Adrian Hula
Verified Expert in Product Management
Product Manager
London, United Kingdom
Toptal member since April 19, 2022
Adrian is a well-rounded business professional with a decade of digital product management experience. He has worked for both startups and global corporations. Adrian's expertise includes user testing, intuitive UX design, responsive design, MVPs, conversion optimization, A/B testing, stakeholder and supplier management, Agile product development, eCommerce, and APIs. He is passionate about AI and machine learning and holds an MBA from London Business School.
Project Highlights
Expertise
- A/B Testing
- Agile Product Management
- Data Analysis
- Minimum Viable Product (MVP)
- Product Roadmaps
- Stakeholder Management
- User Experience (UX)
- eCommerce
Work Experience
Product Lead
Informa
- Turned IIRIS Target, an ad management tool, into a viable and powerful product that was adopted by 22 Informa brands. Defined and managed the product roadmap, including defining two key AI features.
- Defined and managed the product roadmap for IIRIS Recommend, an AI recommendation widget that uses Amazon Personalize as the backend recommendation engine. Recommend was used by 28 Informa brands, a number which was projected to grow significantly.
- Defined and managed the product roadmap for IIRIS Passport, a website widget for user registration and authentication.
Senior Product Manager
VAHA
- Delivered key website enhancements for the UK, Germany, and Austria, e.g., added new web pages and page sections.
- Improved the overall UX and strengthened the key marketing messages by enhancing the clarity of the copy.
- Improved the SEO rankings and the Google PageSpeed scores.
- Implemented the VAHA store on Amazon.co.uk and Amazon.de.
Product Manager
Holiday Extras
- Defined the roadmap for payments for the next six months to achieve full PSD2 compliance by March 2022 while minimizing the negative impact on revenues and conversion rates.
- Defined the roadmap for migrating the booking confirmation emails to Salesforce for the entire HX Group (ten products, all brands).
- Integrated Salesforce within the HX systems using APIs.
- Delivered the proof-of-concept by migrating the booking confirmation emails for all ten products for the main brand (Holiday Extras).
Product Manager
Epsilon Telecommunications
- Improved the user experience and business performance of Infiny, Epsilon's platform for procuring and managing on-demand global connectivity services (Port to Port, Port to Cloud (AWS, MS Azure, Google Cloud, etc.), and Port to IX).
- Transformed Infiny into an intuitive-to-use platform for connectivity services with many key customers (e.g., Orange, Global Switch, etc.), appreciating Infiny as one of the best connectivity platforms they have seen.
- Designed and integrated a new voice product, called SIP Trunking, within Infiny.
Global Web Optimization Lead
Huawei Technologies Co.
- Defined the requirements and KPIs for the new consumer website, engaged with the key stakeholders, and managed the digital agency selected to build the new consumer website that was successfully deployed.
- Improved the overall user experience of the consumer website (the entire consumer website, including the home page, product pages, eCommerce experience, etc.).
- Achieved a ten times improvement in the conversion rates for the new consumer website.
Principal Product Owner
Lastminute.com
- Implemented third-party advertising functionality that generated approximately $3 million in annual revenue.
- Created the entire product backlog for a dynamic ranking tool for hotels by optimizing the global hotel search results in real-time to improve user engagement, conversion rates, and monthly revenues by at least 10%.
- Identified and recommended the most suitable supplier for an AI product recommendation engine.
- Managed the A/B and MV testing roadmap for hotels.
Founder
FutureNotes
- Defined the product vision and roadmap for FutureNotes, a social network focused on the future. FutureNotes allows anyone to publish and share their predictions, hunches, and insights about the future.
- Defined, developed, and launched the MVP. I learned to code in HTML, CSS, JavaScript, PHP, and MySQL to do so.
- Planned and ran user testing, analyzed the user feedback, and identified and prioritized UX improvements.
Senior Category Manager
Ebookers (Part of Orbitz Worldwide)
- Managed the website roadmap for three product categories, hotels, dynamic packaging, and cars.
- Defined the hotel's commercial product strategy, focusing on the hotel inventory (there were more than 80,000 worldwide hotels available on the website) and the content for the marketing channels.
- Designed and implemented the key reports for monitoring the product KPIs for hotels and dynamic packaging.
- Defined and implemented the revenue management strategy and processes for UK and Ireland.
- Defined and implemented the weekly competitive report and process for hotels for monitoring the key competitors on availability and price.
Business Lead and Product Manager for Europe
Motorola Mobility
- Led the European implementation of an integrated global pricing system (SaaS) for assessing, approving, and tracking deal pricing.
- Identified business requirements and translated those into functional specifications for upgrading the pricing system to make it suitable for the European roll-out.
- Completed the user acceptance testing (UAT).
