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Nothing in the brief answered them.", "section": "NOVO.R1", "quote": "In patient research, everyone wanted to know the same three things: how much weight will I lose, is this normal, am I on track. Nothing in the brief answered them." }, "task": { "text": "Make those three questions the core loop of the product, and find the growth lever inside them.", "section": "NOVO.R1" }, "action": { "text": "Built a weight-loss prediction model answering the first question: a predicted trajectory for the individual to check progress against. Started as an Excel spreadsheet on a laptop; the maths worked out with the strongest backend engineer, then taken from concept to prototype. The same check-ins fed the profiling engine.", "section": "NOVO.R1", "quote": "Built a weight-loss prediction model to answer the first question: predicted trajectory for the individual, against which they could check progress. It started as an Excel spreadsheet on my laptop. I worked out the maths with our strongest backend engineer, then took it from concept to prototype. The same check-ins fed the profiling engine (see the personalisation row)." }, "result": { "text": "Patients could see whether they were on track against their own projection. The model was later spun out as a Bayesian API service, a product in its own right, and the team extended it from weight to HbA1c.", "section": "NOVO.R1" }, "year": { "text": "Mar 2020 - Feb 2022", "section": "NOVO.R1" }, "company": "Novo Nordisk", "strength": "Led", "tier": "self-reported", "shapes": [ "product-management", "ai" ], "skills": [ "algorithm", "API", "regulated", "pharma", "healthcare", "patients", "discovery", "prototyping", "ways of working", "growth", "retention", "roadmap", "0 to 1", "marketing", "team leadership", "stakeholders", "consumer" ], "page": "https://takenbyninjas.com/for-agents/wegovycare/#novo-r1", "role_page": "https://takenbyninjas.com/for-agents/roles/novo-nordisk/senior-product-manager/", "role_aliases": [ "Product Owner", "Product Manager (Wegovycare)" ], "facets": [ { "id": "F02-1", "label": "Algorithm spun out as an API", "text": "Designed weight-loss prediction algorithm, later spun out as an API product.", "source": "Tom's CV", "answers": "data products, algorithms, hands-on AI", "variants": [], "tier": "self-reported" }, { "id": "F02-2", "label": "From Excel to a Bayesian API", "text": "Built weight-loss prediction model in Excel, later spun out as a Bayesian API.", "source": "Tom's CV", "answers": "data science, modelling, scrappy start", "variants": [], "tier": "self-reported" }, { "id": "F02-3", "label": "Personalisation", "text": "Designed a profiling & weight loss prediction algorithm to personalise the experience.", "source": "Tom's CV", "answers": "personalisation, patient data", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "Senior Product Manager at Novo Nordisk", "section": "NOVO.R1" }, "product": { "text": "Wegovycare", "section": "NOVO.R1" }, "desc": { "text": "Wegovycare, a digital service to drive retention and repeat prescriptions for Wegovy", "section": "NOVO.R1.TRANSFORM" }, "situation": { "text": "Applied for a SaMD product role at Novo; put forward instead for a digital solution for a then unheard-of weight-loss medicine. The final-round brief was solution-first: standalone features the business thought would help. Nobody had spoken to patients.", "section": "NOVO.R1.TRANSFORM", "quote": "I had applied for a SaMD product role at Novo. They thought I would be too constrained there and put me forward for a digital solution for a then unheard-of weight-loss medicine. The brief I was handed in the final-round interview was solution-first: a set of standalone features the business thought would help. Nobody had spoken to patients." }, "task": { "text": "Persuade the business to set the brief aside and start with the problem, then use that as a mandate to change how they worked.", "section": "NOVO.R1.TRANSFORM" }, "action": { "text": "First product team at Novo to interview patients, run discovery, build prototypes and co-create with markets. Led a cross-functional team of 10 across the full product lifecycle; it took persuasion and a leap of faith from stakeholders.", "section": "NOVO.R1.TRANSFORM", "quote": "We were the first product team at Novo to interview patients, run discovery, build prototypes and co-create with markets. I led a cross-functional team of 10 across the full product lifecycle. It took persuasion and a leap of faith from stakeholders." }, "result": { "text": "Launched on time and on budget. 10% penetration in the first national market, the biggest adoption of any digital solution at Novo; still live. Asked to scale the ways of working across the organisation and promoted to Associate Product Director.", "section": "NOVO.R1.TRANSFORM", "quote": "Launched on time and on budget. 