About
I've been building on the web since 1999.
I'm Alicia (uh-LEE-sha). I spent ten years leading B2B2C products, and I still write code. I'm known for pattern matching, organization, judgment, and telling the truth, including when the truth is "we should kill this."
I live in Brooklyn, where I take street photos on walks, play pickleball, and follow curiosity trails on Wikipedia. I work remotely.
TIMELINE
A brief history
1999
Taught myself to code
Hand-written HTML, view-source, and a lot of trial and error.
I've been reading code longer than I've had a job title.
2006
Started this website
It's been rebuilt on WordPress, Squarespace, and now Lovable. I kept every version.
Twenty years of iterating on my own identity.
See every version →2012–2015
Built websites for other people
Freelance projects for small businesses.
Creating digital footprints from scratch.
See the websites →2015–2017
PowerToFly
The product was built for product-led SMB. I led the move upmarket and a full rethink, unblocking a 17% revenue increase.
Learned how to get market insights in the most scrappy ways.
Read the case study →2017–2021
JW Player
Group PM for video players behind billions of plays, where an outage hit everyone at once.
Learned to ship carefully at scale and build product that outlasts me.
Read the case study →2022–2025
Truepic
Led 0→1 tools for content authenticity, including an app built with Microsoft. Later made the call to sunset that product line.
Learned that stopping something is a product decision too.
Read the case study →2025–now
Fractional
Leading product for startups that don't have a senior product owner yet, and building with AI alongside their teams.
Everything above, a few days a week.
Hands-on
AI didn't make me technical. It made me faster.
I open PRs for fixes, prototype features before engineering starts, and automate the busywork around product.
Production PRs at Grapevine
Prototypes for real features
A feedback-to-tickets pipeline
This website
Websites for others
Requirements still matter. A working prototype just ends the debate faster.
What former coworkers said, after moving on
"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!"
Questions people ask
Do you work under our head of product?
Usually not. I tend to be the most senior product person at the company. If you already have someone doing product, I can work alongside them and help them level up.
Will you build our product?
No. I build prototypes, ship small UI changes and fixes, and set up workflows. Your engineers own the architecture and the codebase.
Are you looking to go full-time?
No, I'm planning to stay fractional.
How long before we see results?
My first strategy doc or roadmap usually comes after about 60 hours of onboarding, with smaller wins along the way: running meetings, taking ownership of my scope, and fixing process.