Catalina Pandrea

Assumed product ownership of the core ruefa.at platform (booking engines, CMS, integrations) with ~100k monthly sessions in a legacy, undocumented setup. Established transparency by aligning teams on current and target state priorities. Defined product vision and roadmap. Led CMS migration achieving 99.5% uptime & improving performance and SEO. Improved booking flow reliability, driving ~20% conversion uplift, and built a geo data mapping solution to consolidate locations and reduce search inconsistencies.

Led the launch of Shopware 6 e-commerce platforms for Austria, Germany, and France, coordinating a distributed dev team and external agency. Translated stakeholder input and benchmarks into wireframes. Prepared and structured product data for ERP integration (Plentymarkets) and coordinated backend integrations to sync inventory and pricing across channels.

Founded and scaled a self-funded e-commerce business from a €20k investment to €800k annual revenue, including expansion into a physical retail store (2018). Owned product, UX, marketing, and operations end to end. Drove data-based growth via KPIs, customer insights, and A/B testing, achieving 30–50% YoY revenue growth. Led performance marketing, optimized the online store, worked with freelancers and agencies, and streamlined purchasing, logistics, and sales for scalability.