KAS EELMAN
PM BY DAY
DESIGNER BY NIGHT
A VERSATILE PRODUCT PROFESSIONAL KNOWN FOR AN OUTCOME DRIVEN APPROACH TO
SOFTWARE DEVELOPMENT, ANALYTICAL SKILLS AND A BIAS FOR ACTION. IN MY
SPARE TIME, I LIKE TO BUILD AND DESIGN STUFF.
NOT AVAILABLE
SIDE PROJECTS
CLARA GOLF CLUB
(SELLING PREMIUM GOLF ACCESSORIES)
(BRAND DESIGN)
(DISPLAY ADS)
(P&L MANAGEMENT)
(VIDEOGRAPHY)
(PHOTOGRAPHY)
BREWLOG
(IOS APP TO TRACK ESPRESSO GRIND SETTINGS)
(IOS DEVELOPMENT)
(PRODUCT DESIGN)
(APP STORE OPTIMISATION)
ONE MILLION BEERS
(IOS APP TO SEE HOW LONG IT TAKES TO DRINK A MILLION BEERS)
(IOS DEVELOPMENT)
(PRODUCT DESIGN)
FEATURED WORK
(NIKE)
PARIS OLYMPICS WEBSITE
2024
(NIKE)
EVENTS PLATFORM
2023
(NIKE)
NIKE WELL COLLECTIVE
2023
EXPERIENCE
SEPTEMBER 2024 - PRESENT
PRODUCT MANAGER
ARTICLE PAGES
(DPG MEDIA)
- Working across native iOS, Android and Web experience for several subscription news papers and magazines across the Netherlands & Belgium with a combined paying subscriber base of over 300,000 and over 3 million monthly visitors.
- Responsible for the article enrichment roadmap across all news brands creating a clear strategy and vision for the coming 2 years in collaboration with our brands.
(PRODUCT STRATEGY)
(PRODUCT DESIGN)
(USER RESEARCH)
(DISCOVERY)
MAY 2023 - JUNE 2024
SR. PRODUCT MANAGER
COMMUNITY EXPERIENCE PLATFORM
(NIKE)
- PM for iOS, web, backend squads as well as SaaS vendor management on Nike app/website globally
- Funnel Impact:
- Landing page CTR from 16% to 29%
- Weekly user retention from 6.2% to 12.3%
- Events detail page CTR from 3.5% to 18%
- Registration success rate from 49.6% to 87.5%
- Shipped a "headless" events tool with a native front end within 8 months achieving a reach of 10K unique registrants in the first month resulting in a 400% reduction in time to create an event, a $500K annual operating cost reduction and $350k incremental customer spend
- Developed long-term strategy and vision using the events platform as a way to create digital communities for attendees projecting to increase engagement and spend of those customers
(PRODUCT STRATEGY)
(STAKEHOLDER MANAGEMENT)
(VENDOR MANAGEMENT)
(SAAS INTEGRATION)
APRIL 2022 - JUNE 2023
PRODUCT MANAGER
EVENTS PLATFORM
(NIKE)
- PM for two front end squads working on iOS, aOS and web for Nike app/website globally
- Shipped map based event discovery, add to calendar and confirmation screen leading to:
- An increase in event registration rate of +0.8
- 300% Increase in event add to calendar
- 23% higher attendance rate
- End to end ownership of the roadmap and implementation for the front end / back end of the events platform prioritising based on research, domain strategy and current funnel data to reach our goals
- Led a continuous discovery framework interviewing users to uncover new customer needs before moving to user experience ideas and sharing prototypes on UserTesting.com to get customer feedback
(PRODUCT MANAGEMENT)
(USER RESEARCH)
(AGILE AND SCRUM)
(DELIVERY)
AUGUST 2019 - MAY 2022
EMEA FLAGSHIP EXPERIENCE OPTIMISATION
MULTIPLE ROLES
(NIKE)
- Responsible for e-commerce conversion rate optimisation on Nike's website and app collaborating with merchandising, operations, CRM marketing and playing a leading role in seasonal planning processes
- Managed 2 FTEs as a maternity cover for 6 months including personal development and end of year
- Won the Nike Direct Stores Innovation Challenge with a proposed incentives program for the re-use-a-shoe service. Built an MVP to validate the concept and get further sponsorship from leadership team
(COMMERCE OPTIMISATION)
(PEOPLE MANAGEMENT)
(PROCESS IMPROVEMENT)
(SEASONAL PLANNING)