering and product management teams
  • Championed innovation by creating Daxko Lab Days—three-times-a-year innovation sprints during which our teams took a week off of roadmap work to self-organize around projects of their own design, resulting in multiple new product opportunities

Other Experience

  • 2010 • Carestream Dental, Interaction Designer
  • 2009 • Silverpop, Product Usability Specialist
  • 2008 • Ipswitch, Information Architect
  • 2005 • Ipswitch, Senior Information Developer
  • 2003 • Ipswitch, Information Developer
  • 2001 • PowerServe International, Web Developer
  • 1999 • Mental Soup, Co-founder and Design Leader
  • 1997 • MetroQuest, Web Development Manager
  • 1996 • Globalnet International, Web Designer


  • 2002 • BA, English/Communications, Augusta State University


  • 2020 • OKR/V2MOM Certified Results Coach, WorkBoard
  • 2020 • Business Strategy: Achieving Growth Through Innovation, Columbia Business School
  • 2020 • Effective Leadership: People, Teams, and Culture, Columbia Business School
  • 2012 • Certified Scrum Product Owner, Scrum Alliance
  • 2006 • Certified Scrum Master, Scrum Alliance