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Firdely Dja

Firdely Dja

Lead l Senior Product Manager

Product Management
Growth Hacking
Digital Strategy
Leadership
Effective Communication
Driving License
France
Employed Open to opportunities
Contact me
Product Leader with 10+ years in product management across high-growth digital products : dating, media & digital news (B2C), with skills directly transferable to B2B/SaaS environments.

Led end-to-end product strategy at Match Group (Monetization & Revenue) and Meetic Europe (Top of Funnel) — from product discovery and user research to go-to-market execution and KPI-driven optimization.

Impact-focused approach: consistently tied product decisions to measurable business outcomes — conversion rate improvements, MAU growth, retention, and ROI across acquisition and engagement funnels.

Core expertise: PLG · A/B testing · funnel & conversion optimization · retention & MAU growth · stakeholder management · agile roadmapping · data-driven decision-making

Cross-functional collaborator: experienced driving alignment across engineering, design, data, marketing and C-level stakeholders in international environments.

Currently building AI-powered product strategy skills, including AI-assisted prototyping and LLM-based feature development.
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Experiences
  • Leading monetization strategy and incremental revenue growth across 10+ dating brands in EU & North America — including Meetic Europe, Match US, Ourtime, Stir, BLK, Chispa and Affinity brands.
  • Define and implement new product revenue models (paywall, freemium, bundles, upsells) across the E&E portfolio, identifying untapped monetization opportunities beyond existing brand roadmaps
  • Develop and test pricing strategies across brands — running A/B tests on price points, offer structures and packaging to maximize revenue per user
  • Optimize conversion across the purchase journey — reducing friction points and designing growth levers including free trials, referrals and promotional mechanics
  • Lead go-to-market positioning for premium features — crafting value perception strategies and optimizing the purchase funnel across EU and North American markets
  • Drive buyer & market research — analyzing user behaviors, competitive landscape and market trends to build brand-specific personas and prioritize initiatives
  • Cross-functional collaboration with design, marketing, data and engineering teams across multiple brands and geographies
  • Led product strategy to drive user engagement and platform trust across multiple Match Group brands — focusing on profile authenticity, interaction quality, and core engagement mechanics.
  • Owned end-to-end product strategy for engagement surfaces to increase interaction rates and match quality across brands
  • Shipped profile verification features to strengthen user authenticity and build platform trust, directly improving engagement metrics
  • Redesigned profile experiences to promote depth and authenticity — enabling users to better express themselves and increasing the quality of connections
  • Shipped trust & safety messaging flows — including friction-based features such as "Are you sure?" prompts to reduce harmful interactions and improve user safety at scale
  • Explored new interaction patterns to reduce user fatigue and increase meaningful engagement across the dating funnel
  • ? Communicated product vision, tradeoffs and decisions clearly to partners and leadership across multiple brands and geographies
  • ? Mentored a Junior PM — supporting their growth in product thinking, prioritization and stakeholder communication
  • Define and communicate product vision and strategy to stakeholders
    Establish key success metrics: adoption, business impact, engagement
    Led migration assessement and recommendations on a new platform US/EU
  • User research and data analysis to identify pain points and technical needs
    Prioritize problems and solutions and defined MVP.
  • Define requirements, user stories, UAT (Confluence, JIRA, Notion)
    Built development roadmap and managed sprint with EM
    Managed change activities (demos, release mail, trainings)
  • Define product strategy & vision for Mobile apps with product leaders, market leads & stakeholders for 13+ brands (Télé-Loisirs, Voici, Capital..)
  • Define acquisition strategy for 13+ brands using organic (CRM, push) and paid (Google Ads, Snapchat, Search Ads) channels to drive growth and maximize ROI.
  • Monitor, analyze, and report on KPIs to ensure marketing and product initiatives are driving profitable
  • Managed a team of three Product/Acquisition Managers responsible for product cycle development and growth strategies
  • Audited & led migration to new attribution tool and CRM push notification systems for better tracking and improve user engagement
  • Brought Paid Ads campaigns in-house to optimize and directly control ad spend and performance
  • Managed mobile app delivery on the leading OS ( iOS, Android, Windows) through all its phases, including Solution Design, Planning, Build, Monetization and Test, Deployment and transition to Maintenance
  • Successfully managed a complete redesign and launch of apps on Windows 10, Android and iOS platform
  • Worked with high functioning technical teams including mobile solution architects, designers, creative team and developers to deliver mobile app
  • Planned and scheduled project activities, tasks, milestones and deliverables
  • Drived new user acquisition through multiple ad partners while owning optimization decisions based on LTV and ROI evaluation
  • Continued to improve our analytic tools and ASO for managing, analyzing, and optimizing user acquisition
  • Worked with marketing, sales and internal teams to promote the brand
  • Status reporting (regular audience/performance data gathering) to managers and stakeholders on the progress of mobile projects, key issues and risks
  • Identified and defined users' problems, as well as managing throughout entire solution process
  • Handled the monthly mailings, phoning and media that went out to clients
  • Participate in and initiate online conversations with our community
  • Research, plan and execute new opportunities and activities to create and nurture
    online relationships within the community
  • Performed daily tasks as showroom Assistant
  • Photograph and categorize samples for e-mail outreach
  • Assist in research of new and target accounts
  • Assist in coordination of any events or projects
  • Strategic media planning across both traditional and digital platforms

    Producing and Analyzing TV, Internet and digital platforms audience forecasts to help with business planning

    Helping define the clients journey by dealing with multiple briefs which play a big role in the plans developed by the commercial department for the clients

    Responsible for regular ratings/performance data gathering

    Keeping abreast of insight and research developments and new sources of information affecting Media Industry

    Use of media measurement tools and analytics - TV data and online data

Sales Assistant

Claire's Accessories
July 2011 to October 2011
Full-time
Paris
France
  • Sales assistant cashier

    Supporting the Manager with the achievement of the retail targets

    Driving sales and delivering a high level of customer’s service

    Ensuring high levels of team performance and business results

    Receiving and sorting deliveries, making sure that there's always plenty of stock available on the sales floor and that it all looks fantastic

Assistant Manager

Gabriel's Vine Ltd
April 2010 to August 2010
Full-time
London
United Kingdom
  • Sales assistant cashier

    Stock control/ ordering

    Execute sales and merchandising plans that support brand building and financial objectives

    Ensure exceptional hospitality to all customers

    Ensuring high levels of team performance and business results

    Merchandising