Wow Factory - Fractional Product Manager

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I help B2B SaaS companies unlock growth by fixing onboarding, improving activation, and removing operational bottlenecks.My focus is simple: reduce friction, accelerate time-to-value, and convert more users into revenue.My work has reduced registration abandonment by 81%, increased free-to-paid conversion rate by 50%, and accelerated time-to-conversion (TTC) by 36%.

Fix messy products. Improve adoption.                    Scale with clarity.

In-depth analysis of market trends and competitor products to inform strategic decisions and maintain competitive advantage.

Market & Competitor Analysis

Systematic collection and integration of user feedback to continuously improve product features and user experience.

User Feedback & Insights Integration

Dedicated product management services focused on specific projects, ensuring clear milestones and deliverables for successful outcomes.

I work in a software company designed and structured an app for field staff. That day we made a tour of our flow and could not miss a shot of our work :)

Project-Based Product Management

Activation is weak, onboarding is confusing, and value is reached too late.

Users sign up but don’t convert

Priorities are unclear, feedback loops are slow, and roadmap work doesn’t move predictably.

scrabble, scrabble pieces, lettering, letters, wood, scrabble tiles, white background, words, quote, letters, type, typography, design, layout, focus, bokeh, blur, photography, images, image, wood, wood tiles, plan start work, plan, start, work, persistence, patience, progress, effort, relentless, routine, exercise, work out, weight training, 

Teams are busy but execution is messy

Manual work piles up, product and ops drift apart, and scaling becomes harder than it should be.

Growth creates operational chaos

Common problems I solve

Dedicated product management services for specific projects to ensure timely and successful delivery.

In-depth research to understand market trends, customer needs, and competitive landscape for informed decision-making.

Market Research and Analysis

Thorough analysis of your product's current market position and performance to identify opportunities and challenges.

Two women working together in a warehouse

Comprehensive Product Audit

From discovery to roadmap to delivery, I help teams move from scattered ideas to clear priorities and releases that matter.

CEO planning and prioritizing the quarter with the team. 

Product strategy & execution

I identify where users get stuck, simplify activation flows, and help products deliver value faster.

Onboarding & product adoption

I reduce friction between teams, automate what slows growth down, and bring structure to scaling environments.

Collection of product management and design books with gorgeous monstera plant.

Operations & process optimization

What I help teams do

Craft clear, strategic product roadmaps that align with business goals and market needs to drive product success.

Product Roadmap Development

Comprehensive evaluation of your product’s current state to identify strengths, weaknesses, and opportunities for improvement.

Product Audit & Health Check

Detailed analysis of market trends and competitors to inform product positioning and strategic decisions.

Daily newspaper economy stock market chart

Dedicated product management expertise for specific projects, ensuring focused execution and successful delivery on time and budget.

I help B2B SaaS teams turn ideas into scalable products.From defining product strategy and validating user needs to prioritizing roadmaps and leading execution, I ensure every feature delivers real business and user value.Ideal for product launches, MVPs, and growth-focused revamps.

Female software engineers in discussion in front of whiteboard

Get experienced product leadership without the full-time commitment, integrated within your team.I work closely with your team to shape strategy, prioritize what matters and deliver results, bringing clarity, structure, and momentum during key stages of growth.

Fractional Product Management 

How I work

Frequently Asked Questions

The airfocus team in their Hamburg office. 

Turn your complex product and operational problems into clear priorities, structured execution, and measurable progress.

Transform your product journey today!

