Product Owner · Dublin
I translate between engineers and the business.
Product decisions. Data. Trade-off. After 20 years at the intersection of all three, I write about what actually works — not what looks good on a framework diagram.
+19.3%
gross profit via margin initiatives
+20%
booking funnel conversion through CRO
28
European websites migrated and improved
What I write about
Three lenses. One point of view.
Every post lives at the intersection of product decisions, data, and the humans who have to act on both.
Roadmaps, prioritisation, and the art of saying no clearly.
Real PO work from inside an agile engineering team. How decisions get made, what governance actually looks like, and why most prioritisation frameworks miss the point.
How I use AI as a PO — without the hype.
Day-to-day AI use in product work. Specific tools, specific tasks, honest assessments of what works and what doesn’t. Including running this blog with an AI agent.
Turning behavioural data into product decisions.
Matomo, GA4, experimentation, dataLayer. What the numbers are actually telling you, and how to turn that into something engineering will build.
Latest writing
Recent posts
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What Running My AI Content System in Production Actually Taught Me
Designing an AI content system is a product problem. Running one is a systems reliability problem. The second only starts when the first ends —…
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Using AI to Write Stakeholder Comms That Land
Using AI to draft stakeholder communications doesn’t replace the thinking — it removes the switching cost between product thinking and communication mode. Give the AI…
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The Ecommerce Funnel Is Ending, Most Teams Don’t Know It Yet
AI agents are bypassing the ecommerce funnel entirely — researching, comparing and completing purchases before consumers ever visit a website. Most product and ecommerce teams…
