Built For Product | Helping Founders Build Products That Scale

You're shipping. Metrics aren't moving. Users churn and you're not sure why — or worse, you think you know but the fixes aren't working. It's almost always the same thing: your product has a trust problem.

"We're shipping, but outcomes aren't improving"

Features go out the door, but conversion, retention, or NPS doesn't move. The problem isn't velocity — it's that you're solving the wrong problems.

"Customer insights aren't reaching the roadmap"

Your team is building what's loudest, not what's most important. There's no system connecting what users actually need to what gets prioritized.

"Quick wins keep creating new fires"

Every fix creates a new problem downstream. You need someone who sees the system — not just the symptom.

I don't just advise. I embed.

I work inside your team as a product partner — with a repeatable system for turning chaos into outcomes. Think of it as hiring a Head of Product for a focused sprint.

1

Discover

Interview users across segments — not just happy customers. Run pre-mortems before kickoff. Prototype the riskiest assumption first, not the easiest feature. Find where the real breakdowns are.

2

Build & Calibrate

Ship the simplest thing that works. Define success metrics upfront, then calibrate against reality — not just verify against a spec. Build with your team, not in a silo.

3

Measure & Iterate

Observe what's actually happening in production. Turn failure patterns into new tests. Every cycle tightens the loop — and I leave your team with the systems to keep going without me.

Real founder problems. Real results.

Arcade AI Series A · E-commerce

Prioritization · Minimum Viable Scope

"Buyers were abandoning checkout on $500+ items"

Luxury buyers hit surprise customs duties at delivery. 100% of international revenue at risk after de minimis ended overnight. 8 weeks, 2 engineers, infinite backlog.

What I did: Prioritized the one thing that would kill international revenue over everything else. Scoped to the minimum viable solution — duties shown upfront at checkout. Built a self-service portal for makers. No over-engineering.

0 Blocked checkouts from Day 1

99% Duties accuracy (from 95%)

Etsy Public · Marketplace

Experimentation · Incremental Rollout

"40% of listings showed no delivery date"

Buyers couldn't trust when items would arrive. Delivery estimates were 5 days slower than reality. The problem wasn't the model — it was trust.

What I did: Led 50-person org to build ML-powered delivery estimation across 70M listings. Ran 4 concurrent experiments with repeat purchase rate as the guardrail — not just delivery accuracy. Rolled out incrementally: high-confidence predictions first, then expanded coverage. Challenged the CEO's 95% accuracy threshold with data showing we were leaving $250M on the table.

$280M Incremental GMS

98% Delivery accuracy (from 60%)

4 Concurrent experiments

Walmart Spark Enterprise · Logistics

ML Systems · Production Feedback Loop

"The driver app was unreliable and capping growth"

Constant crashes, poor driver-order matching, confusing UX. Drivers were churning and weekly deliveries plateaued at 15K.

What I did: Directed 70-person org. Launched ML matching system making 115K pricing and dispatch decisions per week. Production anomalies fed back into model improvements — every pricing outlier became a test case. Measured against margin AND conversion, not just model accuracy.

115K Weekly trips (from 15K)

15 min Driver assignment (from 3 hrs)

Uber Peru Growth Market · Marketplace

Discovery · 0-to-1

"1,000 weekly trips in a city of 10 million"

No supply infrastructure, no trust, no playbook. The discovery wasn't "how do we grow rides" — it was "what's actually preventing supply from showing up?"

What I did: Built the team (70 people), onboarding system, and safety features from scratch. Measured neighborhood-by-neighborhood — each metric had a clear go/no-go threshold. Localized the product for Lima's market.

1M+ Weekly trips (from 1K)

8 Countries adopted the model

Who I am

At 28, I moved to Lima to launch Uber in Peru — no supply infrastructure, no playbook. Grew it to 1M weekly trips. I ran Walmart's driver app through the pandemic and took it from 15K to 115K weekly deliveries. At Etsy, I led the team that turned 40% missing delivery dates into $280M in incremental revenue. 12 years of this.

Every one of those problems looked like a feature problem. None of them were. They were trust problems — and that's what I look for first when I work with founders now.

Etsy Walmart Uber Arcade AI eLLMo

What founders say

"Alicia dropped into our AI-driven e-commerce startup and immediately became the calm force driving clarity and momentum. 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."
Founder, Arcade AI

"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."
VP Supply Chain, GenAI Startup

"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."
Senior Leader, Walmart

"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."
Founder, Stealth Consumer AI App

Let's figure out if I can help.

Start with a 30-minute insight session. No pitch, no pressure. I'll listen to what you're facing, share what I see, and we'll figure out together if there's a fit.

Book a Free Insight Session

Flexible engagements for early-stage and growth-stage teams. We'll scope the right format together — from a focused sprint to an embedded partnership.

Your team is shipping.But the needle isn't moving.