Senior Product Manager · UX · SaaS · AI · Builder
From discovery to data.
I research, prototype, build and measure.
Key moments
Milestones
Strategic partnership with Sesame HR.
Monthly churn 16% → 10%, first-month activation +28%.
Selected for Apple App Store Foundations.
Acquired by AppRadar.Exit
Nominated for Best ASO Software in Europe (App Promotion Summit).
Process
How I work
An end-to-end method: from the problem to the data that confirms the goal was met. Six stages that feed one another.
Discovery
Interviews, data and business context to separate the real problem from the symptom before proposing a solution.
UX
I turn findings into architecture and flows: what the user sees, in what order and why.
Prototyping
Clickable prototypes to build shared understanding before committing development.
Development
Functional definition and coordination with the technical team, from roadmap to release.
Launch
Selective deployment: standard or feature flags, progressive rollout and A/B testing to assess whether the goal was met.
Analytics
Instrumentation and metrics to measure real impact and feed the next discovery.
Beyond the PM
Founder several times. Exit once. From what didn't work out, I learned what no framework teaches.
Before that, years acquiring users; before measuring product, I understood how to attract them.
Journey
Experience
Product
Ten years leading product in B2B and B2C SaaS, from founder with an exit to Product Manager at startups and scale-ups, with a constant focus on discovery, UX and measurable results.
- Present
Turned a newly built SaaS into the company's business model: redefined the ICP, digitalized the operation and opened a channel with the Sesame HR partnership.
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Validated review fraud with users and brands before building anything; defined the MVP with voice verification and AI, and supported the CEO in the pre-seed fundraising.
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Organised growth around the lifecycle rather than features: monthly churn from 16% to 10%, with activation, engagement and retention as the roadmap's levers.
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Researched and defined features for the contributors area; redesigned sign-up and onboarding, where 75% dropped off, and owned the squad's OKRs.
2015 - 2021
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Cofounder and product lead from zero to the sale: vision, MVP, roadmap and the development team, through to the acquisition by AppRadar in 2021.
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Professionalized the agency's structure and service portfolio; ran the market research on TheTool's future competitors.
Earlier experience · Marketing & Growth
This earlier stage in marketing and growth builds the analytical, experimentation and user-first foundation that defines my approach as a Product Manager.
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Organic growth from 3.2M to 9.4M monthly visits; shifted the business model from intrusive installers to valuable content and video monetization: the start of my turn toward product-first.
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Acquisition and performance at leading agencies: the analytics, CRO, UX and leadership foundation that enabled the jump to product.
Tools
Toolkit
Tools are means, not ends. These are some that have helped me do my job better and hit my goals.
Users
I define funnels and cohorts to see where and why users drop off.
Acquisition and aggregate behavior at the top of the funnel.
Heatmaps and recordings to see the real friction on screen.
Surveys and interviews to validate hypotheses before building.
Management & Documentation
I organize roadmap and sprints, with traceability from discovery to delivery.
My source of truth for specs, decisions and living documentation.
I map user journeys and facilitate discovery and prioritization with the team.
I document flows as versionable diagrams alongside the specs.
Design & prototyping
I explore visual direction and generate clickable mockups very early.
A shared space with design where we align before building.
I generate first UI versions to iterate fast on real ideas.
Development
I build tools, create prototypes and automate tasks.
My code editor, linked to Claude Code.
I deploy prototypes and previews to validate in minutes.
I document development to make technical review easier.
Learning
Education
A foundation in marketing and communication, updated with specific training in product and agile methodologies.
Product
Product Management
TheHeroCamp · 2021
Scrum & Agile Leadership
theUncoding · 2021
Marketing
Master's in Digital Communication
Olea Europea · 2001
Commercial Management & Marketing
ESIC · 2000
The next step
Let's talk
If product sits at the core of your company and you're building genuinely great experiences for your users through discovery, applied AI and data, I think we'd be a good fit. Senior Product Manager with 10+ years in B2B and B2C SaaS, happy working remote or hybrid, based in Spain. Write to me and let's talk.