Self-service onboarding for publishers
Defined the use cases and functional flows, prioritised the backlog with Engineering, and delivered a self-service path that shortened time-to-value for internal teams and external partners.
PO-01
Open to ICONIC21Summary
Product Owner — turning complex operations into products that deliver
Eleven years turning messy operations into shipped product. I own backlogs, write the use cases and functional flows behind them, and keep engineering, commercial and support pulling in the same direction — from PlayStation player support to a mobile monetisation platform handling 40Bn+ daily ad opportunities.
- 11+
- Years cross-functional
- 6
- Years gaming / ads
- EMEA+APAC
- Regions delivered
- 3
- Working languages
Highlighted epics
Fraud prevention programme
Set up a cross-functional claims process across finance, accounting and commercial, then partnered with data science on rules-based and ML detection — with incident response and stakeholder reporting.
Support platform & KPI layer
Owned Zendesk as a product surface: ticket taxonomy, SLAs, dashboards and forecasting used for budget and resource planning at leadership level.
PO-02
Delivery history
Mar 2025 — Jul 2026
Berlin
DoneOperations Manager
Upway GmbH
E-commerce marketplace · refurbished e-bikes (D2C, asset-heavy resale)
- Redesigned the European refurbishment-to-delivery workflow, lifting on-time order accuracy while unit volume grew — margin protected without adding headcount.
- Turned ad-hoc escalations into a prioritised, owned queue reviewed weekly with Sales, Marketing and Product, cutting recurring delays that were costing repeat purchases.
- Introduced a shared operational dashboard that replaced status meetings and gave leadership one view of delivery risk per market.
Sep 2019 — Feb 2025
Berlin
DoneTeam Lead, Offerwall Tech Ops
Digital Turbine / Fyber
Mobile ad-tech · rewarded advertising & app monetisation (revenue-share platform)
- Shipped self-service publisher onboarding — time from signature to first revenue down ~80%, with 95% of new accounts going live with zero support touches.
- Co-built rules-based and ML fraud detection with data science, avoiding a six-figure annual payout loss and protecting advertiser trust in the rewarded inventory.
- Ran delivery for a platform handling 40Bn+ daily ad opportunities: backlog owned in Jira, functional flows signed off before build, SLAs and KPIs reported to senior leadership.
- Rebuilt the support platform as a product surface — ticket taxonomy, SLAs and dashboards that cut incident resolution time by 40% and fed root causes into the roadmap.
Nov 2017 — Aug 2019
Berlin
DoneMerchant Operations Coordinator
SumUp GmbH
Fintech · SMB payments hardware & acquiring (transaction-fee model)
- Drove Salesforce adoption into daily workflows, removing manual tracking errors and giving Sales, Ops and CX one shared view of every merchant order — faster terminal activation, faster first transaction.
- Reduced order-related tickets through root-cause analysis, fixing logistics hand-offs instead of re-answering the same complaints.
Apr 2014 — Oct 2017
Berlin
DonePlayStation Client Operations
Sony Europe
Gaming · console platform, digital store & live services (EMEA retail + online)
- Escalated and reproduced in-game and account defects with specialised teams, shortening the loop between player-reported issues and shipped fixes.
- Coordinated EMEA retail logistics and system integrations for seasonal campaigns, protecting launch-day revenue across multiple markets.
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Role fit
Role fit · ICONIC21 Product Owner
What the role asks for, and where I have already done it.
- 01
Creating and maintaining the product backlog
Owned the Offerwall Tech Ops backlog in Jira across a multi-year roadmap, keeping it groomed with Engineering, Support and Commercial inputs.
- 02
Prioritizing backlog items based on business and technical value
Ranked fraud-detection and onboarding work by expected loss avoided and time-to-value, defending trade-offs with Sales and Finance stakeholders.
- 03
Defining use cases to support development activities
Wrote the use cases behind self-service onboarding and the cross-functional fraud claims intake, from actor to acceptance criteria.
- 04
Designing functional flows to guide feature implementation
Designed end-to-end flows spanning finance, accounting, commercial and engineering — reviewed and signed off before a line of code was written.
- 05
Supervising delivery progress against product expectations
Tracked delivery against SLAs and KPIs in dashboards, forecasting volume trends for budget and resource planning at leadership level.
- 06
Participating in all Scrum ceremonies
PMI-certified and Agile-Kanban practised: sprint planning, stand-ups, reviews and retros as the team lead accountable for the outcome.
- 07
Communicating with cross-functional stakeholders
Aligned Product, Engineering, Marketing, Sales and third-party vendors across EMEA and APAC in English, Portuguese and Spanish.
- 08
Gaming / iGaming industry experience
Six years on a mobile game monetisation platform (40Bn+ daily ad opportunities) plus three years inside Sony PlayStation player operations.
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Backlog
Product Operations · backlog in action
Epics, user stories and measured outcomes — filtered your way.
Three product operations initiatives. Switch the lens to see how the work was framed, sliced and measured.
EPIC-01 · Publisher self-service onboarding
Product goal: remove humans from the critical path to first revenue
Publishers depended on manual hand-holding to go live on the Offerwall. I owned the operations backlog that turned onboarding into a repeatable product flow. — Digital Turbine / Fyber
OFW-114Done
As a publisher, I want to configure my Offerwall placement without a support ticket, so I can go live the same day.
Functional flow + acceptance criteria written with Engineering; sliced into 3 sprints.
Impact: Onboarding lead time cut from ~5 days to same-day (≈80% faster)
OFW-127Done
As a support agent, I want self-help documentation surfaced in-product, so repeat questions never reach the queue.
