Celia Felipe
Verified Expert in Product Management
Product Manager
Eindhoven, Netherlands
Toptal member since January 3, 2020
Passionate about building digital products and driving digital strategies, Celia has experience leading product teams building B2C, B2B, and enterprise products in the telecom and education industries. She is well versed in using data-driven methods like design thinking, lean, and agile to build products that are solving clients' problems and contributing to growth.
Project Highlights
Expertise
- Higher Education
- Leadership
- Product Discovery
- Product Management
- Product Roadmaps
- Product Strategy
- Two-sided Marketplaces
Work Experience
Chief Product Officer
Roamler Care BV
- Acted as the senior executive member of the leadership team, driving the company and product strategy.
- Mentored a team of product managers and UX designers.
- Drove change management to transform the company to be more product-driven.
- Introduced product discovery methodologies to prioritize better opportunities and development.
Co-founder | CPO & CMO
CIAO
- Launched a SaaS product for the hybrid workplace, researched problems related to the new flexible working method, and defined a product strategy to reach product-market fit.
- Experimented with different growth tactics and channels to find the right growth levers and build a B2B lead generation strategy.
- Continuously iterated on our product positioning and pricing strategy as the competition was fierce and a new product category was defined.
Chief Product Officer
Wunderbricks
- Built and launched a B2B SaaS product for the property management sector based on Salesforce and released it on the Salesforce AppExchange.
- Defined the go-to-market strategy and built the marketing team to scale the product past the initial launching customers.
- Created the product department, hired product managers, and defined our frameworks for product discovery, prioritizations, and communication.
Product Director
Studyportals
- Headed the product innovation department composed of product owners and growth hackers.
- Defined North Star metric and set goals for each product team.
- Improved the product practice by developing the team's skills and emphasizing creating an efficient product discovery process to capture user needs and problems and validate our ideas early.
- Created a build-measure-learn mentality within the team and developed a strong collaboration with UX and data to enable it.
- Advised the founders and management team on redefining the product vision and strategy to adapt to the company's new business model.
Director of Product
Expereo
- Defined a digital transformation strategy to optimize the company's efficiency and increase margins and enhance the customer experience by enabling a fully digital journey.
- Reinvented the company's business processes to improve efficiency and introduce automation.
- Launched a new CPQ (configured price quote) product to enable the automation of the quoting process. The product was rolled out in several phases, from MVP to a full rollout to all the offices.
- Created the product and product design department. Hired and managed POs and UXers.
Managing Director
Expereo
- Managed the company operations in North and South America.
- Developed relationships with 100+ new providers that helped reduce buying costs by 30%.
- Reorganized the service delivery team and processes to improve the quality of service: orders delivered on time increased by 60%, and escalation almost disappeared.
- Extended our product portfolio to be more competitive and offer our clients a wider range of options. This increased sales significantly.
Co-founder | UI/UX Designer
BoohStudio
- Defined product requirements for client websites: corporate and eCommerce.
- Created UI/UX designs for corporate and eCommerce websites, including the occasional front-end implementation (CSS, HTML).
- Provided digital marketing consultancy to SME clients, including managing email campaigns and online banner advertising.
- Managed a team of remote freelance developers recruiting, assigning tasks, reviewing, and testing releases.
Founder | CPO and CMO
Ocaima (Acquired by Expereo)
- Founded and grew the company until its acquisition by Expereo. Defined product offering, value proposition, and go-to-market strategy.
- Developed sales channels with major telecom operators in Europe and the USA (GTT, BT, and Orange).
- Negotiated partnership agreements and managed relationships with over 250+ providers worldwide.
- Served as the head of product development of our cloud-based enterprise software. Defined the business processes and product requirements and managed a colocated and remote team of developers.
Product Manager
Easynet (Acquired by GTT)
- Researched market and competition and defined go-to-market strategies in five European countries to extend the operations of Easynet in those countries.
- Built and trained the marketing team locally in Belgium, Netherlands, Spain, Switzerland, and Italy.
- Built a team based in eight countries and the processes to be able to answer cross-national sales bids, so clients with needs in several countries could be served from a single office.
Business Analyst
Capital One
- Created new marketing campaigns: defined opportunities and target market through data mining of user behavior.
