funnels: 16 proof points
Rows on the facts page whose own text or source section carries "funnels". The product name links the page with the full text. All skills.
| Role | Product | Situation | Task | Action | Result | Year | Skills |
|---|---|---|---|---|---|---|---|
| Associate Product Director at Novo Nordisk | CagriSema Digital discovery programme for CagriSema, the company's top drug asset | CagriSema was the first drug to span two therapy areas, diabetes and obesity. Each business unit ran independently with their own priorities and budgets. | Define what digital initiatives should accompany the drug, get both business units to agree, and get it funded. | Started with the problem, and uncovering the new user journeys to create a shared understanding of the problem space across both units. Then ideation: 128 candidate ideas, cut to a shortlist of 5, assumption-tested with prototypes, 4 recommended, each with a funding-gated rollout. Navigated the programme through internal governance. | Funding secured for a portfolio of 4 digital initiatives (a first). Aligned two business units on a common digital strategy (also a first). | Feb 2022 - Feb 2026 | AI, GenAI, regulated, compliance, pharma, healthcare, patients, discovery, prototyping, incubation, ways of working, growth, retention, funnels, experimentation, launch, brand, team leadership, stakeholders, consumer, budget |
| Associate Product Director at Novo Nordisk | Digital Incubation Digital incubation unit for branded digital engagement, evaluating build, buy and partner solutions | Asked after Wegovycare to scale its ways of working across the product organisation: to work across silos and help move the organisation from solution-first project thinking to a product model with an outcomes focus. | Build the unit that shapes the organisation's next big bets, and make problem-first the default. | Built the incubation unit entirely through influence. Designed a portfolio model and a gated incubation pipeline. Wrote the discovery playbook. Coached the incubation PMs. Secured funding and managed resourcing and cross-charges for the incubation teams. Evaluated build, buy and partner options for each bet. | Moved the business from solution-first to problem-first, and from output to outcomes. | Feb 2022 - Feb 2026 | AI, GenAI, regulated, compliance, pharma, healthcare, patients, discovery, incubation, ways of working, growth, retention, funnels, experimentation, launch, brand, team leadership, stakeholders, consumer, budget |
| Associate Product Director at Novo Nordisk | Product Operations standards, artefacts, ways of working | A wider remit across the product pipeline, to complete the move to a product operating model. | Establish metrics across a portfolio of 12 products. | Set product artefacts and quality standards: gate model and deliverables, product-ops metrics, portfolio reports, business case templates, problem and north-star statements. | Helped product teams connect work to commercial outcomes. | Feb 2022 - Feb 2026 | AI, GenAI, regulated, compliance, pharma, healthcare, patients, discovery, incubation, ways of working, growth, retention, funnels, experimentation, launch, brand, team leadership, stakeholders, consumer, budget |
| Associate Product Director at Novo Nordisk | Head of Patient Products Patient Solutions, a portfolio of consumer engagement products (companion apps adjacent to the medicines) | Interim reorg of product teams before the Wegovy Pill project. | Lead 6 experienced PMs building consumer engagement products, managing by outcomes; for a period, before moving into the pill team where the need was greatest. | Individual coaching and weekly experiment sharing; made individual product metrics public. | Broke product silos, established weekly demos and experiment sharing, encouraged learning loops. | Feb 2022 - Feb 2026 | AI, GenAI, regulated, compliance, pharma, healthcare, patients, discovery, incubation, ways of working, growth, retention, funnels, experimentation, launch, brand, team leadership, stakeholders, consumer, budget |
| Associate Product Director at Novo Nordisk | project steercos Chaired project steercos. Flipped the format from status updates to interactive co-creation | Steercos were project management checklists: project not product focused, and unsuited for high-uncertainty discovery-stage products. | Chair project steercos. | Flipped the format from status updates to interactive co-creation. | Cross-functional VPs moved from product sceptics to advocates. | Feb 2022 - Feb 2026 | AI, GenAI, regulated, compliance, pharma, healthcare, patients, discovery, incubation, ways of working, growth, retention, funnels, experimentation, launch, brand, team leadership, stakeholders, consumer, budget |
