Data Driven Product Management

This event was a forum for data-driven product management, bringing together product managers, data scientists, and industry leaders to explore the latest trends and best practices in data-driven product management and development.

The event explored how companies use digital analytics to unlock deep insights into customer behavior and drive product growth. This assists product teams build their strategy around product data.

On 16 March 2023, the first Product Management Masterminds kicked off at Precis Digital’s Copenhagen office. Seven thought leaders in product management and brand shared their insights on the future of product management.

Event Partners

Featured Speakers

Data Driven Product Management

Olga Safonova

Senior Product Manager, Workday

Olga is a strong product leader with 15+ years of experience in technology, product management, product development, digital strategy, growth hacking, and marketing. Olga is now a Senior Product Manger at Workday, a Human Capital Mangement (HCM) solution.

She has experience in global market-leading companies within FinTech, HealthTech, MarTech  and now HRTech. Some of these companies include Saxo Bank,  Leo Innovation Lab, Siteimprove and now with Workday an enterprise/HR management tool.

Going Beyond Business as Usual

How Generative AI will Revolutionise All Business

Jonas Baek

Partner & Head of Product, Precis Digital

Jonas a seasoned product management professional with over 5 years of experience at Precis Digital, where he started as a student worker and worked his way up to become Partner & Head of Product. At Precis Digital, Jonas leads the product side of a 30-man tech department that builds technology for digital marketing, including operational efficiency solutions for internal teams and a SaaS platform for clients in the field of attribution and marketing evaluation.

With a background in digital marketing and product management, Jonas has a deep understanding of the industry and is dedicated to providing data-driven solutions that help businesses succeed. He is passionate about leveraging data and technology to drive growth and improve efficiency for clients in the digital marketing space.

Product(led) is the New Marketing

Adam Greco (US)

Product Evangelist, Amplitude

Adam Greco is one of the leaders of the digital marketing analytics industry. As one of the earliest customers and employees at Omniture, he has helped thousands of organizations improve their digital properties through the use of data.

Adam has blogged extensively about digital marketing analytics and authored the preeminent book on Adobe Analytics. Adam has served as a board member to several digital analytics organizations and has won several awards from the Digital Analytics Association. Adam is currently a product evangelist for Amplitude where he helps leading organizations strategize around using data to accelerate growth.

Ivan Bager

Director of Product

Ivan is a senior product development leader and business analyst with over 20 years of experience from large multinationals, successful start-ups and independent consultancy. This includes brands such as Coloplast, Velux, Nordea, Siteimprove and currently with Mouseflow as their Director of Product.

He has many years experience with cross-functional and product -team leadership, with a solid background in e-commerce and analytics. He has a deep understanding of the ins and outs of organizational integration of product development. Ivan delivers an analytical and data-driven approach to business activities, that engages at the strategic level to link overall business goals. to tactical and precise measures, KPIs, OKRs and optimization paths.

Heidi Ahlefeldt-Laurvig

Chief Operating Officer & Chief Marketing Officer

Over the last 15 years, Heidi has been at the forefront of brand growth through digital transformation in marketing and eCommerce. Heidi’s drive lies in her innovative thinking, ability to challenge and transform mindset into ‘customer-centric and less in-love with features’.

She was born into branding and retail, working at P&G, L’Oreal, Cloetta, Meny and Coop. Heidi is now Chief Commercial Officer at Life Extension Europe. In recent years, she has directed this company to focus on the advanced usage of data and relevance to its digital audience. This has delivered unprecedented results.

Kilian Tscherny

Product Analyst, Pleo

Kilian is a product analyst at the Danish ‘Unicorn Startup’ Pleo.

He works with with various disciplines of data, including product analytics, data science, and data modelling to help product teams succeed through data-informed decision making.

Prior to Pleo, Kilian has a background in programmatic advertising at MediaCom and Sojern as a performance marketing analyst in Dublin, Ireland.


16:00 – Arrival, registration & drinks
16:30 – Intro, Brand Leadership Community
16:45 – The Art of Data Driven Product Leadership, Ivan Bager – Product Leader, Mouseflow
17:00 – Product & Numbers, Killian Tscherny – Product Analyst, PLEO
17:15 – Going Beyond Business as Usual, Jonas Baek – Head of Tech, Precis Session
17:30 – Break out session
18:15 – Food & Fun
19:00 – Data Driven Product Management, Olga Safonova – Senior Product Manager, Workday
19:15 – Expanding Product Thinkng, Adam Greco – Product Evangelist – Amplitude
19:30 – Borrowed, Blue, Old & New – Heidi Ahlfeldt-Laurvig
19:45 – Evaluations, Thoughts and Next Steps, Jomar Reyes, Brand Leadership Community
20:00 – Mingling, drinks and fun
21:00 – End of event