Built For Product
Helping Founders Build Products That Scale
Whether you're pre-seed or post-Series A, I help startups scale product, team, and operations—fast. From roadmap execution to operating systems, I bring the tools to move quickly without breaking the business.
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%, unlocking $180M+ in GMS*Automated customs & duties for frictionless checkoutWith 12+ years leading product at Etsy, Uber, and Walmart, I help startups at every stage turn product chaos into clarity, scale, and sustainable growth.
The Problem
Why Even Smart Founders Struggle to Solve the Right Problems
Most founders chase symptoms—like churn, NPS drops, or delivery delays—without tackling the root causes behind them.I help founders cut through the chaos with a structured framework that surfaces where the real breakdowns are: in your systems, handoffs, and product priorities. Using a proven product discovery and execution toolset, I help you focus your team on what actually moves the customer experience—and the business—forward.Sound familiar?Teams are shipping features, but outcomes aren’t improvingQuick wins lead to new internal firesCustomer insights aren’t making it into the roadmapThe real issue:
You’re solving problems—but not the right ones. I help you find and fix the ones that matter.
How We Fix Your Fulfillment
Let's Move Fast And Smart
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
Uncover friction points in your product, team, or ops • Clarify vision, metrics, and org structure
Step 2: Execute The Roadmap
IC-level product execution, from delivery to launch
• Toolstack expertise across Figma, Linear, Notion, Amplitude, Retool, Postman, and more
Step 3: Embed Product Leadership
Lead as your fractional Head of Product • Coach PMs, align cross-functional teams, scale what works
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 $180M+ in growth.Today, I partner with founders from pre-seed through Series B as an embedded product operator. I roll up my sleeves to help startups:*Nail product-market fit*Scale delivery and ops without chaos*Build cross-functional teams that execute fastWhether you need hands-on roadmap execution or strategic clarity, I bring energy, speed, and real-world experience.
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.
Scale Smarter. Deliver Faster. Book your discovery call to unlock growth with strategic product leadership.
FAQs
Here are answers to some common questions about my consulting services.
What kind of consulting do you offer?
I specialize in helping startups scale product, team, and ops. From roadmap execution to team structure, I’ll help you move faster without sacrificing clarity.
How do we start?
Start with a 30-minute discovery call. We’ll align on your goals and whether we’re a fit.
What are your rates?
Flexible packages for early-stage and growth-stage teams. Let’s discuss what fits your stage and budget.