Elena Capaccioni
Verified Expert in Product Management
Product Manager
London Borough of Hackney, United Kingdom
Toptal member since September 30, 2021
Elena is a user-centric product manager with over seven years of experience building, launching, and iterating B2C and B2B products. Her background includes scaling a leading European fintech company from pre-launch to Series A and 400,000+ users in under three years. Her industry experience spans fintech, healthcare, and D2C retail brands. Elena strongly believes in the growth mindset and continuous learning, principles she actively integrates into her leadership style.
Project Highlights
Education Highlights
Certification Highlights
Expertise
- Agile Product Management
- Business Analysis
- Business Intelligence (BI)
- Conversion Rate Optimization (CRO)
- Funnel Optimization
- Key Performance Indicators (KPIs)
- Minimum Viable Product (MVP)
- Product Growth
Work Experience
Interim Head of Product
Happl
- Brought in as interim head of product to establish structure. Improved delivery predictability and leadership visibility by introducing structured product rituals and measurable progress tracking across teams.
- Conducted over 20 customer interviews to surface key pain points, prioritising features and building a data-led roadmap that improved alignment and planning accuracy.
- Delivered MVPs for total compensation and cycle-to-work schemes. Built flows and automations, enabling faster market launch and stakeholder alignment.
Product Manager
Chip
- Managed the core UX team, responsible for how 200,000+ users pay in, deposit, and secure their accounts with Chip.
- Reduced deposit failure rates from 22% to under 5% by analysing payment-flow data and redesigning the deposit experience.
- Designed and validated a data-driven name-matching model to detect fraudulent withdrawals, implementing automated scoring logic that eliminated a recurring fraud vector and cut total losses by 80% within two months.
- Strengthened account security by delivering an encrypted PIN system and verification flows, substantially reducing misuse incidents and enhancing compliance confidence.
- Was the only product manager with complete independence in setting 2024 OKRs and building the product roadmap for their squad.
Lead Product Manager
epiCura
- Revamped the website and onboarding process to double conversion rates, then rolled out an MVP for client and caregiver login areas.
- Increased caregiver requests by 30% and shortened matching time by 20% through data-informed redesign of onboarding and conversion funnels.
- Enhanced visibility of user behaviour metrics, enabling continuous optimisation of the matching process.
Product Manager | Advisor
PUBT Inc.
- Brought in to relaunch the client’s website and led discovery from scratch. Mapped features, estimated effort, and defined an MVP scope that balanced business needs with technical feasibility.
- Built a detailed cost model for the MVP. Broke down resources, timelines, and dependencies, giving leadership clarity on budget and build strategy.
- Enabled fast execution by delivering a roadmap and launch plan tied to the MVP. This provided a realistic estimate of costs and effort, helping the client secure buy-in and align teams.
Product Manager
Cometeer, Inc
- Worked with designers, developers, and marketing to create a backlog of improvements to the membership/subscription dashboard for existing customers to improve retention and engagement.
- Worked with senior stakeholders to identify key product priorities.
- Created the product specifications, product backlog, and feature priorities.
Product Marketing Manager
Xchange.Loans
- Worked with senior executives to identify key values of the product offering, on which I then created the acquisition strategy and funnel.
- Identified the various stages of the user onboarding funnel and implemented their tracking through Google Analytics and custom tracking tools.
- Created and implemented the user acquisition funnel, including ads on Google, Bing, LinkedIn, and Taboola, as well as landing pages on ClickFunnels. I also built quizzes on Typeform and email marketing automation in ActiveCampaign with conversion tracking.
Product Manager
Credimi
- Delivered a zero-interest SME loan product from concept to launch, using market and behavioural data to shape product structure and user flow design.
- Translated MVP performance metrics and user-testing feedback into the development of a white-label “buy-now-pay-later” solution for SMEs, optimising product-market fit and partner acquisition potential.
- Improved strategic alignment between engineering, marketing, and risk functions by introducing data-driven prioritisation and measurable success indicators.
- Supported executive decision-making through analytical reporting on loan performance, user segmentation, and product adoption trends.
