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Ukraine, Kyiv

Olha Astafieva
CPO / СOO / РМО / Head of E‑commerce & Digital Growth / Head of Improvement and
Process Optimization
Product & Operations Executive with 15+ years of experience across fintech, digital platforms, retail, and e‑commerce. I specialize in
building product and operational systems that enable scalable growth, portfolio governance, and predictable delivery in complex,
regulated, and cross‑functional environments. Proven track record of leading business transformation through product strategy,
operating model design, process reengineering, and P&L ownership. Experienced in aligning product, operations, finance, risk,
marketing, and technology into a unified performance system. CSPO® and ISPMA Certified Software Product Manager.
Key skills:
• Product Strategy & Portfolio Ownership
• Operational Strategy & End-to-End Operating Models
• Project & Portfolio Governance (PMO)
• Process Optimization & Business Process Reengineering (BPR)
• P&L, Financial & Unit Economics Management
• KPI, Performance & SLA Management
• E‑commerce & Digital Channel Management
• Go-to-Market & Growth Strategy
• Customer Experience & Journey Optimization
• Cross-Functional Leadership & Organizational Design
• Stakeholder & Executive Governance
• Risk, Compliance & Regulatory Alignment
• Data-Driven Decision Making & Analytics
• IT Systems Alignment (CMS, ERP, CRM, DWH, Integrations)
• Product Development Lifecycle Management

Experience and expertise:

Chief Product Officer / Product Director at KIVI (consumer electronics and home appliances) 05/2023 – 10/2025
Area of responsibility and control: Strategic ownership of product lines and operational leadership of the product organization as a
core business unit, with full P&L accountability and alignment of product, marketing, sales, analytics, and operations around growth
objectives.
Achievements: Led transformation of the product organization by introducing Product Ownership, Stage‑Gate governance, portfolio
prioritization, and structured project management. Aligned product strategy with business capabilities, production constraints, and
market opportunities. Established budgeting and unit economics transparency, redesigned cross‑functional collaboration, and
institutionalized an operational rhythm for portfolio execution. Defined and executed the go‑to‑market strategy for the 2024 product line
and led international product positioning at IFA Berlin. Designed the innovative 2025 product line, including IoT solutions.

Head of E‑commerce & digital marketing at Invogue Fashion Group (E‑commerce, premium fashion) 10/2020 — 05/2023
Area of responsibility and control: Ownership of the e‑commerce business unit with full accountability for revenue, conversion,
customer retention, and operational scalability of the online channel.
Achievements: Led end‑to‑end transformation of the e‑commerce operating model through full pipeline audit, business process
reengineering, KPI governance, and analytics transparency. Built cross‑functional execution model across marketing, product, logistics,

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support, and IT. Rebuilt content production operations, vendor governance, and digital marketing strategy aligned with brand positioning.
Institutionalized unit economics visibility and performance dashboards. Result: GMV +256%, CR +83.6%, revenue +154% YoY.

Head of E‑commerce at ARGO (E‑commerce, mass-market fashion) 01/2020 — 10/2020
Area of responsibility and control: Ownership of e‑commerce growth, commercial performance, and operational scalability.
Achievements: Stabilized and rebuilt the e‑commerce channel through process reengineering, KPI framework implementation,
analytics dashboards, and IT infrastructure stabilization. Launched SEO/PPC, introduced last‑mile delivery operations, and established
fulfillment processes from offline stores. Result: GMV +214% YoY, funnel losses reduced 5.5X.

Head of IT project portfolio management/Product Owner at Brocard (E‑commerce, health
12/2018 — 01/2020
and beauty)
Area of responsibility and control: Governance of strategic project portfolio, ERP implementation, e‑commerce platform launch, and
operational system architecture.
Achievements: Rebuilt project and product governance synchronized dependent initiatives, redesigned server architecture
(CMS+ERP), formalized e‑commerce processes, and executed phased migration to a new online store. Established vendor governance
and delivery standards.

