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

Verified Expert  in Product Management

Product Manager

Location
London, United Kingdom
Toptal 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.

Project Highlights

eCommerce and Shopify Product Manager
Worked across multiple startups, fast growth and enterprise companies to launch and optimize their online offering.
Analytics and KPI Product Manager
Sofi has worked across a range of Analytics tools including Google, Amplitude, HotJar, Mixpanel, and AppSee.
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.

Expertise

Work Experience

Senior Product and Programme Manager

2018 - PRESENT
UnicornFuel.io (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
Travelex
  • 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
Givvit
  • 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
Ziferblat
  • 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.

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
2011 - 2014

Bachelor's Degree in Economics with International Politics

Aberystwyth University - Aberystwyth, Wales

APRIL 2017 - PRESENT

Lean Six Sigma Black Belt

IASSC - International Association for Six Sigma Certification

DECEMBER 2015 - PRESENT

PRINCE2 Practitioner

The Knowledge Academy

Tools

Google Analytics, Confluence, Atlassian Suite, Stripe Checkout, Jira, HubSpot, Figma, Hotjar, Trello, Google Forms, InVision

Platforms

Shopify, Mixpanel, ProductPlan, WooCommerce

Paradigms

Agile Product Management, Marketplace Platforms, Requirements Analysis, Six Sigma, Agile, Change Management, Scrum, Kanban

Industry Expertise

Marketplaces, New Business Ventures, Financial Services, Banking & Finance, Food & Beverage, Logistics

Other

Business Strategy, Digital Strategy, eCommerce Management, Product Vision, Strategy, Technical Product Management, Two-sided Marketplaces, Web Applications, Web & Mobile Applications, Customer Experience, Customer Experience Management, JQL, Product-market Fit, Product Delivery, APIs, Google APIs, User Flows, User Requirements, Market Fit, Operations, Productivity, Product Growth, Product Mapping, Product Launch, Startups, Management Consulting, Company Strategy, Business Modeling, Pricing Strategy, Pricing, Apps, App Store, Analytics, Stripe Payments, Mobile eCommerce, Minimum Viable Product (MVP), Amplitude, Customer Acquisition, Growth, Product Strategy, eCommerce, Payment APIs, Product Management, Business Analysis, Requirements, Product Roadmaps, Go-to-market Plans, User Research, Business Models, Product Design, Product Marketing, Product Frameworks, Innovation, Product Ownership, Product Discovery, eCommerce Platforms, Payment Gateways, Process Flows, Roadmaps, B2B, Business to Business (B2B), Workflow, Go-to-market Strategy, Order Processing, Order Management, Coaching, Consulting, Management, Team Management, Team Leadership, Product Leadership, Data Strategy, Project Management, Project Management SRO, CRM Systems, Vendor Selection, Wireframing, User Experience (UX), API Integration, Retail & Wholesale, Discovery Workshops, Financials, App UX, Customer Support, Salesforce, CRM APIs, Typeform, Story Mapping, Lean Startups, iOS, Android, Fintech, Mobile Apps, Social Media, Scrum Master, Certified Scrum Product Owner (CSPO), Scrum Product Owner, Jira Administrator, Marketing Technology (MarTech), WordPress, Aha!, Segment, Appsee, Qualtrics, Waterfall Delivery, Waterfall Methodology

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