Mike Fiorillo

Helping startups grow | CRO | PLG | Experimentation | Solopreneur | Ex-InVision, DuckDuckGo, FreshBooks | Reforge

Helping startups grow. Specialize in conversion rate optimization (CRO), user insights, and behavioral design/user psychology. Previously led growth at Temporal, DuckDuckGo, InVision. 1,000+ experiments across full-time roles and dozens of high-ROI consulting engagements.

Principal Consultant and Founder

Mike Fiorillo 🚀

DELIS

Co-Founder

Self Employed

I help product managers grow their careers with personalized advice and practical strategies in product management.

Product Management Career Coach

Various Companies

Empowering Founders, CEOs, and Business Owners to accelerate growth and enhance profitability

Business Advisor

Divar

Online marketplace web & mobile app with 40M+ installs and 18M+ MAU (similar to eBay). Joined as Senior PM to spearhead the launch and strategic expansion of new business line. Promoted after 9 months to take ownership of P&L, budgeting, OKRs, and end-to-end user experience for the Motors vertical. Directed three business lines with a cross-functional team spanning user research, data science, design, marketing, operations, sales, and engineering. Additionally, hired and managed 3 APMs and 2 PMs.

● Launched and spearheaded the go-to-market (GTM) strategy for the car-selling service, revolutionizing the used car buying experience (NPS 75%+). Achieved market leadership in sales volume and subsequently orchestrated a successful spin-off for this innovative business line.
● Drove a 5X revenue increase to $10m+ by launching a new subscription pricing strategy for the B2B SaaS product & dynamic pricing for the consumer product while growing market share by 40%+ at the same time.
● Reduced the churn rate for the SaaS service (dealerships portal) from 12% to 4% and doubling the customer base that led to 300% revenue growth for our B2B business line.
● Improved user engagement by 40%+ by scaling an AI feature for used car price prediction to 700k DAU.
● Boosted the conversion rate of the main landing page by 40%+ by overhauling the design based on findings from A/B tests, form funnel analytics, heatmap analysis, and session recordings.

Head of Motors Vertical (Product & B2B Sales)

Laxita

Co-founded and led product development for a B2B eCommerce marketplace startup in the fashion industry (similar to Alibaba & Faire). Also, responsible for sales and marketing as a CEO. 

● Led ideation, conducted user research, and guided the design process, resulting in the successful launch of the MVP featuring a comprehensive product catalog from 20 suppliers — all achieved within just 2-week timeframe.
● Leveraged Machine Learning to improve product entry speed by over 10X, enhancing efficiency and scalability.

Co-Founder & CEO (eCommerce Marketplace, B2B)

Digikala.com

eCommerce marketplace with 10M+ app installs and 5M+ MAU (similar to Amazon). Started as a UX designer, rapidly advanced to lead the Conversion Rate Optimization (CRO) program within 4 months, elevated to Head of Shopping Design Team after 9 months (oversaw 7 product designers), and ultimately promoted to Product Manager for the Shopping Discovery (Home, PDP, PLP, Mega Menu, Recommender System). 

● Founded the experimentation squad that boosted mobile conversion rates by 30% and desktop by 10%, driving significant growth by successfully redesigning the website with major UI & UX improvements based on user research findings, data analysis, and running 200+ A/B and Multivariate tests.
● 20%+ bump in click-through rate and 45% fewer keyword refinements by users in search results by optimizing the product ranking algorithm based on performance data analysis of searched keywords.
● 60%+ increase in successful item finding in the mega menu by improving website taxonomy based on results from the card sorting and the tree test across 100K+ users using the Optimal Workshop.
● Added 20%+ to average basket size by launching a personalized experience via ML-based product recommendations in supermarket categories.

Head of Shopping Product Design & Experiments Squad (CRO)

Bidbarg

Community-based marketplace for legal & insurance services in Iran with 3M+ MAU (similar to Reddit + LegalZoom). Responsible for the growth domain (UGC, SEO & internal Tools).

● Achieved 3M+ Organic MAU within the first 2 years through strategic focus on SEO & User Generated Content.
● Increased quote and checkout conversion rate by 50% by improving the form elements based on findings from form funnel analysis and session recordings.
● Scaled CRM pipeline operations capacity by over 20X through strategic 3rd party API integrations.

Founding Product Designer & Growth PM (Community-Based Marketplace)

A Marketplace Product Leader with 9 years of experience launching and growing marketplace startups to millions of users. Managed the end-to-end product lifecycle, driving growth in various aspects including acquisition, retention, and monetization in consumer-facing products, serving up to 12 million monthly active users on the web and mobile apps. 

An expert in successfully launching and scaling innovative AI and Machine Learning products to millions of users that deliver value to both customers and the business.



● Skills: Product-Led Growth, Experimentation (A/B Testing, MVT), Go-to-Market Strategy, Product Strategy, Product Roadmap, Data Analysis (SQL, Metabase, Google Analytics, Amplitude), Agile Methodologies (Scrum, Shape Up), Product Lifecycle Management, User Research.



● Languages: English, Persian

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The Battle

Mike Fiorillo 🚀

Rasoul Jabari

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