About Me
I help CEOs and product leaders redesign their organisations so they can scale, align, and deliver with clarity.
Over 25 years, I’ve learned that the most effective organisations aren’t built on processes, they’re built on principles.
My Approach
Principles First.
I believe every organisation has its own DNA and when that DNA becomes cluttered with too many processes, roles, and frameworks, outcomes suffer.
My work starts by uncovering the principles that truly drive a company’s success. From there, I help leaders redesign their product organisation. Structure, strategy, and leadership alignment to deliver with focus and purpose.
I don’t apply playbooks. I apply reasoning, context, and empathy.
This philosophy underpins everything I do, from short Product Organisation Audits to hands-on interim leadership and ongoing advisory partnerships.
My Story
I started my career in design and creative direction, fascinated by how people interact with systems, both digital and organisational.
Over time, that curiosity led me from user experience to organisational experience: how teams collaborate, make decisions, and scale effectively.
I’ve led global product operations at OLX, supported large-scale transformations at Farfetch, and worked with public and private organisations to help them build the operational and cultural foundations for product-led growth.
These experiences have shown me one thing: structure and behaviour are inseparable. You can’t change one without understanding the other.
Selected Work & Impact
Led organisational change across three business units, aligning strategy, delivery, and design operations.
Supported major organisational transitions, embedding new ways of working and operational frameworks.
Helping scale-ups and corporate teams align structure with strategy to unlock growth.
My work consistently leads to improved strategic alignment, faster delivery, and more empowered leadership teams.
Talks, Writing & Teaching
I regularly speak and teach about product organisation design, product operations, and human-centred leadership.
A Personal Note
I’m deeply curious about how people and systems interact, whether it’s a design, a product, or an organisation.
When I’m not advising leaders, I’m usually writing, sketching, reading about history or fantasy worlds, or exploring how creativity and logic shape how we work together.
I believe that great organisations, like great stories, are built on clarity of principle and courage to adapt.
If your organisation feels stuck or misaligned, I can help you diagnose what’s really happening and design a path forward.