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Irina
Lapshina
Regional Product Director
Mastercard
Irina is a payments expert with 18 years of international experience spanning Europe, Southeast Asia, the Middle East, and Africa. She has led new product launches and commercialization initiatives across diverse markets, with deep expertise in product strategy, e-commerce, payment regulations, tokenization, and AI-driven commerce. Skilled in market entry strategy, stakeholder engagement, and competitive analysis, Irina is also a strong communicator and team leader, known for empowering teams to grow while driving innovation in the rapidly evolving payments landscape.
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09 December 2025 12:00 - 12:30
Comms that inspire: Building a product-led organisation
In a recent discussion, the speaker reflected on the challenges of product communication, noting the significant time spent on cross-team updates and the need for clear communication about product performance. They highlighted the importance of maintaining knowledge about product releases and the necessity of informing teams about changes. To streamline communication, a framework was developed, including email templates and a repository for missed emails, which helps ensure that important messages are delivered efficiently. The speaker also considered how AI could enhance communication, despite challenges in regulated industries, and emphasized the cultural significance of emojis in conveying messages.