I turn complex business problems into clear, scalable products.
I work where business, technology and operations meet, across AI, payments, logistics and digital transformation. I stay involved from discovery and requirements through implementation, QA, launch and iteration.
Selected work
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Fonio AI assistant
Building a Safer AI Customer Assistant
Making an AI assistant use live data, follow business rules and stay honest when information can’t be verified.
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CollectHub
Designing a B2B Logistics Platform Around Real Carrier Workflows
Turning carrier-specific workflows, integrations and operational rules into a more consistent shipping experience for merchants.
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Storebox pricing
Turning Pricing Rules into a Scalable Promotion Engine
Turning location performance, demand and market signals into scalable promotion decisions while protecting profitability.
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Storebox operations
Automating a Complex Location Closure Process
Turning a manual, multi-team operational process into a structured digital workflow while managing growing scope and customer risk.
Case studies use conceptual illustrations and omit confidential company data.
What I work on
The product areas I work across most often, from AI and payments to logistics, automation and analytics.
AI Products
Defining how AI assistants behave, use live data, fail safely and are measured.
- Prompt behaviour
- Tool / API logic
- AI QA
- Safety
- Fallback behaviour
- Multilingual AI
- Pilot measurement
B2B SaaS
Designing merchant and business workflows that scale beyond one customer or one process.
- Merchant onboarding
- Admin tooling
- Configuration
- Operational workflows
- Partner-facing platforms
- Regulated POS products
Process Automation
Replacing manual, multi-team coordination with structured and repeatable digital workflows.
- Process mapping
- Workflow design
- Automation
- CRM
- Billing
- Operational handoffs
- Change management
CRM & Customer Lifecycle
Product and process ownership of Salesforce workflows, customer journeys and lifecycle logic.
- Salesforce
- Customer communication
- Cases
- Lead workflows
- Lifecycle processes
- Customer onboarding
- Automation
Payments & Fintech
Payments, refunds, payouts, reconciliation, dunning and e-invoicing across providers and markets.
- Stripe
- PayPal
- Klarna
- SEPA
- Recurring payments
- Failed payments
- Refunds
- Payouts
- Reconciliation
- Dunning
- Debt collection
- E-invoicing
Logistics & Integrations
Carrier integrations, shipment workflows and external partner delivery.
- FedEx
- Österreichische Post
- Shipment creation
- Labels
- Tracking
- Pickups
- Returns
- International shipping
- Customs
- Provider APIs
Pricing & Revenue
Promotion logic, commercial rules and new revenue mechanisms with profitability safeguards.
- Dynamic Promotions
- Occupancy
- Booking performance
- Competitor pricing
- Profitability safeguards
- Book in Advance
- Commercial prioritisation
Product Analytics
Using data to size problems, prioritise decisions and understand what launches actually do.
- SQL
- Metabase
- PostHog
- Salesforce reporting
- KPI definition
- Funnel analysis
- Revenue analysis
- Operational analytics
How I work
Most of my projects follow the same path: understand the problem, find the right solution, ship it carefully and learn from what happens next. Select a stage to see how I approach it.
How I work with AI
AI is both something I build products with and a tool I use throughout my own work. These are the ways it shows up in practice.
AI product development
Building AI behaviour into a customer-facing product.
- Prompt behaviour
- Tool / API logic
- Safety & QA
- Evaluation
Product discovery
Getting to a clear problem faster.
- Research synthesis
- Problem framing
- Hypothesis development
- Competitive research
Product analytics
Working with data more quickly and carefully.
- SQL assistance
- Data exploration
- Pattern identification
- Hypothesis validation
Product delivery
Turning decisions into material teams can use.
- Requirements
- Edge-case exploration
- Documentation
- Rapid prototyping
For an example of AI product work in depth, see Building a Safer AI Customer Assistant.
I built this portfolio myself using AI throughout the process, from defining the product and structuring the content to implementation, debugging and refinement.
Product & Technical Toolkit
Product, data, integrations, AI and payments.
I work comfortably across product, data and technical systems, close enough to implementation to ask the right questions, define clear behaviour and validate that what we ship actually works.
AI Product Management
- ChatGPT
- Claude
- Prompt Design
- Tool / API Logic
- AI QA & Safety
- Fallback Behaviour
- Evaluation
- Process Automation
Payments & Financial Workflows
- Stripe
- PayPal
- Klarna
- SEPA
- Refunds & Payouts
- Reconciliation
- Failed Payments
- Dunning & E-Invoicing
APIs & Integrations
- REST APIs
- Webhooks
- Data Mapping
- System Behaviour
- Integration Testing
- Edge Cases
- Provider Troubleshooting
Product Leadership
- Product Strategy
- Product Discovery
- Roadmap & Prioritisation
- Requirements
- Release Management
- QA
- Stakeholder Management
- Jira / Confluence
Data & Product Analytics
- SQL
- Metabase
- PostHog
- KPI Definition
- Funnel Analysis
- Revenue & Operational Analytics
- Salesforce Reporting
Also worked with: Miro, Figma, GitHub, Microsoft Azure
Experience
From Agile delivery to end-to-end product ownership.
