E-commerce grocery delivery & subscription

MatHem

Conversion Manager → Associate Product Manager

Jan 2018 – Sept 2021

Owned CRO strategy, roadmap, and A/B testing end-to-end

Combined quantitative and qualitative analysis to improve the customer journey

Transitioned from CRO specialist to Associate Product Manager

Context

MatHem is a fast-growing e-commerce grocery delivery and subscription business in Sweden, focused on optimizing the customer journey.

Role & Scope

Started as Conversion Manager owning CRO strategy, evolved into Associate Product Manager supporting product feature development.

Problem / Goal

Improve customer journey efficiency across acquisition and retention touchpoints through experimentation and data-informed optimization.

Approach

Hands-on CRO ownership with quantitative and qualitative analysis. Worked closely with designers, developers, and QA. Defined requirements, created wireframes, and contributed to product roadmaps.

What I did

  • Owned CRO strategy and roadmap
  • Hands-on experimentation and A/B testing
  • Quantitative and qualitative analysis
  • Supported product feature delivery
  • Defined requirements and wireframes
  • Monitored product performance

Outcomes

Improved customer journey efficiency. Built strong foundation in CRO, experimentation, and data-informed product development.

Improved customer journey efficiencyStrong foundation in CRO and experimentationTransition from CRO to product management

What I learned

CRO is a natural gateway to product management. The skills transfer directly when you focus on customer outcomes.

Working on something similar?

I'm a consultant at SeventyOne Consulting. If this work resonates, reach out on LinkedIn.

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