Close to the customer.
Deep in the product.

I lead AI-native products from strategy to delivery.

15+Years of Experience

22Epic-based cross-functional Scrum squads built and led

120+UX designers trained across my career

56Microservices documented across Marketeq Projects and LeadIQ

What I bring to product teams

Market-backed product strategy + AI-native execution + accountable leadership.

I originate product vision and strategy, validate market opportunities, and personally define product features, roadmaps, backlogs and sprint priorities. I lead cross-functional teams through AI-native prototyping, technical definition, testing and delivery, with deep expertise in UX, conversion strategy and product execution.

Client Advisory Boards, interviews, heatmaps and user analytics

Product vision, self-directed backlogs, MVP scope, epics and roadmaps

AI-assisted prototypes, React/Next.js and technical product requirements

Customer retention, monetization and cross-functional product leadership

01 / My perspective

I define the strategy before the build.

I originate the vision, define the features, build the roadmap and backlog, and set sprint priorities for the products my teams work on. My decisions are informed by deep competitive, market and behavioral research, with validation down to individual interactions before concepts reach user testing.

VOICE OF CUSTOMER / LIVE INSIGHTSDISCOVERY 01

Client advisory boardCustomers need a shorter onboarding path01

Usability testingFriction identified in the first key action02

Market intelligenceOpportunity identified against competitors03

RESEARCH SYNTHESISPrioritize activation

Market-backed product strategyMarket analysis, competitive positioning, best-in-class audits, out-of-category comparisons and differentiated product opportunities.

Deep UX and conversion strategyValidate micro-features, interactions, flows, messaging and conversion psychology against research before usability testing.

Personal product ownershipI define the product vision, feature scope, epics, backlogs, roadmaps and sprint priorities, balancing customer value and commercial potential.

Strategy leadership and mentorshipLed recurring product and UX strategy reviews; trained UX designers in innovation, market analysis, competitive strategy and evidence-based decisions.

STRATEGY LEADERSHIP / 15+ YEARS

Over 3,500

Product and UX strategy sessions across my career

Across more than 15 years of product leadership, consulting and startup work, I have led product and UX strategy sessions focused on defining stakeholder vision, validating markets, identifying competitive opportunities and improving conversion. I coach teams to support each feature, flow and interaction with research, customer psychology and evidence rather than visual preference.

Industries & engagement types

SaaS platformsDigital marketplacesFintechB2B intelligenceIT consulting

Startup developmentProduct strategyConversion strategyOnline education

01 / OWN THE DIRECTION

Vision, roadmaps and backlogs

I define what the product should become, set its roadmap, write and organize the backlog, frame epics and features, and decide which initiatives enter upcoming sprints.

Vision ownership
Sprint direction

02 / RESEARCH THE MARKET

Competitive and innovation strategy

I use market analysis, best-in-class and out-of-category audits, and competitor benchmarking to uncover opportunities and establish the product’s differentiated value.

Market research
Differentiation

03 / VALIDATE AT THE DETAIL LEVEL

Features, flows and interactions

My design teams validate the rationale for micro-features, behavior, flows, navigation, messaging and interaction patterns against research before a prototype reaches usability testing.

Micro-feature validation
Behavioral insights

04 / OPTIMIZE COMMERCIAL VALUE

Sales and conversion psychology

I apply customer motivations, persuasive messaging, onboarding friction, conversion strategy and retention principles to product decisions. I also served as the sales subject-matter expert for an IT consulting firm’s instructional design team.

Conversion strategy
UX psychology

MY PRODUCT STRATEGY DISCIPLINE

Every detail of the vision deserves a reason to exist.

I develop product vision in close collaboration with stakeholders, often as the primary product stakeholder. I capture the intended customer experience in detailed notes, define the decisions behind each feature, and carry that vision through backlog, design, implementation and review. I don't treat a wireframe as validation.

01 / VISION & ALIGNMENT

Capture the vision precisely

Lead stakeholder discovery, align goals and constraints, and define the intended experience across user flows, interface states and micro-interactions.

Vision capture
Decision rationale

02 / PSYCHOLOGY & MOTIVATION

Anticipate what users need

Use UX and conversion psychology to anticipate customer questions, motivations, hesitation and trust signals before they become barriers to action.

Motivation & trust
Friction points

03 / COMPETITIVE + INNOVATION

Familiar where it helps. Different where it matters.

Combine familiar interaction patterns with competitive research and cross-category inspiration to create meaningful product differentiation.

