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Work

Four problems I was hired to solve, and what happened.

Each case follows the same shape: the situation, what I owned, what I decided, what moved. Numbers are the ones in my CV.

01 · JTI · Nov 2024 → present · Madrid

Ploom App: making a connected device pair the first time, in 30+ markets

Global Digital Product Manager, Mobile App & Connected Devices

+20%
pairing success & stability

Situation

A global app (iOS, Android, PWA) that is the only way to set up, update and manage a Ploom Aura device. Pairing failures were the single biggest driver of support tickets, and every market and regulator has its own rules.

What I own

End to end: strategy, roadmap and the full lifecycle from BLE pairing to engagement to compliance. Squads across Mobile, Firmware/Hardware, QA, Design, Data and CRM, coordinated with Device, Commercial, Markets and Compliance stakeholders.

What I decided

Treat pairing as the product, not a feature. Protocol-level debugging with firmware, a redesigned pairing flow with clear states and recovery, OTA updates and in-app diagnostics, and RICE/WSJF prioritisation against real telemetry rather than opinions.

What moved

Pairing success and connection stability up 20%. Six app releases shipped in the first year through release trains, phased rollouts and feature flags. Activation, retention and engagement KPIs now tracked and A/B tested on onboarding, push and in-app messaging.

  • iOS / Android / PWA
  • BLE pairing
  • OTA firmware
  • Crashlytics / Firebase
  • Feature flags
  • App Store governance
  • GDPR
Read the full case →

02 · Nestlé Nespresso · Apr 2021 → Jul 2023 · Barcelona

Connected coffee machines people actually finished setting up

Global Digital Product Manager, IoT · Tribe Lead

−30%
pairing-flow friction
4
Agile squads led

Situation

Premium machines that were hard to pair and easy to abandon. Connectivity had to work across device generations, iOS and Android versions, and dozens of markets.

What I owned

The IoT product roadmap end to end, four Agile squads, dependencies with firmware and cloud, and executive stakeholder communication.

What I decided

Rebuild the connectivity journey around reliability first: UX and journey optimisation on pairing, cross-device reliability work, and a content-pack strategy for no-code solutions aligned to GTM priorities.

What moved

Pairing friction down ≈30%. New connected machines launched. Customer-service teams enabled to accelerate adoption by 30%. Adoption, retention and CSAT monitored per release.

  • IoT
  • Tribe lead
  • 4 squads
  • Telemetry
  • CSAT
Read the full case →

03 · Danone · Aug 2023 → Oct 2024 · Barcelona

Moving a global DTC estate from a monolith to composable commerce

Global Digital DTC Solution Manager

−70%
manual operations
2-yr
platform vision set

Situation

Market launches bottlenecked on a monolithic commerce stack. Pricing, promotions, inventory and content changes all needed manual work per brand and per market.

What I owned

The composable commerce (MACH) rollout across brands and markets, a team of PMs, vendor strategy, and governance of analytics and data across platforms.

What I decided

API-first, headless integrations; a two-year platform vision and roadmap; experimentation and CRO institutionalised as a practice rather than a project; one analytics stack (GA4, GTM, Looker Studio) for every brand.

What moved

Manual operations down 70% through pricing/promo rules, inventory visibility and CMS tooling with Retail, Merchandising and Content Ops. Vendor decisions (BazaarVoice vs PowerReviews) made on cost, scalability and time-to-value.

  • MACH
  • Commercetools
  • Salesforce Marketing Cloud
  • SAP Gigya
  • A/B testing & CRO
  • GA4 / Looker Studio
Read the full case →

04 · Nestlé Nespresso · Feb 2017 → Jul 2023 · Lisbon & Barcelona

Running global eCommerce across 72 storefronts and 46 markets, then making it convert

B2B eCommerce Ops → Global eCommerce Operations Manager → Global Digital Product Owner, Web & Mobile

+20%
faster time-to-market
46+
markets launched

Situation

Global B2C and B2B storefronts with different regulations, taxes, PSPs and languages in every market, and a business that needed conversion, not just uptime.

What I owned

Rollout playbooks, SLAs and platform governance; market launches and migrations; then, as Product Owner, web and mobile delivery, experimentation and personalisation.

What I decided

Standardise the boring parts (CMS workflows, catalogue, promotions, checkout, 3-D Secure) so markets ship faster; then run a rigorous experimentation programme on Optimizely with Glassbox research and GA4 personalisation.

What moved

A double-digit revenue uplift and 20% faster time-to-market. Checkout errors −10% YoY, page load under 6s, +4% sales and +20% leads from content velocity. Earlier, +40% B2B sales and +90% traffic in Portugal.

  • B2C & B2B
  • Checkout & payments
  • PCI / GDPR
  • Optimizely
  • Glassbox
  • Core Web Vitals
Read the full case →

Also built

Side projects. Smaller, but mine end to end.

Founder · 2025 → ongoing

urbanrace.io

A voucher platform for gifting races to runners: catalogue, checkout, two-sided UX for gifting and redemption, email automation. Built because I wanted to gift a race and couldn’t.

 Founder & author · 2023 → ongoing

ProductPulse

A product-management publication with ~1k members: hype-free writing on AI’s real impact on product teams, UX and DTC commerce. I built and shipped the site myself.

The detail behind each case.

Decisions, trade-offs and what I’d do differently.

Get in touch Download CV (PDF)