In the ever-evolving world of product management, being agile and people-focused is key. The career journey of Ashley Kalinda, Product Manager at Rentoza, reflects this perfectly.
Ashley has carved a niche for herself by driving innovation and addressing real-world challenges. Join us as we explore Ashley’s insights on her career milestones, the lessons learned along the way, and her vision for leveraging technology to create meaningful solutions that resonate with users.
Whether you’re an aspiring product manager or simply curious about the intersection of technology and human-centred design, Ashley's journey offers valuable perspectives on thriving in this dynamic field.
The Beginning
Interestingly, Ashley landed up as a Product Manager accidentally. She began her professional career at a startup, and it naturally progressed to where she is today. Throughout her career, she’s worked as a product manager across Africa, Asia, and South America.
“Collaborating with teams to tackle real-world problems while driving business value is what truly makes this role exciting and meaningful for me. Each project brings new opportunities to make an impact, which keeps me passionate and engaged in my work as a product manager.”
It’s been a rewarding journey for Ashley, who marks her most significant career milestone as the start-up she founded in Kigali, Rwanda. The platform was designed with small and medium enterprises (SMEs) in mind.
“This e-commerce SaaS (software as a service) platform enables SMEs to set up their online stores in just a few minutes. It was a pivotal point in my career – my first hands-on experience with real economic and social challenges, where I saw how technology could empower businesses and address critical needs. This experience ignited my passion for leveraging technology to solve real-world problems while maximising stakeholder value.”
Another proud moment? Joining the Rentoza team: “Understanding the importance of accessible technology for all South Africans and contributing to that mission has been incredibly rewarding. Working in such a fast-paced, results-driven environment has pushed me to grow tremendously,” she shares. “Over the past year, my teams and I have launched several impactful products and solutions for both internal and external stakeholders, which has been an exhilarating and fulfilling journey.”
According to Ashley, Product Managers need a diverse skillet to navigate complex challenges, drive innovation, and deliver products that truly meet market demands.
“A strategic vision and strong problem-solving abilities are key for envisioning product goals, aligning them with business objectives, and identifying high-impact opportunities for development,” she says.
And while technical aptitude and leadership skills are crucial to this role, she emphasises that emotional intelligence is just as important.
“One of my biggest lessons was realising that, at its core, the job is about building for people by people. No matter how challenging the process, it’s crucial to maintain patience, honesty, and integrity while managing diverse stakeholder expectations. Emotional intelligence is a vital part of this role.”
The Future of Subscription e-Commerce
On the future of subscription e-commerce, Ashley couldn’t be more optimistic.
“The subscription e-commerce space is particularly exciting – especially in the African context, where consumers are beginning to embrace alternative payment models across various sectors,” she says. “One major trend is the shift from ownership to access, as more consumers recognise the value of flexibility that subscription models offer. In South Africa, there’s a growing interest in access-based models for technology products, and it’s exciting to see consumers becoming more open to this concept.”
Of course, the journey hasn’t always been easy. Ashley admits that educating customers on the relatively new product subscription process is still a work in progress.
“One of the biggest challenges in the subscription model, particularly with physical products, is customer education. Unlike buy-now-pay-later options, our subscription model doesn’t focus on ownership but rather on access. Educating customers about the differences and benefits of this model – such as flexibility, regular upgrades, and lower upfront costs – can take time, especially in markets where subscription models are relatively new.”
“Another challenge lies in managing the entire subscription process end-to-end,” she adds. “Since we’re pioneering this model in our market, finding suppliers and technology platforms that align with our unique needs has been a big hurdle. To overcome this, we’ve developed several in-house solutions and integrated third-party platforms for customer acquisition, retention, and operations.”
Words of Wisdom
For anyone wanting to explore product management, here’s Ashley’s best advice: "See the big picture, but start small."
She continues: “One piece of advice I wish I’d heard earlier is this: Stay focused, prioritise ruthlessly, and build a clear, compelling vision. The role of a Product Manager is often filled with a whirlwind of tasks and responsibilities, and the key to thriving is knowing where to direct your attention.
“Always ground your decisions in your product vision and let it guide your priorities. Staying focused on what truly matters not only creates value but also fosters a sense of purpose within your team.”
