About me

Product Manager who believes AI changed the rules of the job: specifying what to build is no longer enough, you need to know how to build it.

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Francis Valverde outdoors
A person, first and foremost

Biography

I'm Francis Valverde, a PM based in Madrid. I started in SEO and growth (audits, keyword research, content optimisation, A/B tests), and that grounding in data and users is still how I decide what deserves to be built.

What changed is how much of that "being built" I do myself. With AI as a copilot, I go from hypothesis to a real prototype without waiting for a slot in another team's backlog. I still think about strategy, but I ship more and more.

How I work

  1. 01

    I understand the business before I touch a screen. Without that, any priority is a blind bet.

  2. 02

    I'd rather ship an imperfect version today than debate the perfect one in a meeting.

  3. 03

    I prioritise what moves real numbers, not what looks good in a demo.

  4. 04

    I go running with Harry, my dog, when I need to think with a clear head. Half of my best product decisions came out of those runs, not out of a meeting.

Curious how I'd start in a new team? Read my 90-day plan.

Changelog

From marketing to product, one release at a time.

  1. R

    Digital Marketing & Social Media

    redcomercio.org

    ~ Managed the website and social channels, ran email marketing campaigns and supported UX for the website and mobile app.

    2015
  2. 2015 - 2017
    D

    Head of Digital Marketing

    Diamond Building

    ~ Designed the marketing and inbound plan on Salesforce, captured and nurtured leads, and redesigned the corporate websites.

  3. A

    Marketing & SEO Specialist

    Accenture Interactive

    ~ Ran email marketing campaigns and technical SEO audits for large accounts (banking, ecommerce), including Bank of America.

    2017 - 2020
  4. 2019 - 2021
    M

    Digital Marketing Instructor

    Medac & University of Córdoba

    ~ Taught on Medac's master's in digital marketing and on an entrepreneurship programme at the University of Córdoba.

  5. G

    SEO Manager

    Genially

    ~ Designed scalable organic growth strategies through programmatic SEO, managed a team (editors, translators, UX and engineering) and audited the product.

    2020 - 2023
  6. 2023 - Present
    G

    Product Manager

    Genially

    + I own strategy and development for product focused on growth and retention, prioritise with data frameworks and increasingly prototype things myself with AI.

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Education

  • Master's in Inbound Marketing & SEO/SEM

    Inesdi Business Techschool, digital marketing strategy and search engine optimisation.

  • Master's in Teacher Training (Secondary, Vocational and Language Teaching)

    Nebrija University.

  • Bachelor's in Business Administration and Management

    University of Córdoba, business strategy, operations and management principles.

Into

  • Trail running in the mountains
  • Going out with Harry, my dog
  • Real estate investing
  • Philosophy
  • Music production
  • Data-driven growth
  • Keeping teams motivated
  • AI and Machine Learning