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José Massena

@josmassena

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Global Digital Product Manager at JTI, improving Ploom device pairing success and connection stability by 20%.

Spain

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What I'm looking for

I'm especially interested in product leadership roles where I can help scale teams, improve product operations, and build digital experiences that create real value for users and the business.

At JTI, I own the global Ploom App and DTC eCommerce experience, shaping product strategy across connected devices, online sales and compliance. I delivered BLE pairing, device management, firmware updates and diagnostics, improving pairing success and connection stability by 20%.

At Danone, I led the shift to composable commerce across brands and markets, setting a two-year platform vision and roadmap. I also helped reduce manual operations by 70% through pricing, promotion, inventory and CMS improvements.

At Nestlé Nespresso SA, I progressed from B2B eCommerce operations to global product roles spanning web, mobile and IoT. I launched connected machines, led Agile squads and helped Customer Success accelerate adoption by 30%; I’m especially interested in product leadership roles where I can scale teams and improve product operations.

Experience

Work history, roles, and key accomplishments

Current

Founder

Current

urbanrace

Jan 2025 - Present (1 year 9 months)

Built and launched a commerce platform for running events using AI-assisted development, covering race discovery, purchase and redemption flows, event catalogue, and email delivery logic. Grown through organic SEO with no paid acquisition.

AI assisted Development Ecommerce SEO Product Development Event Management

Current

Global Digital Product Manager

Current

JTI

Nov 2024 - Present (1 year 11 months)

Owns the global Ploom App and DTC eCommerce experience, leading product strategy, roadmap, and lifecycle management across connected devices, online sales, engagement, and compliance. Delivered BLE pairing and device management capabilities, improving pairing success and connection stability by 20%.

Product Strategy Roadmapping Agile BLE Pairing OTA iOS Android PWA Ecommerce GDPR GenAI LLM CI CD Feature Flags Analytics

Current

Founder & Author

Current

Product Pulse

Jan 2023 - Present (3 years 9 months)

Product management publication and community of ~1k members, publishing on AI's impact on product teams, UX, and DTC commerce.

Product Management Writing Community Building AI UX DTC Ecommerce

Professor of Advanced Marketing

Universitat Internacional de Catalunya

Jan 2023 - Jan 2025 (2 years)

Designed and taught graduate-level courses in digital strategy, analytics, and go-to-market planning, combining academic rigor with real-world application. Ran hands-on labs in SEO/SEM, paid media, GA4, GTM, Search Console, and Looker Studio.

Teaching Digital Marketing Digital Analytics SEO SEM GA4 GTM Looker A B Testing OKRs Market Research

Global Digital DTC Solution Manager

Danone

Aug 2023 - Oct 2024 (1 year 2 months)

Led the shift to composable commerce across brands and markets, integrating API-first services and scaling experimentation, analytics, and platform governance. Reduced manual operations by 70% through pricing, promotion, and inventory visibility improvements.

Composable Commerce MACH API First Headless Commercetools Magento Salesforce Marketing Cloud SAP Gigya PIM DAM Experimentation CRO GA4 GTM Looker Agile Vendor Strategy GDPR

Global Digital Product Manager, IoT — Tribe Lead

Nestlé Nespresso SA

Sep 2022 - Jul 2023 (10 months)

Owned the IoT product roadmap, launching connected machines and improving pairing, telemetry, and adoption across device and OS ecosystems. Led 4 Agile squads and built content-pack strategy, accelerating Customer Success adoption by 30%.

IoT Connected Devices Product Roadmap Agile BLE Telemetry UX Content Strategy Customer Success Adoption Retention CSAT

Global Digital Product Owner, Web & Mobile

Nestlé Nespresso SA

Apr 2021 - Aug 2022 (1 year 4 months)

Directed web and mobile delivery, personalization, and experimentation to improve conversion and speed to market across global digital platforms. Implemented A/B testing, UX analytics, and personalization using Optimizely, Glassbox, and GA/GA4.

Product Ownership Web Mobile A B Testing CRO Personalization Optimizely Glassbox GA4 UX Analytics Check Out Payments Agile OKRs

Global E-commerce Operations Manager

Nestlé Nespresso SA

Feb 2019 - Apr 2021 (2 years 2 months)

Scaled global eCommerce operations across 72 websites and 46+ markets, improving customer experience, platform performance, and operational efficiency. Reduced checkout latency and errors by 10% and improved page speed and platform stability.

E Commerce Operations B2C B2B Platform Governance Checkout Optimization Payments CMS Analytics Core Web Vitals Experimentation NPS CSAT

E-commerce Operations Coordinator, B2B Channel

Nestlé Nespresso SA

Feb 2017 - Jan 2019 (1 year 11 months)

Drove B2B demand generation and storefront experience improvements, increasing B2B sales by 40% and traffic by 90% through digital transformation initiatives and campaign orchestration across 100+ FMCG products.