Melle Moorman
Head of Product at Sunweb Group
Product Leader | Head of Product at Sunweb Group | Driving product growth 🚀 | ex-bol.com | Conversion mindset 🎯
About Melle Moorman
Strategic and outcome driven product growth leader with 10+ years of experience scaling digital platforms in banking, e-commerce and travel. Proven track record of growing teams, increasing conversion rates, delivering measurable business impact and driving product growth. Passionate about continuous product discovery, experimentation, and building customer-centric solutions
Career Journey
Dutch CRO Awards (jury member)
Jurymembers 2024
Head of Product
Lead the customer facing Product, UX, CRO & Product Ops team (11 FTE) to drive Sunweb s strategic growth and platform optimization Set the overarching product vision and strategy across booking, content, and post-booking experiences Accountable for the conversion strategy as a core pillar of the company s 3-year strategic roadmap Defined and tracked key metrics for funnel conversion and revenue growth, resulting in measurable business impact Culture building around continuous product discovery and high velocity experimentation Coached product owners and designers to drive alignment, autonomy, and customer-centric decision-making Collaborated with C-level stakeholders to align product priorities with business strategy and seasonal priorities
Sr. Product Manager Persuasion
Defined and tested persuasion strategies across the web and app platform, from scarcity to social proof Developed and rolled out persuasion principles (urgency, scarcity, social proof) across full funnel Ran high velocity experiments, driving revenue and improving UX at scale
CRO Lead
Built and scaled bol.com s Conversion Rate Optimization team from scratch Initiated CRO as a standalone discipline; scaled the team to 6 FTE and established best-in-class practices Delivered 101M (2019) and 140M (2018) in additional annual revenue through high-impact experiments (Win rate 35 ) Drove experimentation KPIs: velocity, win rate, and revenue impact Integrated CRO insights into decision-making at product and BU level Introduced playbooks for problem framing, prioritization, and stakeholder engagement
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Episodes with Melle Moorman
Episodes in Dutch
Het CRO team van Bol.com, met Melle Moorman
Guest: Melle Moorman URL: https://nl.cro.cafe/gast/melle-moorman
Emerce Conversion Livestream: Jurrien Schouten (fonQ), Stefan van Ballegooie (Allianz), Melle Moorman (Bol.com)
Guest 1: Melle Moorman URL: https://nl.cro.cafe/gast/melle-moorman | Guest 2: Jurrien Schouten URL: https://nl.cro.cafe/gast/jurrien-schouten | Guest 3: Stefan van Ballegooie URL: https://nl.cro.cafe/gast/stefan-van-ballegooie