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Danial Hassan

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Director of Product, EY - lifecycle · SQL · experimentation

Works at
EY
Location
Kuala Lumpur, Malaysia · MYT (UTC+8)
Experience
11+ years experience
Education
Yonsei University
Languages
English, Malay
Open to work
Message Connect

Overview

I've spent 17 years on onboarding and activation - first at Shopee, now at EY. Launched the growth product in 14 markets. Killed 4 features nobody used and shipped the 2 that customers asked for. Before that: Meta and Woolworths Group.

Good reasons to reach out
  • Roles in onboarding and activation
  • Second opinions on experimentation decisions
  • Questions about onboarding and activation
Please don't message about
  • Unpaid work or spec projects
  • SEO and link-building offers

Slower in the last week of each quarter

Skills
lifecycleexperimentationgrowthuser researchSQLlending
Open to workLooking for a role
closes in 3 months

Director of Product roles in food delivery - Kuala Lumpur or remote

Target roles
Director of Product
Level
Senior
Industries
Logistics, AI infrastructure
Work mode
Remote
Available
From next quarter
Work authorization
Authorized to work in Malaysia
What I'm looking for
A team that ships weekly and owns growth end to end.
Not interested in
Crypto

17 years in onboarding and activation. Strongest at SQL and growth. Can start in about six weeks.

Kuala Lumpur, Malaysiagrowthlendingsql
Open

Experience

  1. Director of Product
    Aug 2025 - Present
    EY · 1 yr 3 mo · Full-time · Kuala Lumpur, Malaysia
    • Took growth activation from 28% to 58% in three quarters.
    • Launched the growth product in 8 markets.
  2. Group Product Manager
    Nov 2022 - Aug 2025
    Meta · 2 yr 9 mo · Full-time · Kuala Lumpur, Malaysia
    • Ran 86 customer interviews before writing the first spec.
    • Cut time-to-first-value for new growth customers from 17 days to 3.
  3. Group Product Manager
    Aug 2019 - Nov 2022
    Woolworths Group · 3 yr 3 mo · Full-time · Kuala Lumpur, Malaysia
    • Killed 4 features nobody used and shipped the 4 that customers asked for.
    • Grew growth revenue from $5 million to $27 million ARR.
  4. Product Manager
    Jun 2017 - Aug 2019
    Traveloka · 2 yr 2 mo · Full-time · Kuala Lumpur, Malaysia
    • Killed 6 features nobody used and shipped the 2 that customers asked for.
  5. Product Manager
    Dec 2015 - Jun 2017
    Shopee · 1 yr 6 mo · Full-time · Kuala Lumpur, Malaysia
    • Killed 8 features nobody used and shipped the 4 that customers asked for.
    • Took growth activation from 32% to 49% in three quarters.

Projects

Onboarding and activation benchmark
2025

Reproducible benchmarks comparing experimentation and SQL on real workloads.

Write-up: onboarding and activation in practice
2025

A long-form guide to onboarding and activation for people starting out.

References

No references yet.

Education

  1. Yonsei University
    BA, Business Administration
    2004 - 2008

Details

Compensation expectations
What they are targeting for their next role.
Visible to connections
Direct contact details
Direct email and a scheduling link.
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