As a tech industry professional, I have transitioned into the role of Product Manager, where I lead cross-functional teams to deliver innovative solutions that drive business growth. With a robust background in software engineering and over a decade of industry experience—including founding and leading a tech agency, as well as managing product and engineering teams in a SaaS company—I excel at aligning technical and business goals. This blend of skills provides me with a holistic perspective on business and technology, enabling me to navigate complex challenges and drive impactful results.
Additionally, with over 15 years of experience in the WordPress ecosystem, I am an active community participant. I have organized monthly meetups for 7 years, contributed to the organizing team for a WordCamp event in 2012, and have been featured in ‘People of WordPress’. I also write a weekly newsletter about the CMS in Portuguese.
I am passionate about continuous learning and sharing knowledge, which is why I advocate for open source, Creative Commons, and open web initiatives. I believe that sharing knowledge can drive innovation and improve the world.
Main Interests:
- Product Management;
- Artificial Intelligence;
- Leadership;
- WordPress.
Recommendations
Leonardo Tomadon
I had the pleasure of working with Daniel for over four years, across different teams—from Marketing to Engineering. He’s an outstanding Product Manager: highly organized, analytical, and methodical, with a strong & structured thought-process.
What always stood out was his ability to deeply understand the business impact of his work. He’s thorough in exploring solutions, rigorous with metrics, and consistently connects his work to broader goals and OKRs. Daniel combines strong technical skills in product, engineering, and analytics with a clear business perspective.
On top of that, he’s a great teammate—collaborative, thoughtful, and easy to work with. If a project was in Daniel’s hands, I knew it was in good hands. I’d always recommend him without hesitation.
Douglas Drumond Kayama
I enjoyed working with Kossmann and can confidently say he is an outstanding engineering and product manager. It started as mentorship. Later, I managed him directly, and finally, we became peers. It didn’t matter what the professional relationship was then; I felt inspired by his attention to detail and structured approach to problem-solving. He has a natural ability to create and refine processes that improve efficiency and enhance team collaboration. His leadership ensures projects run smoothly, and his commitment to excellence is evident in everything he does. Any team would be fortunate to have him at the helm.
Beyond our professional relationship, Kossmann and I developed a genuine friendship built on mutual respect and shared interests. It’s been a rewarding experience to see how our professional collaboration evolvedinto a strong personal bond.
Alessandro Giglio
Working with Daniel as a Product Manager during the last years was a great experience! He brought strong skills in WordPress development, consistently turning complex ideas into simple and user-friendly solutions. Their attention to detail and the ability to balance multiple priorities and different stakeholders drove the product through the right KPIs, with a huge quality.
Beyond technical expertise, Kossmann excelled in leading the development team and fostering people focus and collaboration.
Their proactive approach and problem-solving mindset played a big role in driving the product forward. I highly recommend Daniel to any team looking for a talented and dedicated Product Manager.
Eduardo Cerejo
I had the pleasure of working closely with Daniel Kossmann when he was an Engineering Manager and later a Product Manager at Pipefy. If there’s one thing that stands out about Daniel, it’s his incredible knack for being data-driven. Whether he was making decisions about complex engineering initiatives, product strategies, or transforming team dynamics, Daniel always had the data to support his ideas.
He’s also one of the most organized people I’ve known. His planning and attention to detail kept us all on track and moving forward. Beyond his skills, Daniel is simply great to work with. His positive attitude and collaborative approach made even the most challenging projects feel like a piece of cake.
I’m looking forward to working with Daniel again in the future. Highly recommend!
Rodrigo Subirá
I had the pleasure of working with Kossmann, and I can say that he stands out as a highly organized and results-driven Product Manager. He consistently seeks ways to increase efficiency and productivity, while never compromising on the quality of the deliveries. His attention to detail and commitment to high standards truly elevate the projects he manages. Any team would be lucky to have him on board!
Mark Pinard
I had the pleasure of working directly with Daniel during his time as our Website Manager at Pipefy, and I can’t say enough good things about his work ethic and collaborative spirit.
From day one, Daniel impressed me with his ability to keep everything organized, no matter how many moving parts there were. He has a knack for breaking down complex projects into manageable steps, which not only kept our team on track but also made it easy for everyone involved to stay aligned. His organizational skills are truly top-notch.
