🏑 Skills

👨🏽‍💻 Experience

📚 Education

📫 Contact

Senior Product Manager Official Products @LALIGA

👨🏽‍💻 Available remotely and working in Madrid.

download CV 👇

Adrian Luna Diaz CV.pdf

📜 For an extended version, please visit my LinkedIn profile or read this page.

📑 Resume

<aside> 👋 Hi, I’m Adrián!

I’m an Industrial Engineer turned into Product Manager with 10 years of experience creating, launching, and scaling digital products. I started in technology consulting and now lead the Official Products portfolio at LALIGA as Senior Product Manager, where I shape the product vision, align key stakeholders, and prioritize initiatives that enhance the experience of millions of fans.

My focus is on measurable outcomes with an AI-first and data-driven approach for making an impact on the business.

My background combines in-depth startup experience with enterprise-scale software. At EY, I worked on the system and data migration audit of the payment block. At Urbiotica, I took over and led the evolution of their Smart Parking SaaS platform and two mobile apps (B2B and B2C), reporting directly to the CMO.

I hold a BS and MSc in Industrial Engineering from Universidad Carlos III de Madrid.

When I’m not thinking about how to optimize a funnel, I write Cuatro Jugadores de Padel about the lessons I've learned from 10 years of padel lessons. I consider myself a good Padel geek, because I love to play and watch it to learn.

</aside>

📫 Contact

📧 [email protected]

:inbug-white: Linkedin @adrian-luna-diaz

:github-mark-white: Github @alunadev

:logo-white: @adrianlunadiaz

👩🏼‍💻 Manfred CV @adrian-luna-diaz

👨🏽‍💻 Professional Experience

Oct 2023 — Now (side job)

🔹 Mentor Nuclio Digital School

I mentor, coach, and empower people to help them in their professional careers to become Product Managers and make an impact in their careers and environment.

📑 Responsibilities:

• Guided cohorts of students through hands-on digital product projects, applying agile methodologies, discovery, MVP definition, and impact-driven prioritization.
• Provided structured feedback on key deliverables (roadmaps, PRDs, benchmarks, and metrics), enabling practical learning and continuous improvement.
• Instilled a culture of ownership, iteration, and data-driven decision-making, aligning product best practices to real market challenges.

🏆 Achievements:

• Supported the professional growth of multiple cohorts, with alumni landing PM roles at fintechs, SaaS companies, and tech scaleups.
• Consistently recognized for clear communication, practical focus, and tailored support for students’ development.

Jun 2022 — Now

🔹 Official Products portfolio - Senior Product Manager LALIGA

👉🏼 Reporting to the Head of Product, I lead two development squads of nine engineers each and three designers who work across all digital products.

📑 Responsibilities:

• Owned the end-to-end lifecycle of LALIGA’s official digital products (App, Web, Fantasy), aligning product vision with company strategy and long-term growth goals.
• Crafted and evolved product roadmaps, strategically prioritizing initiatives based on business impact, technical feasibility, and user needs, leveraging continuous discovery frameworks.
• Orchestrated discovery and validation processes (benchmarking, user research, prototyping, data analysis) to identify growth opportunities and optimize for actionable KPIs.
• Ensured a high-standard, consistent user experience across the LALIGA digital ecosystem, maintaining brand, design, and technical cohesion.
• Partnered cross-functionally with design, tech, data, legal, compliance, marketing, and branding teams to ensure cohesive product development and delivery.
• Led complex API, SDK and third-party platform integrations (e.g., WSC Sports), enabling scalable personalized experiences and AI-driven content automation workflows.
• Data-driven approach: Defined actionable KPIs and designed funnels to align product success with business goals, ensuring that every initiative had a measurable objective.
• Presented product performance updates and strategic insights to executive stakeholders, fostering transparency, cross-team alignment, and accountability.
• Mentored junior PMs and helped build a culture of ownership, iteration, and continuous improvement within the product team.

🏆 Achievements:

• Led the monetization strategy for LALIGA’s Fantasy game through a PLG-based freemium model with premium features and monthly subscriptions. Defined pricing and conversion strategy, collaborating with design, dev, and growth teams. Premium purchases grew 325% over two seasons, and contextualized conversion flows throughout the app for each premium features ****driving 22% of premium sales ( PLG optimizations). ARPU doubled YoY, confirming long-term sustainability of the model.
• Successfully launched the redesigned Official App, which resulted in a 20% increase in D7 retention, a 14% boost in D21, and a 70% uplift in sessions per user.
• Beyond specific projects, I actively promote the adoption of AI across teams and workflows, using it as a lever to accelerate execution, improve operational efficiency, and drive initiatives with measurable business impact.
• Led the rebranding of LALIGA’s Digital Ecosystem, ensuring a cohesive and high-quality rollout across all official products, such as App, Web and Fantasy. Defined and executed the cross-platform implementation roadmap, working closely with design, dev, branding, and comms teams. The initiative reinforced brand consistency, aligned UX/UI, and elevated brand perception across all digital touchpoints.
• Implemented an AI-driven content generation workflow by integrating WSC Sports' platform in the Official App, enabling large-scale automation of personalized video highlights in stories/moments video format. LALIGA now produces over 260,000 match clips per season, significantly boosting fan engagement and content reach.
• Led the product strategy for MILIGA, LALIGA’s private loyalty area within the App and Web ecosystem. Inherited the Web experience and actively drove the App implementation, focusing on optimized funnels and retention loops to boost user loyalty. Worked closely with the Growth team, overcoming technical constraints to prioritize impactful user flows.
• Co-led the launch of LALIGA Live, a web-app focused on enhancing live matchday experiences, rolled out in India and MENA as test markets, aiming for validation and adoption ahead of a global launch. Defined scope and roadmap aligned with LALIGA’s long-term strategy, and coordinated with design, growth, and external dev partners.
• Drove the product audit for the EA SPORTS App, identifying critical UX and functional improvements to support strategic engagement goals. Synthesized insights into clear recommendations presented to executive stakeholders, resulting in strong alignment and positive feedback from EA.
• As Product Advisor for the Club Office App, I guided the team throughout the RFP, vendor selection, and execution phases. Helped define the product scope, prioritize key features, and ensure alignment with core user needs. Worked closely with the Club Office department to maintain strategic focus through roadmap planning and KPI definition.

⚙️ Tools: Jira, PowerBI, Amplitude, Mixpanel, Figma, Optimizely, Google Analytics, Google Optimize, GSheets, Lovable, Copilot.

📌 About LALIGA:

LALIGA is the organization that manages Spain’s professional football league. Through its Digital Strategy division, it drives its digital products globally for over 200 million fans around the world.

Oct 2021 — Jun 2022