Samuel Crosland

Samuel Crosland

Senior Product Leader in London, He/him


I'm an experienced product leader with a background in design. I specialise in leading digital product teams to build software that creates and sustains online communities. I've done this successfully at companies like Twitter, Depop, and Peanut.

Work Experience

2023 — Now
  • Redefining the Community product at Busuu to be a retention driving part of the business.
  • Leading research and development to build up a picture of why the community features of the product are worth investing in for the future of the business.
  • Creating and launching brand new features that let users creatively broadcast their support to other learners.
2021 — 2023

Following the acquisition of Sphere in October 2021. I joined Twitter to lead the member experience side of the @HiCommunities Product team, building the future of how communities interact on the internet.

  • Worked directly with the Communities PM team to drive forward the future vision of the product. Past an MVP onto the path toward being an established and globally available part of the Twitter Ecosystem
  • Helped manage the input of multiple stakeholders for each project. Particularly ensuring our releases were legally compliant, secure and communicated in a way that our users understood.
  • Lead the delivery of multiple updates to the Communities experience. Including Polls, Pinned tweets, Hashtags + hashtag discovery, Community specific tweet anatomy, Community specific notifications, Community profile spotlights.
2021 — 2021
  • Led the creation of the Product Vision, strategy and ongoing product roadmap. Including customer research, high-level discovery + identification of workstreams.
  • Transformed the company strategy to focus on customer learning. Motivated the team to take Sphere from stealth product to something that delivered measurable customer value. Resulting in real growth and retention of new networks.
  • Accountable for maintaining the prioritisation and alignment of the product/engineering teams across 3 cross-functional squads.
  • Line manager of 3 incredible Product Managers. Put in place numerous initiatives to improve team communication and product quality including leading regular product meetings + critiques.
2019 — 2021
Head of Product at Peanut
  • Responsible for the impact of new features on key product metrics. Including CAC, LTV, engagement and retention. Led the product discovery process including research and design initiatives to improve the user experience of our service.
  • Crafted the end-to-end product development process. Improved communication and focus from the whole team resulting in increased velocity and more predictable release dates.
  • Successfully delivered a new community that provides support to women throughout their fertility journey. Adding 10% MoM to the overall customer base.
2014 — 2019
Product Manager at Depop
  • Owned the end-to-end consumer lifecycle whilst part of the early product team. Maintained a consistent vision of where we were headed and a healthy team culture.
  • Created the initial strategy for the Web platform team. Including delivering the Web checkout initiative which added 2% Revenue to the company in the first 3 months after launch.
  • Led designers & engineers, making decisions around the prioritisation of high-growth features, launching multiple initiatives including a/b tests around the app onboarding flow and experiments with ML-driven recommendations and personalisation. - Supported stakeholders though growth initiatives in performance marketing.
2013 — 2014
Lead Product Designer at YPlan
  • Re-designed the platform to continue to deliver a world-class customer experience whilst increasing the amount of events we could show to users.
  • Spearheaded the use of low and high fidelity prototypes to increase the velocity at which we could test and launch new features.
  • Launched the YPlan partner portal CRM, allowing events managers to track sales in real-time. Reducing the need for manual updating and reliance on phone calls from events organisers.
  • Responsible for the design of the Share functionality. Bringing more social interaction to the YPlan app, including ticket sharing + group messaging. Leading to a 5% uplift in repeat ticket sales.
2009 — 2013
  • Led embedded UX teams within high profile client projects, to deliver transformational new products and services
  • Worked with the internal stakeholders to define the requirements of each part of the experience to ensure impact.
  • Developed design systems and principles that guided how each product would work.
  • Drove the use of interactive prototyping to ensure maximum impact from user research sessions and internal stakeholder meetings.


2005 — 2008
BA Hons (1st) at Sheffield Hallam University
Sheffield, UK

Product Design