Christa DeMartini

Head / Senior Digital Product Manager

Talent

Edinburgh, EdinburghMember since 18 June 2025

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About

Proven Product Management leader, passionate about solving business challenges by identifying/ translating customer needs into technology solutions, optimizing digital experiences, and driving results through collaboration and team building.

Lead / manage all stages of 0-1 product management projects focused on improving user experience, increasing customer self-service options, reducing customer service order management, and reducing (internal) manual operational processes. Expert customization system development manager.

Experience

High-performing, customer-focused Product Owner/Product Manager, with 15 years of leading B2B and B2C digital products and strategies focused on optimizing customer experience, engagement, conversion, retention, and market presence to meet accelerated growth and revenue targets.
Experienced Voice of Customer Champion, who is passionate about solving customer and business challenges by identifying/ translating customer needs into technology solutions, optimizing digital experiences and developing new digital products.
Create and manage the roadmap for a portfolio of digital products in line with strategic initiatives from concept to completion: Ideate, analyze, quantify business impact.
Lead all digital efforts and strategies in website product management, UX/UI, design, SEO, content, marketing/advertising, and engagement.
Manage SEO, UX, Product Merchandising, Content and Development teams
Manage external services, vendor relations, make build vs. buy decisions; Manage tech stack.
Conduct market research, voice of customer studies, user, A/B, and multivariate tests to inform digital product roadmap.
Develop business cases.
Strong communicator, leader and integrator between stakeholders and cross-functional teams
Manage the life cycle of digital product development using agile methodologies. Define, prioritize, capture and document development requirements. Manage daily scrum, sprint planning, test ideation validation, and user acceptance testing.

Develop user stories, acceptance criteria, meeting the Definition of Ready (DoR) and Definition of Done (DoD). Manage and prioritize sprint, backlog, story grooming.