What I appreciated most, though, was Daniel’s ability to bring people together. Whether he was working with our design team, coordinating with product managers, or getting input from leadership, he made sure everyone’s voice was heard and that we all moved forward together. This kind of collaboration is rare and incredibly valuable, especially when you’re up against tight deadlines.
Daniel handled every challenge with grace and a can-do attitude, always delivering on time and often exceeding expectations. If you’re looking for someone who can keep your projects running smoothly while fostering a strong, collaborative team dynamic, Daniel is your person. I highly recommend him!
Danilo Cordeiro
I worked with Daniel for several years across teams. He is one of the best WordPress specialists I’ve ever met, with extensive knowledge in all aspects. Something that really sets Daniel’s work approach apart is how he views security as a whole, always concerned with best practices for secure maturity of the entire Web ecosystem.
*Translated with Claude 3.7 Sonnet and reviewed by me.
Desirée Hoppe
I had the pleasure of working with Daniel at Pipefy, where he was a Product Manager. Since joining the product team, Daniel had shown great strategic vision, always making sure that user needs match the company’s business goals. With a strong technical background, he has an amazing ability to engage the development team, leading discussions with deep technical knowledge and clearly explaining complex requirements to stakeholders, ensuring everyone is aligned.
One of Daniel’s most impressive qualities is his exceptional organization skills. He is, without a doubt, one of the most organized people I’ve worked with, and this skill shows in the high quality and consistency of his work. Additionally, Daniel is always looking to improve, regularly exploring new materials and resources for his professional growth.
I highly recommend Daniel for any role in Product Management.
Caroline Santilli
I had the opportunity to work with Daniel in the field of Product Management, and he was a great Product Manager. He was data-driven and always focused on the user. Additionally, Daniel excelled at stakeholder management, skillfully navigating complex relationships and aligning diverse interests toward a common goal. His contributions to the team were essential.
Eduardo Villão
I had the pleasure of working with Daniel for 2 years and I can say with certainty that I have never worked with someone so organized and dedicated!
In addition to all his technical competence, he is someone who really cares about what he is doing and the results of his initiatives. He always seeks the best and most efficient results. Furthermore, everyone around him grows and develops, because he creates a great team spirit and cares a lot about the team and of each one.
Daniel is a reference in what he does, and he is one of those people who always stands out, regardless of where he is. You always want him around.
Benjamin Babb
I worked with Daniel for 2+ years in my role with the marketing team. During that time, Daniel was an excellent collaborator.
Not only does Daniel hold his team to a high standard for quality, he was also able to deliver complex projects on time and within budget. For example, rebuilding priority landing pages from scratch, implementing time-saving functionality in the forms we use to capture leads, and conducting A/B testing on a regular basis.
Daniel consistently brought benchmarks, original research, and recommendations to the table for our planning sessions. I’d characterize his work as thorough, consistent, and data-driven.
Maria Emília Castro Oliveira
I had the pleasure of working with Daniel Kossmann for nearly a year in the squad focused on our company’s website, where he served as an outstanding Product Manager. Daniel’s exceptional data-driven approach, strategic vision, and deep understanding of product development were pivotal to our team’s success. His leadership and innovative thinking were instrumental in the complete revamp of our company website. Working with Daniel was a rewarding experience, and I am confident that his skills and leadership will continue to drive success in any project he undertakes.
Sérgio Buzato
I had the pleasure of working with Daniel at Pipefy on several projects. Despite being in different departments (I was in Sales, and he was in Product), our collaboration was seamless, and we worked together effectively to find the best solutions. His exceptional technical knowledge, project management skills, and high performance made our partnership fruitful. Daniel excels in organization, effectively employing a fast-fail approach to address issues, and communicates complex concepts. He is one of the best Product professionals I’ve ever worked with.
Weberson Loureiro
I highly recommend Daniel as a Product Manager.
I had the pleasure of working with him at Pipeyf for almost 3 years. Daniel is a natural leader who excels in turning user/company needs into successful product solutions. With extensive experience in WordPress, he really understands the platform, which helps him deliver solutions that truly meet user expectations.
He has a strong strategic vision and drives projects from start to finish. His ability to communicate effectively ensures everyone is on the same page, creating a collaborative environment. He also pays close attention to things that boosts productivity and innovation.
