Lead Product Analyst & Product Manager

3/2017 – 12/2018

Description:
I was part of the first cohort of team-embedded Product Analysts at Zalando. I established product analytics from scratch inside the Catalogue & Search tech teams. I also worked in the following domains:
homepages, product detail page, cross-functional transformation projects.
The Product Analyst role covered exploratory data analyses, KPI definition, dashboards, ETL pipelines, tracking, A/B tests, quasi-experiments.

Achievements:
• Went through a steep learning curve in a few months (intricacies of Google Analytics, GTM and BigQuery; advanced SQL and beginner R; statistics of a/b testing) and was promoted to Senior in a year
• Catalogue & Search rebuild project:
1. Defined the data collection requirements for the catalogue and search front-end experience. Followed through to the implementation and data validation
2. Created daily ETL jobs and a dashboard to monitor the rollout. It was used every morning to analyse yesterday’s performance and take further traffic ramp-up decisions
3. Analysed and provided recommendations for every single country a/b test
4. Discovered gaps in Zalando’s a/b testing assignment service that biased results. These were later fixed by the central Experimentation team
• Used the Catalogue & Search department’s a/b testing results to estimate its yearly financial impact. This was in turn used with top management to inform budget and investment discussions. I ran this process two years in a row. I then documented it and handed it over to another team
• Acted as product analytics consultant in a set of large cross-departments strategic projects called NextGen. I provided knowledge and guidance on a/b testing, data collection and tracking implementations. I created artefacts like an a/b testing roadmap to coordinate teams and avoid conflicts as well as rollout decision documents
• Created dynamic and context-aware data tracking requirements for each element of Zalando’s first design system. Provided guidance, sample size and runtime estimations for its a/b testing strategy. Contributed with deep-dive analyses and insights on user behaviour to inform further improvements and rollout decisions
• Enhanced a data quality report with two email alerts automatically sent to my team via AWS Lambda and Python. Used basic HTML to include charts and tables with the relevant data

Agile Methodologie, Big Data, Data Science, Datenanalyse, Google Analytics, Produktmanagement

7/2015 – 2/2017

Description:
I was part of a team of international UX experts deployed in each of Zalando’s markets. I was in charge of CRO, localisation of features and supporting the local market teams reach their business targets.

Achievements:
• Joined as Junior and was promoted to Team Lead one month after my arrival. Led one team member and hired my first direct within a year
• Responsible for the switch of the French website and apps into End of Season Sale mode (biggest sale period of the year, revenue all time highs) three times in a row. It involved a set of changes along the customer journey designed to ease the buying experience and to reach revenue targets. Actions took place before, during and after the sale period: navigation and copy changes, launch of campaign banners and a/b tests, adaptations of the sorting and internal search logics, additional filter and category tree sections, updates to the FAQ and legal sections, and more
• Supported key initiatives with UX expertise and action plans designed to drive adoption and improve conversions: Buy Now Pay later, Brand shops, Instant returns, local campaigns
• Moderated user interviews in France (Toulouse, Paris) for two different user research trips: customer journey mapping for French customers & Buy Now Pay Later MVP

Data Analyst, User Experience (UX), Conversion Specialist, Datenanalyse