Sam Friedman

VP of Product | Marketplace and Growth Leader | Scaled B2B and B2C Platforms | Ex Eventbrite & Deloitte

Bend, Oregon, United States

About

I am a senior product leader with deep experience building and scaling marketplaces, SaaS platforms, and consumer products. I currently serve as VP and Head of Product at Roo, where I led product, design, and research for a profitable and growing Series A marketplace. I operate with AI as a default across product strategy, discovery, execution, and operations, using it to increase speed, decision quality, and leverage across teams. Previously, I was a Senior Director of Product at Eventbrite, leading a major product pillar within a global two-sided marketplace. Earlier in my career, I held product leadership roles at Deloitte and Accenture, partnering with companies including Apple, Google, Cisco, Qualcomm, and Intel on product strategy, operating models, and large-scale platform initiatives. My approach combines strong product fundamentals with practical application of AI across research, experimentation, roadmap planning, and delivery. I enjoy building teams and systems that move faster and compound over time.

Experience

  • Vice President of Product Management at Roo
    Apr 2025 - Present · 1 yr 4 mos

    VP and Head of Product, Design, and Research for a profitable, growing Series A marketplace.

  • Angel Investor at Self-employed
    May 2020 - Present · 6 yrs 3 mos

    Angel investor in early-stage, product-led technology companies.

  • Senior Director of Product at Eventbrite
    May 2022 - Mar 2025 · 2 yrs 11 mos

    Senior product leader for a core product pillar within a global two-sided marketplace. - Owned product strategy and outcomes across multiple teams - Led and developed PMs across discovery, execution, and cross-functional delivery - Drove improvements in activation, retention, and monetization - Operated in a complex two-sided marketplace at global scale

  • Director of Product at Deloitte Consulting
    2019 - 2022 · 3 yrs

    Product leader in Deloitte’s Product Management practice. - Led end-to-end product engagements for Apple, Google, Cisco, Qualcomm, Intel, and other Fortune 500 companies - Defined product vision, operating models, roadmaps, and success metrics - Built and led cross-functional product, design, and engineering teams - Advised executives on scaling modern product organizations

  • Manager, Product Management Consulting at Accenture
    2012 - 2019 · 7 yrs

    Progressed from Product Analyst to Manager in Accenture’s product consulting practice. -Led product strategy and delivery engagements for enterprise and high-growth technology clients -Helped organizations shift from project delivery to product-led models -Drove customer research, roadmap definition, and platform execution