Product Owner at Egar/Datas Technology (finance, digital banking & fintech) 08/2017 — 12/2018
Area of responsibility and control: Ownership of a mobile banking application as a key digital sales channel.
Achievements: Developed application concept, business and technical requirements, financial model, and delivery processes. Ensured
regulatory alignment and seamless integration with core banking systems. Result: CR +111% (sole proprietors) and +106% (SME) within
3 months.

Head of PMO at JSC «TASCOMBANK» (finance, digital banking & fintech) 12/2015 — 07/2017
Area of responsibility and control: Building and strengthening the PMO as the central unit for managing strategic initiatives and
portfolio governance.
Achievements: Aligned project portfolio with bank strategy, eliminated priority conflicts, improved resource allocation, and increased
project management maturity. Successfully delivered:
• Building and development of the bank’s digital channel program, including projects to establish the required IT platform (core
banking systems, processing systems, terminal network, customer interfaces, etc.), development of a unique card product,
modernization of the scoring system, creation of the structure and business processes for a new business unit, onboarding of a
new customer segment, and implementation of new customer service standards.
• DWH and management reporting implementation program.
• Treasury dealing module implementation project.
• Document management system optimization project.

Product Owner at IT product company «Roots-D» (finance, digital banking & fintech) 12/2015 — 06/2016
Project program: IT platform for the financial sector.
Achievements: The concept of the product has been developed. Technical requirements for MVP have been developed. Part of the
MVP functionality has been implemented and debugged.

Head of process & product department, Head of PMO at JSC «Union Standard Bank»
03/2014 — 12/2015
(finance, digital banking & fintech)
Area of responsibility and control: End to end ownership of the bank’s regulatory framework, product portfolio, core business
processes, and project governance, along with product ownership of key IT ecosystem initiatives as the foundation of digital
transformation.
Achievements: Led the development and NBU approval of the bank’s complete internal regulatory framework, creating a compliant
and scalable operational foundation. Designed and launched core banking products (cards, deposits, overdrafts, loans) aligned with
strategic objectives and market needs. Rebuilt and standardized cross department business processes, introduced performance
analysis practices, and established structured project and product governance across the bank. Formed and led a high performing
department team (methodologists, BAs, PMs, POs) and effective cross functional project teams. Acted as Product Owner for key IT
ecosystem initiatives (Web Front, CRM, internet banking web/mobile, DWH, BI), ensuring alignment between business architecture,

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technology platform, and customer experience. Delivered key stages of the “IT Ecosystem Bank 3.0” program, laying the foundation for
the bank’s digital operating model.

Project manager at JSC «ProCredit Bank» (finance, digital banking & fintech) 11/2009 — 08/2013
Methodologist at JSC «ProCredit Bank» (finance) 11/2007 — 11/2009

Education and certification:
2025
CHOICE31– CEHSAY: a strategist who transforms
Marketing Automation School - AI Expert 2025
Certified Scrum Product Owner® (CSPO®) (Scrum Alliance) 2022
ISPMA Certified Software Product Manager (iSQI Group) 2018
Women Digital Academy with Google; Digital Marketing 2017
Digital marketing institute (Ireland); Program «Digital marketing manager» 2017
IT test club; Software testing 2014
Academy of Business «Ernst & Young»; Project management 2012
Training Center "I-Klass; Project management with Microsoft Project 2007 2010
Master’s degree in accounting and аudit. Kyiv National Economic University, named after Vadym
1995 - 2000
Hetman

Tools:
• Chat GPT, Open AI Platform, Claude, Gemini, Manychat, Make, Zapier, Airtable, Voiceflow, Chipp.ai, ChatBase.
• Google Analytics. Google Ads. Meta Business Suit.
• Similar Web, Jira, Confluence, Slack, Wrike, Redmine, Trello and Bitbucked.
• Miro, XMind, MindMeister
• MS Visio, MS Project, MS Office; MS SharePoint (no-code dev.)

Languages:
• Ukrainian language - fluent;
• Russian language - fluent;
• English language – B2

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