Livio Marcheschi

Product Manager • Growth Product Manager • Financial Planner • Berlin, BE, DE

Product Management

Product Strategy

Financial Modeling

Available for hire fromNegotiable

Full-Time Roles

Contracts

Data-driven product professional with a focus on growth, as the intersection between marketing, sales and product (MVPs, AB tests, experiments).

10+ years of experience in YC-backed startups (B2B and B2C). I have been responsible for both new initiatives (0 to 1 launch) and existing product growth (up to 20% top line growth). And worked in different business functions (product, growth, BI, ops), verticals (consumer apps, e-commerce, SaaS) and stages. I am specialised in product growth and new initiative launch and I can help to conceptualise new products and bring them to market. I work with: • Early-stage founders to get the product foundations right and enable early growth • Growth-stage companies to expand to their reach via experimentation and new product launches Where I can help: • Product discovery • Product growth • New product and feature launch

Projects

Cost-effective prototyping of a new value proposition (with high external dependencies)

Led a small cross disciplinary team (1/2 designer, 3 engineers) to prototype a new value proposition for a product which had strong external dependencies (partner, legal). The company was interested in diversifying its product range into insurance-related products. The evidence to proceed in this direction was collected by 100s of customer feedback (customer service tickets, trust pilot reviews, survey, interviews). However, the actual form of the product was not clear (USP, features). Also, launching this type of products takes significant time, resources and risks, because of strong dependencies from external parties. The team was tasked to make clarity around the user insights and prototype possible USPs (unique selling propositions) in the most cost-effective way. Using customer feedback, multiple prototype versions were created, and tested via fake door tests (front-end only prototype). Users were exposed to different version of the product, comparing conversion rates which went up to 30%). Measuring user selection, it was possible to define the core USP and feature set in just 4 weeks, using the insights to drive further discussions with external parties, align with the top management and start the core product development.See More

Facebook lead generation tool for marketing managers

Lead a cross disciplinary team (design, ops, sales, 3 engineers) to build a lead generation tool for marketing managers. The company had built a product integrated with Facebook Messenger. Market conditions had shifted and I was brought in to search for a proper use case. We hacked the previous integration, turning it into a concierge MVP to test client interest with limited development work. We acquired 20+ clients, with 45% test success rate. This was the green light to build the product. We managed to go to market in 1.5 months, while in parallel conducting interviews with 5+ different prototype iterations. We launched at Facebook partner event, delivering up to 50% cost per lead reductions to our clients. The initial version of the product included a lead form editor, the Facebook API integration and funnel analytics. Simplified onboarding and more features were added following the launch.See More

AB testing platform for B2B2C lead generation emails (worth €MM in revenues)

Lead a small engineering team (2 people) to build a captive AB testing platform for B2B2C lead generation emails. The company had a legacy platform to send emails through 3rd party email addresses, generating +30% of the its total revenues. There were obvious improvements to the emails, but no platform to safely AB test them, in order to minimise possible negative impacts on revenues and have statistically significant results. Integrating an external service was not an option, given existing tech constraints. We opted for a captive (and temporary) solution, using the existing systems. In this way, we were able to execute the first AB tests, resulting in double digit lift in conversion rates (and overall +10% growth in YoY revenues). This provided an argument for more resources allocated to the tests and for the development of a more solid tech solution.See More

Consumer application for air passenger support in case of disruption, with new service upsell

Led two disciplinary teams (designer, analyst, 8 engineers) to build a consumer application allowing flight passengers to receive support in case of disruption, leveraging high volume B2B2C acquisition channels (partners). The action was consistent with the company desire to fulfil new customer needs, upsell of new services and diversify the product range. The evidence that guided what to build was collected via a mix of fake door tests, interviews and surveys. The product was developed in multiple iterations, in order: core product, onboarding flows (via partners), engagement features (via external service integration) and premium version (via external service integration). The product was built independently from the company core systems, while integrating with them. In particular, the premium version, realised providing airport lounge access, resulted in a 7% new user conversion rate and allowed to launch with one of the biggest online travel agencies in the world.See More

Developed conversational AI tool

Lead a cross disciplinary team (design, ops, sales, 3 engineers) to build a conversational AI tool for lead generation. The company had built a NLP product integrated with Facebook Messenger. The market conditions had shifted and I was brought in to search for a proper use case. We hacked the previous integration, allowing our clients to build their own conversations with their users in order to collect lead details. At the beginning, given the lack of conversational design knowledge of our clients, we consulted them on how to create engaging conversations, with the use of checklists and dedicated personnel. We acquired 20+ clients, with 45% test success rate. An internal team member was trained to create engaging conversations, and we created material for customer education. We launched at Facebook partner event, delivering up to 50% cost per lead reductions to our clients. The initial version of the product included a lead form editor, the Facebook API integration and funnel analytics. Simplified onboarding and more features were added following the launch.See More

Work History

Product Lead

Product PrinciplesI combine expertise in analytics, research and marketing to tackle product problems holistically. With 10+ years of experience in B2C and B2B startups, I have been responsible for both new initiatives (0 to 1 launch) and existing product growth (up to 20% top line growth). I work with: • Early-stage founders to get the product foundations right and enable early growth to happen • Growth-stage companies to expand to their reach via experimentation and new product launches Where I can help: • Product discovery (research, low-cost tests, MVPs) • Product growth (experiments, analytics, AB tests) • New product and feature launch How I can help: • Interim product management (joining temporarily a team, full-time or part-time) • Product advisory (product and growth strategy and process development)

Director of product

AirHelpFeb 2020 - Jun 2022 • 2 yrs 5 mosAirHelp is the global leader in the flight compensation space. AirHelp+ allows passengers to get money and support in case of flight disruptions. It is a consumer subscription product sold via B2C and B2B channels (through global OTA partners), contributing to 10% of the overall company revenues. My responsibilities include: • Manage a portfolio of two products, reporting directly to the CEO • Launch new travel products during the pandemic (+15% revenues) • Introduce new growth channels, resulting in +10% uptick in conversion rates • Lead and coach a cross disciplinary team, across B2C and B2B distribution • Define and communicate strategy and priorities across the organisation

Product Lead

AirHelpFeb 2019 - Feb 2020 • 1 yr 1 moAirHelp is a growth-stage ycombinator startup (750 ppl), global leader in the flight compensation space. The B2B area consists in a portfolio of products, responsible for >30% of the company revenues via integrations with the biggest OTAs in the world. My responsibilities include: • Grow user acquisition from B2B partnerships, resulting in +20% YoY yearly revenues growth • Lead a 12 people cross-functional team through a reorganisation into smaller teams • Hire and mentor fellow PMs, while pushing organisational changes • Own the B2B product vision in alignment with the company strategy • Define and optimise OKRs at the team and department level

Head of product

Visual MetaSep 2017 - Feb 2019 • 1 yr 6 mosVisualbots empowers advertisers to do customer acquisition on Facebook Messenger. Visualbots is an internal startup of the Visual Meta Business Labs. Built the B2B SaaS product from scratch, from inception to customer development to launch. My responsibilities include: • Product Management (SCRUM CSPO): product launch, delivering up to 50% CAC savings • Customer development: acquired 20+ clients on a concierge MVP, with 45% test success rate • User research: conducted 50+ interviews with 5+ different prototype iterations • Cross-disciplinary team management: hiring and leading 5 direct reports (engineering, design, marketing) • P&L management

Education

Reforge

Advanced Growth Strategies, BusinessJan 2020 - Jun 2020

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