Irina Fomi

Certified Jnr Product Manager with a diverse background spanning retail, e-commerce and FMCG sectors. I excel in analysing client needs and user insights to uncover opportunities for business and product.

Junior Product Manager (FTC)
MullenLowe
09/2022 - present
Co-op e-commerce and Co-op Funeralcare products
● Directed collaborative efforts among 5+ internal and external teams, orchestrating the creation of a comprehensive product strategy that seamlessly aligned with all business units
● Conducted competitive analysis to identify market trends and customer needs, crafting a messaging strategy that deeply resonated with over 85% of the target audience
● Optimised website content for SEO leading to 250% increase in traffic
● Maintained backlogs achieving a 90% success rate for product releases within timelines/budgets
● Suggested a tactical approach that bolstered the long-term acquisition strategy, contributing to an 18% reduction in Cost Per Acquisition
● Identified over 10 areas for improvement through user research and data analysis

Agile Project Manager
McCann
09/2020 - 07/2022
Aldi web and ecommerce
● Challenged status quo and pioneered successful innovations, leading to improved user journeys and a 35% reduction in development time
● Boosted conversion rates through strategic negotiations with key stakeholders, driving interface enhancements backed by qualitative, quantitative data, and trend analysis
● Applied data analysis, SEO, user research insights to implement strategic changes, resulting in a 15% increase in user engagement
● Revamped email campaigns leading to surpassing industry benchmarks and reducing basket abandonment rate by 7%
● Introduced CI approach, this resulted in an increase in CTR by 62%
● Conducted competitor and technology trend analysis, providing insights that informed product strategy and resulted in a 5% increase in market share

Project Manager
TAG WW
OCT 2019 - AUG 2020
Digital media and Broadcast projects for Unilever EMEA
● Out of the box problem-solving and budget optimisation, that boosted production velocity by 70% and increased revenue margins.
● Pioneered the implementation of a Delivery Tracking system, that streamlined stakeholder approval and delivery, reducing the process from 6 to 3 steps.
● Successfully proposed the adoption of an innovative synthetic VO solution, resulting in cost savings of over £500k on VO Usage Rights across 8 markets.

Project Coordinator
LEAP, Melbourne
OCT 2018 - JUL 2019
Projects: Aveo - aged care
● Led the seamless execution and alignment of assets across more than 90 retirement/aged care developments.
● Reduced response time to urgent client queries by 25% through effective communication strategies, ensuring swift issue resolution.
● Achieved a consistent 95% on-time delivery rate for small projects, surpassing quality benchmarks and receiving commendable feedback from stakeholders.
● Orchestrated project finances and administration, optimising resource allocation and realising a 10% reduction in budget overruns.

Certified in Product Management
Bachelor Degree in Law & Commerce