“It turns out that even the world's best copy can't fix a product that nobody understands.”

I didn't take the straight path into product. I spent several years in content strategy and marketing, essentially acting as a professional hype-person for products. But then I happened to use some of the products I was marketing. I realised pretty quickly that no amount of clever positioning can save a product that feels like a jigsaw puzzle with missing pieces. That moment pulled me away from how things are presented and straight into the heart of how they actually work, first into UX, and then deeper still, into the product decisions underneath the design. The question stopped being "how does this look?" and started being "why does this exist, and does it solve the right problem?"

“I’m the person who asks the 'slightly annoying' questions early so we don’t have to fix expensive mistakes later.”

I’m the person who likes the slightly annoying (but necessary!) questions. Are we building the right thing, or just the thing that was easiest to spec? What does the data actually say versus what we assumed? Where is someone likely to give up? What constraints are real and which ones are just habits? I'm much more interested in making sure we're all solving the same problem than five slightly different versions of it.

“I don't just want to understand the data. I want to know what it's trying to tell us”

Along the way, I've picked up a working grip on SQL, Python, and data analytics, because I realised product decisions made without data are just opinions with good slide decks. Knowing how to pull my own numbers, run funnel analyses, and interpret cohort behaviour means I can spot what's actually happening rather than waiting for someone to tell me. I recently built DemandTrigger — a price intelligence and demand analytics platform from scratch, partly as a product challenge and partly to prove to myself that I could own every layer of a product, not just define it. I treat AI the same way: not as a shortcut, but as a way to move faster on the parts that don't require judgment, so I can spend more time on the parts that do.

“ I’m looking for a group of curious humans who care more about solving the problem than being right.”

Most of all, I enjoy working with people who are as motivated by "aha!" moments as I am. I like open conversations, shared problem-solving, and the small wins that happen when a team is firing on all cylinders. Whether it's untangling a tricky user flow, arguing about the right success metric, or shipping something we can all be proud of, that's the stuff that keeps me excited to show up and start poking at things.