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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The Constraint That Designed my AI Content System
I started with a time constraint, not a spec. Here is the product thinking that shaped my AI content workflow — and what it actually…
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What a Change Advisory Board Does — and Why I Introduced One
The trigger for introducing a Change Advisory Board wasn’t a single incident. It was a pattern that became impossible to ignore. Feature requests were arriving…
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Matomo vs GA4: What Actually Changes When You Switch
Three years ago, my company had a decision to make. As an Irish online travel agency with customers in Ireland, we were running GA4 on…
