I build product teams that do more with less.
Hire for the job you have in six months, interview with a work sample, and keep the decisions you shouldn’t delegate yet.
Where I’ve done it
First product hire at Onfido; built and rebuilt product teams since.
Price the value the customer feels, then make the change survivable for the people selling it.
Where I’ve done it
Led the product side of a move from pay-per-hire to subscription at Honeypot.
Build the first tool yourself on a real problem, put guardrails on it, and switch off what doesn’t earn its cost.
Where I’ve done it
Built AI tools at NeoTaste, and switched one off when the definitions under it weren’t ready.
Find the manual work that caps growth and make it software, so a small team carries more.
Where I’ve done it
Babbel: course setup from engineer-weeks to hours. Honeypot: operations ratio from 1:2 to 1:5.
Name the few assumptions the strategy rests on, test them against the numbers, and decide in advance what would change your mind.
Where I’ve done it
Head of Product through acquisition and rebuild; VP of Product across eight countries.
Move the bar from executing to owning, and act early and decently when someone can’t make the jump.
Where I’ve done it
Grew Product, Engineering and Data from 3 to 12 at Ironhack; led a team of five across product and design at Honeypot.
Work from the decisions actually in front of them, not from frameworks: the call, the org, the stakeholders, and what they’d do differently next time.
Where I’ve done it
Mentored three PMs at Babbel.
30/mo to
10,000/day
Identity checks scaled at Onfido, 99.9% SLA
weeks to
hours
B2B course setup after platform rebuild at Babbel
transactional to
subscription
Business-model transition to profitability at Honeypot
About 3×
the A/B tests, same team · NeoTaste
Six companies, the same job: take work people do by hand, turn it into product, and let a small team carry more.
2015 — 2017
Product Lead — first PM hire
30 checks/moto
10,000/day
99.9% SLA
100+ enterprise integrations, <1% churn
2026
Head of Product
Instead of adding people, we bet on testing faster, with written rules for when to stop.
2020 — 2024
Head of Product
Instead of more funnel optimisation, we bet on a business-model transition.
2024 — 2025
Product Leader, B2B Live (contract)
Instead of deeper content, we bet on experience reliability and a platform foundation.
2018 — 2020
VP of Product
Instead of buying an off-the-shelf LMS and adapting eight countries' operations around it, we bet on building one modular platform for the entire student journey — admissions, payments, classes, assessments, outcomes — shaped by what the Open edX pilot taught us: teachers, not software, drove class success. So the platform's job was never to teach — it was to standardise operations across markets and take everything else off teachers' plates.
2017 — 2018
Product Lead — verification
verification efficiency +30%
partner activation +25%
I build the first version of a tool on a real problem myself. Then the team takes it over and extends it. That is how a product organisation becomes AI-native: by example first, then by everyone.
Form live in the app · triage not running
A feedback form members reach in the app, with an LLM triage and clustering step designed behind it.
LLM pipelineembeddings
Every entry graded before it counts
Grouped by meaning, not keyword
Bubble size shows relative cluster size. Sample themes.
Used mainly by product
Planning tool that keeps strategy and delivery in one view, with partner-facing items flagged explicitly rather than guessed.
Next.jsPostgresClaude Code
Now
SAMPLE-101
Sample initiative — onboarding rebuild
Activation
SAMPLE-104
Sample initiative — billing clarity
Retention
Next
SAMPLE-112
Sample initiative — discovery surface
Engagement
SAMPLE-118
Sample initiative — referral loop
Acquisition
Later
SAMPLE-130
Sample initiative — partner tooling
Supply
German-learning PWA in daily use: Leitner spaced repetition, speech practice, offline-first.
Next.jsTypeScriptAnthropic APIClaude Code
Leitner boxes
Choose a card
die Verantwortung
Answer
responsibility
Correct → moves to Box 3 (weekly)
der Anspruch
Answer
claim, standard
Correct → moves to Box 2 (every 3 days)
nachhaltig
Answer
sustainable
Correct → moves to Box 5 (monthly)
die Entscheidung
Answer
decision
Correct → moves to Box 4 (fortnightly)
I don't delegate the future of work to a policy doc. I build it, use it, and expect my teams to work the way I do.
The commercial result as the scoreboard: the strategy, the team, the operating model, and the P&L conversation behind it.
Bad news travels fastest. Stakeholders hear the risk from me before they see it in a dashboard.