Katya S.

• Solely responsible for rider engagement strategy for 25M+ active monthly users across EMEA, leading regional engagement leads to executing data-driven initiatives and driving 2x YoY growth in trips per user.

• Transformed rider growth strategy. Aligned senior leadership, including General Managers across 40+ EMEA markets, to shift from product-focused (e.g. UberX) to use case-driven growth (e.g. Travel, Commute), identifying incremental revenue opportunities like Commute ($400M monthly). Designed and piloted a Commute MVP in 10 markets, increasing trips by 5% and user engagement by 30% in one month.

• Delivered high-impact Rider Growth Products. Partnered with Product teams to scope, build and roll out new rider growth features for 180M+ users, including the ML targeted upsell model (drove +50% YoY non-core product growth worldwide), main screen promotions (XP +30% trip conversion) and redesigned checkout UX (XP -20% checkout errors).

● Led global product development and rollout to increase first-time trips for 40M new users across four mega-regions on non-core services (Premium, Low Cost, Delivery), managing $5M acquisition budgets and delivering a 10% increase in first-time trips worldwide across 100+ markets within one month, using a data science-driven Lookalike (LAL) model for targeted conversion with positive incremental spend.

● Streamlined the rollout and implementation process of the LAL model by integrating it with existing tools, making it more customer-friendly and freeing up resources for the next iteration.

● Shaped the next-half-year roadmap focused on LAL-based conversion strategies. Set clear milestones and OKRs, secured engineering resources and aligned cross-functional teams to scale non-core growth products globally.

• Generated first revenue by providing business model evaluations, PMF analysis and operational improvements that aligned with market needs.

• Based on the analysis, suggested a strategic pivot in product focus, guiding the team to transition from D2C language learning to enterprise-level solutions for translation and workforce upskilling. This pivot enabled us to secure our first client — a language learning P2P marketplace in Germany — and successfully run a pilot.

• Identified target sectors (e.g. call centres, international corporations) as part of G2M strategy, driving initial traction from 0 to 10K users in 2 months and achieving client acquisition through non-paid, organic strategy.

• Built and scaled the commercial function. As the first commercial hire in the company, I established the team by hiring a BD lead for client acquisition and formalising the company's commercial offering.

• Overhauled marketing. Built in-house marketing capabilities by hiring a marketing lead, cutting agency costs and strengthening the company's brand identity for long-term growth.

• Established a client-driven product development process by integrating market insights & user feedback, thus improving commercial viability, securing first-paying customers and optimising engineering resources.

• Narrowed down commercial strategy. Leveraging the company's IP, I set out to target the financial sector and secured a contract for a CBDC sandbox project with the Central Banks of Norway.