| PM/GM at LEO Innovation Lab | TREAT TREAT, an app addressing underlying causes of inflammatory conditions through personalised nutrition advice, delivered as a decision-tree chatbot with nutritionists behind it. LEO Innovation Lab's first and flagship product. | The flagship product had a lot of attention, but was in trouble behind the scenes: massive tech debt, massive churn, no prioritisation, flaky metrics, unclear reporting lines and responsibilities, and no pathway to profitability. | Parachuted in with a 6-month mandate to stabilise it and assess viability. | Everything was on fire. Let some things burn and watched long enough to see which big patterns were broken, then started at the top of the funnel and worked through. Paused the service to refactor faster. Defined the value proposition and put KPIs into the daily workflow so the team steered by numbers. Set an experiment-led rhythm. Two levers: finding the fit before sign-up, and finding the fit inside the product. | Halved customer acquisition costs. Increased activation 7x. Both levers worked. | Nov 2016 - Aug 2017 | healthcare, ways of working, growth, activation, retention, funnels, experimentation, KPIs, roadmap, launch, 0 to 1, team leadership |
| Marketing Director, EuroDNS | EuroDNS EuroDNS, an ICANN-accredited international domain registrar specialising in unusual domain extensions. Customers included MailChimp, Lotus F1 and Time Warner. | Four years of decline when Tom joined: traffic dropping, online sales down, a legacy website, and SEO damage left by a previous agency's black-hat work. | Turn it around. | Restructured the marketing department (four direct reports), implemented KPIs and rebooted every marketing channel including the website, in under 8 months. Remediated the black-hat SEO damage. Analysed user flow and redesigned the website and ecommerce funnels. Collected customer feedback and repositioned the product. Launched over 500 new domain extensions, repositioning dry domains with Creative Commons photography of the world. First provider to offer a free SSL certificate with every domain. | Decline reversed. Organic traffic doubled in 12 months. Bounce rate halved, from about 60% to about 30%. | Feb 2013 - Nov 2014 | turnaround, growth, conversion, SEO, funnels, KPIs, launch, marketing, ecommerce, domains, team leadership, international |
| Head of New Media, Host Europe Group | New Media New Media department: all online touchpoints, ecommerce, digital campaigns, email marketing and SaaS dashboards across all brands | Promoted from web designer to management team to take ownership of the end-to-end online presence across multiple brands. | Create the department from scratch and run every online channel across every brand: ecommerce portals, SEO, branding, UX, email marketing, blog, development, copy, creative and reporting. | Built a team of five to six. Established KPIs and web metrics to steer the business. Prioritised the development roadmap and briefed the development teams. Introduced self-service support and pioneered site-building tools. Optimised the support centre. Built the affiliate marketing, content marketing and online ads programmes. Scaled SEO to #1 for "domain names", "web hosting" and "dedicated servers". | 123-reg became the first company to register 1 million .uk domains. Sat on the Senior Management Team and the on-call duty rota, still in his 20s. | Jan 2006 - Jun 2008 | turnaround, SEO, funnels, KPIs, roadmap, 0 to 1, brand, marketing, SaaS, startup, ecommerce, domains, web hosting, team leadership, stakeholders |
| Independent Consultant | independent consultant Remote product and strategy consulting | Moved to Denmark after meeting a Dane on a ski slope; needed to finance the move and Danish studies (Prøve i Dansk 3) and wanted into the Danish startup scene. Former employers Host Europe (UK) and EuroDNS (LUX) needed product and strategy work; Everplaces (DK) was a local startup client. | Deliver product and strategy work remotely from Copenhagen while building a life in a new country. | Briefed senior management, product managers, designers and marketeers. Pitched products; produced user stories, specifications, storyboards and wireframes. Wireframed order funnels to improve conversion. Created the strategy to refactor the legacy control panel serving 3M domains. Wrote content and did SEO, including interviews with MailChimp, Creative Commons, the EFF, Rand Fishkin and Michael Palin. Remotely managed teams in the UK, Luxembourg and Romania. | Spotted Raspberry Pi before launch, got in touch and turned it into a sponsorship deal. The EuroDNS engagement turned into the Marketing Director role. | Sep 2010 - Apr 2013 | pharma, growth, conversion, SEO, funnels, launch, marketing, startup, domains, web hosting, team leadership, remote, international, stakeholders, partnerships |
| Web Designer, Host Europe Group | domain search Domain search on 123-reg: one text field that interpreted whatever the user typed and searched every ending asynchronously | Domain search was the key entry point for upselling hosting, and the UX was clunky. You typed a name, picked an ending from a dropdown and hit search, because each registry needed its own API call. One domain at a time, and users kept hitting taken names. Frustrating, poor conversion. | Nobody asked for it: the shop window of the business was a poor experience and worth fixing. | One text field, interpret whatever the user enters, search all endings asynchronously and show them together. First use of AJAX in the stack. | New revenue up 20% overnight. The approach became the industry standard: if you search for a domain anywhere today, this is how it works. | Feb 2004 - Aug 2005 | API, growth, conversion, funnels, domains, web hosting |
