Built For Product
Unlock Scalable Fulfillment in 90 Days
Product leader who fixes broken fulfillment operations for scaling marketplaces. Lost revenue. Late shipments. Unscalable ops. I build product strategies that transform fulfillment friction into operational advantage.
Here's What's Possible:➤ Scaled Uber Peru from 1K → 1M trips in 24 months
➤ Grew Walmart Spark from 15K → 115K weekly deliveries
➤ Boosted Etsy delivery accuracy from 60% → 98%, driving $160M+ in GMS
➤ Automated customs flow to reduce friction and abandoned cartsWith 12+ years leading product at Etsy, Uber, and Walmart, I help post-PMF teams transform fulfillment friction into operational advantage.
The Problem
Why Even Smart Founders Get Stuck in Fulfillment Chaos
Most successful startups hit the same wall:• Customer complaints begin to outpace new orders
• Your team spends more time firefighting than building
• Every “quick fix” creates new downstream problems
• Competitors with smoother systems start winning your customersThe real issue:
The systems that got you here won’t get you to scale.
How We Fix Your Fulfillment
From Bottleneck to Breakthrough:
Your Fulfillment Scale Plan
Whether you're running an AI-powered marketplace or scaling a modern eCommerce brand, growth after product-market fit comes with complexity. I help teams streamline product, ops, and fulfillment, so you can scale smarter without needing to work harder.
Step 1: Growth Audit
I pinpoint what’s slowing growth — from fulfillment breakdowns to team misalignment or low repeat rates. Then I audit your product, ops, and user experience to surface quick wins and longer-term levers.
Step 2: Scalable Systems
We co-design a focused roadmap, integrating AI where it drives real value — fulfillment, personalization, or customer ops. Then we build the systems that scale with you, not against you.
Step 3: Product Leadership
I lead from the front — then roll up my sleeves as your embedded product partner to scale systems and launch what matters. From aligning cross-functional teams to driving roadmap execution, I help you ship faster, smarter, and with purpose.
Welcome
Meet Alicia Yanez: Your Embedded Product Partner For Scale
I’ve spent 12+ years leading product, ops, and logistics at Etsy, Uber, and Walmart — scaling systems, fixing fulfillment friction, and launching features that drove millions in growth.Today, I help early-stage startups and marketplace teams scale smarter. From AI-powered personalization to operational clarity, I bring the tools and strategy to turn messy problems into growth levers.
Results Delivered
Client Testimonials
Hear what clients and past partners say
“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.”
David, Senior Leader, Walmart
“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. She seamlessly coordinated across functions, actively listened to diverse perspectives, and stayed persistent in driving toward results.”
Marcus, VP Supply Chain, GenAI Startup
"Alicia has that rare 1% leadership trait—you feel it instantly. 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. If you're building something ambitious, you want Alicia in the room."
Mike E, Founder, Stealth Consumer AI App
“Alicia dropped into our AI-driven e-commerce startup and immediately became the calm force driving clarity and momentum. In just two months, she led a complex customs & fees rollout, turned a messy UX flow into a developer-ready punch list, and distilled a scattered product backlog into a strategic roadmap. 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. Standups ran smoother, launches shipped cleaner, and the whole team felt lifted. If you need someone to cut through chaos and deliver, Ali’s the one you want.”
Dennis E, Founder, Eltex
Proof of Impact
Case Studies
From startup to enterprise - see how fractional product leadership drives marketplace transformations.
How Walmart rebuilt trust and scaled weekly deliveries ➞
March 2021 – The Spark Driver app was unreliable and capped growth. I led a cross-functional sprint focused on stability. We launched a new ML matching system and simplified the UX — scaling from 15K to 115K weekly trips and boosting delivery reliability.
How Etsy improved delivery accuracy and buyer trust →
August 2020 – Delivery info was frequently wrong, hurting trust. I led a six-week rollout across 70M listings, improving delivery accuracy from 60% to 98% and unlocking over $180MM in annualized GMS through higher customer confidence.
How Arcade improved buyer checkout ➞
May 2025 – Arcade’s luxury vibe clashed with a clunky checkout. I redesigned the pricing display to clarify duties and shipping costs — reducing confusion, improving perceived value, and cutting cart abandonment for high-ticket items.
How Uber grew Lima Peru from 1K to 1MM weekly trips →
June 2014 – Uber Lima struggled with trust and adoption. I rebuilt onboarding, added safety features, and localized product-market fit — driving weekly trips from 1K to over 1MM in a metro of 10M+, unlocking sustainable citywide growth.
Scale Smarter. Deliver Faster.
Book your free discovery call to unlock growth in fulfillment, delivery, and marketplace operations—built for the pace of AI commerce.
FAQs
Here are answers to some common questions about my consulting services.
What kind of consulting do you offer?
I specialize in scaling fulfillment, delivery, and ops for AI-powered commerce and marketplace startups. Think: customs & duties rollouts, shipping optimization, UX-to-engineering punch lists, and product ops strategy. I help you get from idea to shipped.
How do we start?
Book a 30-minute discovery call. I’ll learn about your top priorities—whether it’s improving delivery speed, clarifying your roadmap, or tackling messy backend systems—and share how I can help in a 3-month sprint or fractional lead role.
What are your rates?
My rates vary based on the services and packages you choose. I offer flexible engagement tiers to accommodate different budgets. Let's discuss what works best for you during our call.