Senior Product Manager · UX · SaaS · Applied AI
From discovery to data.
I research, prototype, build and measure.
Key moments
Milestones
Strategic partnership with Sesame HR.
2026Monthly churn 16% → 10%, first-month activation +28%.
2023Selected for Apple App Store Foundations.
2022Acquired by AppRadar.Exit
2021Nominated for Best ASO Software in Europe (App Promotion Summit).
2019Process
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 validate with real users before committing development.
Development
Functional definition and coordination with the technical team, from roadmap to release.
Launch
I ship with control: feature flags, progressive rollout and A/B testing before exposing the change to every user.
Analytics
Instrumentation and metrics to measure real impact and feed the next discovery.
Beyond the PM
Founder more than once. 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 you attract them.
Career
Career
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.
Feb 2025 — Present
Led the digitalization of Sales & Operations and evolved the LISA AI agent; I report directly to the CEO, on the leadership team alongside Operations, Finance and Tech.
Feb 2024 — Nov 2024
Validated the review-fraud problem and designed the MVP with voice verification and AI; as cofounder, I supported the CEO in the pre-seed fundraising.
Jan 2022 — Dec 2023
Redesigned pricing and onboarding to improve activation and reduce churn; reported to the CPO/cofounder, leading by influence without formal authority.
Oct 2021 — Dec 2021
Researched and defined features for the contributors area; improved onboarding (sign-up, emailing, profile quality) from qualitative and quantitative analysis with design.
2015 — 2021
May 2016 — Oct 2021
Cofounder with a vote on the key decisions; led product, roadmap and the no-code team (backend, frontend, design).
Sep 2015 — Dec 2016
Professionalized the agency's structure and service portfolio; that work funded the launch of TheTool.
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.
2009 — 2015
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.
2009 — 2015
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 concept tests 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.
I prototype clickable flows and align with design before building.
I generate first UI versions to iterate fast on real ideas.
Development
I build functional prototypes and automate tasks myself.
My editor to read the code and make small changes.
I deploy prototypes and previews to validate in minutes.
I follow PRs, releases and issues close to the development pulse.
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
Contact
Shall we talk?
Senior Product Manager with SaaS experience, always chasing real impact for users and hitting the company's goals. If it's a fit, write or call me directly.