Chooses the merchant jobs we ship: first order, stock that matches the shelf, staff who cannot break the till.
Elena writes the sequence: what a new shop must do before the second tool appears. She kills one-off custom work that would split the product per tenant, and she keeps RFM loyalty honest — a module, not a slogan.
She runs the line between panel, storefront, and early-access waitlist. Pricing copy and careers openings have to match what the software actually does next quarter. When engineering and design disagree, she brings a merchant path, not a compromise that ships two half-features.
She was a product lead at an OMS vendor and a merchant ops lead before that. She still walks a first-order path on a staging shop every week.