Fife Ashley-dejo
@fifeashley-dejo
Product Manager and CEO who turns community feedback into measurable, game-like digital product experiences.
CanadaWhat I'm looking for
I’m a Product Manager and CEO with 3+ years of experience owning the full product lifecycle for community-driven digital platforms. As CEO & Co-Founder of PATHWAI, I direct feature ownership end to end, including writing product specifications for a real-time matching engine that connects users through play and strategy.
I lead cross-functional execution with a strong product-and-quality mindset, driving roadmap planning, wire-framing, and detailed PRDs that reflect community needs. As a Product Execution Manager, I managed launches across 3 verticals, improved delivery accuracy by 25% through strong project artifacts and training documentation, and navigated scope/time trade-offs without compromising user experience.
I’m also highly analytical—at CodeEarly I designed and executed 25+ experiments to improve engagement and delivered a 30% uplift in platform retention. I translate community insight into roadmap decisions using SQL, A/B testing, and hypothesis-based experimentation, backed by hands-on research from my market deconstruction internship and formal training in SQL, R, and Tableau.
Experience
Work history, roles, and key accomplishments
CEO & Co-Founder
PATHWAI
Aug 2024 - Present (1 year 10 months)
Directed the full lifecycle of a community-innovation platform by writing product specifications for a real-time matching engine that connects users through play and strategy. Transformed community feedback into feature launches that improved engagement and resulted in a 30% increase in projected ACV.
Product Execution Manager
Chareka Holdings Inc.
Oct 2024 - May 2025 (7 months)
Managed the launch of core features across 3 verticals, balancing technical feasibility with creating engaging user experiences. Improved delivery accuracy by 25% through detailed project artifacts, process maps, and training documentation while managing scope vs. time trade-offs.
Digital Product Analyst
CodeEarly
Jun 2024 - Dec 2024 (6 months)
Designed and executed 25+ experiments to test feature engagement and used core metrics to inform iterations, driving a 30% uplift in platform retention. Built wireframes and technical requirements for new features to bridge creative design and technical implementation.
Strategic Systems Researcher (Intern)
Lagatos
May 2023 - Aug 2023 (3 months)
Deconstructed competing platform feature sets and analyzed market trends to deliver best-in-class recommendations for senior leadership’s product roadmap.
Education
Degrees, certifications, and relevant coursework
George Brown College
Postgraduate Certificate, Digital Product Management
Postgraduate Certificate in Digital Product Management at George Brown College, expected to complete in April 2026.
OCAD University
Bachelor of Industrial Design (Honours), Industrial Design
Honours Bachelor of Industrial Design from OCAD University completed in 2024.
Google Data Analytics Certificate, Data Analytics
Google Data Analytics Certificate completed in 2024, focused on SQL, R, and data visualization using Tableau.
Availability
Location
CanadaAuthorized to work in
Website
ashleysconcepts.comJob categories
Skills
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