About JoAnne Watkins

I’m a Digital Project Manager shaped by operations-first environments from military structure to corporate scale, and ultimately to high-ownership, white-label project leadership.

My foundation was built in the U.S. military, where execution, accountability, and clarity aren’t optional—they’re survival skills. That experience formed how I lead projects today: with discipline, respect for process, and a deep understanding of how people, systems, and timelines intersect under pressure.

I carried that operational mindset into corporate business operations, including an internship at State Street, where I supported valuation and securities workflows, and later into Walmart corporate, operating within large-scale, cross-functional systems. These environments refined my ability to navigate complexity, align stakeholders, and execute inside established enterprise frameworks.

From there, my work evolved into 1099 and contract leadership roles, where I moved closer to revenue, customers, and end-to-end ownership. I’ve led and supported ecommerce and product initiatives across beauty, wellness, and technology—bridging strategy with execution:

AJA Naturals, Session Vapor, Pure Prana — Ecommerce search and growth operations across beauty and wellness brands
Pro5 — App development project lead, coordinating product, design, and engineering teams
Tress — App development and platform build support
White-label project leadership — Managing delivery across distributed teams, vendors, and technical partners

Across every phase of my career, my role has remained consistent: translate vision into execution. I build systems that move work forward, remove friction between teams, and keep projects aligned to real outcomes—not just deliverables.

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My latest projects

My Latest Projects

Pure Prana Case Study

Role: Project Lead
Industry: Wellness / Ecommerce
Scope: Brand launch, digital operations, marketplace expansion

Overview

Pure Prana is a wellness ecommerce brand positioned at the intersection of clean living and elevated design. The objective was to launch the brand with strong editorial credibility while building operational systems capable of supporting real revenue growth and future retail expansion.

The Challenge

The brand required:

A cohesive launch across brand, product, and digital operations
Visibility in high-end editorial spaces to establish trust and positioning
Scalable infrastructure to support rapid growth beyond direct-to-consumer

Approach

As Project Lead, I managed end-to-end execution across strategy and operations, focusing on alignment between brand storytelling and commercial performance.

Key initiatives included:

Coordinating brand and product launch timelines across creative, marketing, and operations
Positioning the brand for editorial placement, resulting in features in Homes & Gardens UK and The World of Interiors
Designing and implementing ecommerce workflows to support order management, fulfillment, and customer experience
Expanding distribution by launching the brand on Amazon and Walmart, establishing scalable marketplace operations

Results

$45,000 in revenue generated during the launch phase
Editorial features in internationally recognized design and lifestyle publications
Successful expansion from DTC into Amazon and Walmart marketplaces
Operational foundation built to support continued growth and multi-channel sales

Outcome

Pure Prana launched as a credible, design-forward wellness brand with both cultural relevance and commercial viability. The project demonstrated how disciplined project leadership can bridge brand vision with operational execution—turning visibility into revenue and scale.

PRO5+ Case Study

Role: App Development Project Lead
Industry: Sports Technology / Youth Athletics
Scope: Product development, cross-functional coordination, delivery execution

Overview

Pro5+ is a sports technology platform designed to support youth baseball development through structured training, performance tracking, and digital engagement. The objective was to bring a complex product vision to life through disciplined project leadership, ensuring alignment between product goals, technical execution, and stakeholder expectations.

The Challenge

The project required:

Coordinating multiple workstreams across product, design, and development
Translating athletic and coaching requirements into clear technical specifications
Maintaining momentum and clarity within an evolving app development lifecycle
Delivering a usable, scalable product without overbuilding or scope drift

Approach

As App Development Project Lead, I served as the central point of coordination between founders, designers, and developers—owning delivery structure while protecting product integrity.

Key initiatives included:

Establishing project scope, milestones, and sprint timelines
Translating high-level product vision into actionable requirements and development tasks
Leading cross-functional communication to ensure alignment between technical and non-technical stakeholders
Managing feedback loops, QA checkpoints, and release readiness
Supporting white-label and modular development considerations for future scalability

Results

Successful progression from concept to functional app build
Improved delivery clarity across development sprints
Reduced friction between stakeholders through structured communication and documentation
A scalable project framework that supported future iterations and enhancements

Outcome

Pro5+ advanced from vision to execution through disciplined project leadership and systems thinking. The project demonstrated how structured delivery, clear communication, and stakeholder alignment are essential in app development—particularly in products balancing user experience, performance data, and long-term scalability.

Questions? joannewwatkins@gmail.com | Drop me a line