Anna Sitnikova

Head of Growth Product (via Sitni AB)

Xapo Bank

Dec 2025 - Current (9 months)

Group Product Lead

Klarna

Feb 2024 - Nov 2025 (1 year 10 months)

🎁 Value proposition: Led Klarna’s value-add product portfolio: Sign in with Klarna, Express Checkout, and the AI Personalization API — critical enablers of identity, growth, and checkout performance across global markets. • Sign in with Klarna: One-click login using Klarna identity — increases trust, enables personalization, and reduces friction • Express Checkout: Mobile-first, returning user flow — scaled globally, boosting merchant conversion and BNPL usage 🎯 Achievements: • Scaled Express Checkout from 100 → 20,000+ merchants across 20+ markets in 6 months • Drove +5% BNPL utilization uplift in Nordics • Mentored 10+ PMs, Tech Leads & Designers leading orgs of 100+; embedded a product-first, outcome-driven culture • Executed cost op

Head of AI Product

Klarna

Feb 2024 - Dec 2024 (11 months)

🎯 Achievements: • Spearheaded 0→1 development of Klarna’s AI-powered personalization engine using OpenAI models • Led evaluation of 10+ prompt engineering strategies, boosting model performance by +25pp • Validated uplift in first-time conversion via targeted early user testing • Architected system for real-time performance and cost optimization • Launched interactive verification UI within Klarna app, increasing transparency and user feedback loops

Head of Product, Payments

Bokadirektse

Feb 2023 - Jan 2024 (1 year)

🎁 Value proposition: Bokadirekt empowers health & beauty professionals with digital tools to grow their business — from online booking and in-store POS to payments, analytics, and customer communication. I led the payments product function, driving omnichannel adoption and monetization. Customers (b2b and b2c): over 20,000 merchants, 5 million monthly visitors and close to 2 million bookings made through our web and app. 🎯 Achievements: • Doubled online payments adoption in 6 months via a dual activation strategy → +25% TPV growth • Defined and rolled out the first B2B-focused experimentation strategy, running 3 impactful A/B tests • Halved time-to-market and reduced data lake cost by 300% via strategic partner selection • Facilitated po

S

Founder & Product Growth Advisor

Sitni AB

May 2021 - Current (5 years 4 months)

🎁 Value proposition: • Sitni AB is a boutique advisory firm focused on product-led growth (PLG) and product-led sales (PLS) for B2B and B2B2C companies. • Helping scale-ups with growth strategy, monetization, activation, GTM and product-partnerships. Selected clients: GatewayFM (2021-2023) Primary engagement: Xapo Bank (2025–present)

Startup Advisor

gatewayfm

May 2021 - Jul 2023 (2 years 3 months)

🎁 Value proposition: Gateway.fm is on a mission to provide stealth Web3 infrastructure at pace for Web2 and Web 3 companies. Production grade services up and running already, 4 RPC services - Eth, Near, Fantom and Gnosis. Customers (b2b): Web2 and Web3 companies building use cases like wallet, exchange or NFTs

Growth via Integrations & Partnerships, Developer experience (API and SDK), Senior Product Manager

PayPal

Jun 2020 - Feb 2023 (2 years 9 months)

🎁 Value proposition: Integrate effortlessly with Zettle's comprehensive APIs and SDKs. Enable in-app payments, sales tracking, and inventory management on both iOS and Android. Customers (b2b2c): External developers, representing tools that serve merchants on 13 markets 🎯 Achievements: • Led cross-functional team in transforming Zettle's value proposition into a dynamic ecosystem of partner-built apps and integrations. • Fostered strategic partnership between Zettle and PayPal's developer experience, integrating our developers-focused value proposition into PayPal's developer portal. • Successfully launched Zettle's payments SDK in the highly competitive US market. • Defined a global developer experience strategy for API and SDK product

Market Expansion, Product Lead

PayPal

Dec 2019 - May 2020 (6 months)

🎁 Value proposition: tools to run your business and to optimise your workflows (from accepting seamless omni-channel payments: online & in-store, doing commerce online to data transfer to accounting software of your choice). Customers (b2b): SMB in USA 🎯 Achievements: • Led a high-performing cross-functional Zettle + PayPal team in spearheading the planning phase of a successful market launch of Zettly by PayPal POS value proposition towards SMB merchants in the US and developer experience value proposition towards partners. • This involved comprehensive activities such as strategic framing, thorough research, gaining stakeholders' buy-in, and meticulously scoping and structuring the project.

New Data Driven Products for merchants, Senior Product Manager

Zettle by PayPal

Jul 2019 - Nov 2019 (5 months)

🎯 Achievements: • Co-founded internal innovation lab with a mission to solve problems of everyday sellers • Pioneered a data-enabled complimentary products strategy, becoming a strategic pillar of the company-wide approach.

