Efren Macasaet

Product Manager, Data Products · London, United Kingdom · efren@iwoork.com

I am a Product Leader with 6+ years of experience in building products around the world. Recently, I've focused on Data products particularly Experimentation, Attribution, and Incrementality as a platform. Prior, I've held a position of (fullstack) engineer and have built products for global companies such as CNN, A+E Networks, Singapore Press Holdings, Pizza Express Hong Kong, Magnus Carlsen, and South China Morning Post.


Global Product Manager

Brand Expedia - Expedia Group

Define product vision and strategy of the experimentation platform based on customer needs and aligning to company's strategic initiatives. Conducted company-wide customer journey workshops for Product Managers, Analysts, and Engineers to identify opportunities. Simplify the architecture of the platform to streamline processes and provide a centralised end-to-end solution.

June 2017 - Present

Senior Product Analyst, Mobile Apps

Hotels.com - Expedia Group

Implemented a company-wide dashboard and alerting to regularly monitor the funnel health of the mobile apps. Presented business cases to improve app loading time, improving filters and sort usage, and region-specific enhancements.

March 2016 - June 2017

Senior Product and Site Optimization Analyst, APAC

Hotels.com - Expedia Group

Improved the overall customer experience and conversion for CJK users in the region (China, Taiwan, Korea, Japan, Hong Kong) by implementing region-specific features on the website and mobile apps such as voice search, quick select on typeahead items, and CJK tokenizers on Apachesolr.

July 2014 - March 2016

Lead Web Developer

CNN - Turner Broadcasting

Lead the engineering team based in India and UK to develop the CNNGo website (now called CNN Travel).

November 2009 - July 2011

Founder / Managing Director

Iwoork Web Solutions (closed)

Overall set up of the business and ownership including P&L management. Grew the company from just me to a team of 7 engineers and UI/UX. The company operated with the business model of providing tech teams to other businesses with focus on continously improving the process to effectively deliver client's needs.

February 2012 - January 2016


Product Management
  • Identifying customer problems
  • Customer journey workshops and interviews
  • Defining Product Strategy
  • Backlog prioritization
  • Stakeholders management
Programming Languages & Tools
  • Mobile-First, Responsive Design
  • Cross Browser Testing & Debugging
  • Cross Functional Teams
  • Agile Development & Scrum


Apart from being a Product Manager, I like to play music at home with my Telecaster and Fender Mustang GT40 amplifier. I used to play in a punk/ska band but recently, I've enjoyed indie music from bands such as Death Cab for Cutie, Two Doors Cinema Club and Crash Captains

When forced indoors, I spend a large amount of my free time exploring the latest technology advancements in the front-end web development world.

Awards & Certifications

  • 3rd Place - Hotels.com Hackathon 2016 - Using NLP with GraphDB for searching hotels