Hello, I am
Rafael Ramírez, MsC, PMP
Project Manager | Product & Delivery
I’m a London-based, product-focused delivery leader with experience building and scaling customer-centric digital products across loyalty, payments, and CRM. My work sits at the intersection of product strategy and execution — from migrating 4 million customers onto a new loyalty platform with zero downtime, to shaping an AI/ML offer engine that increased customer lifetime value from ~$2 to ~$15.
I’ve led cross-functional teams to define, prioritise, and deliver product improvements that drive measurable outcomes, including securing multi-million-dollar investment for a SaaS platform overhaul and launching new digital payment capabilities for both B2B and B2C customers. Whatever the domain, my focus is the same: deeply understand the problem informed by customer insight/ user behaviour, align stakeholders on the right solution, and deliver products that create real value.
What I do
Building consumer products that people love — and businesses rely on
Product Manager
Ensure the product solves real customer needs and drives measurable business outcomes across markets.
Product Strategy & Roadmaps
Define vision, outcomes, and sequencing—prioritising features that move core metrics
Loyalty & CRM Platforms
Design modular loyalty capabilities (rewards, offers, segmentation) and lifecycle journeys that create habit loops.
Payments & Mobile Experiences
Ship secure, friction‑light mobile flows that convert and recur.
Cross-Functional Leadership
Align engineering, UX, data, and markets; turn ambiguity into clear user stories, AC, and delivery plan
Stakeholder Management
Drive transparent comms, trade‑offs, and OKRs with senior stakeholders to land decisions and value fast.
Selected Projects
SaaS Loyalty and CRM Platform
Delivering multi‑market scalability and customer engagement thought SaaS product.
B2B Fuel Mobile Payments
Enabling Shell B2B user network to pay for fuel through the Shell App.
B2C Mobile Payments Car Wash
A seamless payment capability for thousands of B2C customers.
Loyalty Programme Transformation
Modular loyalty product ecosystem across CEE.
Offer Decision Engine
AI/ML-driven Offer Decision Engine to provide a personalized user experience through offer recommendation based on user behaviour.
Work experience
About
Hi, I’m Rafael — a Product & Project Manager based in London with a strong foundation in end‑to‑end delivery and a passion for building customer‑centric digital experiences. I currently lead a large‑scale transformation programme at Shell, where I’m overseeing the migration to a new loyalty SaaS solution across multiple markets, managing cross‑functional workstreams, and navigating both waterfall and agile environments.
I studied Civil Engineering at the Santo Domingo Institute of Technology in the Dominican Republic. After starting my career as a Project Engineer — and completing an MSc in Business & Management — I pivoted into Tech to follow my interest in digital transformation and building products that reach millions of users.
I’m a certified Project Management Professional (PMP) and also hold PRINCE2 and PSM I certifications. I’m now transitioning into a full‑time Product Manager role and building a portfolio that highlights my blend of strategic thinking, structured delivery, and hands‑on product execution. Whether it’s shaping a customer value proposition, defining product requirements, leading cross‑functional teams, or guiding an MVP from idea to launch, I thrive on turning complex challenges into simple, meaningful solutions. As a freelancer, I support startups/ scale-ups with their delivery practices and help them identify and improve to help them shift faster and better.
Outside of work, I’m big on fitness, travelling, getting outdoors, and diving into sci‑fi and fantasy worlds — whether through books or games. I also enjoy building and learning about AI, automation, and vibe coding solutions to day-to-day problems. These passions fuel my curiosity, creativity, and user‑first approach to problem solving.
Explore my side projects and case studies as I continue expanding this space.
Let’s get in touch
Rafael Ramírez
Product & Project Manager