Brooklyn, NY · Product Lead
Tommaso
Cremonini
Product Lead · HelloFresh
11 years building products people love — from two-person startups to global brands. Focused on growth, retention, and the messy work of 0 to 1.
Core Competencies
What I do best
11 yrs
Growth Strategy
Led growth across B2C marketplaces, SaaS, and D2C at HelloFresh, Scalapay, and QA — connecting acquisition, activation, and retention into one coherent motion.
3×
0→1 Builder
Founded two ventures. Joined Scalapay as employee #3 to launch the first European single-checkout platform from zero.
+40%
Retention Engineering
Reactivation rate at HelloFresh grew +10%, +22%, +40% YoY across three consecutive years through lifecycle and product interventions.
+6% CR
A/B Experimentation
Runs data-backed experiments at velocity. Taste Profile introduction alone lifted activation conversion by 6 points in 2025.
16→24%
Funnel Optimization
Maps full user journeys to find and fix conversion leaks. Increased insertion funnel CR by nearly 8 points at Subito.
€500K
Startup Scaling
Raised and deployed early-stage capital. Built teams, operations, and distribution lines from scratch at Fanceat and Morsy.
ML-led
Data-Driven PM
Translates analytics into product decisions. Shipped ML-powered plan recommenders and dynamic segmentation funnels at HelloFresh.
3 countries
Cross-functional Leadership
Coordinated product, design, engineering, and data across distributed teams in Italy, Spain, and the United States.
Experience
Career
2022 – Present
HelloFresh
Product Lead
New York, NY
Transitioned from leading Reactivation to owning Global Activation across all six HelloFresh family brands — redefining success from pure conversions to settled conversions (4+ orders in 6 weeks).
Grew consistently from +10% in 2022 to +22% in 2023 to +40% in 2024. Improved retention by 8% while reducing CAC through dynamic navigation and optimized meal selection.
Introduced Taste Profile creation directly in the acquisition quiz — driving measurable lift in conversion rate in 2025.
Shipped ML-led dynamic plan recommendations with funnel segmentation, increasing average order rate across the activation funnel.
Led deprecation of the legacy system, consolidating onboarding and activation into a single platform — boosting feature velocity and reducing early churn.
2021 – 2022
Scalapay
Product Manager, Magic Checkout
Milan, IT
Joined as the third team member to launch the first European single-checkout platform, working directly with merchants and customers to bring it from idea to live product.
Built the product from zero to first transaction, scaling weekly volume by over 200× in under a year.
Led international expansion to France and Spain, onboarding over 150 e-commerce platforms.
Grew the team from 3 to 10+ people: product managers, integration engineers, designers, analysts, and CS.
2020 – 2021
QA
Sr. Product Manager
Remote
Led the Acquisition team, committed to increasing new users and driving weekly content consumption across the platform.
Overhauled the onboarding funnel end-to-end, doubling the conversion rate from free trials to paying subscribers.
Designed and A/B tested new referral programs, significantly increasing word-of-mouth sharing.
Drove higher visit frequency in the first month post-subscription, improving engagement and reducing early churn.
2018 – 2020
Subito
Product Manager
Milan, IT & Barcelona, ES
Started as project manager in the Growth Alliance, then joined the product team as PM of the Listing team — a cross-functional crew of 12 across Milan and Barcelona.
Redesigned the listing creation funnel, increasing overall CR by nearly 8 percentage points.
Boosted private listing volume through UX improvements and workflow optimizations.
Integrated acquired startup Mistermatic into the Subito B2B ecosystem, creating a dedicated tool for professional car dealers.
2017 – 2019
Morsy
Co-founder & Operation Manager
Turin & Milan, IT
Pivoted from the original model to launch an office meal subscription — cold and microwavable dishes delivered to corporations as a substitute for company canteens.
Signed partnerships with over 30 corporations across Turin and Milan within the first year.
Designed and scaled the food production line and delivery strategy to reach daily volume.
Opened two distribution centers and reached near-€400K ARR in the first year of operations.
2015 – 2017
Fanceat
CEO & Co-founder
Turin, IT
Founded the first Michelin-starred delivery service in Italy. Selected by JustEat for their first Corporate Venture Capital Program as one of the Top 5 food startups worldwide.
Raised pre-seed capital and led the business from concept to market, building a team of 10+ people.
Delivered over 30,000 premium Michelin-starred meals, proving the model at scale.
Selected as one of the top 5 food startups worldwide by JustEat's Corporate Venture Capital Program in London.
Kind Words
What people say
“Tommaso has a rare ability to connect data, user behavior, and business strategy into clear, actionable product decisions. One of the best growth PMs I've worked with.”
[Colleague Name]
[Role] · HelloFresh
“Working with Tommaso was a masterclass in 0-to-1 product building. He knows when to move fast and when to be methodical — and always keeps the team aligned.”
[Colleague Name]
[Role] · [Company]
“Tommaso's instinct for retention mechanics is exceptional. He doesn't just optimize funnels — he redesigns them from the ground up with the customer in mind.”
[Colleague Name]
[Role] · [Company]
“As a founder and operator turned product leader, Tommaso brings a perspective that few PMs have. He understands what it takes to build from scratch and scale with discipline.”
[Colleague Name]
[Role] · [Company]
Replace the placeholders above with your LinkedIn recommendations
About
A bit about me
I've spent the last 11 years building products at the intersection of growth, retention, and user experience — first as a founder, then as a product manager at companies ranging from two-person startups to global platforms.
Currently, I'm a Product Lead at HelloFresh, where I own the global activation strategy across all six family brands. My mandate: move the needle not just on first conversions, but on settled customers — people who stick around, reorder, and genuinely love the product. Before HelloFresh, I was the third employee at Scalapay, where I launched Magic Checkout — the first European single-checkout platform — scaling it from near-zero to €350K+ in weekly transactions.
Before product, I founded two companies: Fanceat (first Michelin-starred delivery in Italy, selected by JustEat's VC program as one of the top 5 food startups worldwide) and Morsy (an office meal subscription that reached ~€400K in its first year). That operator background still shapes everything — how I think about business viability, team dynamics, and the real cost of getting things wrong.
I'm based in Brooklyn, NY. I hold a Master's degree in Engineering Management from the Polytechnic University of Turin, and I'm authorized to work for any US employer.
Currently
HelloFresh
Product Lead, Global Activation
Education
Politecnico di Torino
M.Sc. Engineering Management
Location
Brooklyn, New York