<h4>Terms and Conditions</h4>Last updated: 04.04.2026Welcome to Wow Factory ("Company", "we", "our", "us").These Terms and Conditions govern your use of our website located at <a target="_blank" rel="noopener noreferrer nofollow" href="http://wowfactory.ro">wowfactory.ro</a> (the "Website") and any services provided by us.By accessing this Website, you agree to be bound by these Terms.2. ServicesWow Factory provides product consulting services for B2B SaaS companies, including but not limited to:<ul><li>Product strategy and execution</li><li>Product optimization</li><li>Operational consulting</li></ul>All services are provided based on individual agreements or contracts.3. Use of the WebsiteYou agree to use the Website only for lawful purposes and in a way that does not infringe the rights of others.You must not:<ul><li>Use the Website in any way that may damage or disrupt it</li><li>Attempt unauthorized access to any part of the Website</li><li>Use the Website for fraudulent purposes</li></ul>4. Intellectual PropertyAll content on this Website (text, branding, design) is the property of Wow Factory unless otherwise stated.You may not copy, reproduce, or distribute any content without prior written permission.5. Limitation of LiabilityWe make reasonable efforts to ensure the accuracy of information on this Website, but we do not guarantee it.Wow Factory shall not be liable for any direct or indirect damages resulting from the use of this Website or services.6. Third-Party LinksThis Website may contain links to third-party websites. We are not responsible for their content or practices.7. Changes to TermsWe reserve the right to update these Terms at any time. Changes will be posted on this page.8. Governing LawThese Terms are governed by the laws of Romania.9. ContactIf you have any questions, you can contact us at:Email: andra@wowfactory.ro Company: Wow Factory Location: Romania

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<h4>Privacy Policy</h4>Last updated: 04.04.20261. IntroductionWow Factory ("we", "us", "our") respects your privacy and is committed to protecting your personal data.This Privacy Policy explains how we collect, use, and protect your information.2. What Data We CollectWe may collect the following:<ul><li>Name</li><li>Email address</li><li>Company information (if provided)</li><li>Any information submitted via contact forms</li></ul>3. How We Use Your DataWe use your data to:<ul><li>Respond to inquiries</li><li>Provide consulting services</li><li>Improve our website and services</li></ul>4. Legal Basis (GDPR)We process your data based on:<ul><li>Your consent (when you contact us)</li><li>Legitimate interest (to respond and provide services)</li></ul>5. Data StorageYour data is stored securely and only for as long as necessary.6. Data SharingWe do not sell your personal data.We may share data with:<ul><li>Service providers (e.g. email, hosting)</li><li>Legal authorities if required by law</li></ul>7. Your RightsUnder GDPR, you have the right to:<ul><li>Access your data</li><li>Correct your data</li><li>Request deletion</li><li>Withdraw consent</li><li>File a complaint with a data protection authority</li></ul>8. CookiesWe may use cookies to improve user experience.You can disable cookies in your browser settings.9. ContactIf you have any questions about this policy or your data:Email: andra@wowfactory.ro Company: Wow Factory Location: Romania

Privacy Policy (GDPR)