Nearly 5 years across Product Management, Digital Project Management and Agile delivery, with increasing ownership across product, technology and operations.
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Jun 2025 – PresentCurrent role
Storebox
Product Manager
I own product initiatives across four European markets, working from discovery and business rules through requirements, implementation, QA, rollout and continuous improvement.
My scope spans AI, pricing, payments, logistics, CRM, process automation and product analytics. I work closely with Engineering, Finance, Operations, Customer Success, Sales, Marketing, Legal and external partners to turn complex business and customer problems into scalable product solutions.
Selected areas- AI products
- Payments
- B2B logistics
- Pricing
- Automation
- Analytics
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Feb 2022 – May 2025
fiskaltrust
- Scrum MasterFeb 2022 – Feb 2023
- Digital Project ManagerFeb 2023 – May 2025
I joined fiskaltrust as a Scrum Master and later progressed into Digital Project Management, leading planning and delivery across two point-of-sale product teams in a regulated European SaaS environment.
My work covered stakeholder alignment, requirements, integrations, partner onboarding, dependencies, release planning and fiscal-compliance workflows. I also supported developers through one-to-one conversations, coaching and hiring activities, and helped improve team processes through retrospectives and continuous improvement.
Selected areas- Agile delivery
- Integrations
- Regulated SaaS
- Partner onboarding
- Team development
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Feb 2021 – Present
Or Chadash
Teacher, part-time
Alongside my product career, I teach part-time, which has strengthened my communication, facilitation and ability to explain complex topics clearly to different audiences.
Focus- Communication
- Facilitation
- Education
Education
- Master’s in Digital Business Innovation and Transformation (MA)Sep 2023 – Jun 2025IMC Krems University of Applied Sciences
- Bachelor’s in International Business Administration (BA)Sep 2019 – Jun 2022Lauder Business School
Certifications
- SAS Certification Badge2025SAS
- DevOps Essentials2023IBM
- Market Research and Consumer Behavior2022IE Business School
- Game Theory2022Stanford Online
- Scrum Master Certified (SMC)2022Scrum Alliance
What colleagues say
Selected feedback from Storebox leadership on how I work, lead and deliver. Full recommendation letters are available on request.
Dafna combines product thinking with real technical curiosity. Rather than treating these platforms as black boxes, she learned them in depth, which allowed her to write sharper requirements and unblock engineering faster.
Read more
- “She took ideas from early discovery through definition, prioritization, and launch. Her work on revenue-generating features had a direct, measurable impact on the business, and she balanced commercial goals with a clear focus on the customer experience.”
- “She took deep dives into the tools behind our business, including Stripe for payments and billing, Salesforce for customer and partner workflows, and a range of AI tools that she explored and adopted to improve how the team works.”
- “She has a talent for translating complex topics into clear, actionable messages and for keeping everyone aligned on priorities and timelines.”
- “Dafna listens carefully, gives and receives feedback constructively, and stays calm and solution-oriented under pressure.”
She took complete ownership of major tool and feature launches, adapting rapidly to new domain spaces and consistently delivering key initiatives on time.
Read more
- “Her rigorous commitment to workflow efficiency significantly streamlined feature rollouts, shortened delivery cycles, and enhanced overall cross-departmental productivity between Product, Engineering, and operations teams.”
- “Notably, she also spearheaded the integration of innovative, AI-driven workflows into our core processes, driving modernization and technical efficiency across the organization.”
- “Her transparent, highly effective communication style enabled her to seamlessly coordinate a broad range of internal and external stakeholders.”
- “Ms. Dassa has proven herself to be a highly capable and dedicated professional, possessing a unique blend of strategic vision and operational competency.”
Beyond work
I like complex problems, simple products and people who ask good questions. Here’s what fills the rest of my week.
Movement and fitness
I’m happiest when I’m active, from yoga and boxing to HYROX-style training. Fitness is a big part of how I reset, challenge myself and stay consistent. I also hold a Fitness Trainer B-License.
Teaching
Teaching has been part of my life alongside my career in technology. It has made me a better communicator and taught me how differently people understand the same information.
Community
I enjoy bringing people together and helping create experiences that feel welcoming and meaningful, from community gatherings to holiday events.
Travel
I love travelling, experiencing new places and seeing how people live and work in different cultures. It’s one of the things that keeps me curious.
Always learning
I’m usually experimenting with something new: AI tools, product frameworks, analytics, automation or whatever happens to catch my curiosity.
Reading
I enjoy reading as a way to switch off, learn something new and get perspectives outside my day-to-day work.