Fu Fei, Product Manager in Singapore, Singapore
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Fu Fei

Verified Expert  in Product Management

Product Manager

Singapore, Singapore
Toptal Member Since
April 6, 2021

Fu Fei loves tinkering with new products and feels lucky to work full-time as a product manager. He tweets and blogs about his lessons as a product manager for early-stage startups and offers frameworks to demystify early-stage product development. In his professional career, Fu Fei has worked on products spanning a range of industries (logistics, nonprofit, and data analytics). Fu Fei joined Toptal to find freelance work that makes an impact.

Project Highlights

Event-driven Analytics Infrastructure
Led the transition from page-views-based analytics to event-driven architecture to better understand the jobs that users were trying to do within the product.
eCommerce Analytics
Reduced weekly marketing ad spending by 10% by leveraging targeted audience groups in Google Analytics.
Product Management Blog and Tweets
Blogged about the lessons I've learned as a product manager for early-stage startups and offers frameworks to demystify early-stage product development.


Work Experience

Product Manager

2022 - PRESENT
  • Worked with board members and senior executives to scope out a competitive strategy and product roadmap.
  • Introduced Agile operating principles across engineering, product, and design teams.
  • Led redesign efforts across three products to improve usability and shorten initial time-to-value for new users.
  • Improved D-30 activation rates from 2% to 30% in the first six months.
  • Cleaned up the product backlog and cleared technical debt in order to scale the platform for growth.
  • Conducted over 50 hours of user interviews to understand the product's job to be done (JTBD) in order to inform the marketing and product strategy.

Product Manager

2022 - 2022
  • Worked with cross-functional teams to scope growth experiments.
  • Scoped Mixpanel implementation of product metrics for conversion UX.
  • Prepared growth reports specifically around referrals and push notifications.


2021 - 2022
  • Designed the initial customer development process to identify jobs to be done (JTBD).
  • Led the efforts in recruiting and screening initial beta users for initial wireframe prototypes.
  • Collaborated with a developer on designing the initial system architecture for the product MVP.

Product Manager

2020 - 2022
  • Set up initial product management best practices to increase visibility and keep stakeholders informed of the development velocity.
  • Spearheaded product redesign efforts from customer interviews to the finished product, doubling activation rates for new users.
  • Worked with senior executives to redesign the roadmap to cater to a new go-to-market motion.
  • Led the efforts to implement an event-driven analytics infrastructure using Mixpanel and Segment. The infrastructure was used to understand our users better.
  • Organized and led customer interview sessions to design a job map and a list of relevant user stories.
  • Worked with senior executives and engineers to rework the payment flow to reduce monthly transaction fees (a few thousand per month).
  • Gamified overall product experience to 2.4x activation rates and 1.6x platform engagement rates.
  • Worked with marketing and sales teams and led capturing and scoring campaigns in order to raise sales conversion rates.
  • Collaborated with support teams to embed helpful guides within the product to reduce the overall support load.
  • Led the transition and adoption of no-code and low-code tools to augment productivity. Used the following tools: Airtable, Google Sheets, Webflow, Zapier, Slack, Mixpanel, and Ghost.

Product Manager

2020 - 2021
Ninja Van
  • Collaborated with regional and local stakeholders to establish best practices for raising new product requests.
  • Worked with local teams to drive market adoption for an airway bill labeling solution that was initially built for internal operations. This involved coordinating resources across multiple teams to adjust to the market's demands.
  • Joined forces with design and product teams to establish the initial set of requirements for an event-driven analytics architecture. Worked with engineering managers and scrum masters to implement this plan (GAv4).
  • Spearheaded efforts for NPS to be included in internal KPIs' goal setting and helped implement the tool that would be used for segmenting and reporting user NPS (Hotjar).
  • Led efforts across multiple functional teams to scope and launch a modified product offering that could better fit a particular sales channel.
  • Collaborated with business stakeholders to design solutions that could help align the product team's roadmap with the sales strategy in the coming financial year.
  • Worked with business intelligence teams to map out the threats and opportunities within the eCommerce website builder ecosystem for logistics providers, especially Shopify and WooCommerce.
  • Conducted internal training sessions to help business stakeholders understand how to better write relevant user stories and how to ask better questions when handling feature requests from customers.
  • Worked with designers to understand the contrasting behaviors in different shipper segments across the relevant cash-on-delivery markets in Southeast Asia.
  • Joined forces with the internal operations and support team to design product solutions that could automate and lessen the everyday workload.


2016 - 2019
  • Led product sales and marketing efforts and closed the first dozen accounts.
  • Translated user research into minimal lovable features and experiments.
  • Interviewed early customers to establish initial prototypes and MVP requirements.

Event-driven Analytics Infrastructure

Led the transition from page-views-based analytics to event-driven architecture to better understand the jobs that users were trying to do within the product.

The initial project phase involved mapping out the relevant events that could be tracked from the web client and which had to be pulled from the servers.
Each of these events was then mapped onto a user story.

We used Segment, Mixpanel, and HotJar as our tools of choice.

Segment was our customer data platform layer that ingested the incoming stream of data which was later fanned out to Mixpanel and HotJar for relevant analysis.

eCommerce Analytics

Reduced weekly marketing ad spending by 10% by leveraging targeted audience groups in Google Analytics.

