I build products people want. And help them grow.

Ten years connecting product, brand and marketing, turning ideas into launched products, better customer experiences and measurable growth.

Let’s work together Explore my work
Portrait of Xhulio Selenica

Available for consulting and fractional roles · ~20 h/week · Remote across Europe

01 — Results

Measured, not claimed.

  • 10+Years across brand, marketing and product
  • 1M+App downloads, from MVP onwards
  • 40%Faster purchase flow after the funnel redesign
  • 1.5xMonthly order growth during the CPO years
  • 2,300+Lapsed customers won back every month
  • 98%On-time delivery on AtWork, a B2B SaaS product

02 — Services

How I can help.

  1. 01

    Funnel & checkout audit

    Where users drop off between first visit and paid order, and a ranked list of what to fix first.

  2. 02

    Retention, churn & CRM

    Customer value tiers, churn and win-back rules, and the lifecycle campaigns that bring customers back.

  3. 03

    KPIs & executive reporting

    One KPI framework and a monthly board report your team actually decides on, built on your own data.

  4. 04

    Fractional product & growth lead

    About 20 hours a week: roadmap, priorities and launches, owned end to end with your team.

Find

Map the full journey and the data behind it. Locate the leak.

Decide

Rank fixes by impact and effort. Make the trade-offs explicit.

Ship

Launch with the team, measure, and keep what works.

03 — Experience

Ten years, built from zero.

2016 — Now

Baboon · Co-founder

Food delivery marketplace, B2C and B2B · Albania and Kosovo

Marketing & BI Lead · Part-time · 2024 — Now

  • KPI framework and monthly and weekly CEO and board reports, built in SQL across orders, GA4 and the app stores.
  • Value tiers and churn rules behind win-back campaigns reactivating 2,300+ customers a month.
  • Found failed card payments logged as cancellations: the largest recoverable revenue leak, ~€12K a month.

Chief Product Officer · 2021 — 2024

  • Led an 8-person product and marketing team with an annual budget above €200K.
  • Ordering-funnel redesign: purchase time down 40%+, monthly orders up 1.5x.
  • Customer and driver apps, CRM, POS and the B2B ordering platform; smart recommendations and AI-assisted logistics cut delivery time by 28%.

Brand Manager · 2016 — 2021

  • Built the brand into Albania's most-downloaded food delivery app: 500K downloads by 2020.
  • Cost per acquisition down 80%; repeat-order rate up 25% through gamification.

2024 — Now

AtWork · Product Lead

B2B SaaS for corporate meal benefits · atworkapp.co

  • Designed the product end to end: company budgets per employee, HR dashboard, ordering app.
  • Weekly meal planning used by 80% of employees across 30+ client companies.
  • Gamification that concentrates orders on selected dishes; on-time delivery at 98%.

2025 — Now

LUTEM · Brand & creative direction

Brand, creative direction and creator partnerships with 30+ creators.

2023 — 2024

Specialty e-commerce brand · Product Designer, freelance

Segmented shopping journeys and a new app: engagement up 35% in six months.

FigmaJiraClaudeChatGPTGoogle Analytics 4Looker StudioPower BIMySQLMeta AdsGoogle AdsPhotoshopIllustrator

04 — Contact

Let's talk.

Email
hi@xhulioselenica.com
Phone
+39 379 166 4024
LinkedIn
/in/xhulioselenica
Based in
Bologna, Italy · Remote across Europe
Languages
Italian (native) · English (C1)
Availability
Consulting or fractional · ~20 h/week
Book an intro call Download CV