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Catalina Cortés G

@catalinacortsg

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Product Manager at Firstleaf who lifted first-order conversion 4.7% and cut cancellations 22%.

Colombia

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At Firstleaf, I owned retention outcomes across the member lifecycle, from first club order conversion to churn prevention and reactivation. An A/B test lifted first club order conversion by 4.7%, while a membership pause test reduced cancellations by 22%.

As Product Manager at Firstleaf, I shaped product strategy and delivery across multiple initiatives. The Club Orders redesign generated $192K in incremental monthly revenue, and the gifting portfolio launch brought approximately $500K in incremental revenue.

At Merqueo, I owned product strategy and execution for expansion into Mexico and Brazil, spanning seven applications. I worked with local lawyers on legal and tax requirements and shared weekly program updates with the CEO and company.

At Tictuk Technologies Ltd., I led discovery for an enterprise metrics dashboard serving KFC, Pizza Hut, and Taco Bell. I also designed the push-notification campaign module’s event-tracking plan and KPI framework. I’m currently completing an MSc in Business Analytics at Warwick Business School, with coursework and projects in machine learning, analytics, and generative AI.

Experience

Work history, roles, and key accomplishments

Product Manager (Contract)

Tictuk Technologies Ltd.

Apr 2025 - Jul 2025 (3 months)

Led product strategy and discovery for a global enterprise metrics dashboard serving Yum! Brands across LatAm, Canada, and Europe. Designed measurement architecture for push notification campaigns, defining event tracking and KPI frameworks.

Product Strategy Discovery PRDs Acceptance Criteria Metrics KPI Frameworks Event Tracking Executive Level Workshops

Senior Product Manager

Penrose Hill dba Firstleaf

Mar 2023 - Jan 2025 (1 year 10 months)

Owned retention outcomes for Firstleaf's club member base, driving product improvements across the retention lifecycle. Designed and ran A/B experiments, achieving significant lifts in conversion and cancellations reduction.

Product Management Retention A B Testing Amplitude Fullstory Experimentation Data Analysis Growth

Product Manager

Penrose Hill dba Firstleaf

May 2021 - Mar 2023 (1 year 10 months)

First and sole PM for over a year, owning product strategy and execution across multiple initiatives. Delivered key outcomes including Club Orders redesign and gifting portfolio launch, and onboarded and mentored 3 PMs.

Product Management Strategy Execution Compliance Data Privacy Platform Migration Iterable Extole Mentorship

Product Manager

Merqueo SAS

Mar 2019 - May 2021 (2 years 2 months)

Owned product strategy and execution for Merqueo's expansion into Mexico and Brazil, managing 7 applications and providing weekly executive updates. Navigated multi-country regulatory and operational complexity, including legal and tax compliance.

Product Management International Expansion Regulatory Compliance Cross functional Leadership Payments Stakeholder Management

Product Lead · Growth Marketing Lead

Data Gran SAS

Jan 2018 - Feb 2019 (1 year 1 month)

Led product strategy for an AI-powered B2B marketing platform, overseeing digitalization of Telefónica Colombia's B2B workflows. Led a team in AI-assisted acquisition campaigns, boosting weekly customer acquisition by 64%.

Product Management AI Marketing Automation B2B Team Leadership Digitalization Growth

Head of Localization · Product Marketer · Project Manager

Bunny Inc. Colombia SAS

Aug 2014 - Dec 2017 (3 years 4 months)

Owned a product backlog within the PM team, building systems for multi-language, multi-currency operations. Led expansion into Spanish, French, and German-speaking markets, generating ~10% of total revenue.

Product Management Localization Product Marketing Project Management AI Automation Team Management

Education

Degrees, certifications, and relevant coursework

Warwick Business School

MSc, Business Analytics

2025 -

Activities and societies: COLFUTURO–Warwick Business School Scholarship; modules include Gen AI & Applications, Advanced Data Analysis, Analytics in Practice, Data Management, Digital Strategy, Forecasting, Business Statistics.

Pursuing an MSc in Business Analytics, specializing in Generative AI, ML, and advanced analytics. Ranked 3rd in the UK (QS 2026).

General Assembly

Certification, Data Science

2022 - 2022

Completed a Data Science certification.

UC Berkeley

Certification, Marketing Analytics

2021 - 2021

Completed certifications in Marketing Analytics and Price & Promotion Analytics.

Javeriana

Certification, Business Intelligence

2019 - 2019

Completed a Business Intelligence certification.

Pforzheim University

BSc, Business Administration / International Business

2010 - 2014

Activities and societies: Exchange semester at ESC Clermont Business School, France; Erasmus Mundus Scholarship.

Earned a BSc in Business Administration and International Business. Completed an exchange semester at ESC Clermont Business School in France with an Erasmus Mundus Scholarship.