douli.com has been my domain since 2000. It’s been a lot of things over the years — a photography portfolio, an SEO experiment, a scratchpad. That’s probably the most honest summary of how I work: I try things, I see what sticks, I build on what does.
Professionally, I’m a Product Owner at my current employer, an Irish online travel agency. Before that I spent five years as their CRO and web analyst. That path — from data to delivery — means I can read a Matomo funnel, write a SQL query, sit in an engineering sprint, and then walk into a senior leadership meeting and explain what it all means commercially — across acquisition, conversion, and retention.
What I’m proudest of isn’t the conversion lifts or the margin numbers — it’s the structures I’ve built that outlast me. The company’s first cross-team product roadmap. A change governance process that stopped the same fires happening twice. A headless CMS that finally let the marketing team work without waiting for engineering. These things aren’t glamorous. They’re the kind of work that makes everyone’s job quietly easier.
I’ve spent enough time in chaos — mental health charities, hospital digital teams, and organisations building digital from scratch with no roadmap and no process — to know that structure isn’t bureaucracy. It’s what lets people do their best work.
Why this blog exists
Partly to think out loud. Partly because writing forces me to figure out what I actually believe, rather than what sounds good in a meeting.
I write about product decisions, data, and how AI is changing the way I work — including running this blog itself with an AI agent connected directly to WordPress. I’m interested in what happens when you give someone with enough technical curiosity the tools to build things themselves. That experiment is ongoing, and douli.com is where it lives.
If you’re somewhere between the technical and the human, trying to make both sides feel heard — you’re probably my kind of reader.
Get in touch
If you want to talk product, data, or AI — or just connect — find me on LinkedIn.
