Discovery and definition
User flows, functional specs and acceptance criteria that survive the handover to engineering and to external vendors.
DiscoveryRoadmapExperimentationDigital ecosystems
Daniela Grespan · Product Manager for web platforms, SaaS and digital ecosystems I improve what's already there.
Nine years across product and delivery roles in SaaS, web platforms and multi-brand digital ecosystems.
I connect web, data, CRM and engineering into systems that make sense for the user and for the business.
And exploring what might come next.
Product Management · Discovery · Roadmap · UX · Web
Product Manager is the label that fits best.
I've also been a Project Manager.
And a Digital Specialist.
But no label quite explains what I do. Because I've never been able to look at a website and see only a website.
I see the user trying to get something done.
The business that needs it to convert.
The SEO that has to get someone there in the first place.
The data that says what is actually working.
The technology underneath it.
The teams that have to agree on all of it.
And lately I keep asking myself something new:
What does an AI make of all this?
That constant curiosity is probably the best explanation of my career.
I connect the dots.
I work best on projects where business, technology and the user all have to coexist.
Prioritisation
A backlog ordered by impact, effort and risk, negotiated with IT, CRM, SEO and Marketing rather than dictated to them.
Measurement
GA4, Looker Studio and Search Console. Funnel analysis to find where users drop out, and what the data doesn't explain on its own.
AI
How brands are represented inside AI answer engines. My current obsession, and the subject of the project below.
How I work.
I care more about why something is being built than about how many things get built.
I question a brief before executing it.
I'd rather ship a smaller thing that works than a complete thing nobody can maintain.
Most of my work happens between departments, because that's where digital problems actually live.
My CV says one thing.
I learned a few more.
2017 → 2021 · Tuliapps
First I learned to build product.
Digital products for small and mid-sized businesses across five sectors. Discovery, roadmap, user interviews, and the habit of asking why a feature should exist before building it.
What I took with me
ProductUXRoadmapsUser researchCross-functional teams
2021 → 2023
Then I learned to connect product and business.
I owned the requirements pipeline between clients and the internal team, and spent whole weeks inside client offices to understand how they actually worked, what they used day to day, and what was worth building from there.
What I took with me
Business acumenStrategyResearchProduct thinking
2023 → 2025 · DDB Spain · Audi Spain
Then came Audi.
Another level of complexity: SEO, web architecture, a CMS migration and model-year launches under fixed dates.
I learned that delivery isn't about chasing deadlines. It's about getting people who speak completely different languages to build the same thing.
What I took with me
ScaleGovernanceStakeholdersWeb architectureSEOA lot of patience
2025 → now
And I ended up seeing the whole ecosystem.
A multi-brand web platform: digital roadmap, redesigns, integrations, funnels, CRM and analytics. It confirmed something I'd suspected for years.
Digital problems almost never live inside a single department.
Currently building
I'm trying to measure it.
Our way of searching for information is changing. We no longer only ask Google: we ask ChatGPT, Gemini, Perplexity and other AI systems. That opens a question I find fascinating.
What do AI systems know about companies, and how do they use it to answer people's questions?
I'm building a side project to analyse how brands are represented inside AI answer engines. The idea is to study questions related to a brand, category or market, and look at variables like:
AI Visibility · side project
In progressPresence
Does the company show up at all?
Share of Voice
How often, compared with its competitors?
Positioning
In which contexts does the AI recommend it?
Perception
Which attributes get associated with the brand?
Competition
Which companies are occupying that space?
Sources
What information seems to be feeding those answers?
Still building it.
Testing. Breaking things. Changing others.
It is an experiment in progress, not a product.
If you want to know more about my projects, or try one at your company, get in touch. We can grab a coffee and see how we can change the world.
Got something interesting on your hands?
Tell me about it.
I don't promise I'll have the answer.
But I'll probably have a few questions.