Aira's interim PM took lead conversion from 0.7 to 2.2 percent in six months

A seat to fill within days, with three competences in it

Aira is a digital-native heat pump company with high ambitions. It owns the full end-to-end value chain and sells in the UK, Germany, and Italy. When its product manager moved on, Hanna, product director responsible for acquisition and activation, needed a PM within days with hands-on experience in conversion rate optimisation, in lead generation, and in how the pipeline works in a sales-driven organisation. Aira came to scilla.studio for that profile. The interim PM started in September 2023.

Tests settled the hypotheses, under launch pressure

The interim PM set up how hypotheses were written, tested, and settled. The team held to it. In the same period Aira launched its first own hardware across the three markets on a fixed date, with every market’s messaging rewritten and a new CMS built in parallel. The launch went out without downtime, without a drop in conversion, and without lost search rankings.

Lead conversion rose from 0.7 to 2.2 percent in six months

The product did not change in that period. The case cannot isolate the interim PM’s work as the only explanation. Hanna: “I think you did that really well, getting us to move away from opinions to actually testing a lot of things.” When Aira recruited the next PM, they looked for the same profile, “someone who knows who everyone is, knows the context, who we know works well with the team.”