Fractional Product & Growth Lead
I work across SaaS, marketplaces, subscription products and AI-enabled workflows, from discovery and roadmap choices through delivery, launch and growth.
I help digital-product teams turn customer feedback, behavioural data and commercial goals into clearer product decisions, product messaging, prioritised features and customer journeys that can be shipped, adopted and improved.
I review the customer journey as a whole: how people discover you, what your website or app helps them understand, how they sign up, buy or enquire, and what keeps them getting value.
18 years of experience across product management, customer journeys and website growth
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Led development of an AI-powered voice-of-customer capability for product and customer-experience teams.
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Owned a data-intelligence product portfolio across several markets, working with development, sales and UX.
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Led SEO and worked with product teams to make search and website growth part of product priorities.
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Worked as Product Manager and Product Owner on financial-services products, translating business and user needs into clear priorities and supporting delivery across design and engineering teams.
Product leadership grounded in customer insight and growth
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Research, market and competitor insight, ICP, positioning, product discovery and MVP scope.
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MVP definition, product strategy, roadmap, feature prioritisation, requirements and coordination with development teams.
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Journey analysis, UX and conversion optimisation, onboarding, activation, paywalls, monetisation and friction reduction. More on product growth & monetisation and website strategy & optimisation.
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Product delivery, launch planning, behavioural measurement, prioritised improvements and learning from results.
Where I can help along the customer journey
A question at one stage of the journey often shows up at the next, so I look at how the stages connect.
Digital products
SaaS, web and mobile apps, AI-powered products and agents.
- Discovery
- Website or app listing
- Signup or purchase
- First value
- Continued use & expansion
High value services
- Discovery
- Website
- Enquiry or booking
- Qualification
- Customer
We can focus on one part of the journey or connect improvements across it.
Testimonials
Ani helped us shape WriteStories from an early product idea into a clearer, more actionable product direction. She contributed to defining the MVP, researching the market and competitors, shaping our product marketing, identifying growth loops, and coordinating development to help move the product forward.
What I valued was her ability to connect customer needs, commercial opportunities and product decisions. She brought structure to the process and helped us work out what to build, how to position it and how to move towards launch.
I’d recommend Ani to teams that need experienced product thinking combined with practical execution.
Highly recommend Anita. I’ve worked with her, and she has tremendous insight and knowledge on how to optimize every step of the funnel. She is very driven and able to make a massive impact on the business. I would highly recommend Anita to anyone — you will see a great impact in your business
Anita brought a thoughtful and highly structured approach to our work with Rentumo. She quickly understood our product, customer journey and commercial challenges, and consistently asked the right questions. She has a strong ability to turn complex conversion and product challenges into clear, actionable recommendations, while remaining both collaborative and pragmatic throughout the process. I would gladly recommend Anita to other SaaS and platform businesses looking to improve their user journey and conversion.
It was a pleasure to work with Anita. The relaunch of our onboarding and checkout experience resulted in much improved KPIs.
I mainly worked with Anita on a performance analysis application for hoteliers. As a product manager, she has this rare talent for making the most of any situation and the people around her. She has been positive, curious and efficient in all the projects we have worked on. She is both product and technical oriented. Whether in the UX research phase or during usability testing, I was impressed with Anita’s ability to conduct interviews and spark dialogue. If I had the chance, I would love to work with her again in the future.
Three ways to work together
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Product strategy and ownership behind the whole journey
For a team that needs senior product ownership now, before hiring full-time or while the shape of the role becomes clearer. I can join across customer research, product strategy, roadmap choices, delivery with design and engineering, and launch. This includes AI product discovery and interactive prototyping for AI-powered products, features and agents.
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Signup to ongoing value
For SaaS, apps, marketplaces and subscription products where people sign up but don't reach value, return or pay. I combine customer research, behavioural data and product messaging to improve onboarding, activation, retention and conversion to paid.
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First visit to enquiry or purchase
For businesses whose website needs a clearer offer and a better journey to enquiry, signup, booking or purchase. Reviews, redesign and migration briefs, and ongoing optimisation.
Tell me what you are working on
A short note is enough. Tell me about the product, the stage it is at and the decision or role you have in mind, and I will reply with whether and how I can help.