Project History
New Global Consumer Website
Led the design, development, and initial roll-out to six key countries of a new global consumer website for Huawei. The new website delivered a world-class UX, on par with Apple and Samsung, and converted ten times better than the old website.
Huawei’s new global consumer website was fully responsive, beautifully designed, delivered a word-class UX, and converted ten times better than the old consumer website. It was deployed initially to the UK, Germany, France, Italy, Spain, and China. The roll-out to the rest of the world was planned to start shortly after that. When the new website was initially deployed, the total number of unique monthly visitors to the global consumer website was approximately 25 million worldwide.
Best-in-class UX for a B2B eCommerce Platform
Redesigned the user journeys and the overall UX for a global eCommerce platform for connectivity services. The end result was a best-in-class UX that many notable customers highly praised within the telecommunications industry.
When I joined Epsilon Telecommunications as a product manager responsible for Infiny, a global eCommerce platform for on-demand connectivity services, most users I spoke to complained about how frustrating Infiny was. The UX was very confusing, and because of this, they wasted a lot of time trying to figure out how to find and configure the services they were interested in. This led most users to avoid using the platform after attempting it once or twice.
Based on the user feedback, I analyzed all the user journeys and the overall UX, redesigned the entire UX, and made it simple and intuitive. After the redesign, many customers praised the UX during the product demonstration sessions saying that Infiny was very easy to use and offered the best UX in the industry.
Email Migration to Salesforce
Led the email migration effort of customer emails from an internal legacy system to Salesforce.
Holiday Extras decided to migrate their customer emails from an internal email system to Salesforce to improve the email delivery success rates, leverage the advanced email marketing capabilities available on Salesforce, and increase revenues by selling additional products to their customers.
I led the integration of the Salesforce email platform within Holiday Extras using APIs and migrated the first batch of customer emails from the legacy system to Salesforce as a proof-of-concept.
Education
Master's Degree in Business Administration (MBA)
London Business School - London, England
Certifications
Master the Fundamentals of AI and Machine Learning
Scrum Product Owner Certified (SPOC)
SCRUM Institute
Skills
Tools
Jira, Google Docs, Slack, Zoom, Trello
Paradigms
Agile Product Management, Scrum, Agile, Requirements Analysis, Agile Project Management, Conversion Rate Optimization (CRO), Kanban, Change Management, User Testing
Industry Expertise
Hospitality
Platforms
Monday.com
Other
Stakeholder Management, Intuitive UX Design, Minimum Viable Product (MVP), User Experience (UX), Customer Analysis, User Needs, User Stories, Agile Product Delivery, Digital Product Management, Product Management, User Journeys, Business Requirements, Key Performance Indicators (KPIs), Backlog Management, Feature Backlog Prioritization, Software Development Lifecycle (SDLC), User Feedback, User Journey Maps, Customer Journey, Cross-functional Team Leadership, Product Ownership, Functional Specifications, Requirements & Specifications, Websites, Web App Development, Product Owner, Quality Assurance (QA), Cross-functional Collaboration, Digital Transformation, User Onboarding, User Engagement, Entrepreneurship, Data Analytics, eCommerce, New Product Development, Business to Consumer (B2C), Business to Business (B2B), A/B Testing, Revenue Optimization, Web Analytics, Product Roadmaps, Artificial Intelligence (AI), New Products & Services, Dynamic Product Ranking, Startups, Data Analysis, User Research, Web Project Management, Remote Team Leadership, Design Requirements, Competitor Analysis & Profiling, SAP Supply Chain Management (SCM), International Projects, Excel 365, Product Launch, Startup Consulting, Early-stage Startups, Enterprise, Writing & Editing, Product Strategy, Software as a Service (SaaS), SaaS, B2B, Forecasting, Monetization Models, Go-to-market Plans, Pricing Models, Product Customization, B2B Product Management, Markets, Revenue Modeling, Roadmaps, Feature Analysis, International Growth, Data-driven Decision-making, Market Research & Analysis, Data Products, Conversational AI, Artificial Intelligence Product Manager, SaaS Product Management, Marketing, Marketing Strategy, Business Strategy, Machine Learning, APIs, Ethical Sourcing, Scrum Product Owner, Feature Roadmaps, Online Payments, Email Systems, Monetization, Recommendation Systems, Social Media, MVP Design, Website Conversion, Revenue Management, Pricing Strategy, Pricing, Business Process Improvement (BPI), UX Design, New Products, Responsive Web Design (RWD), Stakeholder Engagement, User Requirements, Multivariate Testing, Business Reporting, User Acceptance Testing (UAT), Payment Networks, Financial Modeling, Go-to-market (GTM) Strategy, User-generated Content (UGC), AI Roadmap
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