Elsa Di Costanzo

Product Manager, Diversification and New Businesses - App, Streaming, Wellbeing

Leveraged a test-and-learn iterative approach to diversify Deezer’s portfolio through the development of a new vertical; a wellbeing application:

Zen by Deezer — awarded Best Mobile App 2023 in the Personal Development category by Google 🏆

・Collaborated within a Scrum team comprising iOS, Android, Backend, and Web Developers (based in Bordeaux and remotely, while I was in Paris).

・Partnered with a Product Owner for operational tasks, a Product Designer for UX and UI, and the QA team to ensure app robustness.

・Reported directly to the Diversification VP and later to the Head of Product.

・Conducted market monitoring with management to identify business opportunities through data analysis (with Deezer’s Data Analysts), benchmarking, user research, testing, and co-design workshops involving the Scrum team (PrD, Tech, QA).

・Defined and articulated clear requirements and intentions to the team, jointly validated feasibility, and ensured proper tracking for analysis. Features were often split for efficiency, focusing primarily on an MVP-driven logic.

・Scoped features during workshops with Tech and PrD teams to establish development roadmaps spanning 3 to 6 months.

・Managed dependencies and collaboration with Deezer Core teams, reusing existing code from the Deezer Music platform (e.g., Payment, Customer Experience, B2B, CRM, Acquisition) for accelerated delivery.

・Aligned cross-product roadmaps and synchronized regularly with other teams.

・Monitored development progress and shared updates with stakeholders to maintain visibility.

・Adjusted the roadmap based on team capacity, shifting priorities, and personnel changes.

My responsibilities extended to in-app CRM (Braze), catalog architecture, ingestion, localization and management.

Tools: Jira, Miro, Figma, Testapic, TestFlight, Adjust, Google Analytics, Firebase and more.

Client 1: Deezer

First PM for the launch of Zen by Deezer (built from scratch), a new wellbeing mobile app, reporting directly to the Diversification VP.

Managed the design, framing, and oversight of various post-launch phases:

・Internal Testing

・Beta Launch

・Soft Launch

・Official Launch

Each deployment phase served as an opportunity to analyze outcomes, refine strategies, and align more closely with market needs and business objectives. Employing an iterative and lean approach, the app evolved significantly at each stage.

As Product Manager for Zen by Deezer, I managed both strategic and ・operational dimensions for two apps (iOS and Android) within a Scrum Team.

The project’s success hinged on its constant adaptability and responsiveness to user feedback.

Client 2: Qare

・Initially part of the Caregiver team, later transitioned to the Core team, and finally to a Feature Team (focused on a sponsorship mechanism).

・Collaborated with iOS, Android, and Web Developers, alongside a Product Designer and a QA team.

・Conducted interviews via Typeforms, calls, and user tests, and engaged with partners.

・Benchmarked the MedTech ecosystem to inform decisions.

・Gathered and prioritized business and user needs from various stakeholders.

・Facilitated design workshops using tools like sticky note sessions, wireframing, and customer journey mapping.

・Defined overall framing with iterative vision and feasibility validation in collaboration with the Scrum Team.

・Developed functional specifications via BPMN and wrote user stories after refinement sessions.

・Aligned product and cross-product roadmaps with Qare’s macro-level objectives.

・Prioritized features based on team velocity and high-level costing estimates.

・Analyzed post-launch data using tracking mechanisms established during development.

・Assessed results against predefined KPIs and OKRs.

・Refined features iteratively based on performance outcomes.

・Contributed to shaping a new Impact Team structure for 2022.

Client 1: SoLocal

Product Owner | End User Squad - SaaS, Online Booking and Reservation Service

‣ Market Analysis

・Conducted competitor analysis in the online appointment booking industry.

‣ Product Development

・Participated in the product lifecycle, from user research to launch, incorporating user feedback and business needs.

・Prioritized the product roadmap with input and approval from Management.

‣ Workshop Facilitation

・Organized and led workshops with Designers and Tech teams, including wireframing, design critiques, and story mapping sessions.

‣ Documentation and Delivery

・Authored user stories and defined acceptance criteria for Tech and QA teams.

・Managed epics versioning to ensure faster delivery.

‣ Cross-Squad Coordination

・Synchronized developments and roadmaps across multiple squads.

‣ Agile Facilitation

・Performed Scrum Master duties by leading and facilitating agile ceremonies.

・Monitored sprints, development progress, testing, and overall delivery.

‣ Process Improvement

・Implemented new workflows between stakeholders and product teams to enhance efficiency.

‣ Post-Launch Analysis

・Analyzed feature usage post-launch and iterated based on predefined success criteria.

Tools: Jira, Figma, Trello, GitHub, Miro and more.

Client 2: Accor

Product Owner | Digital Business Team - PMS

・Gather requirements from hotel departments.

・Collaborate with Oracle USA to implement product improvements based on hotel and business needs.

・Plan and oversee developments in alignment with the product roadmap.

・Prioritize tasks and update the roadmap as needed.

・Provide reports and align with the management team.

・Track development progress and oversee production launches.

・Prepare release notes and coordinate communication with the marketing team for hotels utilizing the platform.

Tools: Canva, Trello, Microsoft Azure, Axure.