I worked with a client to set up event tracking for their website to build up their dynamic audience segments. This allowed them to retarget these shopper segments across other Google properties such as banner ads and YouTube videos.

Shopify for Restaurants' MVP

Worked with an initial set of merchants to design workflow that could allow them to build their own online presence and have a direct relationship with their customers

The concept was to allow restaurant chains and small business owners to build a direct relationship with their audience rather than have them rely on food-delivery platforms such as UberEats and FoodPanda.

We brought the prototype to market and after a few months of customer development, we decided to scrap the project due to difficulties in going to market.

Product Management Blog and Tweets

Blogged about the lessons I've learned as a product manager for early-stage startups and offers frameworks to demystify early-stage product development.

Here you can find my tweets and blog articles about the lessons I've learned as a product manager for early-stage startups and along with the frameworks I've created to demystify early-stage product development. It's a good way to easily and quickly get a feel of who I am as a product manager and what I can accomplish for you.
2014 - 2018

Bachelor's Degree in Business Administration

Singapore Management University - Singapore


The Complete Web Developer: Zero to Mastery

Zero to Mastery Academy


Recommender Systems: Evaluation & Metrics



Deep Learning Specialization



Convolutional Neural Networks



Structuring Machine Learning Projects



Google Analytics, Jira, HubSpot, Slack, Zapier, Zoom, Trello, Figma, SendGrid, GitHub

Industry Expertise

Marketplaces, Education Technology (Edtech)


Agile Product Management, Agile Project Management, Agile, Kanban, Scrum, Agile UX, Requirements Analysis, Gamification, Database Design, Low Code, Mobile App Design, API Architecture, B2C


Mixpanel, Shopify, Google Analytics 4, Enterprise Resource Planning (ERP)


SaaS Product Management, Business Strategy, Product Analytics, Web Product Management, Product Management, Technical Product Management, Web, Startups, Product Roadmaps, Minimum Viable Product (MVP), Discovery Workshops, Project Management, eCommerce, User Experience (UX), Estimations, Feature Backlog Prioritization, SaaS, User Stories, Story Mapping, Scope, Product Ownership, Data Analytics, Data Analysis, Dashboards, Data Visualization, Prototyping, Web Design, User Interface (UI), User Engagement, User Interviews, Estimation & Planning, Scrum Master, eCommerce Platforms, Project Planning, HubSpot CRM, Product Growth, Technical Project Management, CRM Systems, Requirements, Web Platforms, Product Design, Growth, Growth Strategy, B2B, Funnel Optimization, Project Estimation, API Integration, Technology Consulting, Product Research, User Empathy, Business Analysis, User Requirements, Conversion-driven UX, User Journey Maps, Project Timelines, Research, Analysis, Product Requirements Documentation (PRD), Planning, User Journeys, User Personas, Business Consulting, Funnel Analysis, Ideation, Conceptualization, Digital Product Management, Sprint Planning, UX Wireframes, New Product Development, MVP Design, Customer Relationship Management (CRM), Project Delivery, Client Relationship Management, Feasibility Studies, Presentations, Subscriptions, Stakeholder Interviews, Software Development Lifecycle (SDLC), Business Models, Business to Business (B2B), Mockups, A/B Testing, Leadership, Product Leadership, Customer Interviews, Product Strategy, Jobs to be Done (JTBD), Stakeholder Management, Backlog Management, Product Discovery, Product Owner, Mobile, Web Applications, Product Vision, Digital Solutions, Design Sprints, Budgeting, Cost Estimation, Requirements & Specifications, Mobile Apps, Data-driven Decision-making, APIs, Entrepreneurship, Product-market Fit, Pitch Decks, Business Planning, User Research, Digital Payments, Automation, IT Projects, Pricing, Technical Leadership, Platform Design, Product Consultant, Content Strategy, Event Management, App Product Management, Mobile UX, Roadmaps, Payment APIs, eCommerce UX, Market Research, Airtable, Product Strategy Consultant, Mobile Platforms, Miro, Wireframing, Learning Management Systems (LMS), Process Improvement Project Management, Discovery, Product Planning, Mobile Applications, Mobile App Development, Process Automation, Software Development, UX Design, UI Design, App Integration, Integration, Monetization, MySQL, Consulting, React, Node.js, Quality Assurance (QA), Marketing Automation, Customer Service Management (CSM), System Integration, Web Scraping, Data Collection, Revenue Strategy, Monetization Models, Software as a Service (SaaS), Feature Prioritization, Pricing Strategy, Web App Development, Databases, Go-to-market Strategy, Strategy, Pricing Models, Pricing Consulting, Product Marketing, Product Sales, Marketing Research & Analysis, Marketing Strategy, Operations Management, B2B Product Management, Segment, Machine Learning, Recommendation Systems, JavaScript, HTML, CSS, Neural Networks, Deep Learning, Marketing, Google Ads, Growth Marketing, Google Tag Manager, Stripe Payments, Staffing, Artificial Intelligence (AI), Qualtrics, SEO Tools, CRM APIs, Fashion, User Conversion, Mobile Data, Mixpanel API, Competitive Analysis, Competitive Strategy, Lean Product Manager, Geolocation, Product Conceptualization, Cloud Services, Data Migration, Sales, Service, Security

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