- A/B-tested marketing campaigns for new credit card products, defined segments, coordinated with marketing messaging and visuals, and analyzed results.
- Researched and analyzed the market potential for Internet banking and cross-selling opportunities.
Project History
Marketplace for Higher Education
http://www.mastersportal.com(Re)defined the product vision and strategy to find new differentiators in an increasingly competitive market.
• Students: Helping them find and select the study that best fits their needs
• Universities: Increasing the exposure of their programs and helping them attract the right students
The product team focused on user acquisition (SEO), engagement, and conversion to registered users. In order to create a stronger differentiator and solve better the user problem, we are developing data-driven recommendations engines to suggest where to study.
Automated Sales Quoting Platform (CPQ)
Led the development of the first MVP and subsequent releases until its full rollout to replace the existing system.
As the company offers internet access service worldwide through the aggregation of local services of more than 3000 providers, the product had to cover two aspects :
1. Procurement: Capture all the information of the providers' services in a formatted way so it can be used in automated logic, and geo-localize the availability.
2. Sales: Create an instant quoting system, where the salesperson could enter the address of the client and get a list of options available
The project entailed many challenges:
1. A digital transformation, as we were looking to automate some processes that were done manually.
2. Change management, as we revisited all the business processes and had to get people on board and train them.
3. Introduction to working within the Agile framework: transforming from a project-led to a product-led organization required a lot of change management, mainly with the stakeholders and the management team.
ERP System for a Virtual Network Operator
Led the definition of the business process, product requirements, and ongoing releases of the enterprise software
• sales quoting
• service delivery
• invoicing
We also built an extranet for the client to access their service and invoice information.
Photo Stock eCommerce Website
Defined product requirements with the client, and managed a team of designers and developers to build the product.
We created a photo stock platform based on Drupal where users could search by categories or keywords and buy the pictures.
Features included:
- Transforming the RAW pictures in many downloadable formats
- Categorization of the pictures
- Search by keywords relevancy
- Payment per shot or by a pack of credits
- Making the picture available for download after payment
eCommerce Website for a Kids Clothing Brand
Worked closely with the client to design and build a website that would reflect the spirit of the brand Baby Version Rock.
• highly visual and engaging product catalog
• easy and intuitive content management interface for the client
• integration with the client bank payment platform and logistic platform for stock updates
Workplace Management Application
Built a SaaS solution for booking desk in the office and help companies work hybrid.
Education
Bachelor's Degree in Cinematography And Film
Centro Estudios Cinematograficos Cataluna - Barcelona, Spain
Master's Degree in Business Administration
Edhec Business school - Lille, France
Skills
Tools
Jira, Google Analytics, Figma
Paradigms
Agile Product Management, Scrum, Kanban, Agile, Marketplace Platforms, B2B2C, Business to Business to Consumer (B2B2C)
Industry Expertise
Higher Education, High-tech Startups, Education Technology (Edtech)
Platforms
Drupal
Other
Aha!, Product Roadmaps, Product Management, Startups, Scope Management, Product Owner, New Product Development, Web Product Management, Growth Marketing, Product Marketing, SaaS, SEO Marketing, Product Strategy, Software Development, Leadership, Team Management, Team Mentoring, Business Analysis, Process Analysis, Process Modeling, Business to Business (B2B), Two-sided Marketplaces, Early-stage Startups, Product Discovery, Lean UX, APIs, Growth Hacking, Customer Discovery, User Flows, Software as a Service (SaaS), eCommerce, Web App Development, Go-to-market Plans, Salesforce AppExchange, Product-market Fit, Mendix, Digital Transformation, B2B, User Experience (UX), Procurement, User Interface (UI), Web, Web Development, UI Development, Project Scoping, Digital Marketing, Project Management, Small Business Management, Mergers & Acquisitions (M&A), Pricing, Marketing, Product Launch, Communication, Data Mining, SQL, A/B Testing, Business Models, Pricing Strategy, Lead Generation, Market Research, IT Service Delivery, Service Delivery Management (SDM), Contract Negotiation, Mobile Apps, Payment Gateways, Web UI, Web Design, PHP, Finance, Strategy, Accounting, iOS, Android, SaaS Product Management, Go-to-market Strategy
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