Andra Carbunaru Lead Product Manager | Scaling B2B SaaS Products | Driving Product-Led Growth &amp; Building API-driven SystemsBraşov, RomaniaSummaryI help B2B SaaS companies scale through product-led growth, automation, and operational efficiency. I work at the intersection of product, operations, and business, bringing clarity to complex environments. I focus on improving onboarding, increasing product adoption, and building scalable systems that align product strategy with business outcomes. My experience includes working with API-driven products and complex platforms, where I’ve:• improved user activation and onboarding flows• reduced operational complexity through automation• enhanced product performance and customer experience I enjoy turning messy execution into structured systems and predictable delivery.ExperienceWow FactoryProduct Consultant / FounderAugust 2017&nbsp;-&nbsp;Present&nbsp;(8 years 9 months) Braşov, RomaniaConsulting entity through which I delivered product management and operations roles for companies such as Intergo Telecom, HR Duo, and Schoolit.Worked in embedded, long-term engagements, leading product strategy, roadmap, and execution across B2B SaaS and API-driven platforms.ntergo Telecom2 years 1 monthLead Product ManagerOctober 2025&nbsp;-&nbsp;Present&nbsp;(7 months)• Led roadmap and execution for B2B SaaS and CPaaS products, improving onboarding and activation processes through AI-driven automation.• Reduced operational effort per onboarding, enabling teams to focus on higher-value tasks.• Accelerated signup-to-payment flows, contributing to faster revenue realization.• Aligned product strategy with business priorities in a fast-changing, high pressure environment. &nbsp;&nbsp;&nbsp;• Fostered cross-functional collaboration between engineering, sales, and CS teams to ensure predictable delivery of key product milestones.Product ManagerMay 2024&nbsp;-&nbsp;October 2025&nbsp;(1 year 6 months)• Shipped core products: Numbers Inventory, Verify API, Viber + SMS fallback, and regulation-driven flows.• Turned problems into roadmap, lean PRDs, and iterative releases; improved reliability and UX.• Managed external resources (marketing, design, content, web dev) for faster, cleaner launches.• Salesforce: mapped sales process; built flows/automations, validation, smart forms, dashboards.• Qlik: specified dashboards for growth—first-time buyers, signup→payment time, signups vs payers, EU vs non-EU, KYC pass rates, and initial setup vs real feature usage.• Automated manual ops and tightened feedback loops across Product/ Engineering/Support.Product AnalystApril 2024&nbsp;-&nbsp;May 2024&nbsp;(2 months)HR Duo2 years 4 monthsProduct OwnerMay 2022&nbsp;-&nbsp;February 2024&nbsp;(1 year 10 months)• Gathered business requirements by meeting clients, industry experts and members of the development and and testing team &nbsp;&nbsp;• Created Miro boards, charts and documents to present my vision and plan• Scoped, estimated and planned the tasks and delivery of new modules or feature improvements• Identified and evaluated potential risks before the project begins and during the project development, took corrective measures to limit the negative impact• Analysed work after project completion, including what was done, who was involved, and what could be done better in the future.Country Coordinator - RomaniaNovember 2021&nbsp;-&nbsp;February 2024&nbsp;(2 years 4 months)Braşov, Romania• Set up the Romanian company, its local office and build the Romanian development team.• Set up the company's testing department, training the testers and overseeing their work, reaching a 98% success rate.• Manage resources, including the attracting, hiring and retention of staff.• Ensure employees move in the same strategic direction to achieve the company’s mission.• Promote the wellness of staff and implementing policies inline with labour legislation, health and safety guidelines to create a diverse and positive working environment.Web Design and Web Development CompanyAccount and Project ManagerMay 2015&nbsp;-&nbsp;July 2017&nbsp;(2 years 3 months)Brasov County, Romania• Managed a team of 25+ developers and designers.• Developed a strong, strategic relationships with clients to identify their needs, business goals, expectations and assure delivery of pixel perfect products and excellent quality services, within time and within budget.ROUTE 66 Senior Key Account ManagerMarch 2014&nbsp;-&nbsp;April 2015&nbsp;(1 year 2 months)Kapsch Romania Account Manager &nbsp;August 2011&nbsp;-&nbsp;February 2014&nbsp;(2 years 7 months)EducationMaster's degree in Business Administration,&nbsp;Business Administration and Management, General&nbsp;·&nbsp;(2008&nbsp;-&nbsp;2010) Academia de Studii Economice BucureștiBachelor's degree in Business Administration,&nbsp;Business Administration and Management, General&nbsp;·&nbsp;(2005&nbsp;-&nbsp;2008) Academia de Studii Economice BucureștiBachelor's degree in Public Adminitration,&nbsp;Public Administation&nbsp;·&nbsp;(2006&nbsp;-&nbsp;2009) Scoala Nationala de Studii Politice si Administrative

Resume

I had the pleasure of working with Andra in the Product team, where she played a key role in bringing structure, clarity, and reliability into our day-to-day execution.

What stands out about Andra is her strong sense of ownership and organization. She approaches complex topics in a highly structured way, ensures proper documentation, and follows through on commitments consistently. In environments where clarity and coordination are critical, she brings real stability and discipline.

I particularly valued her ability to bring order into ambiguous situations and maintain a clear overview across multiple workstreams. 

