Gabriel Carlos LDN
Digital product manager · APAC · Americas · Europe

Products customers actually love.

I'm Gabriel. Two decades in industry, ten of them leading digital product at American Express and Tesco. I set product vision and strategy, win the alignment to fund it, and hold the whole lifecycle from discovery to launch. Data first, customer first, across APAC, the Americas and Europe.

See selected work Work with me
Product leadership
10 YRS
Regions
APAC · AM · EU
Cardmembers served
1.5M+
London ◦ Singapore ◦ São Paulo ◦ New York ◦ Mexico City ◦ Delhi ◦ Toronto ◦ London ◦ Singapore ◦ São Paulo ◦ New York ◦ Mexico City ◦ Delhi ◦ Toronto ◦

Selected work

03 Projects
ranking & personalisation UI
01 · Ambiguity · cross-org · in flight

Untangling personalisation
and ranking

The call. Personalisation and ranking for Amex Offers spanned several platform teams, a contested KPI and unresolved legal and privacy questions — with no clear owner and no agreed path. I drove the cross-team discussions to a solution, and held the line on doing it within privacy and legal constraints rather than around them.

Outcome. Ranking and scoring resolved, a defined path forward for solutioning, and senior leadership realigned on what the unique enrolment and redeemer KPI was actually meant to measure. Working from the UK across stakeholders in New York and Phoenix.

account dashboard
02 · Vision & roadmap · UK

Giving customers a reason to return

The call. The account dashboard had no agreed direction. I ran Working Backwards to set the vision, strategy and roadmap, then took partners, leaders and stakeholders with me.

Outcome. A 7% increase in customers returning to the site, team OKRs tied to organisational objectives, and direct reports owning roadmaps of their own.

recommendations UI
03 · Problem framing · USA

Reframing rewards recommendations

The call. The product was being built against the wrong problem. I rewrote the problem statement around customer need before a line of the roadmap was redrawn.

Outcome. Unanimous leadership buy-in for a revamped vision and roadmap, an ML engine recommending places from transaction history, and more value for 1.5M+ US Cardmembers.

What I do

05 Capabilities · earned, not listed
01

Product vision & strategy

Articulating where a product should go and why, then turning that into a roadmap leaders will fund and teams can build against.

02

Cross-org alignment

Bringing every group into the room, driving complex discussions to a decision, and building the platform and partner relationships that make delivery possible across time zones.

03

Candid, clear communication

Making complex technical ground legible to the people who need to act on it, and naming the disconnect when a team is off track without making it sting.

04

Customer-centred delivery

Voice of the customer through the full lifecycle — discovery, concept, build, test, launch — validated with experimentation and A/B testing.

05

Team leadership

Coaching product managers to own their own roadmaps, seeking feedback as readily as giving it, and setting OKRs that ladder up to strategy.

Built over ten years at American Express and Tesco. The record is below.

See the record ↓

Career

Amex · Tesco · 2013 — now
2024 — NOW

Senior Manager, Product Development

American Express · Global Amex Offers · London

Secured stakeholder alignment on a new proposition for newly acquired Card Members, enabling a phased approach to rapid value creation. Main point of contact for a new revenue solution across Ads and Amex Offers, driving personalisation and ranking initiatives through several product and engineering teams within legal and privacy constraints.

2022 — 2024

Lead Product Manager

Tesco Technology · Loyalty & Support · London

Applied Working Backwards to set vision, strategy and roadmap for the account management dashboard, winning stakeholder buy-in and lifting site returns 7%. Defined team OKRs against the organisation's objectives and empowered direct reports to own their roadmaps.

2020 — 2022

Senior Product Manager

American Express · Loyalty & Benefits Web · 21 markets

Pioneered and owned the strategic initiative behind global APIs, enabling rapid rollout across 21 international markets and cutting five years off time-to-market. Led the full lifecycle as voice of the customer; double-digit surge in engagement and redemptions.

2019 — 2020

Senior Product Manager

American Express · Global Recommendations · USA

Refined the product problem statement around customer need, producing a revamped vision and roadmap with unanimous leadership buy-in and more value for 1.5M+ US Cardmembers. Partnered with data scientists on an ML engine recommending locations from transaction history.

2013 — 2019

Product Manager, then Operations

American Express · Amex Offers · UK · Mexico · India · Canada

Grew unique redeemers 54% and built the relationships that opened India, Mexico and Canada. Launched Amex Offers in the UK and Mexico and improved time-to-market, spearheading 400+ digital campaigns with 1.5M+ enrolments.

Never Too Matcha
Crash Courses

04 Downloads · free

Never Too Matcha is brief training built to get people started — enough to begin, not enough to overwhelm. Short, practical guides drawn from how I work day to day. Take one, use it this week, and tell me what held up.

01 · Crash courseWork in progress

Product Management

Vision, strategy and roadmap without the theatre. How to write a problem statement people agree with, and what to do when they don't.

Coming soon
02 · Crash courseWork in progress

Project Management

Running delivery in an agile environment: prioritising a backlog you inherited, killing scope creep, and keeping tight deadlines honest.

Coming soon
03 · Crash courseWork in progress

Design Thinking

Working backwards from the customer. Framing the right problem, running discovery that changes minds, and testing before you build.

Coming soon
04 · Crash coursePDF · ~20 MIN READ

Prototype Builder with AI

Go from idea to a clickable prototype in an afternoon using AI tools. Prompts, guardrails and what to show stakeholders — and what to keep to yourself.

Prototype Builder available now · three more in progress

Let's talk
about it.

Tell me what you are building and where it is stuck. I read every message myself and reply within a couple of days.

Product strategy Discovery & delivery Loyalty & rewards Experimentation
Project enquiry

Messages go straight to my inbox — I reply personally.