Kenneth Sitjar
Digital Product Manager
Summary
Strategic Digital Product Manager with 5 + years of experience delivering technology solutions in fintech‑enabled platforms for banks and credit unions. Skilled at designing data‑driven onboarding funnels, API‑first productization, and rapid experimentation that raise conversion, lower abandonment, and improve customer satisfaction while meeting KYC/AML compliance. Proven ability to align cross‑functional teams (Engineering, UX, Risk, Compliance, InfoSec) around clear objectives and deliver measurable business outcomes.
Core Competencies
- Product Vision & Road‑mapping – strategy, prioritization, goal setting
- Digital Onboarding & Acquisition Funnels – journey mapping, funnel analytics, conversion optimization
- API Productization & Integrations – building and scaling API‑driven onboarding flows
- Experimentation & Measurement – A/B testing, feature‑flag management, KPI dashboards
- Data‑Driven Decision Making – analytics, reporting, metric tracking
- Agile Delivery – Scrum, Kanban, agile events
- Stakeholder & Vendor Management – partner coordination, cloud‑cost optimization
- Risk, Compliance & Security – KYC/AML, SDLC, InfoSec audits
Professional Experience
Digital Product Manager
VyStar Credit Union — Aug 2020 – Present
- Own vision, roadmap, and delivery for the digital account‑opening platform handling 20 K+ applications per month.
- Lead end‑to‑end acquisition and onboarding funnel, balancing customer experience, compliance, and growth targets.
- Designed, shipped, and evaluated funnel changes using pre/post analysis, A/B tests, feature flags, and KPI dashboards.
- Partnered with Engineering, UX, DevOps, QA, Risk, Compliance, and InfoSec to deliver secure, auditable releases.
- Managed API integrations that enable onboarding, identity verification, funding, and fraud prevention.
- Maintained 100 % platform availability and reduced known security vulnerabilities ≈ 84 %.
- Optimized cloud‑infrastructure spend while scaling capacity.
- Rolled out a branch‑enabled digital onboarding solution for employer campaigns, eliminating
Key Results
- Reduced new‑account abandonment 58.5 % (83.55 % → 34.69 %).
- Reduced membership abandonment 64.7 % (37.83 % → 13.37 %).
- Increased new‑account completion 201.8 % (11.9 % → 35.92 %).
- Boosted membership completion 22.3 % (43.27 % → 52.91 %).
- Lifted prospect conversion rate 115 % (4.6 % → 9.9 %).
- Raised digital onboarding MSAT to 4.8 (+18 %) and NPS to 87.
Senior QA Automation Engineer
TEKsystems (Florida Blue) — Jul 2019 – Jul 2020
- Built and scaled an automation framework for APIs and onboarding components, accelerating releases and reducing regression cycles.
- Partnered with product teams to define API specifications, enabling launch of an in-house payments solution.
- Monitored incidents and triaged defects to maintain compliance and minimize production issues.
Senior QA Automation Engineer / Testing Analyst
Citigroup — May 2015 – Jul 2019
- Designed automation for API integrations and onboarding features across web and mobile platforms.
- Introduced Behavior‑Driven Development (BDD) using Cucumber/Selenium, reducing testing effort and post‑release defects.
- Developed pipelines and integrated automated API testing, improving release quality and speed.
- Leveraged defect analytics and customer insights to pinpoint pain points, driving continuous onboarding improvements.
Education
Bachelor of Applied Science in IT Management
Florida State College at Jacksonville
Certifications
