FanDuel
Shaping product strategy through user-driven data
SKILLS
TEAM
Data
Product Management
UI/UX
A/B Testing
Competitor Analysis
Finance
DURATION
September 2025 - December 2025
My Story
At FanDuel, I worked on the Commercial Product Strategy team, driving product development and performance optimization across key betting and casino experiences. My role combined product strategy, data analytics, and market research to shape feature decisions and improve user engagement. By using large-scale user data and competitive insights, I helped define product roadmaps, design experiments, and deliver actionable recommendations that improved the user experience and drove measurable growth across the platform.
The Problem
The core challenge during my time at FanDuel was to drive user engagement and increase betting activity across key products like FanDuel Picks and YourWay. In an increasingly competitive sports betting market, we needed to better understand user behaviour and optimize product features, promotions, and user flows to encourage first-time bets, improve retention, and maximize overall user value.
To address this, I worked across several key areas:
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User Segmentation & Targeting: I analyzed large-scale user datasets (~285K users) to identify engagement patterns and segment users based on behaviour and activity levels. These insights were used to inform targeted promotions and product features, improving engagement among underperforming segments
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Product Strategy & Feature Optimization: I drove the development and refinement of products like FanDuel Picks and YourWay by translating user behaviour and performance metrics into actionable feature recommendations, improving usability and increasing betting activity
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Market & Competitive Analysis: I conducted detailed analyses of competing betting platforms, quantifying promotion structures, feature mechanics, and incentive strategies. These insights informed product decisions that contributed to 26K new user acquisitions
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Data-Driven Decision Making: I built tools and dashboards to track daily KPIs and weekly engagement trends, allowing continuous monitoring of product performance. This helped identify friction points and optimize user flows to improve retention and overall user value
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Experimentation & Iteration: I designed and prioritized experimentation plans (A/B testing) to evaluate new features, promotions, and UX improvements. Results from these experiments guided product iterations that increased user engagement and conversion
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Product Documentation & Cross-Team Alignment: I created detailed PRDs and collaborated with cross-functional teams to define feature requirements, user flows, and success metrics, ensuring efficient execution and alignment across product, engineering, and business stakeholders
Key Takeaways
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Data-driven storytelling strengthens product decisions:
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Leveraging user analytics and engagement data allowed me to translate complex metrics into clear, actionable insights for stakeholders. This helped align product, business, and analytics teams around which features and user segments to prioritize, ensuring decisions were grounded in measurable impact.
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Iterating through continuous experimentation:
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By combining KPI tracking with structured A/B testing, I was able to quickly validate product changes and refine features like FanDuel Picks and YourWay. This created a fast feedback loop that improved decision-making and reduced the risk of launching ineffective features.
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Cross-functional collaboration drives better outcomes:
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Working closely with product managers, engineers, and business teams gave me a deeper understanding of the full product lifecycle. It reinforced the importance of aligning data insights with execution, ensuring that product strategies translated effectively into user-facing improvements and measurable growth.
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Memories
