Neil Terry
Product Manager · Senior Business Analyst · AI Delivery
I turn complex challenges into clear, measurable outcomes. With over a decade of experience delivering AI driven products across customer experience, reviews, and advertising science, I bridge business, product, engineering, and design to ship things that actually work.
What do my colleagues say about me?
"Neil brought a rare combination of technical rigour and infectious enthusiasm. Any organisation that brings Neil on board will be getting far more than a skilled BA. They will be getting someone who genuinely elevates everything around them."
Mark Beard . CIO, System1 Group
"He launched four AI-based products that became our fastest-growing revenue lines. He never loses sight of the 'why' behind a product, ensuring everything is grounded in real business value."
Steve Powell . COO, Feefo
PROFILE
A decade of real AI outcomes
Not AI on a roadmap. AI in production.
I specialise in AI and data driven products, focused on solving real customer problems and delivering measurable business outcomes. Known for simplifying complex challenges, aligning teams, and turning insight into clear product direction that drives commercial impact.
Experienced across product discovery and delivery, working with customers, engineering, data science, and legal teams to design, build, and scale practical, compliant solutions.
Delivered over £1m in value through AI driven products, including predictive models and large language model (LLM) capabilities that improve decision making, reduce manual effort, and accelerate time to insight.
CAREER PILLARS
The foundations of how I work
Telecoms, Contact Centres and Customer Contact
Founded and grew the core of a career in telecoms, call centres, and omni-channel contact centre technology. Worked across the full stack, from software engineering and user experience (UX) to product management, building products used by thousands of agents and organisations handling millions of customer interactions. This is where deep expertise in customer contact, channel design, and customer experience (CX) technology was forged.
Customer Reviews and Ethical Trust Platforms
Took those foundations into the customer feedback and reviews market at Feefo. Helped grow the product through some of its most challenging and innovative years, including leading the team through the pandemic and launching four AI driven products that became the platform's fastest-growing revenue lines. Recognised with a company award for creativity and innovation.
Advertising Effectiveness and Behavioural Science
Moved into the user research and marketing science market at System1, a global platform using behavioural science to test advertising and demonstrate return on ad spend (ROAS). Applied AI to evolve the platform from static report outputs to predictive decision intelligence, helping brands make faster, more confident creative decisions at scale.
SELECTED WORK
Projects that show how thinking becomes delivery
Natural Language Search
System1
Led the delivery of a natural language search capability for video adverts, enabling users to find ads based on what happens within them. Working between product, development, and the wider business and legal teams, I helped build and deliver a scalable architecture, with iterative development to improve relevance and speed.
Intelligence Hub
Personal Initiative
Designed and built my own Competitive Analysis Intelligence Hub. A structured, AI supported system to continuously track competitors, generate insights, and produce usable outputs such as battle cards, daily briefings, and market landscape reports at scale. Built to demonstrate what applied AI looks like in practice.
UI Redesign and Adoption
Feefo
Led the adoption strategy for a full UI redesign of the B2B platform used by 4,000 or more clients. Used behavioural nudges and guided onboarding to achieve around 30% opt-in early adoption through structured, user-led change management.
HOW I WORK
Simple principles that guide everything
I focus on understanding the real problem before deciding what to build. Complexity usually hides in unclear ownership, misaligned priorities, or the gap between what teams build and what customers actually need.
I keep the longer term direction in view, making deliberate trade-offs so short-term delivery reduces complexity rather than adds to it.
Understand the real problem
I start by understanding the problem, not just the symptoms. I speak directly with users, bring colleagues into those conversations, and interrogate potential friction in workflows before any solution is defined. At System1, this meant embedding in agile squads and running discovery alongside engineering and research teams to ensure what was built solved the right thing.
Turn complexity into clarity
I translate complex challenges into clear outcomes so teams know exactly what they are building and why it matters. Engineers are never left uncertain about expectations, and stakeholders can see how the work connects to measurable impact. Precise, well-structured requirements are a foundation I take seriously.
Build shared direction
I bring engineers, stakeholders, customers, and partners together to build shared understanding. Clear alignment creates trust, keeps work value-driven, and generates momentum across teams. At Feefo, this meant aligning product, commercial, and engineering teams around a consistent AI strategy during one of the most uncertain periods the business had faced.
Deliver incrementally and responsibly
I work closely with engineering to deliver in stages, balancing new capabilities with the realities of complex systems. This includes governance and compliance, especially in AI, where legal, product, and engineering collaboration is essential to ensure responsible and real-world adoption.
Use evidence to improve
I treat delivery as the start of improvement, not the end. Real usage, customer feedback, and team insight guide what comes next. Post-launch review and operational data inform future priorities and help teams improve both the product and the way they work together.
KEY IMPACT
Numbers that reflect real outcomes
£1m+ . Delivered in value through AI driven products and automation.
24 hours to 15 minutes . Reduced advert testing time, enabling faster decisions at scale.
95%+ accuracy . Improved brand recognition using large language model (LLM) solutions.
£250k saved . Automating survey moderation and quality checks with AI.
LET'S CONNECT
Interested in working together?
Whether the challenge is product strategy, delivery clarity, AI adoption, or turning complex work into something teams can actually execute, get in touch.
Neil Terry . Product Manager · AI and delivery thinker.
Havant, Hampshire