Market evidence
Feature-level audits

04 / TRANSFER THE METHOD

Train teams in strategic thinking

Train teams in market research, competitive analysis and conversion strategy, drawing on curricula I authored for startup launch and growth programs.

Competitive familiarity
Innovation opportunities

02 / Core expertise

The full product
lifecycle, without
the handoff gaps.

I set product direction from the ground up: vision, market opportunity, differentiation, feature scope, backlogs and roadmaps. I validate the strategy and detailed UX before guiding cross-functional teams through AI-native prototyping, implementation and outcome measurement.

From evidence to verified delivery

01 / DISCOVER

Voice of customer

Client Advisory Boards, interviews, usability testing, heatmaps, click and scroll analytics, surveys and customer feedback.

Client interviews
Behavioral analytics

02 / STRATEGIZE

Product & market strategy

Self-directed product vision and innovation strategy; competitive positioning, best-in-class and adjacent-market analysis, monetization and evidence-led investment decisions.

Competitive benchmarking
Innovation strategy

03 / PRIORITIZE

Roadmap & sprint ownership

Personally define epics, features, backlogs, MVP scope and sprint priorities. Decide what to build, simplify or defer based on market evidence, business value, dependencies and capacity.

Epic planning
Sprint ownership

04 / SPECIFY

Technical product direction

AI-native prototypes, React/Next.js delivery, API and microservice requirements, engineering constraints, data models, edge cases and acceptance criteria.

API and service scope
AI prototypes

05 / OPTIMIZE

Conversion & UX psychology

Advanced product UX, sales and conversion psychology, onboarding, activation and retention. Research-validate micro-features, interactions, user flows and messaging before usability testing.

Sales psychology
Conversion analysis

06 / DELIVER

Product delivery

Documentation-first product delivery: product requirements, service and API specifications, user stories, acceptance criteria, edge cases, AI-assisted prototypes, Test-Driven Development, QA test plans and release criteria. Engineers work from documented, testable scope.

Acceptance criteria
Test-driven delivery

03 / How I work

From customer signal to testable product decisions.

Find the customer problem, validate the commercial opportunity, prioritize a valuable MVP, and test ideas with working prototypes. I align teams around measurable product goals and balance speed, cost, quality and technical possibilities as decisions move toward delivery.

Listen

Talk to users, clients and stakeholders; collect evidence.

Research

Audit competitors, market leaders and adjacent categories.

Prioritize

Define MVP scope and future roadmap around value and effort.

Design

Prototype and optimize interfaces and decision flows.

Specify & test

Define technical requirements, acceptance criteria, edge cases and development test cases before coding.

Build & validate

Coordinate test-driven implementation, verify expected behavior with QA, then measure and iterate.

PRODUCT DEFINITION & ENGINEERING EXECUTION

Make the vision clear enough to build and test.

I translate validated strategy into working prototypes and testable requirements, then stay involved as teams move from definition to delivery.

TEST-FIRST PRODUCT DELIVERYSPEC → TEST → VALIDATE

PRODUCT REQUIREMENTS READY

feature: onboarding-flow
condition: first-time-user
require: clear-next-action
expected: successful-activation

Product requirements & experience

01 / DEFINE

Product requirements, user journeys, interface states, user stories, acceptance criteria and edge cases.

Journeys & states
Edge cases

Prototypes & technical scope

02 / CONNECT

AI-assisted working prototypes, API contracts, service boundaries, integration dependencies and engineering specifications.

Working prototypes
Integration mapping

QA & release standards

03 / VALIDATE

Define test scenarios and release criteria before coding. Resolve implementation questions so product, design, engineering and QA share the same intended experience.

QA scenarios
Release acceptance

04 / Market & client validation

I validate the opportunity before committing to the build.

I define products through market and competitive evidence first, not visual preference. I assess customer segments, best-in-class solutions, adjacent-category patterns and commercial opportunities, then validate even small feature and interaction choices before usability testing or roadmap commitment.

01 / MARKET VALIDATION

Is there a market worth entering?

I study direct competitors, best-in-class products and out-of-category experiences; compare customer expectations, underserved needs, market positioning, buying motivations and commercial potential to identify a credible point of differentiation.

My decision: define the target segment, value proposition, competitive position and the minimum product needed to test the opportunity.

Market gaps
Competitive landscape

02 / CLIENT VALIDATION

Is this a real client problem?

I work from client conversations, user interviews, feedback, support patterns, heatmaps, behavior analytics and usability studies. I separate recurring problems from isolated feature requests and challenge assumptions before they become roadmap commitments.

My decision: turn client evidence into problem statements, prioritized requirements and testable success criteria.