Strategic Consulting (new product opportunities and business development)

AcquiredIO

Aug 2017 - Dec 2017 (5 months)

🎁 Value proposition: Acquired IO is the command center for your mobile app user acquisition. 🎯 Achievements: • Business Development & Partnerships • Validation of complimentary product hypothesis though user research, market research and potential customers deep dives • The whole team was acquired by Adjust in the end of 2018

Product Led Growth (Activation & Acquisition), Senior Product Manager

Zettle by PayPal

Jan 2017 - Jul 2019 (2 years 7 months)

🎯 Achievements: • Recognized by PayPal as instrumental in iZettle's M&A due to the team's onboarding & registration experience.

Growth Product Manager

Zettle by PayPal

Mar 2016 - Jan 2017 (11 months)

🎁 Value proposition: Modern point-of-sale (POS) products designed to simplify every workday. Take payments and track every sale, all in one place. Customers (b2b): SMBs across 12 markets 🎯 Achievements: • Founded and led the very first growth product team of iZettle (the team grew from 3 members to 22 members within 9 month) • Onboarding & registration experience built by the team under my lead was recognised by PayPal as 1 out of 5 reasons for iZettle’s M&A. • Target success example: 34% increase in customer activation metric with a stable retention in 10 months. • Sunsetted 5+ underperforming systems. • As a part of core-team launched new version of iZettle reader on 12 markets.

Business Developer, Growth & Partnerships

Truecaller

May 2015 - Jan 2016 (9 months)

🎁 Value proposition: The World’s Best Caller ID and Spam Blocking App Customers (b2c): At that moment we doubled number of users from 100M users to 200M within 9 month 🎯 Achievements: • Accelerated growth in new markets through effective go-to-market and user acquisition strategies, resulting in partnerships with data-providers, OEMs, and carriers, and coverage in 50+ publications. • Developed a comprehensive Growth Playbook for new market entries, successfully applied and validated across 12 markets. • Championed technical projects in collaboration with backend, data, and frontend teams, improving database quality and implementing data API enhancements. • Led a multinational team of external testers to analyze user behavior, enhancing l

Talent Acquisition Consultant

AppScotch

Feb 2015 - May 2015 (4 months)

🎁 Value proposition: A product suite that brings transparency to mobile paid advertising. It is designed for mobile in-app environment. 🎯 Achievements: • Hiring engineering (backend and web) & marketing team from scratch (10+ people). • Later on the whole team got acquired by App Annie

CEO, CPO, co-founder

InSupply

Feb 2014 - Jan 2015 (1 year)

🎁 Value proposition: B2B marketplace that helps suppliers worldwide to set up and manage distribution channels. Customers (b2b): FMSG suppliers and distributors 🎯 Achievements: • Product management from idea to realization including research, user interviews & testing, product roadmap, owning backlog, technical requirements and business cases, led a cross-functional team (2 developers, 1 sales). • Business development & Partnerships. Fundraising: raised a pre-seed round from an angel investor.

y

CPO, Co-founder

youb

Sep 2012 - Apr 2013 (8 months)

🎁 Value proposition: Online and offline competition platform for hiring young specialists. 🎯 Achievements: • Product development: concept validation, user testing, MVP scoping, MVP testing. • Business development & Partnerships, B2B sales. Raised equity-free seed capital. • Led a multinational team of 15 entrepreneurs, coordinated and organized competitions for more than 2000 students in 10 universities of Chile (Startup on Wheels project was recognised as a biggest social entrepreneurship event in Chile in 2013).

A

Co-founder

Agara Energy CJSC

Feb 2012 - Apr 2014 (2 years 3 months)

🎁 Value proposition: Online store of uninterruptible power supply 🎯 Achievements: • Defining distribution strategy and iterating on customer journey from search to purchase • Managed the end-to-end process of exploring, permitting, procuring, and installing a private wind power turbine, contributing to the early adoption of renewable energy technologies

Executive assistant

Cloudmach Inc

Feb 2011 - Oct 2012 (1 year 9 months)

🎯 Achievements: Led talent acquisition pipeline (hired more than 20 developers & designers). • Account management: customer support, negotiations. • Participating in road map development. Project management of product testing. Internal Stakeholder management.

p

Event coordinator & Sales Manager, part-time job

private collector Surov

Sep 2004 - Oct 2009 (5 years 2 months)

🎁 Value proposition: Give a second life for historical objects by incorporating it to your home design utensils and objects of peasant of XVII-XIX century of Vologodskaya area. 🎯 Achievements: • 50+ exhibition and events, doubling in-person sales within 1 year, introduced a concept of design support & interior decoration.

About

Detail

Timeline

Résumé