Paul Pitu

PROBLEM STATEMENT
Kartra.com is a digital marketing and online business management SaaS that generated more than $1.5 billion in earnings for close to 100,000 users, affiliates, and certified partners.

Due to operating in a narrow niche market, it faced high churn and limited growth. To scale, we needed to bring it up into the broader creator market.

SOLUTION
I led a transformation of Kartra.com, redesigning it for scalability and mainstream appeal through a complete UI overhaul based on fast-to-value persona-based workflows and onboarding.

I directly drove every single thread of the program, reducing the estimated two-year project to just eight months.

IMPLEMENTATION
• four parallel workstreams in synced 2-week sprints
• Biweekly design and feedback advisory group
• Weekly cross-functional workgroup and exec. rep.
• Monthly all-hands

LAUNCH
Three months beta:
• internal “test-a-thon”
• private (partners, affiliates, and power users)
• public beta - everyone

Personally hosted weekly live webinars to engage, guide, and support thousands of people.

RESULTS
Successfully repositioned Kartra.com, achieving a 20% increase in trial conversion and a 10% drop in churn.

As the new head of digital for Vodafone Romania, I took over the company's digital division of 100 people and drove a quick turnaround of the current Agile scaling and the architectural approach of all activity streams. I also started the development of the new eCommerce platform.

The official launch was in just five months and all main KPIs were increased by more than 300%—starting with the first month after launching.

All this happened simultaneously while delivering five other major initiatives and various other business-as-usual topics.

The key features of the e-learning app:
• Solve math problems step by step with natural language explanations, theory references, and advice.
• Review solutions provided by the users, evaluating the correctness of each step and providing detailed feedback and grading
• Generate practice exercises and tests on various topics and themes with 10 different difficulty levels
• Present the theory and concepts in a way that's easy for the schoolchildren to understand.
• Keep a full history of topics and activities, lessons learned, grades, and evolution.

The types of systems I delivered include:
• Trading settlements, including real-time clearing house communication
• Back-office processing, including interest & fees calculations
• Trade real-time and projected evaluation, including accruals, depreciation, risk profiling, and what-if scenarios
• Real-time margin and collateral management, including parties automated communication and margin calls and settlements

My responsibilities in delivering these systems included:
• Project delivery management
• Technical design, architecture, and implementation
• Team design, recruitment, leading, and coaching
• Hands-on software development

The delivered mobile and online banking platforms seamlessly handled up to 50 million unique users every month, with more than 100,000 concurrent users peaks and had +4.5 stars ratings in mobile stores.

My responsibilities included:
• Project delivery management
• Technical design and architecture
• Team design, recruitment, leading, and coaching

The platform leverages the latest open-source technology to provide advanced analytics regarding machinery and human operators' productivity and performance and various quality and planning indicators. It can seamlessly integrate with a wide variety of machinery, sensors, smart devices, and ERP systems.

My responsibilities included:
• Product design and management
• Project delivery management
• Technical design, architecture, and implementation
• Team design, recruitment, leading, and coaching
• Marketing and commercial activities, including sales, prototyping, and so on.
• Hands-on development

RPA is one of the key service lines that I've developed and I am currently delivering through my own software startup and includes various custom-built robot technologies and optimizations, as well as leveraging the best commercial RPA tech on the market (UiPath, Automation Anywhere, Blue Prism).

Among the most frequent process types automated:
• Expense management
• Customer order processing and estimation of likely delivery date
• Managerial reports generation

Among the top implementations already completed for this platform:
• Production and logistics data visualization for a major car part manufacturer
• Back office and finance analytics for an FMCG company
• Finance and management reporting for a major online betting company