soeiro.

Hello, my name is

Luís
Soeiro

Product Manager

luis@soeiro.eu+351 932 687 355
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Luís Soeiro

01 / About me

I'm a Product Manager focused on building, growing and monetizing mobile apps.

I connect product decisions with user needs and business results.

I manage the full lifecycle of B2C and utility apps, from product definition and MVP launches to roadmap execution, acquisition and monetization. Working with development and design teams, I use data analysis and A/B testing to improve user journeys and turn product insights into measurable growth.

My experience spans product management, digital marketing and B2B project delivery. It combines hands-on work in ASO and paid acquisition with pricing, in-app advertising and in-app purchases.

My academic background began in Tourism Management and Hospitality Administration, followed by further study in Digital Marketing Strategy at eCornell.

02 / What I do

I bring product strategy, experimentation and growth together, from the first MVP to a sustainable app business.

Product strategy & delivery

I define products, launch MVPs and guide roadmaps with development and design teams, keeping user needs and business goals at the centre of delivery.

Acquisition & app growth

I combine paid acquisition and App Store Optimization to grow app audiences, reduce acquisition costs and improve the value generated by each user.

Monetization & experimentation

I develop advertising, in-app purchase and pricing strategies, using analytics and A/B testing to improve onboarding, paywalls, retention and conversion.

03 / Core competencies

Product strategy & roadmap execution
App growth & user acquisition
Monetization & pricing
Data analysis & A/B testing
Team leadership & B2B delivery

04 / My Experience

2025–present

AppGeneration

Product Manager

I manage the full product lifecycle of utility apps serving a user base of 5M+, from product definition and MVP launches to roadmap execution. I lead acquisition and ASO initiatives to reduce customer acquisition costs and improve LTV and ARPU, and use A/B testing to refine onboarding, paywalls and the wider user experience.

2016–present · Freelance

Consultant

App Growth

I advise clients on ASO, paid acquisition and growth roadmaps, helping them scale their user bases while reducing cost per install and improving margins. I also audit user journeys to identify friction and improve retention and in-app conversion.

2014–2025

NDrive

Product Manager

I managed a portfolio of B2C mobile apps, working with development and design teams from product definition through delivery. My work on in-app advertising, purchases and pricing helped grow overall app revenue by 50%, while paid acquisition, social media and ASO supported growth to 1.5M monthly active users. I also managed marketing budgets and operational costs.

2007–2014

NDrive

Project Manager

I managed and mentored marketing and support teams of eight people and led B2B project delivery for partners including Via Verde, MEO, Mappy, Eniro, Pão de Açúcar and Cosentino. My responsibilities covered product readiness and after-sales coaching.

05 / The Tools I Use

Acquisition, measurement, monetization and AI — the tools behind my work.