About Rui
Delivered complex Product and Marketing initiatives for B2C leaders like Decathlon, Farfetch, OLX, and heycar.
My Product Management expertise is deeply rooted in hands-on Marketing & Operations.
Bridging Product Architecture, Engineering, Marketing, and Business P&L requirements. I architect solutions that directly improve business KPIs (ROAS, CR, Lead Generation, Monetization, Feature Adoption, Customer Journey), optimize workflows, and have supported +7-figure marketing-budget operations.
My background ensures technical solutions are always aligned with tangible business impact.
Areas of Expertise:
1. Growth-Driven Product Management
Translate business goals into a data-driven, actionable product roadmap.
Full Product Lifecycle Management (Agile/Scrum/Kanban), E2E initiatives, set up CRO / A/B testing frameworks to optimize funnels and customer journey.
Track record includes scaling and managing multiple teams (+10 members) and managing 6-figure budgets. Fast Prototype and MVP leveraging AI (APIs and LLM's).
2. Martech Product Strategy & Technical Enablement
Managing the Martech stack lifecycle by architecting and integrating technical platforms for scalable marketing, user engagement and sales.
3. Complex Platform & Legacy Migrations
Lead the E2E lifecycle of complex technical projects.
Focus areas include Discovery, Stakeholder Management, and rigorous roadmap execution.
Portuguese
Native or bilingual
English
Fluent
Can work on-site
Amsterdam (up to 50km), Utrecht (up to 20km), Rotterdam (up to 20km), Eindhoven (up to 20km), The Hague (up to 10km)
Experience
- RUDZERSenior Product Manager & Growth MarketingDIGITAL AND ITJuly 2017 - Today (8 years and 11 months)Amsterdam, NetherlandsProduct and Growth Manager assignments mostly related to E-commerce, Classifieds, Marketplaces, Mobility, and E2E MVPs.Some of past assignments include:
Decathlon Digital (2024-2025) (entry below)
MyForce Portugal (2024)
- Conducted a full Site Audit (SEO, Tracking, Tag and tracking audit)
- Rebuilt GTM tags for GDPR (Consent V2) compliance, and integrated CMP.
Maia International (2023-2024)
- Site Manager: Responsible for web development
- on Webflow, integrations and Martech solutions.
- Campaign Management: Executing Google Ads, Meta, and LinkedIn campaigns.
- Analytics: Implementing analytics strategies and processes to derive actionable insights for performance optimization.
Fixando (2023):
- Conducted in-depth Market research on Automotive DMS, platforms, and services in Portugal.
- Social Media Campaign: Product and execution support with Solidary Campaign “Fixando Cuida” (PR: Marketeer)
hey. car (Germany, UK) (2022)
- Optimized Checkout Flows: Streamlined and optimized checkout processes for direct-to-consumer E-commerce offerings.
- Electric Vehicle Quiz Tool: Conceptualized, developed and deployed a prototype EV quiz tool to enhance the vehicle selection and purchasing experience.
Henkel Germany (2021)
- End-to-end MVP Creation: Orchestrated the entire MVP lifecycle for an
- energy-saving mobile app, from ideation to testing and delivery within tight timelines.
Virtando (Fixando Project) (2019)
- Remote Team Leadership: Led a remote team of software developers in India to improve and relaunch Virtando, testing PMF for a ES Automotive Marketplace.
Blexr (2018)
- Developed and implemented Conversion Rate Optimization (CRO) SOPs andframeworks for a affiliate platform, leveraging Agile coaching and data insights to enhance user journeys, resulting in increased ROI.
- Decathlon DigitalSenior Product Manager (Customer Orientation)RETAIL (LARGE RETAILERS)November 2024 - May 2025 (6 months)Amsterdam, NetherlandsInterim Product Manager role for Decathlon DigitalKey Responsibilities/Achievements:
- Led product development for key global web touchpoints (Homepage, Navigation, Landing Pages) in collaboration with engineers, designers, marketers.
- Delivered new core navigation experience, enhancing customer journey.
- Spearheaded migration to headless CMS (ContentStack), decommissioning legacy systems.
- Managed landing page template framework creation and rollout coordination with Product Marketing and Country Leaders.
- Defined and analyzed A/B tests and discovery sessions for critical initiatives (Navigation, Landing Pages).
- Implemented global tracking events (Amplitude) and proposed tracking plans for new CMS.
- Highlight collaboration, global scope, and project management aspects.
- FarfetchProduct Owner Digital MarketingE-COMMERCESeptember 2016 - June 2017 (9 months)Lisbon, PortugalLed onboarding for new engineering teams, fostering a deep understanding of digital marketing strategies. Established a streamlined Agile framework for three teams, overseeing backlogs, user stories, and ceremonies.Orchestrated major initiatives, including platform migrations, optimizations, and 3rd-party integrations to elevate digital marketing strategies.
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Education
- Bachelor's Degree, Marketing/Marketing Management, GeneralUniversidade da Beira Interior2008Bachelor's Degree, Marketing/Marketing Management, General
Certifications
- Certified Training Scrum Product Owner CourseSaat Network GmbH - RUMOS2016