Brooklyn, New York
Tomás Orihuela
Senior Product Manager at Two Things. I build products that serve audiences, keep them coming back and grow the business behind them. Before that, I spent three and a half years at Code and Theory leading product for NFL and TIME at the same time.
Selected work
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Co-led product strategy for NFL.com, built Ways to Watch, and was a core member of Strategy Sprints, the NFL's in-house incubation lab.
Code and Theory · 3 case studies
NFL.comRebuilding football's front door
Every Sunday, more than 20 million fans come to NFL.com needing an answer fast. I co-led the product strategy for the entire web platform, starting with the touchpoints fans rely on most: the homepage, navigation, game details, scores, and schedules. We rebuilt the site on a new architecture and design system and placed NFL+ in the moments where fans were already looking for more.
3× NFL+ acquisition+104% NFL+ discovery+138% clicks to game pagesNFL Ways to WatchOne answer to football's hardest easy question
"How do I watch this game?" is the most important question on NFL.com, and the answer depends on location, broadcast rights, TV provider, subscriptions, and game time. We built Ways to Watch to turn all of those variables into one clear answer for every fan.
+653% NFL+ ordersStrategy SprintsAn incubation lab inside the NFL
Strategy Sprints worked like a lab inside the NFL's digital organization. Our team took ideas through workshops to working prototypes, each tied to a strategy built on the NFL's business goals.
Current initiatives in beta
Redesigned and replatformed TIME.com, then ran the product on a two-week release cycle with new AI features.
Code and Theory · 3 case studies
TIME.com RedesignTurning a 102-year-old brand into a premium product
TIME's website had a century of authority behind it and a business model built on volume. We rebuilt the site around curated journalism and introduced a points-based system that decides where and how ads appear.
+159% YoY ad revenueShorty Award winnerTIME ReplatformFrom digital magazine to product shop
I co-led TIME's move from WordPress to Contentstack. We migrated 100 years of content and retired the legacy systems behind it. The new platform became the foundation for TIME's AI products.
Core Web Vitals +49%Publishing: hours → secondsRunning TIME.comWhat happens after launch
After both launches, I led product and BAU operations on a two-week release cycle, shipping audio narration with ElevenLabs and the TIME AI Agent with Scale AI.
+51% YoY engagement time+38% YoY TIME100 engagement
Case studies are private. Ask me for the password →
Brands I've built for
Also at Code and Theory
J.P. Morgan Wealth Management
Developed the strategy to improve the app and other digital touchpoints for each client audience.
Chase
Mapped the customer journey and redesigned the client acquisition flows.
Qualcomm
Designed and launched the signed-in experience, including account, profile, and a developer workspace for builders. Kicked off Qualcomm's AI strategy.
NEOM
Created the web design system and digital strategy for the flagship megacity project.
Stagwell Sport Beach
Redesigned the event app and website, adding AI features and networking tools. Set the foundation for Stagwell's events throughout the year.
JBL
Supported the strategy behind the redesign of JBL.com.
Expedia Group
Supported the strategy behind the launch of digital magazines for Expedia, Hotels.com, and VRBO.
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Previously
2021–2023
Independent consulting
End-to-end product work across strategy, design, and development for clients in Spain, Sweden, the UK, and the UAE, including a digital media platform in Dubai, a global investment firm in Stockholm, and early-stage startups in Mallorca.
2018–2021
Audacity Partners
Content strategy and web design for Imantia Capital, a Madrid investment manager going direct to consumer. During the pandemic, turned Vocento's five-day San Sebastian Gastronomika congress into a buyable online experience. Supported video productions for Santander Bank in Madrid, London and Mexico City.
2016–2018
Media companies
Started out in newsrooms and production companies across Pamplona, Missouri, London and Buenos Aires.
Let's build something.
Case studies are private. Ask me for the password, or just say hello.