About me
Sergey Troitskiy
Product manager in e-commerce. Ten years building products used by tens of thousands of stores across Europe and the US. Now applying the same approaches directly to smaller online retailers — wherever they pay off fastest.
Why not an agency
At an agency, your project gets handed to whichever manager has the least on their plate, and decisions get made by someone you never met. I work alone and take on few projects at a time — so I know your catalog, your numbers, and your constraints without being reminded.
That has a flip side: I will not cover development, design, copy, and ads all at once, myself. Where hands are needed, I bring in vetted people — and I am the one accountable for their work to you.
What I actually do
My specialty is not "marketing." It is the ability to look at a store as a system and see exactly where it is leaking money: in catalog structure, in order processing, in pricing, in analytics that count the wrong thing. Then fix it in the right order.
I have done this for companies with millions of customers, for ten years. The mechanics do not change with scale — only the numbers do.
Experience
Relay Commerce — Senior Product Manager, current
Leading the messaging track: three products for 45,000+ Shopify and DTC stores — social proof, web push, email and SMS marketing. Including AI features: on-brand campaign content generation and personalized product picks in newsletters.
KYRA — Head of Product, 2022–2025
Built the product organization behind ARR growth from $2.5M to $25M. A roadmap that landed enterprise contracts with L'Oréal, H&M, and Bvlgari. Team of 12+. Integrated an LLM to analyze 20M+ videos a day.
Wehkamp — product strategy and delivery
Three AI-powered B2B products. Turned manual supplier onboarding into an AI platform: −40% time and effort, +30% data accuracy, 500+ suppliers. ML-driven dynamic pricing: −30% excess stock, +15% margin in six months.
Leroy Merlin and Delhaize — analytics and dashboards
A centralized analytics product for decision-making: Adobe Analytics integration, real-time behavior tracking for 6+ product teams. Leroy Merlin's internal marketplace built from scratch in six months — −50% procurement delays.
GoPuff — consulting and growth
Rebuilt unit economics models for 10+ clients, market and competitive analysis, positioning and pricing models, end-to-end project delivery.
Bookly — CPO, then Senior PM, 2019–2022
Product, engineering, support, and analytics for an online booking platform serving 50,000+ service businesses in 50+ countries. Built a research system that identified the main causes of churn, driving 30% quarterly revenue growth.
The roles above are product roles. I was responsible for the product and the teams, not an agency working for these brands. Saying this directly so there is no false impression.
Tools I work with every day
Shopify, WooCommerce · Google Analytics 4, GTM, Merchant Center · Ahrefs, Search Console · Cloudflare · SQL, Python, LLM tooling.
Want to talk about your store?
Start with a free audit — you will see how I think before any commitment.