Fit Energia · Santander Group · Jun 2025 – Present
High-Conversion Landing Platform
End-to-end ownership of a high-conversion landing page platform for a Santander Group energy company. From product discovery through to a 23% lift in lead conversion via A/B testing and feature flagging.
The Problem
Fit Energia, part of the Santander Group, needed a landing page platform capable of supporting rapid experimentation across multiple acquisition funnels. The existing approach was slow to iterate, hard to test, and disconnected from the data needed to make good product decisions.
My Role
I joined as Senior Product Engineer and Squad Lead, owning the product from discovery through delivery. That meant aligning with stakeholders on the right problems before writing a line of code, then leading a cross-functional squad of 5 across engineering, design, and product to build and ship it.
I worked across every layer: discovery sessions with business stakeholders, architecture decisions with the infra team, implementation with dev, and design reviews to keep the experience consistent under pressure.
What We Built
The platform is a Next.js frontend served with edge optimization, pulling content from a Rails monolith through a carefully designed API layer. The result is fast delivery globally, with content managed by the existing backend teams without friction.
- Next.js frontend: server-side rendering and edge delivery for SEO and conversion performance
- Rails content layer: structured API from the existing Rails monolith, avoiding a CMS migration that would have stalled the project
- Edge optimization: worked with the infra team to reduce TTFB and improve Lighthouse scores across all acquisition pages
- A/B testing with PostHog: experimentation on copy, layout, and CTAs without code deploys for each variant
- CI/CD pipeline: automated deployment reducing lead time from 1 week to 1 day
Engineering Approach
The squad ran genuine XP: paired on critical paths, tested before shipping, integrated continuously. Deployment frequency went from sporadic to 7x what it was before. Time-to-market dropped 40%.
I also led the Platform Chapter, a cross-team initiative to raise engineering quality standards across systems, not just within my squad.
Outcome
The platform directly contributed to a 23% increase in lead conversion through rigorous A/B testing and data-driven iteration. What started as a landing page project became the acquisition engine for Fit Energia's growth.