Dana Hette

At Azrieli.com, I spearheaded the full-stack rebuild of their eCommerce and multi-vendor marketplace platform, showcasing my prowess in innovative product management.

I was handpicked by the CTO. I defined the platform’s architecture and led the integration of critical components like CRM, CMS, PIM, and multi-vendor marketplace systems.

My leadership was pivotal in the project lifecycle, emphasizing strategic roadmapping and agile methodologies. This over three-year venture resulted in a significant conversion uplift, underscoring my ability to lead teams in creating robust, market-leading digital solutions.

My tenure at Azrieli.com is a testament to my expertise in transforming complex platforms to meet evolving market needs.

As an Agile digital product manager at Maisonette, I led a data-driven development strategy to boost product impact through increased engagement and conversion rates.

The problem was a lack of engagement and low conversion rates, hindering the company’s overall performance and growth.

My contributions included strategic leadership in an A/B Testing Program, utilizing skills in Agile, backlog prioritization, product analytics, product strategy, web analytics, and user research.

The outcomes were a 19% increase in site search engagement, a 2% boost in the add-to-cart rate, and a 10% YoY improvement in their holiday campaign.

This improved performance metrics and fostered a culture of scientific, data-driven product thinking across the company.

• 4x — Increase in Listing Interaction and Completion
• 6x — Increase in Paid-tier Conversion
• 15% — Improvement in Seller Sign-ups

The client faced the early-stage marketplace with initial demand signals but weak conversion mechanics. Seller onboarding had a persistent drop-off, buyer-side listing engagement was poor, and paid CVR was cannibalized by the free tier. A disciplined growth strategy was needed to identify real bottlenecks and improve monetization without sacrificing conversion health.

I leverage PostHog analytics to inform hypotheses via funnels, cohorts, and retention analysis. I partnered with engineering to ship targeted UX and workflow changes across onboarding and listing creation, focusing on reducing friction and preserving user momentum. I then ran iterative A/B tests to tune flows, monitoring product mix shifts to ensure improvements increased paid outcomes without harming overall conversion.

I turned around seller growth, buyer engagement, and product mix from underperforming metrics to strong performers, creating a solid foundation for future marketplace expansion.

• 19 — User Interviews Conducted
• 2 — Research Rounds Completed
• 4 — Week Discovery Sprint

Kinelo was preparing to exit stealth with an AI-enabled product but lacked validated clarity on core user needs, UX friction, and MVP scope. The risk was overbuilding speculative features before confirming the product thesis. The team needed a fast, credible signal to confidently define what to build first.

I led a tightly scoped discovery sprint, recruiting participants across two rounds to pressure-test early assumptions and refine learning. I conducted and synthesized 19 interviews, using LLM-assisted analysis to rapidly cluster themes and surface patterns. Insights were translated into a refined product thesis, prioritized user jobs, and clear MVP recommendations aligned to validated needs.

Within four weeks, Kinelo exited discovery with a validated product thesis, clearer UX priorities, and a reduced MVP scope grounded in real user signal. The team moved forward with greater confidence and lower execution risk.