About Joel
Head of Product with over a decade of experience building products that scale, from early-stage startups to FTSE 250 companies.
My Story & Philosophy
Currently serving as Head of Product at Wagonex, I've spent over a decade building products that solve real problems and deliver measurable business outcomes. My journey has taken me from engineering leadership at Rolls-Royce to product roles across FTSE 250 companies, prop-tech startups, and high-growth SaaS platforms.
My approach combines strategic thinking with hands-on execution. I believe that great products emerge from a deep understanding of user needs, clear strategic direction, and collaborative, cross-functional teams empowered to deliver their best work. Whether it's leading the complete rebuild of a B2B platform that doubled revenue in six months, or launching mobile apps with 365,000+ monthly active users, I focus on outcomes that matter.
As a fractional product leader, I bring the expertise and perspective gained from scaling products across different industries and company stages. This model works particularly well for early-stage companies navigating critical growth phases or established teams looking to level up their product practice with proven frameworks and methodologies.
"Product leadership isn't about having all the answers—it's about asking the right questions, building the right team dynamics, and creating the conditions for teams to discover solutions that drive real business value."
Career Highlights
Director of Product
JPL Digital
Bristol, United Kingdom
Providing senior product leadership and executional support to early-stage startups, with a focus on AI and agent-powered experiences. Shaped GTM and product strategy across different industries and accelerated 0→1 delivery and built scalable product foundations to unlock growth and investor confidence.
- •Launched voice AI features, expanding product capabilities and reach
- •Defined AI product roadmap, aligning teams and priorities
- •Revamped growth strategy, boosting acquisition and retention efforts
Head of Product
Wagonex
Cardiff, United Kingdom
Leading cross-functional product function and product lifecycle management. Delivered complete B2B platform rebuild contributing to 2x revenue increase. Drove 4x YoY conversion growth on B2C platform and executed company-wide Product-Led growth strategy.
- •2x increase in B2B revenue over six months
- •4x YoY increase in B2C conversion
- •Launched centralised reporting process for operational metrics
- •Managed vendor selection for all third-party platform suppliers
Senior Product Manager
Kitt Offices
London, United Kingdom
Established and led Product function in B2B2C prop-tech startup through Series A. Led cross-functional team transitioning from spot solutions to complete E2E journeys.
- •Revamped Tenant mobile app achieving 4/5+ user rating
- •Reduced customer support resolution time from 5 days to under 1 day
- •Increased search platform options from ~250 to over 3000
- •Led customer-centric product strategy with stakeholder engagement
Lead Product Owner
Rush Digital
Auckland, New Zealand
Led six-person Product team managing client product development and strategy. Supported market-leading mobile app with significant user base and revenue generation.
- •Mobile app with 365,000 MAU generating $1M+ revenue
- •Contributed to 3 award-winning features
- •Transitioned app from pilot to major revenue channel
- •Advised senior clients on product strategy and roadmaps
Agile & Operational Excellence Manager
Baringa Partners
London, United Kingdom
Held various Agile and Operations roles across FTSE 250 companies including Investment Banks, Retailers, and Telecoms providers. Led Product roles for regulatory platform definition and major payments re-platforming.
- •Led agile projects across FTSE 250 companies
- •Product roles for regulatory platform delivery
- •Requirements definition for major payments re-platforming
- •Worked with leading Investment and Retail Banks
Engineering Leadership Programme
Rolls-Royce
UK, Singapore
Completed various roles including R&D project manager of emerging technologies, Six Sigma Continuous Improvement Lead, and Cost Analysis engineer across multiple locations.
- •R&D project manager for emerging technologies
- •Six Sigma Continuous Improvement Lead
- •Cost Analysis engineering roles
- •International experience across UK and Singapore
Key Achievements
Check out my GrowthMentor profile
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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
Interested in working together?
Let's discuss how I can help your team build better products, faster.