Daria Kasatkina

Senior Product Manager with 7 years of experience and background in Marketing. I've worked across multiple domains, including Fintech, Digital Retail and SME Banking, building customer-facing products and the internal tools that power them.

Now I'm focused on AI-powered operational tooling at scale — leading the launch of Tabby's in-house CRM platform. It consolidates what used to live across sales and business development, ticketing, and workflow tools into one system for back-office teams, built from day one for AI automation.

Beyond the day job, I keynote at industry events, do workshops for non-profit organisations, give expert commentary to media, and advise at startup accelerators.

Portrait of Daria Kasatkina

Contact

✉️Email
dkasatkina@gmail.com →
💼LinkedIn
/in/daria-sova →
📄CV
Download PDF →

Media

You don't need an "AI stack" as a product manager
HackerNoon · Own articleWhy "specialized AI tools for PMs" are a marketing strategy rather than a capability gap — general-purpose agentic tools already cover PM work. The differentiator isn't the tool you pick, it's the context you build for it and the judgment to spot confidently wrong output.
Aug 2026
Customer support will shift to complete AI communication within three years
Avito · Expert quoteAvito uses LLMs across support to automate routine work, improve communication quality, and speed up knowledge search — freeing agents to focus on complex problems.
Jun 2025
How AI is changing the work of customer support agents
Avito · Keynote at Yandex eventHow AI automates routine support work — request classification, response drafting, knowledge search — so agents can focus on complex cases needing empathy and judgment.
Jun 2025
Data-driven approach to a small population: how we run A/B tests in Avito's support tools
Avito · Joint talk with team analystHow we run statistically meaningful A/B tests on support tools when our user population is a few hundred agents, not millions of customers.
May 2025
Non-linear careers in tech: from copywriter to product manager
Workshop for Women in TechLinear vs. non-linear paths into product management — the copywriter-through-marketing-to-product journey, the impostor syndrome, and the skills and strategies to make the jump.
Apr 2025

Experience

Tabby Sep 2025 — Present

Senior Product Manager·Belgrade

Tabby is MENA's leading shopping and financial services app — and the Gulf's first fintech unicorn — serving 20M+ customers and 40,000+ merchants across Saudi Arabia, the UAE, and Kuwait.

I own Tabby's in-house CRM platform: one system where back-office teams across B2B operations, compliance, customer experience, and risk manage their cases and business processes. I drive its team-by-team rollout across the entire company, replacing multiple third-party tools — cutting vendor spend and putting operations on a platform where AI agents can take over routine work.

Avito Jun 2022 — Aug 2025

Product Manager·Moscow

Avito is the largest classified website in the world with more than 80 million users and more than 2.5M support enquiries monthly. I was in charge of product discovery and delivery for multiple Support Tools (support chat, routing tools, LLM-based tools, etc.).

Highlights:

  • Launched multiple LLM-based tools for customer support efficiency, up to −3% AHT in each scenario;
  • Implemented a new enquiry assigning tool across verticals to improve agent occupancy +3–5% depending on the vertical and improve Service Level;
  • Launched an in-house JSSIP-based softphone for 1500+ voice customer support agents:
    • Saved $$ on vendor licences for the agents;
    • Avoided vendor lock and mitigated end of support from previous vendor;
  • Improved customer support voice line routing accuracy by implementing a new ML-based routing model to reduce spending on incorrectly routed calls;
  • Delivered updates to the Help Centre enquiry classifier to reduce the number of return enquiries and increase first contact resolution rate:
    • Enquiry flow reduced by 6.5%, saving up to 2000 hours of agent handle time monthly (20 full-time equivalent units).
Tinkoff Bank Dec 2020 — Jun 2022

Product Manager·Moscow

Tinkoff is a top-3 retail bank in Russia, named Most Innovative Digital Bank in Central and Eastern Europe at 2021 World's Best Digital Bank Awards and awarded Bank of the Year in customer care based on user reviews in 2021.

  • Built and grew a new customer support knowledge base service from 0 to 30k MAU from scratch:
    • Moved the customer support agents from a highly unstable legacy service;
    • Increased the content search precision in knowledge base and support help bot by 10% by moving to ElasticSearch.
  • Helped the product team in my business unit adopt the more data-based approach to hypotheses and testing by rolling out Amplitude and creating event hierarchies for the products:
    • Unlocked the ability to use A/B testing in our products with less spending of engineers' time.
Media
How Tinkoff's TWork platform keeps support agents sane
Worked-on products highlight
Intelligent FAQ search surfaces the right article in the moment, and bot-to-agent handoff carries the prior chat history across to resolve enquiries faster.
Modulbank Jun 2019 — Dec 2020

Product Manager·Moscow

Modulbank is a top-10 bank for SME in Russia, with more than 200k businesses as their user base.

  • Managed connection of the bank to Visa B2B (Swift alternative service) to save $$ on currency transfers for the clients by switching to a payment service not requiring usage of a third-party partner bank:
    • Conducted market research of Swift alternatives and chose Visa B2B as a potential partner;
    • Together with the team of financial analysts created a PNL model to evaluate the potential value in the agreement;
    • The bank was connected to Visa B2B in 2021.
Earlier experience
Rocketbank
Project Manager (2017–2019)

A digital mono-product retail bank. I launched multiple user-acquisition projects from scratch, with partners like Disney and Sziget Festival, working across design, engineering, product, and legal to ship each one.

Amplifr
Senior Marketing Manager (2016–2017)

A social-media cross-posting and analytics SaaS startup. I relaunched the company blog as a brand-media property on social media marketing and ran customer and industry-event workshops.

Tinkoff Bank
Copywriter (2016)

I wrote articles for Tinkoff Journal (T–J), newsletters for the SME and Collection divisions, and the style guide for the SME email team.

Skills

A/B Testing AI Agentic Automation AI Prototype Building Analytics & Instrumentation Cross-functional Leadership Hypothesis Testing Market Research Product Delivery Product Discovery Roadmapping Stakeholder Management Vendor Evaluation