Product Manager
Oval Money
- Designed, built, and launched the first iteration of the product in direct collaboration with the company's founders.
- Established the user research pipeline to reduce the product iteration cycle by identifying user issues and prioritizing them on the product roadmap.
- Set up and hired team members for the product, marketing, and customer success roles.
- Redesigned the user onboarding funnel, integrating a new KYC partner to remove friction from the onboarding process. It led to a significant increase in monthly active users and improved the NPS.
- Built and maintained the company's wiki and dashboards for user insights and business KPIs which actively fed into product strategy, marketing and engagement strategy, fraud prevention strategy, and operations.
- Launched the Ovalers Community, aimed at raising trust, understanding, and engagement with the product. It reached 10,000+ users in less than six months, leading to four in-person events, one hiring, and a reduction in the users' investment churn.
- Implemented Intercom as the main CSM tool, setting up automated email and messaging funnels based on user attributes.
Management Consultant
iBe TSE
- Devised a framework for the nationwide implementation of technological solutions as part of the group-wide internal digital transformation initiative.
- Managed the strategy, design, and building stages of a POC for the clients’ first investment application, intermediating between clients and developers.
- Created a report for the health department on behalf of our client, focusing on the investment pipeline performance.
Small Business Development Consultant
Balloon Ventures
- Collaborated with entrepreneurs in Uganda to innovate their businesses by implementing lean startup methodologies to prove the feasibility of their ideas and ultimately pitch for low-interest microfinance loans to help them grow.
- Mentored six local Ugandan entrepreneurs on various business innovation principles, including user pain points, user testing, business model innovation, and pricing strategies.
- Mentored the only entrepreneur who reached the Q4 2015 batch to be allocated the maximum loan amount per entrepreneur.
Project History
Unitipossiamo Website for COVID-19 Lockdown in Italy
Led the design and development of unitipossiamo.com during the first COVID-19 lockdown in Italy in April 2020.
Unitipossiamo.com is the first single source of truth website for local merchants and users who want to support them. It was built to support local businesses that were closed for months by giving them the chance to reach their customers online and find information on relevant government initiatives and on how to open an online sales channel.
Design and Development of New Savings Options for a Money Management App
Increased the conversion of non-savers to savers by 100% and increased the total weekly savings amount by 60%.
Oval Money is a B2C savings and investment app aimed at simplifying money management. Of the users who completed the onboarding process, only 40% started saving within the first week. After analyzing feedback and user research, I discovered that the savings options were too complicated and confusing for users. By redesigning the last step of the onboarding process, I ensured every user would start saving by simplifying the options (e.g., £5 per week) and setting sensible defaults within the app.
Ovalers Community for Raising Trust, Engagement, and Collecting User Feedback
Launched the Ovalers community, which resulted in a Facebook group with 10,000 active members, multiple in-person focus groups, meetups, and one senior hire!
There is still a strong stigma in Italy about personal finances and money in general. Therefore, Oval Money had significant drops in the acquisition funnel.
Launching the Ovalers community, first online and then offline, enabled the product team to gain precious insights into user pain points and gather general feedback on existing or upcoming features while increasing engagement with the product and trust in the brand.
Business-wide KPI Dashboard for a Mobile Fintech App
Identified the main business KPIs and created a dashboard to make them easily visible and shareable with stakeholders and the rest of the company.
Oval Money is a leading saving, investment, and payment fintech app with over 400,000 active users. Defined the KPIs for the company and the OKRs for each team—saving, investing, and payments—and created a dashboard to keep track, visualize, and share live data at any time within the company.
MVP and Beta of a New Lending Fintech B2B Product
Led the initial testing, design, development, and launch of the MVP of the first B2B marketplace lending solution for the largest lending fintech in Italy.
Acted as the lead product manager in the discovery, design, and development of Credimi Commerce—the first loan and skill marketplace solution for Italian SMEs looking to invest in the digitalization of their business.
