About OG Strategy
Helping founders and leaders reach the next growth stage
I founded OG Strategy to help founders and growth leaders bring clearer thinking to complex product, customer and commercial decisions. The work combines strategic judgement with practical product experience, helping teams align around what matters, where to focus and how to move forward with confidence.
Experience across product, customer and commercial challenges
My experience spans multiple sectors and business models, which helps me bring fresh perspective while staying grounded in practical delivery. I have worked across digital products, payments, SaaS, insurance, loyalty, accounting and payroll, travel, data, customer experience and go-to-market alignment.
Payments and embedded finance
Product strategy, onboarding journeys, proposition development and customer adoption.
Insurance and regulated markets
Governance, commercial viability, product KPIs and cross-functional decision-making.
SaaS and digital products
Customer focus, product-market fit, roadmap priorities and scalable product growth.
Loyalty and customer experience
Proposition clarity, customer value, engagement and go-to-market alignment.
Accounting and payroll integrations
Target segments, packaging, pricing, distribution and vertical product strategy.
Travel and data-led products
Market understanding, product focus and practical delivery across complex environments.
Examples of the impact behind the experience
The work is grounded in practical product leadership experience, including strategy, governance, proposition development, onboarding, packaging, pricing and cross-functional delivery.
Improved product governance
Implemented a new product governance process for a major European insurer, helping ensure new product requests were commercially viable, aligned to company goals and prioritised to maximise business value.
Faster decision-making, clearer accountability and improved return on product investment.
B2B product strategy and launch
Delivered and executed a B2B product strategy for a major European insurer expanding into a new customer segment, involving competitor research, customer research and cross-functional delivery across partner, compliance, legal, finance, commercial and operations teams.
Drove over 20% new sales at one launch partner.
Onboarding growth in embedded payments
Re-engineered the approach to accountancy and SME onboarding at a fast-growing embedded payments fintech.
51% increase in new applications, 64% feature adoption and 90% reduction in inbound queries and issues.
Accounting and payroll product strategy
Developed the accounting and payroll product strategy, defined target customer segments and distribution channels, and led cross-functional teams to deliver products and initiatives against OKRs.
Created clearer product focus, scalable packaging and pricing, and stronger roadmap alignment.