Rafael Serrano

Background

About Rafael Serrano

Product leader with 20+ years of experience in the Control Room industry, with a unique background that spans IT, Product Management, Strategic Sales, and Executive Leadership. I currently serve as Head of Product Management, driving product strategy, roadmap execution, and cross-functional alignment across engineering, commercial, and executive teams dealing with C level stakeholders and shareholders My career path reflects a blend of technical depth, business acumen, and user-centric thinking. I’ve led international market strategies across Europe and LATAM, developed and launched complex B2B product lines, and built high-performing product teams from the ground up. Key milestones in my journey:*Strategic Leadership & Roadmap Execution*- Defined a multi-year strategic product roadmap aligned with business strategy and market trends- Defined Remote product strategy and NPIs with technology development and application centric alignment.*Team Building & Talent Development*- Built and scaled a high-performing team of Product Managers and Product Owners implementing mentoring and talent development- Introduced career paths and cross-cooperation for Product roles.*Cross-Functional Impact*- Re-established collaboration mechanisms between Product, Engineering and Marketing-Sales, reducing internal friction- Led cross-functional OKR alignment sessions, ensuring product priorities were reflected across roadmaps.*Market Success & Business Results*- Launched new IP remote KVM, IP Matrix and High tech KVM extenders impacting the business targets, market share and company strategic goals- Played a key role in winning major enterprise deals in Air Traffic Control with revenue impact over €5M- Defined and implement business strategy for South of Europe with revenue impact over €10M in Control Rooms for Transportation, Broadcast and Industrial Manufacturing.*Process & Operational Excellence*- Implemented data-driven prioritization models (RICE, Opportunity Scoring) using Jira Product Discovery to improve stakeholder transparency and alignment- Led strategic market positioning and competitive landscape analysis for key product lines- Introduced Kanban boards for Product team alignment, reducing bottlenecks and increasing focus- Developed Power BI dashboards to support data-driven decision-making across the Product function I’m passionate about turning complex challenges into simple, scalable solutions — and about working in companies where Product plays a central role in business strategy.