Flávia Andrade
I had the opportunity to work closely with Daniel for several months. It was a very productive experience, as Daniel was always willing to help, offering logical and well-founded ideas. His ability to think critically and provide valuable insights consistently added significant value to our projects. Daniel’s proactive approach and dedication make him an outstanding colleague and a great asset to any team. I highly recommend him for any role that requires strategic thinking and a collaborative spirit.
Beatriz Leite Negrao
Working with Daniel as a product manager was a great experience. He was super easy to talk to, align expectations with, and follow up on projects involving different stakeholders. One of Daniel’s standout skills, beyond his technical background, is his exceptional organization and process orientation. This made it significantly easier to stay up-to-date with all projects and initiatives.
We regularly shared best practices, discussed strategies at company, tribe, and squad levels, and translated these into actionable initiatives and features. Daniel’s focus on delivering customer value through smaller, more frequent releases, and his dedication to developing the team’s technical and soft skills, had a real impact not only on the team but also on my professional growth.
Eduardo Kano
I had the pleasure of working with Kossmann at Pipefy when he was the Software Engineering Manager and later the Product Manager for the Website squad.
His robust background in software engineering provides a unique and holistic perspective on many technical subjects. He is one of the most data-driven and data-oriented professionals I have ever worked with, making him one of the most admirable and complete product managers I know.
He was a true asset and top-performing professional, always available to share his knowledge and provide invaluable guidance on soft skills development, team management, and prioritization. I would love to work with Daniel again and recommend him without a second thought to any company.
Éfrem Maranhão Filho
I had the pleasure of leading Daniel for several months, and I can confidently say that he is an exceptional Technical Product Manager. His deep and broad knowledge of WordPress and his ability to conduct detailed and thorough analyses make him an invaluable asset. He knows how to be a team player, easily foster a collaborative environment, and build excellent relationships. His technical expertise is crucial for any TPM role, and his growing maturity in product management is noteworthy. I highly recommend him for any WordPress ecosystem or Technical Product Manager position.
Experience
/ Product Manager
September 2024 – Present
WIP
Key Responsibilities:
- WIP
Achievements:
- WIP
Health and well-being
Career Break
December 2023 – August 2024
(9 months)
I took a planned sabbatical to rest, focus on personal goals, and return with renewed energy and fresh perspectives.
Pipefy
4 years 3 months
/ Product Manager
March 2023 – December 2023
(10 months)
Oversaw the company website, collaborating with the Marketing and Sales teams on initiatives to increase lead generation.
Key Responsibilities:
- Defined and tracked the squad’s strategy and OKRs, aligning user needs with the company’s strategic vision;
- Communicated the product’s strategic vision to the development team, defining the team’s roadmap and metrics, prioritizing the backlog, and writing user stories;
- Led cross-functional teams through all phases of product development, from concept to launch;
- Managed stakeholders and mitigated risks;
- Conducted agile routines;
- Supported Go to Market (GTM) strategy;
- Analyzed data from Google Analytics, Metabase, and Tableau to better understand the user journey;
- Optimized website and signup conversion rates.
Achievements:
- Developed and implemented a signup flow variation specifically for the Ideal Customer Profile (ICP) to enhance the product onboarding experience;
- Relaunched the website to ensure visual consistency across the main pages
and updated content to align with the company’s GTM strategy. This initiative focused on improving the user journey to increase visitor-to-lead conversion. As a result, a new design system was created and implemented using the WordPress Block Editor, which decreased the time required to create and update pages while improving Core Web Vitals metrics; - Optimized engagement rates across pages with the highest organic traffic to improve SEO and lead generation.
/ Software Engineering Manager
September 2020 – March 2023
(2 years 7 months)
Led the Website team responsible for supporting Marketing and Sales initiatives to generate leads through the website.
Key Responsibilities:
- Conducted regular 1:1s with team members, providing feedback and coaching to improve productivity and career progression;
- Fostered a collaborative, positive, and constructive remote team culture;
- Performed bi-annual performance reviews;
- Managed hiring processes, including writing job descriptions and conducting technical and non-technical interviews;
- Oversaw the onboarding process for new team members;
- Ensured timely project delivery and maintained developer velocity;
- Improved internal processes to enhance team efficiency;
- Aligned website initiatives with other departments, such as Marketing, Sales, and Data;
- Website and signup conversion rates optimization.