| Sales Executive, Host Europe Group | alternative website an alternative ecommerce website made in his free time | The company website had high traffic (1M monthly visits) but was dated and cluttered. It explained the "why" poorly, and lacked focus and a core funnel. | Unasked, as a sales executive: this could be done better. | Built an alternative version in evenings and weekends, booked a meeting with the brand manager and pitched it. | Sales went up; moved to the web design team the next week and led it six months later. | Mar 2003 - Feb 2004 | funnels, brand, marketing, ecommerce, web hosting, team leadership |
| PM/GM at LEO Innovation Lab | company all-hands the monthly all-hands | Optimising the onboarding funnel at LEO Innovation Lab, on the hypothesis that more notification opt-ins would raise activation. | Test a contextually-triggered opt-in shown at exactly the right moment. | The split test won on conversion but activation barely moved: the opt-in sat too late in the funnel. Rolled out a simpler opt-in early in the funnel, lifting net activation, and presented the mistake at the next company all-hands. | The monthly all-hands changed from presenting vanity metrics to mistakes made and lessons learnt. | Nov 2016 - Aug 2017 | healthcare, growth, conversion, activation, funnels, experimentation, launch |
| Marketing Director, EuroDNS | EuroDNS SEO remediation EuroDNS organic search | A previous agency had used black-hat SEO. The damage was part of why traffic had fallen for four years. | Repair the search footprint and get organic growth back. | Implemented remediation for the black-hat SEO damage, analysed user flow and redesigned the website and ecommerce funnels on the back of it. | Organic traffic doubled in 12 months. Bounce rate halved, from about 60% to about 30%. | Feb 2013 - Nov 2014 | turnaround, growth, conversion, SEO, funnels, KPIs, marketing, ecommerce, domains |
| Sales Executive, Host Europe Group | sales competition First job, answering phones in web hosting sales | Graduated into the dot.com bust with no jobs. Got a foot in the door answering phones at a web hosting company: not his passion, but the way in. | Be good at it while finding the way to the web team. | Learnt to listen to customers by answering the telephone. Won the annual sales competition. Spent evenings and weekends on the alternative website (row 31). | Won the competition. Nobody expected it, so the prize changed from a Psion organiser to a record player, still in use. The alternative website got him into the web team the following year. | Mar 2003 - Feb 2004 | turnaround, SEO, funnels, 0 to 1, brand, marketing, SaaS, startup, ecommerce, domains, web hosting, team leadership, stakeholders |
| Head of New Media, Host Europe Group | 123-reg 123-reg.co.uk, the group's domain brand | Running all online channels for a group whose biggest brand was a domain registrar in a market with several larger rivals. | Keep the registrar growing while the group went through acquisitions and a rename. | Owned ecommerce and every online channel for the brand: the domain search and order process rebuilt earlier, #1 organic rankings for "domain names" and "web hosting", the affiliate programme, online ads and early content marketing through the blog, and the KPIs and web metrics to steer it all. | 123-reg became the first company to register 1 million .uk domains, on a platform doing 2M+ unique monthly visits. | Jan 2006 - Jun 2008 | turnaround, SEO, funnels, KPIs, 0 to 1, brand, marketing, SaaS, startup, ecommerce, domains, web hosting, team leadership, stakeholders |
| Group Design Manager, Host Europe Group | group design Design across the group's brands after the Pipex acquisitions | Via acquisitions the company became part of Pipex, the UK's fourth largest broadband provider: multiple brands, multiple offices, each with its own design. | Manage the web design output for the whole group and keep the ecommerce funnels improving while the brands were being stitched together. | Coordinated a team of designers and developers across multiple offices. Created the project and campaign briefs. Led ecommerce across the brands and kept optimising the order process. Laid the SEO groundwork that the New Media department later took to #1 for the core terms. | Design and ecommerce run as one function across the brands. The platform reached 2M+ unique monthly visits in this period. Promoted to Head of New Media in January 2006 to build the department around it. | Aug 2005 - Jan 2006 | turnaround, SEO, funnels, 0 to 1, brand, marketing, SaaS, startup, ecommerce, domains, web hosting, team leadership, stakeholders |