Customer interviews
Usage signals

03 / SOLUTION VALIDATION

Does the proposed experience work?

Before user testing, I challenge each proposed micro-feature, interaction, flow and message against market research, product patterns and conversion principles. I then use working prototypes and usability studies to test the experience, investigate friction and refine the solution with engineering and QA.

My decision: simplify, revise, defer or advance features based on what testing reveals.

Interaction review
Usability research

MARKET OPPORTUNITY ASSESSMENT

What I validate before investing in development.

I evaluate the target customer, their current alternatives and the competitive landscape before deciding what the product should offer and which bets deserve engineering capacity.

01 / CUSTOMER PROBLEM

Find the unmet need.

Segment the audience, review customer feedback and current workarounds, and distinguish recurring problems from isolated requests.

02 / MARKET POSITION

Identify the opportunity.

Compare competitors, existing customer expectations, barriers to adoption and possible differentiation to shape the value proposition.

03 / BUSINESS CASE

Choose the investment.

Balance customer value and commercial potential with build cost, engineering dependencies, technical feasibility, speed and quality.

PRODUCT OUTCOME OWNERSHIP

Define success before deciding what to build.

I connect product goals to customer and business measures such as activation, retention, task success, adoption and conversion. Research, behavioral analytics and usability testing help me diagnose friction, choose the next investment and evaluate whether a product decision is working.

DECISIONS & OUTCOMES

Validation that changes the product.

43%

Customer churn reduction · ReferrizerProduct and customer-experience improvements focused on retention, onboarding and long-term customer value.

91%

Checkout usability task completion · Marketeq ProjectsFive participants completed eight test tasks; hesitation by three participants at the primary action informed a review-first checkout redesign.

MVP

Scope and positioning decisions · Marketeq Projects & LeadIQPrioritized essential marketplace journeys and core prospecting capabilities, deferred nonessential features, and sequenced delivery around customer value and technical dependencies.

I also design Client Advisory Board research programs, including recruitment criteria, interview protocols, usability tasks, feedback synthesis and decision-making frameworks.

TWO STAGES OF VALIDATION

Market evidence first. User testing second.

I validate the product concept and its individual decisions from several research angles before putting a prototype in front of users. Testing then challenges what the earlier research suggested, instead of being the first time the idea is evaluated.

LAYER 01 / PRE-PROTOTYPE

Market, competitive & interaction validation

Define the stakeholder vision and hypotheses; audit direct competitors, best-in-class products and out-of-category examples; study market and customer behavior; assess positioning, innovation and conversion rationale. Validate flows, messages, micro-features and interactions before committing to a design direction.

Market analysisCompetitive auditsBest-in-classOut-of-category researchUX psychologyMicro-feature analysis

LAYER 02 / USER EVIDENCE

Usability research & behavior testing

Use moderated tests, interviews, heatmaps, click and scroll behavior, funnels and analytics to examine comprehension, friction, trust and task completion. Use findings to refine the product, recheck assumptions and prioritize changes.

Usability testingInterviewsHeatmapsBehavior analyticsFunnelsIteration

Competitive evidence provides an informed starting point; direct customer research and observed behavior test whether those assumptions hold. I use both to make stronger product decisions.

05 / ROADMAP & DELIVERY PRIORITIES

I set priorities, not just sprint dates.

I personally build the product backlogs and roadmaps, define the features and epics, and set sprint priorities. Research and client input inform the work; cross-functional reviews and voting surface insight and risks. I make the final calls on sequencing, scope, staffing and what moves forward.

01 / COLLECT THE SIGNALS

What deserves a place on the roadmap?

Bring together customer and client research, market gaps, product analytics, stakeholder requests and strategic goals. Frame each candidate epic around the problem, expected value and evidence.

Customer signals
Market potential

02 / REVIEW & VOTE

Invite input. Keep decision rights clear.

Bring my proposed epics and sprint priorities to product, design, engineering and QA for review. Use structured voting and discussion to challenge assumptions and uncover risks; I retain accountability for the final roadmap and sprint sequence.

Team input
Final accountability

03 / SCORE THE TRADEOFFS

Choose the highest-value work.

Evaluate customer impact, market opportunity, commercial potential, effort, technical dependencies, delivery risk and team capacity. Advance, simplify, defer or remove work accordingly.

MVP scope
Delivery dependencies

04 / STAFF & COMMIT

Turn priorities into owned epics.

Break the approved scope into build-ready stories and acceptance criteria, assign the relevant cross-functional squad and align its sprint commitments, QA requirements and success measures.