Knowledge base restructured around the top ticket drivers from Zendesk data.
Impact: ~35% fewer integration tickets per new publisher
OFW-151Done
As an account manager, I want visibility into integration status, so I can intervene before a partner stalls.
Prioritised above cosmetic requests after stakeholder review with Sales.
Impact: Stalled integrations spotted in <24h instead of at month-end review
EPIC-02 · Fraud detection & claims operations
Product goal: protect payouts with an auditable, single-owner process
Fraud claims crossed finance, accounting, commercial and engineering with no owner. I defined the operating process and the detection roadmap. — Digital Turbine / Fyber
FRD-08Done
As finance, I want a single intake for fraud claims, so every case has an owner and an audit trail.
Cross-functional flow designed and agreed with four departments before build.
Impact: Claim resolution time down from ~3 weeks to ~5 days
FRD-22Done
As the platform, I want rules-based and ML signals on suspicious traffic, so fraud is caught before payout.
Backlog co-prioritised with data science by expected loss avoided.
Impact: Six-figure annual payout leakage avoided; detection pre-payout, not post-hoc
FRD-40Done
As leadership, I want fraud KPIs in one dashboard, so exposure is visible each month.
Reporting layer shipped last, once the data model stabilised.
Impact: Monthly exposure reporting delivered in minutes vs. 2 days of manual collation
EPIC-03 · Merchant logistics visibility
Product goal: one source of truth for order state across ops, CX and 3PLs
Order tracking lived in spreadsheets and inboxes. The backlog focused on one thing: make status visible to everyone at once. — SumUp
MOP-05Done
As a merchant ops coordinator, I want Salesforce as the single source of truth, so manual tracking errors disappear.
Migration sequenced so daily operations never paused.
Impact: Manual tracking errors down ~90%; zero downtime during migration
MOP-17Done
As a CX agent, I want order state visible in the ticket, so I can answer without chasing logistics.
Prioritised using ticket-volume analysis by root cause.
Impact: Order-related tickets down ~30%; first-response time down ~40%
MOP-29Done
As a 3PL partner, I want a defined incident path, so exceptions get resolved inside SLA.
Agreed with external partners, then documented in Confluence.
Impact: Exception SLA compliance from ad-hoc to ~95% inside target
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KPI charts
Impact · measured
The KPIs behind the backlog, before and after delivery.
Every bar is a metric I owned, tracked in a dashboard and reported to leadership. Read the glossary below for exactly how each one is defined.
Publisher time-to-first-revenue
−80%Before~5 business days (manual)
AfterSame day (self-serve)
Fraud claim cycle time
−76%Before~3 weeks, no single owner
After~5 days, audited intake
Order-related support tickets
−30%BeforeBaseline volume
AfterAfter visibility shipped
Monthly exposure reporting
−98%Before~2 days manual collation
AfterMinutes, dashboard-driven
70%
Self-serve onboarding adoption
New publishers live with zero support touch
95%
Exceptions resolved inside SLA
3PL incident path vs. inbox escalation
88%
Backlog delivered per quarter
Committed scope shipped, 2-week cadence
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Results at a glance
Results at a glance
What changed for the business — in plain words.
Four outcomes, each with the problem, what I did and the number that moved. No jargon required.
Go-live in days, not weeks
New publishers used to wait on manual setup by the ops team. I shipped a self-service path, so they integrate and start earning on their own.
-80%time from signature to first revenue
95% of new accounts now go live without a single support touch.
Bad payouts stopped before they leave
Together with data science we turned manual claim checks into rules and ML signals that block suspicious payouts before money moves.
6-figureannual payout loss avoided
Claim decisions cut from weeks of e-mail chains to a tracked, days-long process.
Fewer tickets, faster answers
I treated the support platform as a product: clear ticket categories, SLAs and dashboards that showed which product gaps caused the noise.
-40%incident resolution time
Recurring ticket categories removed at the root instead of being re-answered.
The team ships what it commits
Backlog prioritised with engineering and commercial, scope agreed per two-week increment and reviewed openly in retros.
Bi-weeklypredictable delivery cadence
Stakeholders always knew what was landing next and what was traded away.
PO-07
Toolkit & education
Labels
- Backlog ownership & prioritisation
- Use cases & functional flows
- Agile & Kanban delivery
- Jira & Confluence
- Zendesk (owned as a product surface)
- Salesforce (operations adoption)
- SQL for analytics (certified 2023)
- KPI, SLA & dashboard reporting
- Mobile ad-tech / offerwall domain
- Stakeholder alignment (EMEA & APAC)
- Incident & escalation management
- Risk and timeline management
Education
- Project Management Certificate — PMI (2021)
- Brand & Product Management — IE Business School (2020)
- CX & Brand Management — University of the Arts London (2022)
- SQL for Business Analytics (2023) · Prompt Engineering (2025)
- B.A. Business Administration & Management — UAb
PO-08
Contact
Ready to own the backlog at ICONIC21.
Based in both Berlin and Bucharest, fluent in Portuguese, English and Spanish, and set up for remote delivery across time zones.
Attachment · reference letter
Reference letter — Fyber GmbH (Digital Turbine)
Issued Berlin, 28 Feb 2025 · signed by VP Engineering & HR Business Partner · covers Team Lead, Offerwall Tech Ops (2019–2025).
- Support operations leadership, SLAs, KPIs and Zendesk tooling ownership
- Fraud prevention strategy with data science, finance and commercial teams
- Reporting, forecasting and resource planning for senior leadership