Sara Fernández
International Product Manager
Where there's a need, there's a product opportunity.
I help you discover it and scale it globally.
Looking for a Product Manager with an international vision?
I specialize in product discovery, expansion into new markets, and digital experiences that drive business impact. If you're looking for someone who can connect strategy, users and technology on a global scale, I’d love to work together.
International Product Manager
Based in Barcelona, I am a Product Manager and Product Owner with a strong international focus. My career is deeply shaped by my previous experience in SEO, UX and localization, disciplines that now inform my 360° view of product: I don’t just define what to build, I understand the levers that drive acquisition and ensure retention. I have led strategic roadmaps, user research and complex migrations in SaaS and B2B marketplace environments, successfully managing launches across more than 20 markets. This ability to combine business vision with technical execution allows me to approach international projects with full confidence.
In addition, I am the author of SXO: Optimizing the Search Experience with SEO and UX (Anaya Multimedia, 2025), I have taught at the University of Barcelona and spoken at international conferences such as BrightonSEO, SERP Conf. Vienna, SM Connect Bologna, WordCamp Madrid, Take It Offline Bulgaria and Friends of Figma Barcelona. Want to learn more? My LinkedIn profile is the perfect place.
My product philosophy
"The best product work is often invisible: clarifying, prioritizing and optimizing what already exists — and only building from scratch when it actually makes sense."
Specialties
Product strategy and leadership
I define and prioritize roadmaps that balance new features, UX improvements and technical debt. I create PRDs and rapid prototypes, coordinate cross-functional teams and ensure every delivery provides real value to both the business and its users.
User research and discovery
I design and execute discovery processes: interviews, usability tests, funnel analysis and qualitative and quantitative data. I turn findings into actionable product decisions.
International expansion
I’ve launched and scaled products in over 20 markets—from opportunity research to cultural adaptation, localization and Go-to-Market (GTM) strategy.
Accessibility and inclusivity
I design universal experiences under WCAG standards, integrating neurodiversity and inclusion from product inception, not as an afterthought. I view accessibility as a strategic pillar: if a product excludes someone, it’s not a good product.
Experimentation
I identify friction in the user journey and validate hypotheses through A/B testing to directly impact retention, loyalty and conversion metrics.
Agile & Product Ops
Certified as a Product Owner and Scrum Master, I optimize team agility to ensure delivery never becomes a bottleneck. I implement clear processes, remove operational friction and ensure the team works with focus and efficiency.
My approach to product and digital strategy is based on the following factors:
- Strategic roadmaps that connect business, users and technology.
- Continuous discovery as the foundation for every product decision.
- Digital experiences that are accessible, inclusive and tailored to every market.
A global and multicultural vision
I graduated with a degree in Translation and Interpreting, speak five languages and have lived in Milan. That multicultural background allows me to understand how users connect across different contexts and design products that truly resonate with them. This is why I specialized in international expansion: uniting product vision, localization and acquisition strategy for brands looking to scale beyond their local market.
Where have I shared knowledge?
My working method
Discovery and analysis
We start with a session to understand your goals, context and challenges. I then run a full analysis covering users, business and technology, from architecture and user flows to performance, usability and digital experience. This phase allows me to identify real opportunities, risks and priorities.
Strategic roadmap
Based on the findings, I create a clear and prioritized action plan. I define the roadmap balancing quick wins with long-term initiatives. It includes requirements definition (PRDs, user stories), agile planning and KPIs to measure sustainable progress.
Execution and ongoing optimization
I coordinate implementation with technical, creative and product teams, ensuring that every delivery provides measurable value. I monitor results, launch experiments, adjust the roadmap when needed and make sure the product or project evolves consistently with the objectives.
Let’s have a coffee
Would you like to tell me about your idea or project? Or do you just want to say hello?
Send me a message! I love messages and coffees, both virtual and face-to-face.