HI👋
I'M Yohana.
I’m Passionate About Bringing Ideas to Life
Senior Product Leader | Technical PM | GTM & Product Marketing Strategist | Customer Advocate & UX Enthusiast | Educator & Speaker | Tech Entrepreneur
ABOUT ME
I build and scale products that bridge technology, business strategy, and customer needs—bringing complex ideas to life with clarity, impact, and innovation.
With 8+ years of experience in product management, product marketing, and GTM strategy, I thrive at the intersection of storytelling, technical execution, and market strategy. I’m passionate about making complex products simple to understand, market, and sell—a skill I’ve refined across enterprise tech, SaaS, fintech, and developer platforms.
Why Product Management?
For me, product management is more than just roadmaps and execution—it’s about solving meaningful problems, uncovering deep customer insights, and driving real-world impact. The thrill of taking a vision from concept to market, aligning cross-functional teams, and seeing customers engage with something that once existed only as an idea is what drives me.
I bring a unique blend of business acumen, product strategy, GTM execution, technical storytelling, and customer-centricity, with a deep enthusiasm for UX, to every product I touch. I’ve led high-impact go-to-market strategies, positioning products for growth and adoption at scale, while aligning engineering, sales, marketing, and executives to execute winning product strategies. As a technical storyteller and market strategist, I simplify complex technologies into compelling narratives that drive customer engagement and sales enablement. My background as a tech entrepreneur and educator—having co-founded successful fintech and SaaS startups, mentored teams, and guest-lectured on product, UX, and business strategy—has honed my ability to navigate ambiguity, drive cross-functional collaboration, and execute with precision. With experience leading global product launches, localization, and adoption across multiple regions, I specialize in turning complex technologies into intuitive, market-leading solutions that drive business growth, customer trust, and competitive advantage.
My Professional Journey
Senior Product Manager | F5 Networks
Full-time | Jun 2022 - October 2024
At F5, I led high-impact initiatives at the intersection of product management, technical marketing, and GTM strategy, driving product adoption, competitive positioning, and sales enablement. I played a pivotal role in shaping the market perception and strategic direction of BIG-IP Next, refining its messaging, positioning, and differentiation to drive customer engagement and revenue growth.
I conceived, built, and launched Daedalus, a first-of-its-kind 3D architectural visualization tool that revolutionized how F5’s sales engineers, architects, and executives communicate product value to customers. Recognized by several sales and marketing leaders at F5, Daedalus became a cornerstone of F5’s technical sales process, and SE training programs—fundamentally shifting how complex architectures were visualized and sold.
Beyond product execution, I co-created ELI5, an internal learning platform that scaled to 1,000+ employees, breaking down complex technical concepts into engaging, accessible learning experiences. This initiative earned multiple awards and became a blueprint for cross-functional knowledge-sharing at F5.
I also served in leadership roles beyond product initiatives, contributing to diversity programs, corporate social responsibility initiatives, and internal mentorship programs, reinforcing my commitment to driving impact at both the business and organizational level.
Co-Founder & CTO | eQUB Fintech
Full-time | August 2020 - Present
As Co-Founder & CTO of Equb Financial Technologies, I led the vision, strategy, and technical execution of Ethiopia’s first digital savings and credit platform, transforming a $5B+ informal savings market into a regulated fintech ecosystem.
I built and scaled Equb’s digital infrastructure, leading a team that integrated with six major Ethiopian banks, designed a seamless user experience, and achieved 100K+ active users in a highly regulated financial landscape. Our work positioned Equb as the first fintech in Ethiopia to receive Central Bank approval for digital rotational savings, unlocking a market potential of over 10 million users.
Beyond the technical execution, I defined and implemented data-driven growth strategies, reducing customer acquisition costs by 35% and increasing organic referrals by 50% through strategic user engagement.
As seen on...
CLICK ON THE IMAGES TO LEARN MORE
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The Reporter
Article
TECH IN AFRICA
Article
Fortune
Article
Deutsche Welle
Article
SpotLight Ethio
Article
Linkup Business
Article
VOA
Interview
IO Webcast
Article
Shega.co
Article
02 Written & Video Tutorials
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Addis Ababa University
Guest Lecturer
I was invited to teach an IOS App Development class as a guest lecturer to a select group of brilliant CS Students at one of my country’s top tech institutes (AAU Institute of Technology). Click the video to see a time-lapse of 5 classes, a total of 10+ hours.
GDG DEV FEST
Workshop Lecturer
DevFest (Developers Festival) is an annual community-run event throughout the global Google Developers Community. l conducted a 60 minute Workshop on IOS App Development. Click the video to see a screen recording of the app that was developed during this workshop.
Written 3 Step Guide
For Beginner In Tech
I prepared This is a written mini course for beginners in tech that have decided to start with iOS development. The Course was meant to help them understand the fundamentals they need to learn and navigate through how to learn them, and where to find relevant resources.
Written Firebase Tutorial
For Xcode Projects
I prepared this written mini tutorial for developers that wanted a visual written guide of how to instal and configure Firebase into their Xcode project. This course was prepared in 2017 thus the information might be outdated.
03 UX/UI & software projects
CLICK ON EACH TO VIEW PROJECT
Mesmer: Enterprise Telecom Management Website
UI/UX Wireframe
I designed this UI/UX for an Enterprise Telecom solutions company. The site was used to service 100+ clients. Click on the image above to view the prototype.
Zembil: Textile Printing Company Website
UI/UX Wireframe
I designed this UI/UX for a Textile Printing company. The site was used to highlight the company's services and products. Click on the image above to view the prototype.
EQUB: Financial Technology Company Website
Website
I designed this UI/UX for my company, Equb, a financial technology in Ethiopia. The site serves as an information profile for the Equb application. Click on the image above to view the site.
EQUB: Financial Technology
Software
Mobile Application
Equb is a Fintech application that services the Ethiopian market.
As Co-founder & CTO at Equb, I managed a team of 9 developers, managed End to End Business, Project, and Product Development. I also managed the QA, Deployment, and Product Marketing.
