• 1-2 client slots available
I help early-stage B2B SaaS teams build the right things and ship them
I join your team as a fractional product leader, not a consultant or temp. I'm in your Slack, your meetings, your tools. I do the work, own the decisions, and use AI to move fast. You get the judgment of someone who's worked in product at startups for 10+ years, without the full-time hire.
"Fractional" here means embedded part-time.
I'm a member of your team, just one who doesn't work full-time hours. Still in your meetings and Slack, even with a company email address!
I work with B2B SaaS startups where the buyer and the end-user are very different.
A business buys it, their customers or employees use it. If that's you, you already know how hard it is to balance what sales wants, what users need, and what the team can actually build.
Fractional since July 2025. Currently with Grapevine.
Previously: LearnLux, Truepic, JW Player, PowerToFly.
Any of these sound familiar?
01
You're in every product conversation—and you don't know how to get out.
02
The roadmap exists, but nobody's really bought in.
03
Your team ships. You're just not sure it's the right stuff.
04
Sales keeps asking for one-off features to close deals, and your team hates it, but you also need to close the deals.
What working with me looks like
A part-time lead who is actually internal, not an outsider consultant sending you PDFs via email.
Honest about what's realistic and in what order, not just a "yes" person.
Someone who owns the product work, so you can own… the company.
Always aimed at defining and working toward actual goals, not just shipping features.
Track Record
10 years of full-time product management across Series A–E. From zero-revenue launches to $40M+ product lines. I've shipped things that scaled. I've also killed things that couldn’t survive.
Truepic
Series B
Content authenticity
I led a 0→1 tools for showing the origin of media and whether it was AI-generated. We built an app in partnership with Microsoft and were named one of TIME's Best Inventions 2022. I also led the decision to sunset that product line when it wasn’t hitting our business metrics.
JW Player
Series D→E
Streaming infrastructure
They were growing fast. I owned video players powering billions of plays—the Super Bowl, CNBC, IMDb—where any outage affected everyone. I shipped carefully and built processes that lasted.
PowerToFly
Series A
Recruiting platform
They were selling to the wrong customer. I led the pivot—discovery, new pricing model, full product rethink—and they saw a 17% revenue lift immediately after.
How I work
I usually walk into messy situations. Things are reactive. No one has thought through what to build next or why, and everyone's busy doing things that may or may not matter. Everyone claims to be mission-driven. Sales is chasing deals. The CEO is thinking about optics. The "why" behind the product has gotten murky.
My job is to find it again. To help people ship things in the right order, for the right reasons. To balance urgent asks against long-term progress. Then I do the work: define the problems, run discovery, produce net new thinking, work closely with engineering, and set the standard for what that relationship should look like.
If a deal is stuck because a customer has a specific product ask, I'll get on the call. I'll hear them out. We rarely ship exactly what they asked for, but we get it done. This is a specific thing I'm good at that most PMs avoid.
I also use AI throughout, including prototyping with Claude Code and Figma Make, which means I can test and communicate ideas without waiting on engineering bandwidth. If you want to see what a thing might look like before anyone writes a line of code, I can show you.
Fractional services
Open-ended engagements. Rates start at $150/hour, billed monthly.
Product Lead
20 hours/weekOwn strategy, roadmap, and execution. Embedded in your tools and meetings. This is the standard engagement.
Full strategy + roadmap ownership
Discovery, scoping, and feature definition
Engineering partnership and process
Stakeholder management and alignment
Present in Slack, stand ups, and reviews
Strategic Partner
10 hours/weekProcess, strategy, hiring, discovery. Senior judgment without owning a full product. Right for teams that have execution covered but need direction.
Product process and strategy
Roadmap review and challenge
Hiring support and PM mentorship
Discovery and research leadership
Coaching
1-2 hours/weekGoogle Meet + email support. Any role, any topic, any company. Not embedded, purely advisory.
Weekly sessions
Email between sessions
No company minimum
Open to any role
About
I’m Alicia (‘uh-LEE-sha’), a product leader who makes things better. I’m known for my pattern matching, organization, judgement, and truth-telling.
My roots are in front-end web development—I first taught myself to code in 1999, which has always helped me have real technical conversations, set realistic expectations, and build trust with engineering teams. I was on the winning team of national hackathon in 2015, and then spent 10 years building B2B2C products that helped enterprises, newsrooms, and broadcasters earn trust and reach audiences at scale.
I live in Brooklyn, NY, where you’ll find me snapping street photos on a walk, playing pickleball, or following a curiosity trail on Wikipedia. I’m available remotely.
A few nice things people have said about me
“I have a newfound appreciation for your level of knowledge and management skill, and it was truly a privilege working with you.”
“I wish you were my PM!”
Common questions
How is this different from hiring a consultant?
A consultant delivers a document and leaves. I join your Slack. I'm in your meetings. I do the work, I don't just advise on it.
What if I already have someone doing product?
Great. I can work alongside them as a senior partner, filling strategy gaps, challenging blind spots, taking the high-leverage work off their plate.
How long does it take to see results?
I won’t promise a 2-week turnaround, but I won't take 6 months to show you anything. I onboard fast and produce real thinking quickly. What changes first is usually the clarity, and execution follows.
Are you looking to go full-time?
No. My goal is often to help you build toward hiring a full-time product leader, and I can help you define that role and evaluate candidates when you're ready.