Speaker at
I build marketplace, growth and loyalty products used by millions of users across large consumer platforms.
Isadora Serpa is a senior product leader with a track record of building high-impact digital products at scale — from iFood, Latin America's largest food delivery platform, to AB InBev's Zé Delivery, where she led the consumer loyalty strategy that acquired 3 million users in its first year.
She specialises in growth, loyalty ecosystems and rewards platforms — designing the behavioral mechanics and product systems that drive retention, engagement and revenue at consumer scale.
She also writes on Substack about product strategy and leadership for practitioners building complex consumer products.
Manual KYC verification across 13 steps created high friction and slow activation times, blocking supply growth.
Removal of friction across the user and business funnel by automating verification and eliminating unnecessary steps..
Zé Delivery lacked a retention mechanism — no structural way to increase purchase frequency or consumer lifetime value.
Built loyalty into a strategic growth engine for AB InBev — delivering high-value benefits and fueling retention at scale.
Thoughts on product strategy, growth, and building digital products at scale.
A/B testing is valuable — but applying it to everything wastes time and obscures real decisions. A framework for knowing when to test, when to release, and when to rethink.
Read on Substack ↗A good roadmap isn't a list of features — it's a reflection of strategy. A 5-step guide covering business alignment, customer feedback, goal-setting and stakeholder buy-in.
Read on Substack ↗Managing a mix of personalities, expectations and competing priorities requires the right tools. Three real situations and how to navigate each of them.
Read on Substack ↗A structured framework to align your team on vision, bets, metrics and key initiatives.
Open in Miro ↗A visual roadmap template to plan, prioritize and communicate your product initiatives across teams.
Open in Miro ↗A GROW-based template to map where you are, where you want to go, and what closes the gap.
Open in Miro ↗Design, document and validate product experiments — from hypothesis to learnings and next steps.
Open in Miro ↗