Mobile E-commerce
iOS and Android fashion apps: a move from white label to an in-house app, a funnel built on GA4, Firebase and Clarity, A/B tests and a new checkout.
Senior Product Manager & Builder
Mobile apps
+10
mobile apps launched
Leadership
12
people led
Experience
+7
years building digital products
Companies helped
+23
from early-stage startups to companies 60+ years in the market
Products I have worked on
Different business models and platforms, from a retail app to enterprise AI.
Retail Ops, B2E
Apps for store sales staff: clienteling over WhatsApp, targets and campaigns, and a tablet POS integrated with SAP.
Pet Health and Services
A 0-to-1 marketplace with two apps synced in real time, one for pet owners and one for the field team, with dynamic pricing and a subscription plan.
B2B SaaS
A Customer Revenue Intelligence web platform, from discovery to the front-end I built myself.
Enterprise AI
An AI product for querying data and generating reports: diagnosis, MVP scope, go/no-go criteria and go-to-market.
Real Estate Marketplace
A marketplace with per-seat pricing, and what it taught about activation.
Agro Marketplace
Discovery for an international marketplace with real-time translation.
DRAG ME
Numbers that moved.
My impact on the products I led.
app conversion, up from under 1%
customer lifetime value (CLTV)
the Black Friday sales target
active adoption by sales staff, up from 60%
of orders in the app in the first month, up from 20% on the website
average monthly repeat booking in year one
Right up my alley.
Three modes I work in. Hover a card to see what's involved.
- Customer interviews
- Field research
- MVP validation
- Positioning
- Value proposition
- ICP definition
- Go-to-market
Discovery & Strategy
- Scope
- MVP
- Pricing
- Migration
- Launch
- A/B testing
- CRO
- Retention
- Lifetime value
0 → 1 & Scale
- Cross-functional squads
- Engineering coordination
- Sprint ceremonies
- Backlog prioritization
- Stakeholder alignment
- Executive readouts
- Enablement
- Product operations
Leadership & squads
Tools I work with
Product, design & AI
Jira
Confluence
Azure DevOps
Zendesk
Notion
Miro
Figma
Claude
ChatGPT
Lovable
Data & analytics
GA4
Firebase
Microsoft Clarity
PostHog
Amplitude
Hotjar
Power BI
Looker
Metabase
SQL
Engineering & integrations
Postman
Sentry
Git
REST APIs
GraphQL
For queries and follow-up, not development. When I build, I build with AI.
Proof, not promises
Three cases in depth, the numbers that moved and the road that got me here.
In-depth case studies
100%
of the base migrated
Nobody left on the legacy app
E-commerce · fashion retail
A proprietary app built from scratch, and a whole base moved onto it
A fashion retailer ran on a white-label app: little personalization, and an e-commerce team with no room to launch campaigns or tune the funnel. I settled what earned a place in version one, then planned the migration of the entire base onto a proprietary iOS and Android app. Nobody was left on the legacy one.
80%
of orders without going through customer service
Field operation doubled
Pet care · marketplace and services
From group chats to two real-time apps
I was the only PM at an early-stage in-home pet health and grooming startup. Booking happened in WhatsApp groups, with the team answering every customer by hand. The challenge was building two apps that talked in real time, one for pet owners and one for vets and groomers, so the operation could grow without adding people to customer service.
5
teams telling the same story
Launch decided by criteria
Enterprise AI · product strategy
Align the whole company before launch
An AI product every team understood differently, and a team that wanted to launch anyway. The result: the whole company now tells the same story about the product, and the go/no-go criteria held back a premature launch.
Path
2026
NowIndependent product consulting
Today I work as an independent product consultant. I have two clients: a GTM plan for a B2B AI SaaS, and an early-stage B2B SaaS I take from discovery to delivery, building it in code.
- Independent
- Product strategy
- GTM
- B2B SaaS
- AI
2024 — 2026
The product I stayed with longest
Before that, I spent about two years leading a fashion retailer's new app and the sales app for its store teams. There, app conversion went from under 1% to 5%.
- E-commerce
- Mobile
- Growth
- CRO
2022 — 2024
Back to consulting, many products at once
Before that, I went back to consulting and delivered several products at once, for clients in retail, logistics, health and corporate software. I worked mostly at the front end of the work: discovery, customer interviews and validating the MVP before it was built.
- Discovery
- User interviews
- MVP validation
2021 — 2022
First zero to one, at a São Paulo startup
Before going back to consulting, I was a product manager at an early-stage startup in São Paulo, where I built my first product from nothing for real consumers. Until then my projects had been products for a company's own internal use, apart from a fashion brand's first app.
- 0 to 1
- Consumer
- Marketplace
- MVP
2020
Project manager
I started as a project manager: I built the PMO at the company I worked for from scratch, leading software projects in energy, health and e-commerce.
- PMO
- Project management
2019 — 2023
PMI volunteer
Alongside all of this, I spent four years volunteering with the Espírito Santo chapter: I helped build the first PMO shared between PMI chapters in Brazil, and co-hosted the AgileDay podcast.
- PMI
- Community
- Podcast co-host
About
Who is Brenda
Behind the camera
Today I help companies get their product off the page.
I'm Brazilian , and I've lived in Montréal for 2 years.
I started 7 years ago building a PMO, went through consulting and a São Paulo startup, and most of my work has been taking products from zero to the people who use them.
I work where product, design and AI meet: I run discovery, set strategy, and build prototypes and front ends with AI's help, so a decision reaches the team already tested.
Outside work
photography
art
books
games
dessert
family
studying
nature
travel
- Based in
- Montréal, QC
- Languages
- Portuguese, English, French (in progress)
- Status
- Open work permit
Stage & contributions
Media & content
Conversations about agility, product and people, with those who do it every day.
Watch the playlist on YouTubeCo-host · 7 episodes · PMI Espírito Santo · in Portuguese
AgileDay PMI Podcast
I was co-host of the AgileDay podcast, the agile event run by PMI Espírito Santo in Brazil. Each episode is a conversation with a practitioner about how agile works in practice.
Watch the playlist on YouTubeTell me about the problem you have. If I am the wrong fit I will say so in the first reply.
© 2026 Brenda Biel. All rights reserved.