Product Growth

Growth isn't, and shouldn'd be an afterthought - Like Marketing, it should be embedded in every product decision.

My approach is to make growth measurable, predictable, and cross-functional.

I use rigorous journey analysis, funnel optimization, and continuous experimentation (A/B testing, messaging, process improvement) to remove friction and unlock higher performance.

The best growth work is always outcome-focused: if it doesn’t move a metric that matters, it’s not growth.

Product Growth Approach

Start With The Funnel

Map and analyze every step from acquisition through activation, engagement, and retention.

In fact, if this data doesn't exist, I'll go get it. Ask me about the time I designed and built the entire Enterprise MarTech Architecture of a commercial bank to acheive this.

Find The Leverage Points

Use data and qualitative research to identify bottlenecks, drop-off points, or under-served segments. If the conversion rate is not 100%, then we can improve it somewhere.

Experiment Fast

Test new messaging, flows, or interventions. Measure real user behavior, not opinions, and make changes to improve completion rates at each and every step of a user journey.

Cross-functional Execution

Collaborate with product, design, marketing, and compliance to deliver rapid improvements.

Because organizations are not actually silos in a vacuum, the problems in any other department are also (partially at least) my problems. By finding solutions in their workflow we improve overall performance and acheive growth.

Always Close the Loop

Report, learn, and iterate - Growth is never "done".

Real World Example: Allied Irish Banks (AIB)

Context

During Covid, a lot of the bank's business shifted to phone based or online interactions and applications. As the Growth Product Manager I was tasked with improving the performance of Loans, Credit Cards, and Insurance products on Digital Channels.

Issue

AIB's digital personal loans had a stagnant drawdown rate (64%) compared to phone-based approvals (97%). The business wanted to unlock new growth by bridging this gap and increasing real customer conversions - Not just applications.

My Role

As Growth Product Manager, I owned the end-to-end initiative to analyze, test, and optimize the loan funnel.

Actions Taken

• Launched a customer research campaign (outbound calls) to pinpoint why approved digital loan customers didn’t complete drawdown.
• Discovered a high percentage of non-completers simply needed clarity or a minor assist with tax identification inputs.
• Developed and deployed a targeted push messaging and email campaign to guide and support users at the critical stage.
• Coordinated with legal and compliance to ensure communications were service-based, not marketing (removing regulatory blockers).

Frameworks & Tools Used

• Google Analytics (funnel analysis)
• A/B testing
• Segmentation and cohort analysis (Excel)
• Messaging automation (AIB app, email)

Key Learnings

Growth is about removing friction for real, paying customers—and using experimentation and data, not assumptions, to unlock business results.