FRACTIONAL AI PRODUCT OPERATOR — RICHMOND, LONDON

Most product advice
stops at the strategy.
I ship the product.

I embed with founders building AI products and move from a fuzzy problem to a live, measured release.

2M+

customers reached

PMLabs

System-design practice for PMs

Veillane

Every client's HR, from one inbox

BeinFit

Business OS for wellness pros

Rompo

Multi-family travel, on iOS

OUTCOMES — THINGS I'VE MOVED

2M+

customers reached

AIB fintech platform

5×

revenue growth

founding PM · Eazyshow

+40%

ROI on payments

Bank Hapoalim

+60%

workflow efficiency

Arrival

ALSO30→10% drop-off80→100% application success40→52% activation−30% churn

OPERATED ATAIBGlobantBank HapoalimArrivalEazyshowSairus.io

SHIPPED FORMcDonald'sNespresso

SELECTED WORK

AUDIENCE · PAIN · BET · MOVE · OUTCOME

PMLabs

AI PRODUCT · SOLO BUILD · LIVE

Status

Live · paying users

pmlabs.app ↗

AI-scored system-design practice for product managers. Learn to read a diagram and call the bad architecture tradeoff before it ships.

PMLabs — read the diagram and call the bad tradeoff before it ships

Audience: Senior and lead PMs preparing for the system-design rounds that gate senior roles.
Pain: Those rounds screen PMs out, yet there's no realistic way to practise architecture or get scored on it.
The bet: PMs don't need to become engineers — they need to read a diagram and call the bad tradeoff before it ships. An AI grader closes that loop in ~30 seconds.
My move: Defined the 7-module, 23-challenge curriculum, built the drag-and-drop canvas and the Claude scoring rubric, and shipped paywall, certificates and onboarding solo.
Outcome: Live and taking paying users, with AI-scored feedback in about 30 seconds.

Veillane

B2B SAAS · SOLO BUILD · IN PRODUCTION

Status

Live in production

veillane.com ↗

A request, time and retainer system of record for fractional HR firms. Cases route themselves, retainers bill automatically, and nothing falls through.

Veillane — run every client's HR from one inbox

Audience: Fractional HR firms that run people ops for many client companies at once.
Pain: Every client's requests, hours and retainers sprawl across email, Drive and Slack — nothing routes itself, nothing bills automatically, and things fall through.
The bet: Services-as-software: a request, time and retainer system of record, not another per-seat SaaS. The moat is the data and the workflow, not the seats.
My move: Owned it end-to-end — multi-tenant row-level security, immutable audit trails, retainer gauges, client portal, full test suite. Rebranded FractnHR → Veillane and shipped it to production on its own domain.
Outcome: Live in production at veillane.com: cases route themselves, retainers bill automatically.

BeinFit

WELLNESS PLATFORM · LIVE, MONETIZED

Status

Live · paying

beinfit.app ↗

The platform UK fitness pros use to get booked and paid, so they spend their time training clients, not chasing payments.

BeinFit — booking, payments and client management for UK fitness pros

Audience: UK fitness and wellness professionals — trainers, coaches, instructors — and the clients who book them.
Pain: Solo pros lose time to chasing payments and juggling scheduling, tax and admin across disconnected tools instead of training clients.
The bet: Give pros booking, payments and client management without enterprise complexity — plus patent-pending matching to connect the right client to the right coach.
My move: Built the booking + Stripe payments + HMRC/MTD tax stack on Base44, an insurance partnership, and shipped iOS through App Store review.
Outcome: Live and monetized with paying pros; founding cohort at £19/mo locked for life.

Rompo

0→1 · FOUNDER · LIVE ON iOS

Status

Live on iOS

rompo.travel ↗

One shared plan for a trip across multiple families, so everyone knows what's happening and nobody's lost in the group chat.

Rompo — multi-family travel, reimagined; live on the App Store

Audience: Multiple families and groups travelling together, plus the person organising it all.
Pain: Coordinating flights, hotels and activities across several families means nobody knows the plan and everyone's lost in the group chat.
The bet: Be the shared source of truth for multi-family trips, with AI age-aware itineraries — validate the wedge before building wide, and kill it if the data says no.
My move: Built multi-party planning, shared itineraries and expense tracking, and shipped to iOS.
Outcome: Live on the App Store, in validation with real trips.

HOW I OPERATE

Three rules I actually follow.

Frame before you build.

My default under a fuzzy problem is to start building. The discipline I have trained is to first map who actually has the problem — then ship against that.

Kill it when the data says so.

I have shipped features to production and discontinued them when 30-day retention proved they were not working. Outcomes over attachment.

Work alongside the experts.

I bring in specialists — GTM, engineering — and stay in the room while they work, because that is how the product and I both get sharper.

ABOUT

DD.

I am a product operator who builds. Nine years across fintech, AI and consumer — AIB, Globant, Bank Hapoalim, Arrival, and two companies I helped start.

I am strongest at the seam between engineering, commercial and operations — and I do not stop at the strategy. I will sketch the data model, wire the payments and ship the thing. That is how I cut a lending platform's drop-off from 30% to 10%, and how I built PMLabs and Veillane end-to-end, solo.

RICHMOND, WEST LONDON · INNOVATOR FOUNDER VISA · AVAILABLE FOR FRACTIONAL + ADVISORY

WRITING

ON SUBSTACK ↗

15 Jun 2026

READ ↗