How I Work
I focus on understanding the real problem before deciding what to build. Friction usually shows up in workflows, unclear ownership or systems behaving in ways people don't expect. I keep the longer term direction in view, making deliberate trade offs so short term delivery reduces complexity rather than adding to it. I have spent years developing genuine depth across product, design and engineering. Not because I want to do every job, but because understanding how each discipline thinks makes me a sharper partner to all of them. It means fewer handoffs, faster discovery and solutions that hold up under real conditions.
I work firmly in the product model. My role is not to manage a backlog or chase output. It is to shape solutions that are valuable to customers, usable in practice, feasible to build and viable for the business. I bring product sense, design awareness and technical understanding to every conversation, so teams move with confidence and stakeholders see exactly how the work connects to outcomes that matter.
Understand the Real Problem
I start with the problem, not the solution. Whether I am working with your team for a few weeks or embedded long term, the first thing I do is speak directly with users and stakeholders to find where friction actually lives. Most organisations already know something is not working. What they need is someone who can cut through assumptions, validate what matters and focus effort on the changes that will create real value.
At Feefo, this meant sitting with customers to understand how they actually used review data before shaping the AI powered features that became the company's fastest growing revenue lines. I bring this discipline to every engagement. Evidence first, then commitment.
Turn Complexity into Clarity
Complex products and AI capabilities mean nothing if your team cannot explain what they are building or your stakeholders cannot see how it connects to business results. I translate ambiguity into clear outcomes, success criteria and delivery goals that everyone can rally behind. This includes how people experience the product. Where information flows break down, where cognitive load builds up and where a simpler interaction would change the outcome entirely.
At System1, I worked alongside a Google AI Director and their team to translate complex machine learning capabilities into product experiences that made sense to non technical users. I converted competing stakeholder needs into delivery goals that engineers could execute with confidence. If you are bringing AI into your product or operations, I make sure the path from capability to customer value is clear.
Create Shared Direction
Misalignment is one of the most expensive problems in product organisations. Teams build the wrong thing, stakeholders lose confidence and momentum stalls. I bring engineers, commercial leaders and partners together around shared context so everyone sees the same picture and understands the trade offs. When a team owns the outcome rather than following instructions, they make better decisions faster.
Serving as Acting CPO during a period of significant disruption meant holding alignment under pressure and keeping teams focused on what mattered. Whether I am advising your leadership team or working directly with delivery squads, I create the conditions for confident, outcome driven execution.
Deliver Value Pragmatically
I work closely with engineers to deliver incrementally, balancing new capabilities with the realities of supporting complex systems. Technical depth is not about writing production code. It is about understanding what engineers are dealing with, knowing the difference between a quick win and a change that introduces hidden debt, and having honest conversations about feasibility and trade offs. This means your team ships meaningful improvements without sacrificing reliability or technical health.
At Feefo, I led AI and ML product initiatives that turned predictive models and LLM capabilities into production grade products, delivering over £1m in measurable business value. If you need someone who can bridge the gap between ambitious AI strategy and practical, reliable delivery, that is exactly where I operate.
Reduce Friction Continuously
Delivery is not the finish line. I treat every release as the start of the next improvement cycle, using feedback and operational insight to simplify workflows and remove friction. Shipping faster means nothing if the team is building the wrong things. I focus on whether each release actually moves the needle, and I make sure your team learns from every iteration rather than repeating the same mistakes at higher speed.
At Feefo, continuous iteration on AI powered review analysis tools meant the product improved with every cycle, driven by real usage patterns rather than assumptions. This is the difference between a feature factory and a product organisation. I help you build the latter.
Use Evidence to Adapt
I use real usage data, customer feedback and team insight to guide what comes next. AI and data tools make it easier than ever to gather evidence, but the thinking still has to come from someone with genuine product judgement. I use evidence to sharpen decisions, not to replace them. Post launch reviews and usage insights inform future priorities and help teams improve both the product and the way they work together.
This is what it means to work in the product model. Discovery over delivery. Outcomes over output. Judgement over process. If you are looking for a product and AI consultant who brings real depth across product, design and engineering, and who will focus relentlessly on outcomes that matter to your business, I would welcome the conversation.
