Product manager who came up through analytics — and still builds the data layer under the products I own.
I lead the Auto & Moto domain at Salmon, a consumer finance company in the Philippines: roadmap, backlog, and cross-functional delivery across Engineering, System Analysis, CRM, and Operations. In parallel I built the department's analytics function from zero — KPI framework, funnel metrics, reporting, and the data foundations underneath it.
Before this, four years as a product analyst in fintech and SaaS, which is where the habits come from:
• At Semrush, I owned analytics for the .Trends product group and the API/MCP products — defining success metrics, leading data integration with Engineering, and building a unified analytics layer used for monetization decisions and executive reporting. Closing activation and onboarding gaps contributed +3.5% retention.
• At ID Finance, I owned analytics for Spain's Payday Loans and Credit Card products, built a full A/B testing pipeline in Python (30% faster experiment cycles), created the KPI/cohort/alerting framework, and led Support and Ops analytics to a 30% backlog reduction. I mentored analysts and helped establish the product analytics practice.
• Along the way: ranking and experimentation advisory at AutoScout24, metric standardization and forecasting automation at Ozon.
What I'm good at: deciding what to build when the data is ambiguous, and making sure it stops being ambiguous next time. I work embedded with engineering and operations rather than throwing requirements over a wall.
Product strategy · roadmap & backlog ownership · experimentation · funnel & retention analytics · KPI frameworks · SQL, Python, Tableau
Standardized key metrics across Sales, Operations, and Finance enabling alignment and consistency in reporting. Automated reporting and forecasting for business-critical metrics. Simplified financial model structure reducing manual work and improving decision speed.
Built full A/B testing pipeline in Python and led rollout across product and marketing teams cutting test cycle time by 30% and improving prioritization. Led internal reporting system for Support: built dashboards and KPIs with Compliance and Engineering reducing support backlog by 30% and improving SLA visibility. Created product performance layer from scratch: daily KPIs, user cohorts, alerting. Refactored legacy SQL pipelines improving report reliability and reducing run time from 2 hours to under 10 minutes. Mentored 2 analysts and helped grow a product-oriented analytics team.
Identified key onboarding friction and introduced guided user flow increasing retention by 3.5%. Analyzed usage patterns and competitor pricing informing product packaging changes resulting in ~5% unit MRR growth. Found high-usage, non-paying user segment contributing to the launch of a standalone Competitive Intelligence product. Defined proxy metrics to better track activation and early usage.
Bachelor of Business Informatics
Covered statistics, programming (VBA, C++, F#), and IT project management
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