Celia Felipe, Product Manager in Eindhoven, Netherlands
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Celia Felipe

Verified Expert  in Product Management

Product Manager

Location
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

Marketplace for Higher Education
(Re)defined the product vision and strategy to find new differentiators in an increasingly competitive market.
Automated Sales Quoting Platform (CPQ)
Led the development of the first MVP and subsequent releases until its full rollout to replace the existing system.
Workplace Management Application
Built a SaaS solution for booking desk in the office and help companies work hybrid.

Expertise

Work Experience

Chief Product Officer

2023 - PRESENT
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

2021 - 2023
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

2020 - 2021
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

2018 - 2020
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

2015 - 2018
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

2012 - 2014
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

2009 - 2013
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

2002 - 2012
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

1999 - 2001
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

1999 - 1999
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.

Marketplace for Higher Education

http://www.mastersportal.com

(Re)defined the product vision and strategy to find new differentiators in an increasingly competitive market.

Marketplace with three million users/month listing all higher education programs in the world taught in English. We manage a multisided marketplace for:
• 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.

An enterprise platform used by the sales and procurement department. The concept was to allow higher automation of the internal processes to increase our operational margin.
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

Built from scratch a custom ERP for supporting the business processes of Ocaima (virtual network operator). The system covered the processes of:
• 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.

One of our clients wanted to be able to monetize the thousands of pictures of flowers and trees.

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.

An eCommerce website for a highly fashionable kids' clothing brand. We built the website on Drupal and some of the key requirements where:
• 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.

A mobile and web SaaS application for employees to pick when it is best to go to the office by knowing who else is going. They can also invite colleagues. It makes it super easy for companies to manage their office space and drive engagement for employees to meet face-to-face intentionally.
2005 - 2008

Bachelor's Degree in Cinematography And Film

Centro Estudios Cinematograficos Cataluna - Barcelona, Spain

1996 - 1999

Master's Degree in Business Administration

Edhec Business school - Lille, France

Tools

Jira, Google Analytics, Figma

Paradigms

Agile Product Management, Scrum, Kanban, Agile, Marketplace Platforms, B2B2C, Business to Business to Consumer (B2B2C)

Platforms

Drupal

Industry Expertise

Higher Education, High-tech Startups, Education Technology (Edtech)

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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