Anaïs Felt
Product leader,
content creator & strategist
I build products, audiences, and experiences by understanding what makes people pay attention, take action, and come back.
A common thread connects a varied career: curiosity about people.
About Anaïs
I’m Anaïs Felt — a product leader, creator, and endlessly curious person with a strong point of view about products, people, design, culture, and the way we build our lives.
My career has moved across media, technology, growth, and AI, including roles at The Washington Post and Asana. The work has always started with the same question: what makes people choose something, understand it, trust it, and keep using it?
More recently, I’ve applied that same curiosity to building a creator business and community around Bay Area life, home, style, hosting, relationships, and personal storytelling.
I’m analytical by nature, sentimental at heart, and interested in making products, brands, spaces, and stories more thoughtful than I found them.
Selected work
Three chapters, one throughline.
I’ve built software for millions of users, tools for journalists around the world, and a creator business grounded in trust and storytelling.
Turning product complexity into adoption, engagement, and growth.
Case study · Asana
The challenge
Asana’s flexibility is one of its greatest strengths—but it can also make the product difficult to understand and adopt. New users needed clearer ways to structure their work, experience collaboration value, and build successful habits during their first weeks.
What I led
As Senior Product Manager, I led strategy across activation, onboarding, core collaboration, and early generative AI. I partnered with engineering, design, research, data science, and go-to-market teams to run 48 growth experiments, redesign critical task experiences, and prototype one of Asana’s earliest customer-facing LLM experiences.
I also helped transform the team’s operating model—moving from large, slow releases toward faster experimentation, clearer decision-making, and continuous customer learning.
Leadership context
I led through significant team and strategy transitions, establishing the roadmaps, operating rhythms, and cross-functional partnerships needed to keep complex work moving.
Impact
$9M+ in annual PLG revenue influenced
48 growth experiments
+21.9% organization invite acceptance
Measurable gains in early engagement and collaboration
Trust built like friendship. Storytelling built to move people.
The idea
Create lifestyle content that feels intimate enough to build trust, beautiful enough to inspire, and specific enough for recommendations to feel like word of mouth.
The audience I built
40K+ across platforms, approximately 85% women and 92% U.S.-based, with a core 25–34 audience and strong concentration in major coastal markets.
Proof of action
Brand partnerships span home, beauty, food, and lifestyle. In one creator-led launch test for Curry Cubes, the entire test inventory sold out within one day.
What building an audience taught me about product
Becoming a creator gave me a new way to experience many of the same problems I had spent years solving as a product manager: earning attention, understanding user behavior, testing ideas, finding product-market fit, and giving people a reason to come back.
I learned to work with much tighter feedback loops. Every post was effectively an experiment: a hypothesis about audience, format, positioning, timing, or distribution. Performance data made it immediately clear what resonated, what confused people, and what wasn’t worth repeating. Over time, I became more disciplined about separating what I personally liked from what users actually responded to.
Case study · Creator business
Putting an entire newsroom platform in journalists’ pockets.
From desktop suite to mobile newsroom
ArcXP gave newsrooms powerful tools for creating, managing, and distributing stories, photos, video, and live coverage—but those workflows were primarily designed for journalists working at a computer. Reporters covering elections, breaking news, and live events needed the same capabilities in the field.
I conceived and led the development of ArcXP’s mobile newsroom product, translating its core publishing ecosystem into cohesive mobile workflows for creating, editing, scheduling, and publishing from anywhere.
An end-to-end publishing ecosystem
The mobile product brought together capabilities spanning:
Composer: Create and edit articles
Photo Center: Capture, manage, and publish photography
Video Center: Upload, edit, manage, and distribute video
Live streaming: Broadcast events directly from an iPhone
WebSked: Plan coverage, coordinate workflows, and schedule content
Publishing: Manage content through creation, review, and distribution
Mobile newsroom platform
Conceived and launched a mobile extension of ArcXP’s enterprise publishing platform, allowing journalists to create articles, capture and publish photos and video, manage live streams, coordinate coverage, and schedule content from the field.
The live-streaming capability launched across 40+ global newsrooms, grew from hundreds to thousands of active journalist users, reduced live-coverage costs by an average of $200K per event, and supported major election and broadcast coverage.
If the 2× annual-revenue result applies to this product, add it here as another metric.
Personalized content discovery
Led the expansion of Clavis, The Washington Post’s machine-learning recommendation engine, across washingtonpost.com and into ArcXP. Clavis used behavioral signals to surface personalized, similar, popular, and trending stories—helping readers discover relevant content while increasing engagement and advertising value.
What this work taught me
Building for newsrooms taught me how to translate complex professional workflows into intuitive products without removing the power expert users depend on. It also taught me to design across an ecosystem: connecting content creation, collaboration, media management, scheduling, distribution, and audience intelligence into a coherent experience.
Case study · The Washington Post / ArcXP
Get in touch
Want to build something together?
I’d love to hear what you’re working on and explore how we might work together.
