I help founders find and fix the product problems that actually matter — so you stop chasing symptoms and start driving outcomes.
I'm Alicia — 13 years and $280M+ in impact across marketplaces, e-commerce, and logistics at Uber, Walmart, and Etsy.
Book a Free 30-Min CallYou'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.
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.
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.
Every fix creates a new problem downstream. You need someone who sees the system — not just the symptom.
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.
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.
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.
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.
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.
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.
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.
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.
13 years of product leadership — Uber Peru from 1K to 1M weekly trips, Walmart's driver app from 15K to 115K deliveries, Etsy's delivery estimates from 60% to 98% accuracy and $280M in incremental revenue.
Now I embed with founders as a fractional Head of Product. Same work, smaller teams, faster loops. I figure out what's actually blocking your product — then I fix it with you.
"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."
Mike Ebener, Founder, Ask Safely
"I was impressed with how much background Alicia did on a topic in which she had to get up to speed really quickly. She was great at coordinating across different functional areas, she listened to different perspectives, and she was persistent in driving toward the end goal. I highly recommend the services she provides to early stage startups."
Marcus Cheng, VP Supply Chain, Arcade AI
"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."
Denys Vorobyov, Founder, EltexSoft
"Alicia gets things done. She has relentless drive, stays incredibly organized, and sets crystal-clear expectations with her team. She's the PM lead you want when execution matters."
Ray Flournoy, VP Product, Etsy
"Her ability to seamlessly align the goals of the product team with our data science insights demonstrated a strategic mindset that greatly contributed to our achievements. I highly recommend Ali for her leadership, collaborative spirit, and strategic prowess in product management."
Kartik Garimella, Analytics Management, Etsy
"We brought Alicia in to help us figure out what to build next — and she reframed the whole problem. Within two weeks she'd talked to our users, found the gaps we'd been ignoring, and gave us a roadmap we actually believed in. She works like a cofounder, not a consultant."
Adrienne Murga, Founder, eLLmo AI
Every engagement starts with a diagnostic. I figure out what's actually broken before I touch anything.
Fixed scope
Full sweep — product, positioning, sales process, competitive landscape. You get a written diagnosis, prioritized roadmap, and a 30-day plan.
Best for: founders who know something's off but aren't sure what.
Monthly retainer
I pick up one workstream or problem area and run with it — advise and execute, not just consult.
Best for: teams that need a product leader but aren't ready for a full-time hire.
Monthly retainer
I own the product function. Strategy, roadmap, team, execution. Like hiring a Head of Product — without the 6-month search.
Best for: post-raise teams that need to move now.
30 minutes. I'll tell you what's actually blocking your product — and what to fix first. No pitch, no deck.
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