MatHem

Conversion Manager, then Associate Product Manager

Jan 2018 – Sep 2021 · E-commerce grocery delivery & subscription

All work

In short

  • 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 and scope

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

Problem and 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 efficiency
  • Strong foundation in CRO and experimentation
  • Transition 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.