Founding the Growth Pod
Founding WeTransfer's Growth Pod and rebuilding the conversion funnel from the measurement up — turning a blind, 2016-era funnel into measurable, step-change conversion growth.
Product Manager
2022–2024
Growth strategy, Experimentation program, Roadmap prioritization, Funnel instrumentation, Checkout rebuild pitch
I founded WeTransfer's Growth Pod and rebuilt the conversion funnel from the measurement up — instrumenting a previously blind funnel, running a high-frequency experimentation program, and modernizing a checkout largely untouched since 2016 — in service of the company's goal to reach 1M subscribers.
Built the company's experimentation foundation
Instrumented a funnel that had almost no tracking and, with the data & analytics team, drove a tracking framework and A/B best practices that other teams adopted — becoming the go-to person for experimentation and product analytics.
Drove step-change conversion
A price-per-month reframe lifted blended yearly conversion +145% (yearly-vs-monthly mix moving 11% → 28%); highlighting a tier added +5% on Pro; a team-seats upsell raised team invites ~16.5%.
Pitched and unlocked the full checkout rebuild
When incremental wins plateaued, I made the case — with tangible UX, not abstract argument — to rebuild checkout from the ground up and decouple registration from subscription; it was approved, resourced, and shipped in the quarters that followed.
Full case available upon request
The complete walkthrough — the problem framing, the Design × Data process, the milestone-by-milestone rollout, the experiment design, and what I'd do differently — is best shared one-to-one.
Request full case