Serge Doubinski

Vice President of Product Management

ID.me

Sep 2025 - Current (1 year 2 months)

AI Product Management

Notable

May 2024 - Sep 2025 (1 year 5 months)

I led teams responsible for building the Data and AI infrastructure powering enterprise automation for large healthcare systems, transforming manual workflows into AI-driven efficiencies at scale.
• Architect the Data layer that powers automation for millions of patient records.
• Develop services & APIs to extract intelligence from structured & unstructured data, leveraging embeddings, NLP, OCR.
• Own the LLM pipeline, driving clinical and transactional insights, optimizing RAG, model orchestration, fine-tuning, and semantic search.
• Define AI evaluation & feedback loops, prompt engineering, enabling human-in-the-loop tooling.
• Build front-end experiences for low-code/no-code process automation. We drove enterpri

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Growth & Strategy Advisor

Jul 2022 - May 2025 (2 years 11 months)

I advise companies on use of generative AI to boost user & revenue growth, guiding teams in model deployment, fine-tuning, and prompt engineering. I also support leadership in strategizing AI product integration and the accompanying organizational shifts. Main areas of focus:
• Product strategy, roadmaps, and prioritization
• Defining the North Star metric and connecting it to data/analytics
• Implementing a modern Growth tech stack
• Building a Growth team or generating A/B testing ideas
• Planning and execution of AI/ML product features Reach out for advising and consulting projects. I'm open to a variety of arrangements.

VP of Growth

Upwork

Jun 2021 - Aug 2022 (1 year 3 months)

Upwork (UPWK) is a talent marketplace connecting millions of freelancers with clients worldwide. I oversaw Growth teams working on Supply, Demand, and Enterprise.
• Improved user acquisition by leading SEO team, overseeing Paid budget & channel management
• Increased user activation through rapid experimentation in Onboarding and Landing UX
• Empowered teams to A/B test more & faster, with planned growth loops and quant frameworks
• Helped C-suite design OKRs with direct Revenue outcomes and executed on those by helping senior leaders connect their KPIs to prioritize initiatives (all modeled for CFO & board) Growth teams conducted A/B tests, designed growth loops, but most importantly aligned acquisition and engagement m

Vice President Of Product Management

Rakuten

Sep 2017 - Feb 2020 (2 years 6 months)

Rakuten is a public ecommerce company building products for millions of shoppers and thousands of merchants. I oversaw experiences for over 15 million members and $400mil revenue. My teams focused on: Mobile, Desktop, UX, Growth and developing new product lines. My group was responsible for:
• Creating awesome consumer experiences across all platforms (85+ NPS)
• Growing our userbase through great Acquisition tactics and a comprehensive Retention strategy (5x user base during tenure through A/B tests, great organic growth, low CAC, low churn)
• Was deeply involved in tech work (APIs, Personalization, Analytics, CMS and vendor evaluation) Organized data-driven product development. Early use of ML/AI (NLP, algorithmic feeds, et

Senior Director of Product Management

Rakuten

May 2016 - Sep 2017 (1 year 5 months)

I managed several product lines which focus on User Growth. My teams concentrated on creation of new consumer shopping experiences to generate $50mil+ in annual revenue. My responsibilities included:
• High user growth and revenue expansion
• Growing products through partnerships, integrations and acquisitions
• Launching new campaigns together with Marketing, Sales and other Product Teams

Director of Product Management

Rakuten

Feb 2015 - Apr 2016 (1 year 3 months)

Senior Product Manager

Revinate

May 2014 - Feb 2015 (10 months)

Worked as a lead on a B2B2C SaaS product line with complete ownership of vision, strategy and product roadmap. My responsibilities included:
• Closely working with Sales team to achieve monthly targets with high MRR growth
• Leading product research, competitive positioning and brand strategy
• Working with Customer Success team to deliver value while maintaining negative churn
• Developing a Data Insights team with strong data science and BI practices

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Principal Product Manager

ISC

Dec 2012 - Apr 2014 (1 year 5 months)

Managed a product team building features for a social network with 300M registered users and over 15M MAU across web and mobile and over $50M in revenue.

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Product Manager

Formspring

Mar 2012 - Dec 2012 (10 months)

Primary focus of this position was on growth and customer acquisition for an established social network with 29 million registered users.

Product Manager

MyNewPlace

Nov 2010 - Mar 2012 (1 year 5 months)

MyNewPlace is in the top 3 most visited apartment search sites where I was responsible for the consumer website and grew the service leading to an acquisition by RealPage for $74 million.

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Product Manager

Jan 2009 - Sep 2010 (1 year 9 months)

Worked on a video search engine bringing the service from concept to a consumer ready product.

Web Producer / Merchandising

StubHub

Oct 2007 - Jan 2009 (1 year 4 months)

Started as a Content Publisher and quickly grew into a role of architecting online merchandising and marketing strategies. Learned, and fell in love with A/B testing and analytics as main ingredients of creating massive use growth.

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Serge Doubinski

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