Achievements:
- Optimized the signup flow by creating and testing various hypotheses, significantly improving the conversion rate;
- Implemented key improvements in the website journey, increasing visitor-to-lead conversion for target personas;
- Collaborated with the SRE team to self-host the website, which significantly increased its reliability and decreased page loading speed;
- Optimized website Core Web Vitals, achieving zero poor URLs on both desktop and mobile;
- Created a custom WordPress plugin to integrate Pipefy Public Form with the block editor.
Extras:
- Developed a productivity training program for the HR team, which was later incorporated into the company’s onboarding process;
- Conducted a training session for other Engineering Managers on leadership best practices aligned with the company’s values.
/ WordPress and CRO Specialist
October 2019 – September 2020
(1 year)
As a key member of the Marketing team, I was primarily responsible for implementing technical changes on the company website and optimizing its conversion rate. My role involved both web development and performance optimization to enhance user experience and drive business goals.
Key Responsibilities:
- Developed and maintained the WordPress website using PHP, MySQL, HTML, CSS, and JavaScript;
- Optimized website performance, focusing on improving loading speed;
- Led Conversion Rate Optimization (CRO) initiatives, including defining and mapping conversions, optimizing landing pages, conducting A/B tests, analyzing heatmaps and click maps, and enhancing user experience;
- Provided training and support to non-technical users, enabling them to update website content while adhering to SEO best practices.
Achievements:
- Designed and implemented comprehensive site-wide click and conversion tracking: This enabled various teams to gain a deeper understanding of the user journey, identify areas for improvement, and provided actionable insights that enhanced user experience and optimized conversion rates;
- Led a complete website redesign: Modernized the website’s visual appeal and functionality, empowering the content team to create and update pages effortlessly. This initiative significantly increased efficiency and improved
content quality; - Integrated website content with the company’s product: Established the website as the single source of truth for content, making it easily updatable by the content team and ensuring consistency across platforms;
- Conducted a comprehensive security audit: Implemented industry best practices, significantly enhancing website security and protecting user data.
Spirallab
/ Founder & CEO
May 2011 – October 2019
(8 years 6 months)
As the founder of Spirallab, I led a remote-first agency dedicated to delivering WordPress solutions. Our mission was to empower businesses through customized, high-performing websites and strategic consulting.
Key services included:
- Custom WordPress Development: Successfully planned and developed over 50 websites tailored to meet specific business needs. Ensured all projects followed SEO best practices to enhance visibility and drive traffic;
- Consulting: Provided expert guidance to a diverse range of clients, including small and medium-sized businesses, educational institutions, and marketing agencies. Focused on optimizing WordPress usage and leveraging its full potential to achieve client goals;
- Conversion Rate Optimization (CRO): Analyzed and optimized conversion rates using tools like Google Analytics. Conducted A/B testing to identify issues and implement improvements, significantly enhancing user experience and conversion metrics;
- Hosting Solutions: Managed and maintained servers optimized for WordPress, ensuring reduced page loading times, increased security, and high availability. This service was crucial for clients requiring reliable and fast website performance;
- Education & Training: Instructed over 240 students in WordPress, HTML, and CSS. These courses where designed for non-programmers to enable them to manage and develop their own websites confidently.
Throughout my tenure at Spirallab, I took on multiple roles, including full-stack developer, project manager, team lead, sales executive, customer support, and site reliability engineer (SRE). This diverse experience allowed me to understand and address a wide range of challenges associated with running a company, providing me with a holistic perspective that proved invaluable in my subsequent roles.
C3SL – UFPR
/ Full-stack Web Developer
January 2008 – December 2009
(2 years)
During my internship, I participated in the Pajé research project, conducted in partnership with the government of the state of Paraná. This initiative led to the development of an open-source hospital management application, effectively addressing the primary needs of public hospitals.
My responsibilities included contributing to system development, performing quality testing, and collaborating with the team to ensure the effective implementation of the software’s features.
Additionally, I took the initiative to propose, implement, and maintain a single source of truth for project documentation and code using Trac. This effort improved our productivity by making it easier to find helpful information and streamline our processes.
Insituto Nacional de Pesquisas da Amazônia (INPA)
/ Full-stack Web Developer
January 2004 – December 2004
(1 year)
Part time internship to create an internal system using PHP, MySQL, HTML, JavaScript and CSS.