Dedicated squad
Acceptance criteria

EXAMPLE / MARKETEQ PROJECTS

Sequencing the MVP around dependencies

I prioritized the client and talent journeys first, then planned related features around technical readiness. Time tracking precedes payouts; billing enables transactions. That keeps squads focused on work that unlocks the next useful product milestone.

EXAMPLE / TRADELAB

26 epics defined for product planning

I documented 26 TradeLab epics to organize product scope into actionable initiatives and provide a foundation for roadmap prioritization, requirements and delivery planning.

06 / Selected product work

The decisions behind the build.

I scoped the first Marketeq marketplace, designed how LeadIQ’s AI agents work together, and led product improvements that helped Referrizer retain more customers.

Marketeq Projects Architecture map

A simplified view of how I mapped customer flows to services, API contracts, and QA scenarios.

56 Microservices documented Marketeq Projects and LeadIQ
94 Routes in the Next.js interface Marketeq Projects
43% Reduction in customer churn Referrizer

MARKETEQ PROJECTS / TECHNICAL PRODUCT

A 36-service marketplace built around clear product decisions

Defined marketplace workflows, policies, APIs and integrations across 36 NestJS services. Led AI-assisted development of a 94-route Next.js interface, with 70 core UI components and 104 Storybook stories.

Product vision · Technical requirements · AI-native execution

MARKETEQ PROJECTS / PRIORITIZATION

MVP decisions that move complex products forward

Prioritized the client and talent journeys, search, onboarding and checkout. Simplified project editing to protect the MVP, sequenced epics by dependencies, and defined acceptance criteria and QA handoffs.

MVP strategy · Product prioritization · Technical feasibility

REFERRIZER / B2B SAAS

43% reduction in customer churn

Led product, customer-experience and retention improvements across onboarding, dashboards and lifecycle journeys. Aligned research, redesign and roadmap decisions with activation and long-term customer value.

Customer retention · Product strategy · Business impact

LEADIQ / AI-NATIVE PRODUCT

Goal-driven AI agents and conversational orchestration

Defined specialized AI agents and conversational orchestration so customers could describe goals in natural language. Scoped prospect insights, audience recommendations and coordinated campaign workflows.

Agentic product strategy · Data interpretation · Conversational orchestration

MARKETEQ PROJECTS + LEADIQ / PRODUCT DEFINITION

56 microservices documented across two platforms

Documented 56 services across Marketeq Projects and LeadIQ. Connected product flows to service responsibilities, API behaviors, integration requirements and QA scenarios to give teams a shared delivery blueprint.

Technical product strategy · Service requirements · Cross-team execution

TRADELAB / PRODUCT PLANNING

26 epics, organized into a delivery foundation

Documented 26 TradeLab epics to turn product scope into actionable initiatives. Organized the foundation for roadmap priorities, build-ready requirements and delivery planning around clear product decisions.

Epic definition · Product planning · Delivery readiness

PRODUCT JUDGMENT IN PRACTICE

Decisions I make, and the reasons behind them.

I choose what matters now, what can wait and what has to change so a team can build something useful without unnecessary complexity.

MARKETEQ PROJECTS / MVP SCOPE

Protect the first customer journey.

My decision: Focus the initial marketplace on profiles, listings, search and onboarding. Defer work that does not unlock the core client and talent experience, and sequence later systems around dependencies.

Customer value / Scope / Time to market

MARKETEQ PROJECTS / CHECKOUT

Remove friction without waiting for a larger tool.

My decision: Simplify project editing during checkout rather than delay the MVP for a full planning experience. Use usability-test hesitation to guide a review-first flow.

Usability / Feasibility / Delivery speed

LEADIQ / PRODUCT ROADMAP

Make the product usable through conversation, not just screens.

My decision: Prioritize audience definition, AI agents and goal-driven orchestration ahead of the landing page. Design the experience so customers can explain campaign objectives and let coordinated agents handle the workflows, with the traditional interface remaining optional.

AI-native product vision / User experience / Roadmap prioritization

EPIC DELIVERY / QUALITY

Make work testable before it starts.

My decision: Require product specifications, acceptance criteria and QA cases before an epic reaches development, with clear product, engineering and QA ownership in each staffed squad.

Delivery readiness / Quality / Accountability

07 / People & process

I build product teams,
not just plans.

I personally interview, recruit, select and train people across product, UX, engineering and QA. I organize teams around owned epics, develop team leads and guide delivery with clear responsibilities.

