Open to opportunities

Sallie Mbitiru

@salliembitiru

Message

Product & Growth Strategist scaling digital products and expanding markets with executable GTM.

Kenya

Message

What I'm looking for

I’m looking for a product role where I can own GTM and growth outcomes—use data to size and prioritize markets, lead cross-functional teams, and ship localized, adoption-driven improvements in fintech, mobile ecosystems, or consumer platforms.

I’m a Product and Growth Strategist with 6+ years of experience scaling digital products, entering new markets, and turning go-to-market plans into frameworks teams can actually execute. I lead through ambiguity—building prioritization models, market sizing from scratch, and practical experimentation rhythms that reduce bottlenecks to global expansion.

Across fintech ecosystems, telecom integrations, and consumer launches, I’ve consistently grown user bases and unlocked new segments. I supported a retail investment product scaling from 2,000 to 30,000+ active investors, reaching over KES 1B AUM within 9 months, while keeping product readiness tied to measurable adoption outcomes.

My work blends analytical depth with hands-on delivery and strong cross-functional alignment. I’ve directed GTM across USSD, mobile app, and web; improved onboarding by automating KYC to reduce activation time to under five minutes; and built integration paths like M-Pesa STK Push with banking partners to enable seamless deposits for mass markets.

I also bring a customer-centered and systems mindset—combining discovery interviews, mixed-method research, and service design/process optimization to improve core workflows. Whether it’s resolving rollout blockers across distributed regions or localizing journeys and content across markets, I focus on what drives adoption and retention—then ship it.

Experience

Work history, roles, and key accomplishments

Current

Product & Operations Lead

Current

Hues Of Earth

Oct 2025 - Present (8 months)

Built end-to-end go-to-market for multiple DTC beauty product lines, from positioning and pricing research to launch and retention. Set up operational backend systems (inventory tracking, fulfilment workflows, customer feedback loops) and drove early revenue traction via micro-market experiments and social-led acquisition campaigns.

Go To Market Strategy Customer Discovery Pricing DTC Marketing Product Positioning Customer Retention Pricing Experiments

Product Manager

Singlify UK

Mar 2024 - Oct 2025 (1 year 7 months)

Created a market prioritization model combining user behavior, adoption patterns, and market readiness to sequence client-market rollouts. Led discovery across geographies and partnered with distributed engineering, design, and operations teams to remove regional rollout blockers and improve core workflows.

International Product Prioritization Product Discovery Stakeholder Management Agile Delivery Cross functional Leadership Distributed Teams

Business Project Lead

Finaltus Ventures

Apr 2023 - Dec 2023 (8 months)

Delivered strategy and service design for international partners, mapping local market realities and adoption barriers to prioritize renewable energy growth initiatives. Re-engineered outdated processes for AA Kenya, increasing driving license applications by 40% and improving consumer-led services and revenue by 20%.

Strategy Consulting Service Design Workshop Facilitation Market Mapping Adoption Barriers Analysis Renewable Energy Strategy Stakeholder Management Growth Prioritization Operational Enablement

Product Manager Growth & Ecosystems

PENYA Technologies (CREDIA)

Apr 2022 - Feb 2023 (10 months)

Analyzed transaction patterns and merchant behavior to guide feature prioritization and improve product-market fit. Extended the product into new merchant segments via supply-chain partners and used transaction data to increase transaction volume by 97%.

Product Management Product Market Fit Supply Chain Partnerships Inventory Financing

Fintech Product Lead

Cytonn Investment Management PLC

Jan 2019 - Dec 2022 (3 years 11 months)

Scaled a retail investment platform from 2,000 to 30,000+ active users and grew assets under management to over KES 1B. Delivered telecom and banking integrations (M-Pesa STK Push, KCB, SBM), improved onboarding by automating KYC to reduce activation time to under five minutes, and drove GTM through USSD, mobile app, and web across Kenya and the diaspora.

Fintech Product Management Telecom & Banking Integrations M Pesa STK Push KYC Onboarding USSD Go To Market GTM Strategy Mass Market Adoption

Service Designer & Innovation Strategist

Cytonn Investment Management PLC

Jan 2018 - Dec 2019 (1 year 11 months)

Built internal strategy and design frameworks used across 5+ departments and supported innovation execution across teams. Improved operational efficiency by 69% in 6 months through targeted process redesign.