10+ years of B2B productFractional Product Leader
I'm a member of your team—in your Slack, your meetings and tools, even reachable at your company email—but I work hourly and part-time. I onboard fast, and I cover strategy through execution, using AI throughout, including prototyping with Claude Code.
I usually work with startups that look like this:
❋ modelB2B or B2B2C SaaS —where the buyer and end-user are often completely different people
❋ teamWhoever heads product now has never been employed as a product manager before
❋ stageSeed–Series B
$1M–$12M ARR
Sound like you?
Hi, I’m Alicia!Fractional since July 2025, currently with Grapevine.
Previous: LearnLux, Truepic, JW Player, PowerToFly
problemsAre these familiar?
You don't have an experienced product person.
As in, someone on the team who has actually held the title of product manager in the past, at a company with real scale, for multiple years. If you lack that, you’re probably struggling in ways you can't quite describe.
Your team isn’t making progress.
There's no shortage of things to build or fix. Everyone is busy. But you're not hitting revenue targets, or nothing in particular ever feels done. You need someone to make meaningful progress on a product that mostly works but needs to do way more.
You can't get the deal-driven vs. roadmap balance right.
Either the team is doing all deal work and the product is drifting, or they resent every customer request and resist it. Especially in enterprise, you need both. Finding that balance is something I do well.
Customer conversations aren't working.
No product team means engineers are talking to customers, or no one is at all. Or you're order-taking: shipping exactly what was asked for instead of understanding what's actually needed.
ExperienceTrack record
10 years of full-time product management across Series A–E enterprise SaaS. From zero-revenue launches to $40M+ product lines. I've shipped things that scaled, and I've killed things that couldn't survive.
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 goals.
❋ Product areasmobile SDKs, CLI, API, javascript SDK, mobile apps, developer tools
They were growing fast. I owned video players powering billions of plays—the Super Bowl, CNBC, IMDb—where any outage affected everyone. I shipped features globally and built processes that lasted.
❋ Product areasjavascript SDK, mobile SDKs, web application, API, open-source, developer tools
They built for the wrong customer. I led the pivot upmarket to the Fortune 500, requiring a full product rethink, and they saw a 17% revenue lift immediately after.
❋ Product areasweb application, marketplace, search, integrations
benefitsWhat I bring
A decade of experience on real, revenue-driving products.
I worked may way up in product management, reporting to everyone from directors and VPs to co-founders, and I've studied the thought leaders in this discipline seriously.
High ownership, even at part-time hours.
The time is fractional, but my mentality isn't. I'm looking for the most important problems, and I approach the work with rigor. I'm not merely checking in weekly with a status update like an outsider.
A thought partner, not a yes person.
I work hard to align with your mission and your business needs, and I'll also tell you when I think you're going in the wrong direction and proactively recommend a different course of action.
I'm genuinely good at talking to customers.
And I don't rubber-stamp requests. I find solutions that are elegant, reusable, and sustainable — things that hold up across the product, not just for the deal in front of you.
Services
My typical engagements are open-ended, with a 14-day out and monthly billing.
Fractional Product Leader
20 hours/week starting at $160/hour
Own 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
Fractional Product Executive
10 hours/week starting at $180/hour
Process, 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
Product Peer (Peer Coaching)
1-2 hours/week starting at $1000/month
Your Product BFF. Google Meet + email support. Any role, any topic, any company. Not embedded, purely advisory.
Weekly sessions
Email support between sessions
No company minimum
Open to any role, including engineers wanting to improve their product thinking
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.
Prior to going fractional in 2025, I spent 10 years leading B2B2C products that helped enterprises, newsrooms, and broadcasters earn trust and reach audiences at scale. Product management keeps me engaged because it delights me when something just works.
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’ve maintained aliciahurst.com since 2006 (documenting every iteration along the way), and I still occasionally make websites for others.
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.
Nice things former coworkers have said about me, after moving to new companies:
“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 [still] my PM!”
Common questions
How is fractional different from hiring a consultant?
A consultant often delivers documents 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, I’m looking to stay fractional indefinitely. 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.
