Sorin Campan

About

I help founders and early-stage startups translate human motivations into product logic, turn complex ideas into scalable, user-centric products. My strength lies in combining empathic yet strategic thinking, with behavioral insight, and creative problem-solving to uncover patterns, add value, and accelerate product traction and growth. The way I see the product growth is as follows: 1. Achieve Product–Market Fit (PMF). Validate that a clearly defined segment consistently derives meaningful value from the product. 2. Deepen and expand PMF while introducing a Product-Led Growth (PLG) approach as the primary growth engine, and progressively implementing Go-To-Market (GTM) strategy. This phase strengthens activation, retention, and engagement within the core segment, while selectively expanding into adjacent segments or use cases — creating the foundation for scalable market penetration. 3. Scale growth through a more GTM-driven motion. With a proven value engine and predictable usage patterns, growth increasingly relies on structured GTM frameworks, channels, and distribution strategies. In short, early-stage startups must first achieve PMF. Growth follows the PMF! If the product does not deliver sufficient value to activate and retain users, GTM execution only amplifies inefficiency. Scaling a product without PMF is simply pouring water into a leaky bucket. What I do best: -> Build an MVP that tests hypotheses and learns from feedback loops, enhancing your product -> Craft product discovery & validation and value proposition & strategy: defining North Star Metrics, input metrics, OKRs, and KPIs that align vision with execution and prioritization -> Translating human motivations and jobs-to-be-done action into product logic, onboarding flows, and activation paths -> Shortening time-to-value and engineering the 'aha moment' to improve activation, retention, and monetization -> Designing behavior-driven UX and growth loops that surface strong PQL signals -> Building Product‑Led Growth motions that shape and power GTM strategy -> Applying AI and automation to improve discovery, experimentation, onboarding, and operational efficiency I act as a sparring partner to founders — helping them test assumptions, avoid premature scaling, and focus their efforts by adding value strategically. I like to take the PMF & PLG perspective beyond the product area. As a result, I started to be involved in rethinking a mountain lodge strategy, for example. Now, I'm curious about other unorthodox, but meaningful collaborations in various business areas...

Experience

• Product Growth Strategist · Logicode01-01-2023 – 06-01-2023

  It was an interesting experience working in an inventory management company that offered both SaaS and on-premise products. As a result, my work involved: - Deeply analyzing customer needs and business problems to ensure we provide a seamless onboarding experience - Wireframing the next features and later being part of the usability testing team. Rapidly developing impactful and elegant solutions to address specific problems and optimize the user experience that led to higher conversion rates - Concomitantly, I maintained a close relationship with the developing, testing & support team to understand the problems better to improve the product. - Worked with a wide range of stakeholders both internally and externally to gather requirements and design elements to create a flawless product experience and to optimize the onboarding processes to reduce friction and improve user acquisition. - Here I understood, what proved to be of tremendous help, the difference between the Voice of the Customer (VOC) and the Customer Insights. - Involved in the growth strategy plan for ExtendPro, the product-market fit for the new ExtendPro dashboard, and the afferent analytics. I implemented a continuous discovery process - We improved the onboarding experience. As a result, user engagement increased by 15% - Worked with GS1 bar codes, APIs & ERPs - Reached and connected with B2B leads that increased 20% the MQL for the Soft1

• fractional Product Manager · Human Protocol11-01-2023 – 04-01-2024

  Led teams of designers, marketers, and developers in reaching product goals that leverage web3, blockchain, DeFi technology, and Smart Contracts. Built user flows, user stories, and wireframes for the HuFi app and for a new dashboard feature Made sure that the sprints and milestones progressed accordingly and were reached Reviewed and solved UX heuristics issues on 3 different apps (Human app, Job Launcher & HuFi) and helped this way to deliver high-quality products on time and within budget. Improved user engagement by 20% and reduced customer support queries Created a user manual outlining the functionality of a newly implemented feature within the Job Launcher Tested product usability of the Job Launcher using Postman Build together with the marketing team the GTM strategy for the HuFi app

Education

• Suzhou University of Science and Technology | 苏州科技大学Blockchain Digital Technology
• Google CertificateUX Design
• Google Digital Marketing School
• SuperDataScience TeamTableau, Data Visualization
• udemycertificate, SQL
• Google Analytics AcademyAnalytics
• Stanford UniversityStatistics
• Karolinska InstitutetExplore Statistics with R, Data Science
• www.codecademy.compython
• www.coursera.orgData Analysis and Statistical Inference
• www.udacity.comStatistics
• Technical University Cluj-Napoca, RomaniaBachelor's degree, Telecommunications Engineering

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