Product Leadership for Ambitious Teams
Fractional Head of Product helping startups and scale-ups build exceptional products.
Product leadership that transforms ideas into outcomes
Currently Head of Product at Wagonex, with over a decade of experience building products that scale. From delivering 2x revenue growth through platform rebuilds to launching mobile apps with 365k+ MAU, I help teams navigate complexity and deliver exceptional results.
Learn more about my approachSelected Work
Transformative product initiatives that delivered measurable business outcomes across different industries and company stages.

Series A Automotive Fintech Startup
B2B Automotive E-commerce Platform Rebuild and Launch
Led complete platform rebuild for automotive fintech startup, resulting in 2x revenue increase within 6 months through improved UX and product-led growth strategy.
View case study
Series A Proptech Startup
Commercial Property Search Platform
Built comprehensive property search platform from the ground up, increasing available listings from ~250 to over 3,000 and transforming internal tool into market-facing product.
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Z Energy (Leading NZ Energy Provider)
Pumped Loyalty Feature Launch
Delivered high-impact mobile loyalty feature for nationwide launch, coordinating cross-functional teams and feature flagging for precise campaign timing.
View case studyHow I Can Help
Tailored product leadership services for early-stage founders and tech teams, backed by proven results across multiple industries.
- Strategic product direction
- Team leadership and mentoring
- Process optimization
- Executive team collaboration
- Product vision development
- OKR framework implementation
- Roadmap creation
- Metrics definition and tracking

Check out my GrowthMentor profile
Get personalised product leadership advice through 1-on-1 mentoring sessions
What clients say
Feedback from founders and product leaders I've helped

Sérgio Ferrás
13 Jun 2025

Antoine Levy
25 Feb 2025
"The session with Joel was great! He is full of tips and tricks and have given me lots of really actionable insights to deepen my understanding of my ICP and how to structure my GTM strategy."

Warren Bell
12 Feb 2025
Ready to elevate your product strategy?
Let's discuss how I can help your team build better products, faster.