Michael Heinley

Product Director

Amsterdam, North Holland, Netherlands15 yrs 3 mos experience

Key Highlights

  • 16+ years in Digital Product Management
  • Led billion-euro revenue portfolios
  • Focused on AI to enhance product team performance
Stackforce AI infers this person is a seasoned Product Leader in eCommerce and Fintech with a focus on data-driven strategies.

Contact

LinkedIn

Skills

Core Skills

Product ManagementProduct StrategyEcommerce GrowthBusiness Strategy

Other Skills

Agile MethodologiesAnalysisAnalyticsBusiness AnalysisBusiness DevelopmentCRMCompetitive AnalysisContent ManagementCross-functional Team LeadershipData AnalysisDigital Product DevelopmentDigital StrategyDue DiligenceFinTechFinancial Analysis

About

Senior Product Leader | Digital Product Management | eCommerce | Global Platforms | Product Strategy | Product-Led Digital Transformation I am a Western Europe–based senior Product Management leader with 16+ years in Digital Product Management, including 10+ years in senior and executive leadership. I’ve led global product portfolios tied to billion-euro revenue lines, delivered multiple nine-digit annual uplifts, and driven sustained double-digit improvements in conversion, customer acquisition, and engagement. My work centers on building and scaling product-led, data-driven, customer-centric organizations. I prioritize clear strategy, measurable outcomes, strong product discovery, and accountability. My background spans retail eCommerce, omni-channel ecosystems, marketplace and platform products, with experience across sports, travel, entertainment, fintech, and automotive. I frequently speak at international product and technology conferences, focusing on lessons from real-world product missteps, how to reduce product unpredictability, and how to build products that genuinely improve people’s lives. Current Role: Senior Director of Product Management, Decathlon International I lead global eCommerce product capabilities across strategy, SEO, acquisition, search, browse, merchandising, and conversion, supporting all markets and brands. My mandate includes modernizing Product Management practices, strengthening strategy, scaling discovery, and increasing organizational effectiveness. Areas of Expertise: • Product Strategy & Vision • eCommerce Growth & Conversion Optimization • Product-Led Transformation • Global Platform Leadership • AI in Product Development • Product Discovery & Experimentation • Organizational Design & Scaling Product Teams • Data-Driven Decision Making • Customer Experience & Journey Optimization I’m currently focused on how AI can materially increase product team performance — enabling better-researched, better-designed, more-meaningful products delivered faster.

Experience

Decathlon international

Senior Director of Product Management

Aug 2023 – Present · 2 yrs 7 mos · Amsterdam, North Holland, Netherlands · On-site

  • Senior Director of global Product Management - E-commerce
  • Oversee ecommerce strategy for product portfolio, including SEO, syndication, search, ranking, merchandising, content, and product information.
  • Multi-billion Euro revenue portfolio that spans multiple countries, languages, currencies, and buying habits. Defining and supporting the global and local operating model to bring relevance to customers in all markets
  • Implemented experimentation, product discovery, meaningful strategy and objective setting system, and coaching a highly talented management team
  • Located in Amsterdam, NL
Product ManagementDigital StrategyProduct LeadershipProduct StrategySearch Engine Optimization (SEO)Software Product Management

Splash financial

Director of Product Management: Acquisition and Conversion

Oct 2021 – Apr 2023 · 1 yr 6 mos · Amsterdam, North Holland, Netherlands

  • Product leader over all customer-facing touchpoints for Splash's users including customer acquisition, conversion, and engagement. Created team from scratch including vision, strategy, org structure, and staffing
  • Directly managed 5-6 direct reports who led multiple squads totaling 25-30 team members for front-end management.
  • Launched a new product line/vertical outpacing in volume forecasts in the first 12 months
  • Introduced craft leadership and Product growth practice
  • 35% customer acquisition growth driven by SEO, content, and affiliate strategies in 2022
  • 20% increased end-to-end funnel conversion through AB experimentation, new product development, and user enhancements
  • Implemented Product Management best practices including: AB experimentation, customer interviews, UserTesting, continuous discovery, community of practices (CoP), leveraging Engineering teams in decision making
Product Management

Booking.com

Group Product Manager - Partner Loyalty, Pricing, Merchandising

Nov 2018 – Oct 2021 · 2 yrs 11 mos · The Randstad, Netherlands

  • Led merchandising and loyalty portfolio inc: Price Accuracy, Display, Ranking, and Partner Loyalty for an international suite of product
  • 1.4% Increase in entire business revenue growth through enhanced front-end price merchandising
  • €500m revenue growth in Preferred Program with product enhancements and acquisition strategies
  • Implemented Machine Learning ranking on web and mobile powering 80m searches a day (1.2% conversion growth in searches)
  • Leveraged google analytics, google search console, and data science best practices for deep customer insights
  • Led community of practices (CoP) and Product professional development workshops for 20+ PMs
  • Managed multiple product manager levels, marketing, and design team members
Vendor ManagementProduct MarketingFinTechBusiness StrategyTeam ManagementDigital Product Development+12

Cars.com

Principal Product Manager

Oct 2016 – Nov 2018 · 2 yrs 1 mo · Greater Chicago Area

  • Product Leader in a Test and Learn environment of continuous releases and instant insights.
  • Multiple teams in multiple locations, Currently working on personalization and needs-based shopping in the automotive industry. Also engaged in product merchandising and traffic acquisition.
  • Familiar with the challenges and opportunities in a two-sided marketplace and how to match buyers and suppliers in a hybrid ecommerce environment.
  • We use data and insights to make data-driven decisions and value-added enhancements
  • Always moving fast to balance big bets and bold improvements with sustaining technology and core-business enhancement.
Product MarketingFinTechTeam ManagementDigital Product DevelopmentGo-to-Market StrategyProduct Leadership+11

Golfnow

Senior Product Manager, eCommerce

Jan 2016 – Oct 2016 · 9 mos · Chicago, IL

  • Launched a new mobile app supporting 3000+ course management experience and GPS capabilities
  • 15% increase in profile sign-ups through front-end customer enhancements and follow-up strategies
Product MarketingFinTechTeam ManagementDigital Product DevelopmentNew Product ValidationCompetitive Analysis+5

Redbox

Sr. Product Manager - Gift Cards, Billing, and Stored Value

Aug 2010 – Dec 2015 · 5 yrs 4 mos · Greater Chicago Area

  • Gifting products, product integration, and third party sales
  • Integration of gifting products into the redbox rental experience
  • Enabling easier purchase methods and payment alternatives at redbox properties
  • Management of interchange/misc payment fees and costs
  • Evolving payment platforms to best suit micropayment and rental models
  • Utilizing products for enhanced collectability in a rental environment
  • Maintaining 12 - 18 month roadmap and communicating to executive stakeholders
  • Used analytical tools such as tableau to analyze complex data sets
Product MarketingTeam ManagementDigital Product DevelopmentNew Product ValidationCompetitive AnalysisUX Research+4

Education

CIMBA

MBA — International Business

CIMBA

Master of Business Administration - MBA — International Business

Utrecht University

Certification — Dutch Society and Culture

University of Oklahoma

BBA — Finance & Economics

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