Katia Lebedeva — Senior Product Manager, London

Platform · DXP · Holland & Barrett

Leading the Digital Experience Platform at Holland & Barrett

A portfolio of 10+ internal products, used by ten product teams to build and optimise the web and app experiences for 6M monthly active users

Portrait of Katia Lebedeva — Katia Lebedeva, photographed in a field of lavender.

Katia Lebedeva · London

Trained as a mathematician in St Petersburg, Katia Lebedeva has spent more than a decade turning complex systems into products people actually enjoy using — from a learning platform built with Yandex and JetBrains to the digital experience platform at Holland & Barrett.

She owns Composer, H&B’s Digital Experience Platform: a portfolio of more than ten internal products — CMS, DAM, A/B testing, campaign planning, a design system, tracking and the digital runtime — used by ten engineering teams to build and optimise the web and app experiences for 6M monthly users and 11M monthly sessions. Four engineering teams report to her directly, and she presents the platform roadmap to C-level stakeholders.

Away from the roadmap she is a co-opted governor at Camp Primary and Nursery School: giving back to the local community, and adding a strategic mindset to the board as linked governor for maths and for mental health and wellbeing.

Continued on p. 4 →

By the Numbers

monthly active users: 0M; monthly active users; across the H&B ecom app and websites
monthly sessions: 0M; monthly sessions; served by the Composer runtime, web and app
internal products: 0+; internal products; CMS, DAM, A/B testing, campaigns, design system, tracking
A/B tests in 18 months: 0+; A/B tests in 18 months; run on Zest by ten product teams

Coplan

Campaign management system launched Jan 2026 — promo changeovers from monthly to weekly, setup 30% faster, 3 FTE saved

Zest

A/B testing and feature-flagging platform grown to 10 product teams and 200+ tests in 18 months

Composer Runtime

Rendering optimisation A/B tested on ~2.2M app sessions — Shop tab 33% faster, revenue per session up 10%

AI Prototyping

Claude Code and Lovable as a core product practice, replacing traditional design handoff

Section C · p. 4 · The Archive

The Record

A career, as reported in clippings from the archive — most recent edition first.

✦ Download the full edition (PDF CV) ✦

Oct 2024 — PresentHolland & Barrett
Owns Composer, the Digital Experience Platform
Senior Product Manager, DXP
Promoted to Senior PM in Dec 2025. Leads four engineering teams and a portfolio of 10+ products — CMS, DAM, A/B testing, campaign planning, design system, tracking and digital runtime — serving 6M monthly users and 11M monthly sessions. Kept the platform ready for a record Black Friday 2025 week (£6.8M UK digital revenue).
Jun 2023 — PresentCamp Primary and Nursery School
Governor at a local primary school
Co-opted Governor
Giving back to the local community, and adding a strategic mindset to the board. Linked governor for maths and for mental health and wellbeing.
Nov 2023 — Oct 2024Holland & Barrett
Launches iPerform from zero to one
Product Manager, HR Tech
Joined as Associate PM, promoted May 2024. Built a dedicated squad to deliver an in-house performance management system — goal setting, reviews, feedback — reaching 85% adoption across 3,500 colleagues. Relaunched the careers and corporate websites in-house, cutting update lead times from 2–3 weeks to under 10 minutes.
May 2022 — Nov 2023Holland & Barrett
Builds the product operations function
Associate Product Operations Manager
Improved planning cadence and delivery processes across product and engineering. Established a career framework for product managers and drove training and development across the function.
Sep 2013 — May 2022Computer Science Center (Yandex & JetBrains)
Nine years building a learning platform
Product Manager, LMS
Led the 0-to-1 build of a learning management system — MVP in 3 months with a single engineer, grown to 15,000 users and a team of two engineers and a designer. Migrated two further educational institutions onto the platform and ran a continuous user research programme with students and tutors.
Graduated 2014St Petersburg State University
MSc in Mathematics and Software Engineering
MSc Mathematics & Software Engineering
Foundations in mathematics and software engineering.

Education & Certifications

Formal education

MSc Mathematics & Software Engineering
St Petersburg State University · Graduated 2014
Diploma in Event Management in Marketing
Event Academy · CPD diploma

Certifications

Neo MBA
Product management executive programme
AI Simulator
GoPractice
Product Analytics Certification
Pendo

Writing · Talks · Materials

The Product Gazette

Notes from building platforms — essays, talks, decks and the occasional repo.

EssaySep 2026Substack8 min

Platform Teams Are Product Teams

Why a DXP needs a roadmap, customers and a definition of success — not just a backlog of tickets from consuming teams.

Read →

Leading the Digital Experience Platform at Holland & Barrett

The Record

Owns Composer, the Digital Experience Platform

Governor at a local primary school

Launches iPerform from zero to one

Builds the product operations function

Nine years building a learning platform

MSc in Mathematics and Software Engineering

Formal education

Certifications

The Product Gazette

Platform Teams Are Product Teams

One Platform, Four Markets

MCP Servers for Every Tool

Prototype in Code, Not in Mock-ups