Sofi Newsham, Product Manager in London, United Kingdom
Sofi Newsham

Product Manager in London, United Kingdom

Member since November 27, 2018
Having worked across industries such as fintech, social, eCommerce, fitness, and mobile, Sofi has led multiple agile and waterfall teams that have increased profit considerably in companies in under six months. She has excelled as a product strategist from launching eCommerce sites for startups to leading strategy at enterprise companies. She's proficient across multiple frameworks, processes, and tools to optimize product growth, revenue, and retention.
Sofi is now available for hire

Project Highlights



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  • Senior Product and Programme Manager

    2018 - PRESENT (Self-employed consultant)
    • Collaborated with Toptal and direct clients to perfect their product strategy, go-to-market plans, improve conversions, and understand their users.
    • Created and optimised Shopify websites for multiple startups and fast-growth companies. This included conversion, strategy, analytics, product selection, integration and setup work.
    • Worked with a Toptal enterprise client to analyze their current KPI and reporting framework. New visual reporting tools suitable for senior stakeholders were created. Recommended KPIs to report using the visual framework.
    • Worked with a COVID-19 sensitive grocery delivery startup to configure and launch white-label software in less than a week. He was able to scale from a single location in London to covering greater London.
    • Contributed to a peer2peer courier startup in stealth mode. Focused on integrating Google Maps to create an efficient flow for the sender, deliverer, and receiver. This included being able to find map locations such as stores and points of interest.
  • Senior Product/Programme Manager

    2018 - 2019
    Just Eat Plc
    • Determined strategic product vision and priorities for a feature area, and shaping future product direction.
    • Supported the go-to-market strategy with good communication of customer requirements and timelines to stakeholders.
    • Gathered data from multiple sources (customer, market analysis, sales, and revenue, etc.) to drive solutions to business problems.
    • Managed the performance and professional development of a team of product managers and business analysts.
    • Created and managed technical roadmaps that are used across the whole business to drive international expansion.
    • Managed stakeholder relationship (up to CEO level) to ensure that expectations and removal of barriers that would otherwise impede future success.
  • Senior Product and Programme Manager

    2018 - 2018
    • Developed the digital channel strategy across the company using Amplitude & Google Analytics.
    • Improved the existing product while creating the new digital offering.
    • Managed the digital portfolio globally to create a unified experience.
    • Defined the customer experience for new markets & managed market/user research.
    • Prioritized partner digital requirements against resource.
    • Reduced errors by 50% to bring in line with industry standard.
    • Increased profit by 35% across the digital channel.
  • Head of Operations and Product

    2017 - 2018
    HM Mobile Technology
    • Developed the concept and creating a brand new product from scratch.
    • Created the corporate strategy to maximize the chance of success in the market.
    • Developed the financial model of future budget, revenue, and return on investment.
    • Communicated progress to non-technical stakeholders.
    • Built a functioning app ready to ship in 8 months.
    • Hired and managed a cross-functional team.
    • Implemented Agile within new team.
  • Continuous Improvements

    2016 - 2017
    World First
    • Served as the key point of contact with stakeholders to prioritize projects.
    • Managed business change projects.
    • Completed value stream and process mapping.
    • Assessed risk of compliance and regulation impact on projects.
    • Worked closely with developers during the full IT project lifecycle.
    • Handled team reporting for board pack.
    • Assigned projects to the team after assessing risk and benefit.
    • Coordinated the team transition from Business Change to Continuous Improvement.
    • Led international efficiencies projects.
    • Joint-led JML project; redesigned process and wrote policy documentation.
    • Identified savings of over £1,000,000 in my first quarter.
  • Product Marketing Manager

    2015 - 2016
    • Managed and delivered projects.
    • Communicated with management, technical, and creative teams.
    • Analyzed data (advanced Excel skills).
    • Managed internal teams and outsourcing.
    • Reported directly to C-Level.
    • Set and monitoring sales/revenue KPIs.
    • Used JIRA to plan and execute sprints.
    • Wrote and gave public talks on company culture and happiness for productivity.
    • Served in a central role in new product launch.
    • Inspired and directed company culture.
    • Presented to large corporations.
  • Head of Digital

    2014 - 2015
    • Coordinated independent and partner events.
    • Ran team and project meetings.
    • Organized team responsibilities and objectives.
    • Oversaw hiring and managed staff.
    • Delivered financial reporting.
    • Created the London marketing strategy.
    • Oversaw implementation of marketing plan.

Project History

  • eCommerce and Shopify Product Manager
    Worked across multiple startups, fast growth and enterprise companies to launch and optimize their online offering.

    One of the biggest challenges facing companies of any size is how to optimise their website to maximise revenue, Sofi has been able to use her wealth of experience to enable fast growth across a range of industries.

  • Analytics and KPI Product Manager
    Sofi has worked across a range of Analytics tools including Google, Amplitude, HotJar, Mixpanel, and AppSee.

    Sofi has enabled companies globally to use data to identify how they can grow their revenue and optimize their conversions. She is confident working with complex tools from integrations and setup to refinement and manipulating data using Google Sheets to give stakeholders a clear understanding of the current state.

  • Head of Operations and Product
    Built a functioning app ready to ship in eight months. Hired and managed a cross-functional team. Implemented Agile process.

    Key tasks:
    - Lead product/project manager
    - Developing the concept and creating a brand new product from scratch
    - Creating a corporate strategy to maximize the chance of success in the market
    - Financial modeling of future budget, revenue, and return on investment
    - Communicating progress to non-technical stakeholders


  • Bachelor's Degree in Economics with International Politics
    2011 - 2014
    Aberystwyth University - Aberystwyth, Wales


  • Lean Six Sigma Black Belt
    APRIL 2017 - PRESENT
    IASSC - International Association for Six Sigma Certification
  • PRINCE2 Practitioner
    The Knowledge Academy

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