# Elena Jfremova

> Digital Product & Technology Leader based in the UK. Helps organisations make sense of complex digital problems, shape a direction people can see and act on, and bring product, technology and customer experience together.

- Website: https://www.elenajfremova.com/
- Contact: https://www.elenajfremova.com/contact
- LinkedIn: https://www.linkedin.com/in/elenajfremova/
- Email: elenajfremova@gmail.com

## About

Elena Jfremova is a Digital Product & Technology Leader with 12+ years across digital products, platforms and customer experience. Experience includes Sainsbury's, Fidelity International and esure Group — building capability, shaping standards across 220+ platforms, and turning complex digital problems into clear direction.

She writes and works at the intersection of product, technology, engineering leadership and organisational systems — especially when the path forward is not yet clear.

## Key pages

- [Home](https://www.elenajfremova.com/): Overview, approach and selected work
- [Work](https://www.elenajfremova.com/work): Case studies and professional experience
- [How I work](https://www.elenajfremova.com/how-i-work): Approach to product and technology leadership
- [Insights](https://www.elenajfremova.com/insights): Articles on product, technology, leadership and strategy
- [Contact](https://www.elenajfremova.com/contact): Get in touch

## Insights (articles)

- [Why Your Digital Transformation Strategy Isn't Working](https://www.elenajfremova.com/blog/why-your-digital-transformation-strategy-isnt-working): Strategy as a human practice inside large organisations
- [From Planning to Execution - How to Make AI Adoption Work](https://www.elenajfremova.com/blog/why-ai-adoption-needs-structure): Practical AI adoption when problem, workflow and accountability are clear
- [Change for the Better](https://www.elenajfremova.com/blog/change-for-the-better): Kaizen and continuous improvement as culture
- [Tending the Garden of Team Dynamics](https://www.elenajfremova.com/blog/tending-the-garden-of-team-dynamics): People, working styles and the conditions for high-performing teams

## Topics

Digital Product and Technology Leadership; Product and Technology Leadership; Digital Products; Platforms; Customer Experience; Organisational Leadership; Systems Thinking; Innovation; Personalisation; Experimentation; AI-enabled Customer Experiences; Engineering Leadership; Digital Transformation Strategy