Lena Hartwell
Senior Product Manager · Fintech & logistics
Product manager with ten years in payments and logistics. I turn messy flows into short ones and measure the result. Currently leading checkout at Tidepool Pay, where drop-off went from 31% to 19%.
Experience
2022
–
Now
Lisbon
Senior Product Manager, Checkout
Cut checkout drop-off from 31% to 19% across 14 markets
Led a team of 9 through a full payments-provider migration with zero downtime
Shipped saved cards, lifting repeat purchase by 11%
2020
–
2022
Lisbon
Product Manager, Onboarding
Halved time-to-first-payment for new merchants from 6 days to 3
Replaced a 22-field form with a 3-step flow
2018
–
2020
Rotterdam
Product Manager, Driver App
Grew weekly active drivers from 4,000 to 15,500
Introduced offline mode for routes without signal
2017
–
2018
Rotterdam
Associate PM, Tracking
Built live parcel tracking used by 2M recipients a month
2015
–
2017
Amsterdam
Data Analyst
Automated weekly reporting, saving 12 analyst hours a week
2015
Amsterdam
Analyst Intern
Cleaned and documented the client churn model
2014
–
2015
Remote
Product consultant
Scoped MVPs for 5 early-stage startups
Selected projects
Checkout in one screen
2024
·
Drop-off down from 31% to 19%
Merchant onboarding rebuild
2021
·
First payment in 3 days, not 6
Driver app offline mode
2019
·
Weekly drivers up by 11,500
Parcel tracking page
2018
·
Used by 2M recipients a month
Checkout in one screen
—
Drop-off down from 31% to 19%
yourname.com/projects/
checkout-in-one-screen
Merchant onboarding rebuild
—
First payment in 3 days, not 6
yourname.com/projects/
merchant-onboarding-rebuild
Driver app offline mode
—
Weekly drivers up by 11,500
yourname.com/projects/
driver-app-offline-mode
Parcel tracking page
—
Used by 2M recipients a month
yourname.com/projects/
parcel-tracking-page
Skills
Product
Discovery, pricing, A/B testing, roadmaps, PRDs
Data
SQL, Amplitude, Looker, experiment design
Tools
Figma, Linear, Jira, Notion
Education & languages
2013 – 2015
MSc Information Management
University of Amsterdam
2010 – 2013
BSc Economics
Erasmus University Rotterdam
Languages
English (native) · Dutch (fluent) · Portuguese (working)