#19 - Digital Product Leadership: Shipping Systems, Not Features
ft. Andrea Cervellin • 26 December 2025
ft. Andrea Cervellin • 26 December 2025
What does product management look like when you’re building for 25+ markets instead of a single app? Andrea shares why great PMs don’t just ship features, they build scalable systems that guide entire organisations. In this episode, he breaks down what aspiring PMs should focus on, from field-first discovery to what hiring managers look for, and how the role grows from building products to shaping how companies build.
Too busy to listen to the full episode? Here’s the blog recap — Andrea’s journey into product, and what he thinks separates okay PMs from the ones people actually trust.
Timestamps
00:54 Introduction and background
03:46 Getting into PM and digital transformation
06:49 Connecting with target audience and user-testing
14:15 Key traits of a good PM
19:10 Self-teaching UI/UX skills
22:50 Own Start-up - Cappuccino at Work
25:34 Advice for young PMs on getting the right mindset
29:55 Ecosystem Thinking: Shipping Systems, Not Features
33:15 How to leverage internships and school projects
35:56 Skills sought after during recruitment
37:43 Future trend in the field: Continued growth or Saturation?
41:27 What would you do differently if you graduated today?
44:06 Mini-Game Segment: Jenga!
59:53 Final Reflections
Catch the key moments from this episode below!
Andrea is the APAC Head of Digital Applications and Solutions at Heineken, where he leads internal digital products across more than 25 markets in Asia Pacific. He began his journey in product through self-taught UI/UX design, which led him into design and product roles at Shell, before moving to Heineken Malaysia to work on eBusiness platforms. His hands-on foundation in design continues to shape how he drives large-scale digital delivery across the region today.