Depop
Depop is a social marketplace app to buy and sell unique vintage fashion items. It's become a cultural phenomenon with over 15 million users, with a vibrant & passionate Gen-z focussed user community.
I joined Depop in the run-up to closing their Series C and was tasked with building & leading the Growth cross-functional team to develop and deploy new product functionality that would help with the international expansion of the business.
The focus of my role as Growth PM is around identify any business opportunities where we can grow our user base, and ultimately GMV. This involves identifying and capitalizing on product growth (viral) loops, quantitative modelling of product features based on analytical data and also qualitative user research; combining all of these to prioritise and strategise on which features to build based on delivering the highest growth impact possible.
My role also involves product operations in the form of account management of 3rd party services, key contract negotiations and working closely with Ops & Legal to find and collaborate with high quality vendors that will drive the largest value for the team.
Work History
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Growth PM
Q4, 2019 - Present
I am currently leading a fully cross-functional team of iOS, Android, Web, and backend engineers, paid marketers and CRM to deliver user value by optimising the entire New User Experience (NUX) journey from awareness to sign-up to CRM to activation.
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Growth PM / Product Owner
Q3, 2019In Q3 I led the localisation project, launching the app in two new markets and two new languages. This involved building the infrastructure to translate the app into any new languages required and then rolling this out to the wider product and engineering teams across the business. I was also required to coordinate the rest of the business and help define a strategy on what was being translated and when, how to deploy the app and set up the markets to build liquidity, then communicate this to all stakeholders
In Q3 my team also built and deployed another growth-loop feature that helped users find and follow friends relevant to them on Depop and in-turn allowed them to easily invite new users to the platform.
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Growth PM
Q2, 2019I started my Depop journey working on building a large cross-functional team consisting of 15 engineers including Web, iOS, Android, Scala, Python (Data Science) also CRM, Marketing and the Branding team. We launched a key feature called collections. The feature allows you to save items in different lists in order to show off your own personal style. This viral-loop feature focussed on driving up buyer engagement with the app.
