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I’ve built my career around one principle: growth happens when experimentation, data, and user insight drive every decision. With 6+ years across product management, fintech, SaaS, and e-commerce, I design and scale products and digital experiences through rigorous experimentation, data-informed strategy, and user-centred design. I currently lead the CRO and experimentation function at Rainy City, working with e-commerce and DTC brands to turn behavioural insight into measurable outcomes across acquisition, activation, conversion, and monetisation. Previously, I led product and experimentation initiatives at YouVerify and GetEquity, launching unified identity APIs, no-code compliance tools, structured debt products, and secondary marketplaces, supporting tens of thousands of users and driving meaningful revenue growth. Beyond products, I invest in growing people and ecosystems. I’ve mentored 60+ professionals, contributed to executive training, and actively support global experimentation communities. If you’re looking to embed evidence-based decision-making or explore how experimentation-led growth can accelerate impact, I’d love to connect.…I’ve built my career around one principle: growth happens when experimentation, data, and user insight drive every decision. With 6+ years across product management, fintech, SaaS, and e-commerce, I design and scale products and digital experiences through rigorous experimentation, data-informed strategy, and user-centred design. I currently lead the CRO and experimentation function at Rainy City, working with e-commerce and DTC brands to turn behavioural insight into measurable outcomes across acquisition, activation, conversion, and monetisation. Previously, I led product and experimentation initiatives at YouVerify and GetEquity, launching unified identity APIs, no-code compliance tools, structured debt products, and secondary marketplaces, supporting tens of thousands of users and driving meaningful revenue growth. Beyond products, I invest in growing people and ecosystems. I’ve mentored 60+ professionals, contributed to executive training, and actively support global experimentation communities. If you’re looking to embed evidence-based decision-making or explore how experimentation-led growth can accelerate impact, I’d love to connect.

Dayo Samuel

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I’ve built my career around one principle: growth happens when experimentation, data, and user insight drive every decision. With 6+ years across product management, fintech, SaaS, and e-commerce, I design and scale products and digital experiences through rigorous experimentation, data-informed strategy, and user-centred design. I currently lead the CRO and experimentation function at Rainy City, working with e-commerce and DTC brands to turn behavioural insight into measurable outcomes across acquisition, activation, conversion, and monetisation. Previously, I led product and experimentation initiatives at YouVerify and GetEquity, launching unified identity APIs, no-code compliance tools, structured debt products, and secondary marketplaces, supporting tens of thousands of users and driving meaningful revenue growth. Beyond products, I invest in growing people and ecosystems. I’ve mentored 60+ professionals, contributed to executive training, and actively support global experimentation communities. If you’re looking to embed evidence-based decision-making or explore how experimentation-led growth can accelerate impact, I’d love to connect.…I’ve built my career around one principle: growth happens when experimentation, data, and user insight drive every decision. With 6+ years across product management, fintech, SaaS, and e-commerce, I design and scale products and digital experiences through rigorous experimentation, data-informed strategy, and user-centred design. I currently lead the CRO and experimentation function at Rainy City, working with e-commerce and DTC brands to turn behavioural insight into measurable outcomes across acquisition, activation, conversion, and monetisation. Previously, I led product and experimentation initiatives at YouVerify and GetEquity, launching unified identity APIs, no-code compliance tools, structured debt products, and secondary marketplaces, supporting tens of thousands of users and driving meaningful revenue growth. Beyond products, I invest in growing people and ecosystems. I’ve mentored 60+ professionals, contributed to executive training, and actively support global experimentation communities. If you’re looking to embed evidence-based decision-making or explore how experimentation-led growth can accelerate impact, I’d love to connect.

Available to hire

I’ve built my career around one principle: growth happens when experimentation, data, and user insight drive every decision. With 6+ years across product management, fintech, SaaS, and e-commerce, I design and scale products and digital experiences through rigorous experimentation, data-informed strategy, and user-centred design.

I currently lead the CRO and experimentation function at Rainy City, working with e-commerce and DTC brands to turn behavioural insight into measurable outcomes across acquisition, activation, conversion, and monetisation.

Previously, I led product and experimentation initiatives at YouVerify and GetEquity, launching unified identity APIs, no-code compliance tools, structured debt products, and secondary marketplaces, supporting tens of thousands of users and driving meaningful revenue growth.

Beyond products, I invest in growing people and ecosystems. I’ve mentored 60+ professionals, contributed to executive training, and actively support global experimentation communities.

If you’re looking to embed evidence-based decision-making or explore how experimentation-led growth can accelerate impact, I’d love to connect.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Work Experience

Head, CRO & Experimentation

April 1, 2024 - Present

Led growth experiments across FinTech, SaaS, and eCommerce; specialized in user research, behavioral analytics, and experimentation to identify growth constraints, design evidence-based roadmaps, and measure impact. Built scalable testing frameworks and roadmaps; drove cross-functional collaboration to improve funnel performance and long-term user value.

Senior Product Manager

February 1, 2023 - February 28, 2024

Led product strategy and experimentation to optimize funnel, onboarding, and retention; translated business questions into quantitative insights and dashboards; delivered evidence-based growth initiatives that improved key metrics.

Product Manager

August 1, 2019 - July 31, 2022

Led product management, growth and acquisition initiatives; built roadmaps and partnered with design, data, and growth teams to drive product-led growth for Shopify brands.

YouVerify Data Analyst (Part Time, Remote) at YouVerify

July 1, 2015 - April 30, 2018

Identified adoption and activation barriers through product analytics and enterprise user research; consolidated verification workflows into a single API to reduce time-to-value.

Head, CRO & Experimentation at Rainy City

April 1, 2024 - Present

Head, CRO & Experimentation driving acquisition, activation, conversion and retention across FinTech, SaaS, and eCommerce. Specialist in user research, behavioural analytics and experimentation to identify growth constraints, design evidence-based roadmaps, and scale measurable impact. Led embedding experimentation culture across teams and aligned growth strategy with business outcomes.

Senior Product Manager at Rainy City

February 1, 2023 - February 29, 2024

Senior Product Manager responsible for defining product strategy, roadmaps and delivering growth initiatives across multiple digital products. Focus on optimizing funnel performance and user value through data-driven experiments and cross-functional collaboration.

Head of Product at Rainy City

February 1, 2024 - April 1, 2024

Head of Product leading product strategy, development and cross-functional execution to drive growth and profitability.

Product Manager at Rainy City

August 1, 2019 - July 31, 2022

Product Manager responsible for delivering product features and improvements across fintech and eCommerce platforms, coordinating with design, engineering and analytics teams.

Product Manager at Get Equity

January 1, 2018 - April 30, 2019

Product Manager focusing on adoption, activation, and growth through product analytics and enterprise user research; consolidated fragmented workflows into a single API.