Growth and product strategy
Keep the customers you worked so hard to win.
I bring the craft you spend winning people to the part that actually keeps them. For scale-ups and established businesses.
A website built for people. Let's get into it.
Where do you want to start?
About
Diana Matei, 12 years in product.
Product growth strategy across six industries: retail, travel, food subscription, marketplaces, fintech, and fire and security.
How I work
Everyone says they put the customer first. I make it something each team owns.
I bring sales, marketing, product and support together to see their work through the customer's eyes, and tie it back to revenue.
Follow the money
Start with where revenue comes from, and where it leaks.
See it through the customer's eyes
Your data first, then real conversations with your customers.
Leave a system
Each team owns its part and keeps it running after I've gone.
Where I've done it
£1.5M increase in yearly revenueThe first personalised abandoned basket experience. Fintech · 2023 to 2024
15% increase in yearly app revenueUpsell, card discoverability and a tailored app experience. Marketplace · 2021 to 2023
£300K increase in yearly revenuePersonalised retargeting from audience data. Travel · 2020
12% higher sign-up conversionIn 6 months, running about 12 A/B tests a quarter. Food subscription · 2020 to 2021
90% adoption across 147,000 colleaguesThe first global compliance app, replacing paper audits. Retail · 2014 to 2020
$1.2M secured for a new connected serviceBuilt from customer research and value-based pricing. Fire and security · 2025 to now
Case study: a global fire and security companyIn progressRead
They were losing small business customers. Exit interviews kept saying "price".
The situation
A premium B2B brand that competes on service and experience, not price. More competition and easier access to technology meant more customers were leaving. The question: how does a premium brand live up to its promise at every touchpoint?
What I'm doing
Mapping the whole journey: first sale, onboarding, the first year, every service visit. At each touchpoint: what customers expect, where it hurts, the gap, and what we measure. Research across segments, with interviews and numbers. And where automation should do the work, and where a person makes the difference.
Who's in the room
Retention, sales, customer support, operations and finance. Each team owns a part of the journey. We prioritise the biggest friction together, then each team runs the changes.
What's changing
Fewer billing and admin issues, faster processing, and how we talk back to customers so they know they're valued.
What clients say
"We turned the product from a nice-to-have to a tangible must-have."
Michael Theodore, founder, scalr"A real talent for cutting through complexity and helping the wider team focus on what genuinely mattered to the customer."
James, Global Vision Platform Lead, global fire and security company"Quickly gets to the heart of the problem."
Konstantin Z., founder, RelEvent"You have brought so much clarity and direction to the project."
Imali H., co-founder"Diana brings structure to product thinking."
Michael Hobbs, founder, isAIAway from work
I like a bit of adrenaline.
Travel, the outdoors and sport, ideally all three in one trip. At home it's psychology and books. And I build small apps for fun, like Book Bloom, which turns the book you just finished into a meme to celebrate it.