Andra works very hard, stays focused, and pays close attention to details—especially in UI and user experience. She sets high standards for herself and always delivers quality work without cutting corners. Any team would benefit from having her.

HR Duo has been working with Andra and her team for a number of years. We have benefited greatly from her project and resource management skills as well as her deep sectoral experience. She is a strong accountable manager and a pleasure with whom to work.

While I was CTO for HR Duo, Andra was indispensable to me in managing our Romanian office. Hard-working, diligent, and professional at all times. She could always be trusted to get things done and applied herself completely to any tasks that were handed to her. She was an agent for change and would happily advocate for and drive improvements in all areas of the business. She would be an asset to any team, and I have no difficulty in recommending her.

Reviews

Define and implement key performance indicators to measure product success and guide data-driven decisions.

KPI & Metrics Setup

Enhance collaboration through effective communication strategies between product teams and stakeholders.

Stakeholder Communication Facilitation

Visualize and optimize the entire customer experience to enhance engagement and reduce churn.

Customer Journey Mapping

ContextThe existing product was a fragmented messaging system, primarily focused on SMS, with limited scalability and poor usability. The goal was to evolve it into a unified CPaaS platform combining messaging and voice.Problem<ul><li>fragmented experience across messaging and voice</li><li>complex and unintuitive UI</li><li>lack of scalable architecture</li><li>no shared clarity across teams</li></ul>My role<ul><li>Led end-to-end product definition and roadmap</li><li>Defined platform architecture (tenants, roles, modular features)</li><li>Wrote PRDs, user stories, and acceptance criteria</li><li>Built interactive HTML flows for the entire platform</li><li>Worked closely with engineering on MVP delivery</li></ul>Solution<ul><li>Unified SMS and voice into a single platform</li><li>Simplified UX for complex workflows</li><li>Introduced modular functionality based on client needs</li><li>Implemented multi-tenant architecture and permissions</li><li>Added alerts, reporting, and KYC integration</li></ul>Impact<ul><li>Defined full product foundation beyond MVP</li><li>Reduced ambiguity across teams</li><li>Improved alignment between product, design, and engineering</li><li>Enabled scalable growth of the platform</li></ul>

Designing a Modular CPaaS Platform

ContextOnboarding required handling user activation, compliance, fraud detection, and lifecycle management across multiple markets.Problem<ul><li>high drop-off</li><li>manual verification (~5h/day)</li><li>disconnected systems</li><li>poor visibility on risk</li></ul>My role<ul><li>Redesigned onboarding as a full system</li><li>Aligned product, compliance, and operations</li><li>Defined flows, automation, and logic</li></ul>Solution<ul><li>Dynamic onboarding flows</li><li>AI-based KYC (auto / manual review)</li><li>Trust levels and permissions</li><li>CRM integration (Salesforce)</li><li>Lifecycle automation and fraud detection</li><li>VAT validation for EU</li></ul>Impact<ul><li>↓ Abandonment by 81%</li><li>↑ Conversion by 50%</li><li>↓ Time-to-conversion by 36%</li><li>↓ Manual effort by ~40%</li></ul>

End-to-End Onboarding, Compliance & Risk System

ContextEnterprise client relied heavily on SMS, leading to high costs and limited flexibility.Problem<ul><li>high SMS dependency</li><li>rising costs</li><li>inconsistent delivery</li><li>no channel optimization</li></ul>My role<ul><li>Defined multi-channel strategy</li><li>Balanced cost, delivery, and UX</li><li>Coordinated implementation</li></ul>Solution<ul><li>Introduced WhatsApp, Viber, Telegram, Voice</li><li>Defined channel logic by region/use case</li><li>Optimized routing and reporting</li></ul>Impact<ul><li>Reduced costs</li><li>Improved delivery performance</li><li>Increased conversion</li><li>Enabled continuous optimization</li></ul>

Fix messy products. Improve adoption. Scale with clarity.