I help founders find and fix the product problems that actually matter — so you stop chasing symptoms and start driving outcomes.
Book a Free Insight SessionMost founders I meet are doing a lot of things right. They've hired smart people. They're shipping features. But something isn't clicking — churn is creeping up, the roadmap feels reactive, and the team is busy but not making progress on what matters.
Features go out the door, but conversion, retention, or NPS doesn't move. The problem isn't velocity — it's that you're solving the wrong problems.
Your team is building what's loudest, not what's most important. There's no system connecting what users actually need to what gets prioritized.
Every fix creates a new problem downstream. You need someone who sees the system — not just the symptom.
I work inside your team as a product partner — running discovery, aligning stakeholders, shipping work, and coaching your PMs. Think of it as hiring a Head of Product for a focused sprint.
Deep dive into user pain points, business goals, and team dynamics. I find where the real breakdowns are — in your systems, handoffs, and priorities.
Define the core problem with clear success metrics. Build, ship, and iterate with your team — not in a silo.
Analyze data, gather feedback, and ensure the solution works before scaling. Leave your team with the systems to keep going without me.
Luxury buyers hit surprise customs duties at delivery. 100% of international revenue at risk after de minimis ended overnight.
What I did: Embedded for 8 weeks with 2 engineers. Redesigned checkout to show duties upfront. Built a self-service portal for makers.
Buyers couldn't trust when items would arrive. Delivery estimates were 5 days slower than reality. Conversion was leaving money on the table.
What I did: Led 50-person org to build ML-powered delivery estimation across 70M listings. Challenged the VP's accuracy threshold with data.
Constant crashes, poor driver-order matching, confusing UX. Drivers were churning and weekly deliveries plateaued at 15K.
What I did: Directed 70-person org. Launched ML matching system for driver-order pairing. Simplified the UX to reduce friction.
No supply infrastructure, no trust, no playbook. Riders were skeptical of ridesharing. Drivers had no onboarding path.
What I did: Built the team (70 people), onboarding system, and safety features from scratch. Localized the product for Lima's market.
I spent 13 years building products at Etsy, Walmart, and Uber — leading orgs of 50-70 people, shipping ML systems that made millions of autonomous decisions, and scaling marketplaces from scratch.
But the work I love most is the early chaos. The moment a founder says "something isn't working and I can't figure out what." That's where I come alive — diagnosing the real problem, aligning the team, and shipping the fix.
Today I partner with founders from pre-seed through Series D as an embedded product operator. I bring expertise in B2C, SaaS, AI, and marketplaces. Whether you need hands-on roadmap execution or strategic clarity, I bring energy, speed, and real-world experience.
"Alicia dropped into our AI-driven e-commerce startup and immediately became the calm force driving clarity and momentum. She's one of those rare product leaders who can zoom out to strategy and zoom in to edge-case QA — often in the same hour."
Founder, Arcade AI
"She doesn't just lead projects; she sparks movements. Teams rally around her because her passion is magnetic, her clarity is unmatched, and her ability to turn chaos into momentum is a superpower."
VP Supply Chain, GenAI Startup
"I was impressed by how quickly Alicia ramped up on a complex topic — she did the homework, asked the right questions, and got up to speed fast."
Senior Leader, Walmart
"Alicia has a rare gift for connecting with users and translating insights into real product wins. Her strategic thinking and collaborative energy push teams to build better, faster, and with more heart."
Founder, Stealth Consumer AI App
Start with a 30-minute insight session. No pitch, no pressure. I'll listen to what you're facing, share what I see, and we'll figure out together if there's a fit.
Book a Free Insight SessionFlexible engagements for early-stage and growth-stage teams. We'll scope the right format together — from a focused sprint to an embedded partnership.