200–300PRODUCT PROFESSIONALS
RECRUITED & TRAINED

22EPIC-BASED
SCRUM SQUADS

UX designProduct managementFrontendBackendFull stackQuality assuranceDevOpsBusiness analysisAI engineering

Design & product

Interviewed and selected product and UX professionals, then trained 120+ designers in market research, innovation and conversion strategy. Coached product managers, business analysts and Scrum Masters.

Engineering

Recruited frontend, backend, full-stack and AI engineers. Formed a separate data science team, aligned contributors around product requirements, and made technical decisions and documentation part of delivery.

Quality & operations

Established QA, DevOps and delivery standards across squads. Defined acceptance criteria, release readiness, escalation and handoff practices so product, engineering and quality teams shared clear ownership.

Training & documentation

Taught teams to validate product and UX decisions against evidence. Coached designers in strategic thinking and engineers in the customer problem, supported by specifications, acceptance criteria and QA cases.

08 / Career

Executive perspective.
Hands-on product work.

15+ years combining product strategy, advanced UX, technical product direction and leadership. I have owned roadmaps and MVP scope, translated customer insights into implementation, and helped teams deliver complex digital products.

NOV 2014 – PRESENT

Senior AI-Native Product Manager · Marketeq Digital

Owned product vision and prioritization for Marketeq Projects and LeadIQ; directed AI-assisted prototyping, technical requirements, 22 epic-based Scrum squads and a separate data science team. Established documentation-first delivery and trained engineers to think beyond ticket completion.

JUL 2021 – NOV 2023

Chief Product Officer · Referrizer

Led SaaS product strategy, roadmaps, UX and growth initiatives, including onboarding and retention improvements that contributed to a 43% reduction in customer churn.

JUN 2021 – DEC 2021

Senior Product Advisor · CornerstoneAI

Advised on discovery, product positioning and MVP priorities for an AI-focused workforce intelligence platform.

MAY 2020 – APR 2021

Lead Product Manager · Uptu

Led consumer-platform product vision, market differentiation, customer research, MVP decisions and cross-functional backlog planning.

EARLIER CAREER

Product Management, UX Strategy & Consulting

Led product research, enterprise UX, product positioning and requirements across multiple consulting engagements, enterprise products and digital businesses. Facilitated strategy reviews to shape product direction and interaction decisions.

APR 2014 – MAY 2017

Senior Product Strategist · Startup Launch Program

Advised founders on customer discovery, competitive differentiation, growth and product priorities; created more than 200 training videos.

09 / Toolkit

Comfortable with strategy.
Fluent in the details.

product-specification.tsTYPESCRIPT · PRODUCT REQUIREMENTS

01interface ProductSpecification {02 problem: string;03 customerEvidence: Interview[];04 personas: UserPersona[];05 successMetrics: KPI[];06 scope: { mvp: Feature[]; later: Feature[] };07 designStates: UIState[];08 acceptanceCriteria: Criterion[];09 edgeCases: Scenario[];10 apiContracts: ApiContract[];11 integrationDependencies: Service[];12 testCases: DevelopmentTest[];13 qaValidation: VerificationPlan;14 releaseCriteria: ReleaseGate[];15}16const deliveryReady = criteriaMet && testsDefined;

Illustrative specification, requirements and test cases defined before implementation

Product & delivery

Jira, Linear, ProductBoard, Asana, Trello and Confluence for product vision, roadmaps, epic ownership, backlog prioritization, MVP scope and cross-functional Scrum delivery.

Research & design

Figma, FigJam, Miro, Sketch, Adobe Creative Suite and Axure for interactive prototypes, usability studies, heatmaps, behavior analytics and reusable design systems.

Technical collaboration

React, Next.js, Tailwind CSS, TypeScript familiarity and GitHub for AI-assisted prototypes, service specifications, API contracts and test-driven delivery.

Business analytics

Excel, conversion funnels, retention cohorts, KPIs and Net Promoter Score (NPS) to assess behavior, interpret experiments and guide product decisions.

Documentation & collaboration

Product and technical specifications, API contracts, user stories, acceptance criteria, edge cases, architecture decisions, QA plans, test cases and cross-team handoffs.

AI-assisted product delivery

Claude Code, Claude Desktop, ChatGPT, Codex and Figma MCP for working prototypes, AI-native MVPs, research synthesis and code review.

10 / Let's connect

Let's build something
customers actually value.

Open to Senior AI-Native Product Manager, Senior Technical Product Manager and Lead Product Manager roles where market insight, product judgment, AI-native execution and cross-functional leadership create meaningful customer and business value.

Discuss an opportunity

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Close to the customer.Deep in the product.