Jinn
Building a scalable Product function in a hyper-growth delivery marketplace
By Carlos Silva
The Challenge
Jinn was a fast-growing delivery marketplace operating in the UK, offering on-demand delivery of food, groceries, and retail products. Competing with players like Uber Eats and Deliveroo, Jinn had secured a $20 million Series A investment to scale operations. With a rapidly growing user base and increasingly complex logistics, the company needed to establish a product function from the ground up—one capable of supporting high-growth, delivery service reliability, and availability across multiple channels: web, iOS, and Android.
Our Approach
Carlos joined Jinn as the company’s first product leader, with a mandate to build a product organization that could scale with the business. The work focused on three parallel tracks: team formation, product operations, and business impact.
Team Formation
Hired the full product team, including Product Managers, Designers, and QA;
Created a new Content Management team, responsible for maintaining high-quality merchant content within the platform (product images, descriptions, prices).
Product Operations
Introduced management by OKRs and implemented a quarterly planning cadence;
Defined and rolled out processes for feature prioritization, roadmap planning, and user story writing;
Established agile delivery practices including daily stand-ups, backlog refinements, and retrospectives, creating cadence and ownership across teams.
Business Impact
Led transformational changes to the user experience across all sides of the marketplace: customers, drivers and merchants;
Introduced and prioritized features that reduced ordering friction, improved conversion, and optimized delivery logistics.
These improvements contributed directly to a 3x increase in order volume.
Outcomes
Built a fully functional and self-sufficient product organization from scratch;
Created a scalable prioritization and delivery model that aligned product execution with business growth goals;
Drove significant improvements to the core user experience, directly contributing to a threefold increase in order volume;
Positioned Jinn to compete more effectively with the last mile category leaders through structured and outcome-driven product development.
Services Provided
Head of Product / Product Leadership
Product team formation (PMs, Designers, QA, Content Ops)
OKR implementation & planning cadence
Agile delivery methodology (Scrum, Kanban, ceremonies)
Product roadmap & execution
User Experience strategy and implementation
Product metrics & conversion rate optimization