My story

I've been in the tech industry for a long time. My journey started in 1996, when my parents got me a computer. Back then there was no internet widely available and there wasn't much to do on the computer other than to explore Microsoft Encarta (that's an encyclopaedia on a CD), play games, and learn to code.

But I vanished for three weeks. None of my friends saw me after school or on weekends for three whole weeks.

I was 12 years old and I fell in love with technology. That passion has persisted with me to this day.

At 14, I started teaching Windows '95 courses and building websites. This was before WordPress was a thing; building a website was all manual. I stayed in the intersection between teaching and building all the way through University. I finished my B.Sc. in Business and Computing and my Masters in Informatics.

At 23, I got my first official job in software implementation for the Oil and Gas industry, and financial software. I focused on gathering business requirements, customising software, planning launches, and training.

I then joined Vodafone at a pretty interesting time when smartphones were just starting to grow with the Blackberry. I saw the launch of 3G and 4G, the launch of the iPhone, and how it changed the world. I was really focused on how a telecommunications company could use technology and the internet to increase revenue, decrease costs, and get more to customers.

I spent 10 years at Vodafone in five roles. I worked on a number of products to move a lot of offline functionality to online, particularly reducing the reliance on the call centre and shops. I worked across digital, business casing, transformation, and customer-facing apps. I had leadership roles focusing on customer experience, digital strategy, cost reduction, customer acquisition, and more. I also worked on the strategy and redesign of the Vodafone group app, which is used by 350 million users globally.

Vodafone was a really great experience, but I knew I wanted to go earlier stage and work with startups.

Along the way, I mentored for the first time at a Techstars Startup Weekend. That's when I realised that the work I had been doing for a long time is actually called "Product Management". I couldn't seem to find a proper place to fit in; I'm not an engineer, nor a business person. I'm somewhere in between and I like to join them both.

I founded two consultancy startups on the side, one building e-commerce platforms and another focusing on Facebook Messenger chatbots.

After I got married in August 2020, I left Vodafone to explore what I wanted to do next.

I started doing more product work, teaching marketing at Masters level at a University, and joined Techstars as a Lead Mentor. I helped founders with their product and positioning challenges and prepared them for investor meetings.

At this point I was also missing building things, and that's where I met the Founder of Ferry and joined as the Chief Product Officer. There I built the product and the product org and led Product Management, Design, and Engineering. I grew the Ferry MVP 37% month-on-month and raised a $4 million seed round to help Ferry continue to grow.

Now I'm building at Binderr, focused on turning reusable company identity into infrastructure. Alongside that, I run focused experiments with Elsewhere, exploring AI-native workflows and modern product tooling.

I'm always looking for complex, early-stage product work in high-stakes environments.