Education
Master's Degree in Management
University College London (UCL) - London, United Kingdom
Bachelor's Degree in Economics, Statistics, and Mathematics
Queen Mary University of London - London, United Kingdom
Certifications
Inspired — How to Create Product Customers Love
Silicon Valley Product Group
Skills
Tools
Confluence, Slack, Basecamp, Jira, HubSpot, Google Analytics, Mailchimp
Paradigms
Scrum, Agile Product Management, Agile, B2C, Conversion Rate Optimization (CRO), Requirements Analysis, Data Product Management, User Testing, Gamification, Design Thinking, Marketplace Platforms, Digital Marketing Best Practices
Platforms
Google Ads, Firebase
Industry Expertise
Commercial Real Estate
Other
Data Analysis, Project Management, Funnel Optimization, Airtable, Intercom, Product Growth, Business Intelligence (BI), Minimum Viable Product (MVP), Stakeholder Management, Typeform.io, Fintech, Lean Startups, Business Modeling, Business Analysis, User Needs, Product Management, Objectives & Key Results (OKRs), Product Discovery, Business Model Canvas, Data Analytics, Analytics, Analysis, Lean, Key Performance Indicators (KPIs), Loyalty Programs, Product Launch, A/B Testing, Growth, Mobile Applications, Mobile Apps, Requirements, Feature Backlog Prioritization, Feature Planning, Feature Prioritization, Requirements & Specifications, SaaS, Growth Marketing, Integration, Data Product Manager, SaaS Product Management, Market Strategy and Research Product Manager, User Requirements, Startups, Growth Hacking, User Stories, Planning, Direct to Consumer (D2C), Innovation Strategy, Backlog Management, Digital Product Management, Early-stage Startups, Software as a Service (SaaS), Product Planning, Customer Service, Backlog Grooming, Proof of Concept (POC), Ideation, Conceptualization, Journey Mapping, Customer Journey, Creative Problem Solving, User Conversion, Customer Relationship Management (CRM), Dashboard Development, Performance Metrics, Analytical Dashboards, Dashboard Design, Dashboards, Data Visualization, Data-driven Dashboards, Reports, App Product Management, Data Integration, Vendors & Suppliers, CRM Systems, Automation, Complex Problem Solving, Marketing, Corporate Finance, Business Models, Investment Analysis, Metabase, Amazon QuickSight, PostgreSQL, Know Your Customer (KYC), Engagement Strategy, Go-to-market (GTM) Strategy, B2B Partnerships, Websites, Prototyping, Data, Product Strategy, Product Roadmaps, B2B, Wireframing, Social Media, Product Marketing, User Retention, SQL, Technical Product Management, Product Vision, User Research, Growth Strategy, Google Tag Manager, Email Marketing Automation, Two-sided Marketplaces, Strategy, Roadmaps, Product Ownership, Subscriptions, eCommerce, Marketing Strategy, Business Strategy, Ideation Workshops, Mobile App Development, Product Owner, Product Conceptualization, User Experience (UX), Product Requirements Documentation (PRD), User Interviews, Project Discovery, Business to Business (B2B), Digital Transformation, Omnichannel Marketing, Feature Roadmaps, Consulting, Go-to-market Plans, Web Applications, Product Consultant, New Product Development, Project Management & Work Tracking Tools, Digital Marketing, Workshops, Landing Pages, Copywriting, Email Marketing, Market Fit, Conversion-driven UX, Sales Funnel, Data Queries, HubSpot, Business to Business (B2B), Monetization, Data Analysis, Workflow Automation & System Integration, Econometrics, Mobile UX, Focus Groups, Web & Mobile Applications, Android, iOS, React Native, LinkedIn Marketing, User Engagement, UX Wireframes, User Journeys, User Journey Maps, Web Platforms, Superset, App UX, Fraud Prevention, Customer Data, APIs, Automation, User Workflows, MVP Design, Finance, News Media, Data Collection, Data Products, Rebranding, Wireframe to Product, Data Protection, Market Research, Launch Strategy, Financials, Feature Analysis, Resource Allocation, Budgeting, Cost Estimation, Scope, Project Estimation, Product Design, User Interface (UI)
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