Firdely Dja
Lead l Senior Product Manager
Product Management
Growth Hacking
Digital Strategy
Leadership
Effective Communication
Driving License
France
Employed
Open to opportunities
Product Leader with 10+ years in product management across high-growth digital products : dating, media & digital news (B2C), with skills directly transferable to B2B/SaaS environments.
Led end-to-end product strategy at Match Group (Monetization & Revenue) and Meetic Europe (Top of Funnel) — from product discovery and user research to go-to-market execution and KPI-driven optimization.
Impact-focused approach: consistently tied product decisions to measurable business outcomes — conversion rate improvements, MAU growth, retention, and ROI across acquisition and engagement funnels.
Core expertise: PLG · A/B testing · funnel & conversion optimization · retention & MAU growth · stakeholder management · agile roadmapping · data-driven decision-making
Cross-functional collaborator: experienced driving alignment across engineering, design, data, marketing and C-level stakeholders in international environments.
Currently building AI-powered product strategy skills, including AI-assisted prototyping and LLM-based feature development.
Led end-to-end product strategy at Match Group (Monetization & Revenue) and Meetic Europe (Top of Funnel) — from product discovery and user research to go-to-market execution and KPI-driven optimization.
Impact-focused approach: consistently tied product decisions to measurable business outcomes — conversion rate improvements, MAU growth, retention, and ROI across acquisition and engagement funnels.
Core expertise: PLG · A/B testing · funnel & conversion optimization · retention & MAU growth · stakeholder management · agile roadmapping · data-driven decision-making
Cross-functional collaborator: experienced driving alignment across engineering, design, data, marketing and C-level stakeholders in international environments.
Currently building AI-powered product strategy skills, including AI-assisted prototyping and LLM-based feature development.
Experiences
Senior Product Manager (Revenue & Monetization)
Match Group
Since January 2025
- Leading monetization strategy and incremental revenue growth across 10+ dating brands in EU & North America — including Meetic Europe, Match US, Ourtime, Stir, BLK, Chispa and Affinity brands.
- Define and implement new product revenue models (paywall, freemium, bundles, upsells) across the E&E portfolio, identifying untapped monetization opportunities beyond existing brand roadmaps
- Develop and test pricing strategies across brands — running A/B tests on price points, offer structures and packaging to maximize revenue per user
- Optimize conversion across the purchase journey — reducing friction points and designing growth levers including free trials, referrals and promotional mechanics
- Lead go-to-market positioning for premium features — crafting value perception strategies and optimizing the purchase funnel across EU and North American markets
- Drive buyer & market research — analyzing user behaviors, competitive landscape and market trends to build brand-specific personas and prioritize initiatives
- Cross-functional collaboration with design, marketing, data and engineering teams across multiple brands and geographies
Senior Product Manager (Engagement , Trust & Safety)
Match Group
October 2022
to January 2025
- Led product strategy to drive user engagement and platform trust across multiple Match Group brands — focusing on profile authenticity, interaction quality, and core engagement mechanics.
- Owned end-to-end product strategy for engagement surfaces to increase interaction rates and match quality across brands
- Shipped profile verification features to strengthen user authenticity and build platform trust, directly improving engagement metrics
- Redesigned profile experiences to promote depth and authenticity — enabling users to better express themselves and increasing the quality of connections
- Shipped trust & safety messaging flows — including friction-based features such as "Are you sure?" prompts to reduce harmful interactions and improve user safety at scale
- Explored new interaction patterns to reduce user fatigue and increase meaningful engagement across the dating funnel
- ? Communicated product vision, tradeoffs and decisions clearly to partners and leadership across multiple brands and geographies
- ? Mentored a Junior PM — supporting their growth in product thinking, prioritization and stakeholder communication
Senior Product Manager (Top of the funnel)
Meetic (Match Group)
April 2020
to October 2022
- Define and communicate product vision and strategy to stakeholders
Establish key success metrics: adoption, business impact, engagement
Led migration assessement and recommendations on a new platform US/EU - User research and data analysis to identify pain points and technical needs
Prioritize problems and solutions and defined MVP. - Define requirements, user stories, UAT (Confluence, JIRA, Notion)
Built development roadmap and managed sprint with EM
Managed change activities (demos, release mail, trainings)
Head of Mobile App & Growth
Prisma Media
February 2017
to April 2020
- Define product strategy & vision for Mobile apps with product leaders, market leads & stakeholders for 13+ brands (Télé-Loisirs, Voici, Capital..)
- Define acquisition strategy for 13+ brands using organic (CRM, push) and paid (Google Ads, Snapchat, Search Ads) channels to drive growth and maximize ROI.
- Monitor, analyze, and report on KPIs to ensure marketing and product initiatives are driving profitable
- Managed a team of three Product/Acquisition Managers responsible for product cycle development and growth strategies
- Audited & led migration to new attribution tool and CRM push notification systems for better tracking and improve user engagement
- Brought Paid Ads campaigns in-house to optimize and directly control ad spend and performance
Mobile Product Manager
20 Minutes
March 2015
to January 2017
Paris
France
- Managed mobile app delivery on the leading OS ( iOS, Android, Windows) through all its phases, including Solution Design, Planning, Build, Monetization and Test, Deployment and transition to Maintenance
- Successfully managed a complete redesign and launch of apps on Windows 10, Android and iOS platform
- Worked with high functioning technical teams including mobile solution architects, designers, creative team and developers to deliver mobile app
- Planned and scheduled project activities, tasks, milestones and deliverables
- Drived new user acquisition through multiple ad partners while owning optimization decisions based on LTV and ROI evaluation
- Continued to improve our analytic tools and ASO for managing, analyzing, and optimizing user acquisition
- Worked with marketing, sales and internal teams to promote the brand
- Status reporting (regular audience/performance data gathering) to managers and stakeholders on the progress of mobile projects, key issues and risks
- Identified and defined users' problems, as well as managing throughout entire solution process
Master Degree : Professional Program in Digital Business, option Digital Project Manager
Digital School
2016
Train operational managers in Digital Business. Develop the necessary skills to define a strategy, manage and pilot Web and Mobile projects.
Digital Media and Web development
Project Management: Functional specifications, wireframes, storyboard, planning...
Visual Media, Branding and Creativity: Photoshop, Illustrator, InDesign
Digital Media and Web development
Project Management: Functional specifications, wireframes, storyboard, planning...
Visual Media, Branding and Creativity: Photoshop, Illustrator, InDesign
Discovery
User research
Good communication skills
Design Thinking
Lean/ Scrum
UX Writing
Strategy & vision
English (fluent)
Spanish (notions)
German (notions)
Interests
Sports
- Volley ball
- Yoga
- Fitness