Understand the problem.Build what matters.
I bring customer understanding, product judgment and hands-on AI development together to take products from identifying the right problem through to building the solution.
Product thinking, hands-on execution.
I came into product through QA and customer-facing integrations, learning how software works, where it breaks, and what customers actually need.
At ThoughtLeaders, I progressed from Product Manager to Head of Product, helping brands and account managers complete more of their work inside the platform. Across my time there, I contributed to company growth to $1M+ ARR across agency and software services.
Today, I also build products myself with AI, bringing that same product judgment into design and development.
Contributed to company growth to $1M+ ARR across agency and software services, improving internal tools and the brand-facing platform.
Replaced one-off creator-list exports with collaborative shortlists. Usage data and customer feedback indicated increased self-service use.
SponsorForge is in beta, BiteGuru is preparing for user validation, and Arena.ai Plus is published.
Products I’m building.
From industry pain points to working software, with AI-assisted development.
Let brands hear the partnership before they buy it.
Creator agencies can pitch brands with AI-generated audio ad samples featuring their talent, making a cold pitch feel like a real possibility.
I designed and built the product, including a queue that supports multiple ad generations at once.
Open SponsorForge
Your foodie friend in every city.
Discover the local dishes worth seeking out and know exactly what to order when you get there. BiteGuru helps you find a memorable meal, wherever you’re exploring.
I designed and built the app for iOS and Android with React Native, Expo and AI-assisted development.
Visit BiteGuru
See what the AI leaderboard leaves out.
Compare models by value and supported formats, and get notified when a generation finishes. A Chrome extension that makes Arena.ai more useful for choosing and testing models.
I designed, built and published the extension.
Open Chrome Web StoreThe decisions behind the product.
01
Keeping customer workflows inside the platformThoughtLeaders · Product management+
The problem
Brands could use the platform themselves, but a slow, unclear experience gave them little reason to stay. They exported a creator list, then continued their work in spreadsheets. Account managers remained the heaviest users.
My decision
To support more of the customer’s workflow, I replaced the one-off export flow with collaborative, multi-stage shortlists, including tagging and step ownership. Customer interviews, usage data, session recordings and account-manager feedback informed the roadmap I prioritised with the CEO.
What changed
Brands and account managers could move from discovery through shortlisting in one place. Usage data and customer feedback indicated increased self-service use after rollout.
02
Turning a brand URL into a useful starting pointThoughtLeaders · Product management+
The problem
New customers completed a lengthy questionnaire, then landed in an empty dashboard. They still had to work out where to start.
My decision
I redesigned onboarding around information the customer already had: their website URL. AI gathered brand context and used it to populate the workspace with relevant reports and creator recommendations.
What changed
The new flow gave customers a populated workspace to explore and refine from their first session.
03
Letting customers define their own metricsThoughtLeaders · Product management+
The problem
Customers needed different metrics. Building a new column for every request would add interface clutter and a growing development queue.
My decision
Customers were already creating formulas in spreadsheets. I used that behaviour to shape an editor that let them combine existing platform metrics into their own custom columns.
What changed
Customers could define their own metrics without a separate development request for each one.
04
Making internal tools easier to discoverSimilarweb · QA / hackathon project+
The problem
Useful internal scripts spread through word of mouth. Developers had no shared place to discover tools that already existed.
My contribution
While working in QA, I initiated SimilarH4cks, a Chrome extension that brought those scripts together. Our hackathon team scoped and built the working tool.
What we built
A shared entry point for developers to find and use internal utilities.
Product & technology.
Own product direction, UX, architecture and AI-assisted development for SponsorForge, BiteGuru and Arena.ai Plus.
Managed a junior PM and a designer while leading discovery, prioritisation and delivery.
Across my time at ThoughtLeaders, contributed to company growth to $1M+ ARR across agency and software services. Product work included collaborative shortlists, AI onboarding and a custom formula editor.
Led discovery and delivery with customers, account managers and engineering. Used research and usage data to improve workflows and prioritise the roadmap. Promoted to Head of Product in May 2024.
Supported merchant and payment-gateway API integrations from sandbox through production, translating technical and workflow pain points into clear requirements.
Ran QA for the PRO product and initiated two hackathon tools: Heatmap for understanding user behaviour and SimilarH4cks for developer workflows.
Product management & AI building
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Open to Product Manager roles, especially those involving hands-on AI development and prototyping. Available for Europe-remote and Lisbon hybrid roles.