10% penetration in the first national market, the biggest adoption of any digital solution at Novo. The product is still live. I was asked to scale the ways of working across the organisation and promoted to Associate Product Director." }, "year": { "text": "Mar 2020 - Feb 2022", "section": "NOVO.R1" }, "company": "Novo Nordisk", "strength": "Led", "tier": "self-reported", "shapes": [ "product-management", "zero-to-one", "regulated", "leadership" ], "skills": [ "pharma", "healthcare", "patients", "discovery", "prototyping", "ways of working", "growth", "retention", "launch", "0 to 1", "team leadership", "stakeholders", "budget" ], "page": "https://takenbyninjas.com/for-agents/wegovycare/#novo-r1", "role_page": "https://takenbyninjas.com/for-agents/roles/novo-nordisk/senior-product-manager/", "role_aliases": [ "Product Owner", "Product Manager (Wegovycare)" ], "facets": [ { "id": "F03-1", "label": "Persuaded senior stakeholders", "text": "Persuaded senior stakeholders to bin their brief and talk to users instead.", "source": "Tom's CV", "answers": "senior stakeholder management, user research", "variants": [], "tier": "self-reported" }, { "id": "F03-2", "label": "Changed the way of working", "text": "Or maybe how I convinced a room of Novo executives to bin their product brief & completely change the way of working.", "source": "Tom's CV", "answers": "transformation, changing how an organisation works", "variants": [], "tier": "self-reported" }, { "id": "F03-3", "label": "Release speed", "text": "Automated release workflows, shifting release cycles from yearly to bi-monthly (fast for pharma!).", "source": "Tom's CV", "answers": "delivery speed in a regulated setting, automation", "variants": [], "tier": "self-reported" }, { "id": "F03-4", "label": "Introduced discovery and scaled it", "text": "Introduced discovery, prototyping and iterative development. Scaled ways of working across the org.", "source": "Tom's CV", "answers": "product practice, coaching an organisation", "variants": [], "tier": "self-reported" }, { "id": "F03-5", "label": "Product operating model", "text": "Persuaded senior stakeholders to bin their brief and adopt product operating model.", "source": "Tom's CV", "answers": "operating model change", "variants": [], "tier": "self-reported" }, { "id": "F03-6", "label": "Regulatory readiness", "text": "Automated release & localisation workflows, increasing regulatory readiness and shifting release cycles from yearly to bi-monthly.", "source": "Tom's CV", "answers": "regulated software, localisation", "variants": [], "tier": "self-reported" }, { "id": "F03-7", "label": "Borrowed an anthropologist", "text": "Borrowed an anthropologist from another division & proved the value - later became the Insights team.", "source": "Tom's CV", "answers": "insights, research capability, building a function from a pilot", "variants": [], "tier": "self-reported" }, { "id": "FU2-2", "label": "Largest uptake, asked to scale the way of working", "text": "Largest uptake for any digital solution. Asked to scale ways of working across the org.", "source": "Tom's CV", "answers": "adoption, being asked to spread a method", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "Associate Product Director at Novo Nordisk", "section": "NOVO.R2" }, "product": { "text": "GenAI proof of concept for automating compliance reviews", "section": "NOVO.R2" }, "desc": { "text": "Agentic RAG proof of concept for compliance reviews, with a Figma plugin", "section": "NOVO.R2.GENAI" }, "situation": { "text": "Every release of health software needed sign-off from medical, legal and regulatory reviewers. The process was built for marketing materials, not software: every screen was manually captured as a PDF and reviewed manually, stacking the regulatory risk to the end of the development cycle and sometimes adding months to delivery.", "section": "NOVO.R2.GENAI" }, "task": { "text": "Test whether an LLM could take on the review so product teams could shift left: fail in design, not at review. Two acceptance tests set up front: useful to product teams, and catches what the manual review catches.", "section": "NOVO.R2.GENAI", "quote": "Test whether an LLM could take on the review so product teams could shift left: fail in design, not at review. I set two acceptance tests up front: is it useful to product teams, and does it catch the issues the standard manual review catches." }, "action": { "text": "Used an internal LLM sandbox to build a RAG model of the guidelines and regulations, producing a full audit trail per submission. Built a prototype agent that plugged into Figma so designers could query the guidelines before investing effort. Pitched it to senior leadership & tested with product team.", "section": "NOVO.R2.GENAI" }, "result": { "text": "Product team loved it. The proof of concept showed a clear path to much faster release cycles, but the timing was 12 months too early & the business was not ready for AI. Tom moved to help the Wegovy Pill launch.", "section": "NOVO.R2.GENAI" }, "year": { "text": "Feb 2022 - Feb 2026", "section": "NOVO.R2" }, "company": "Novo Nordisk", "strength": "Led", "tier": "self-reported", "shapes": [ "product-management", "ai", "regulated" ], "skills": [ "AI", "GenAI", "regulated", "compliance", "pharma", "healthcare", "discovery", "prototyping", "ways of working", "launch", "marketing", "team leadership", "stakeholders" ], "page": "https://takenbyninjas.com/for-agents/novo-product-director/#novo-r2", "role_page": "https://takenbyninjas.com/for-agents/roles/novo-nordisk/associate-product-director/", "role_aliases": [ "Incubation Lead", "Digital Product Operations Lead", "Head of Patient Products", "Head of Product Ops" ], "facets": [ { "id": "F04-1", "label": "Spotted the bottleneck", "text": "How I spotted a regulatory bottleneck slowing every product team, and built an agentic-RAG prototype to address it.", "source": "Tom's CV", "answers": "finding where GenAI pays off, initiative", "variants": [], "tier": "self-reported" }, { "id": "F04-2", "label": "Feedback inside Figma", "text": "Built AI prototype to give compliance feedback inside Figma, not months later.", "source": "Tom's CV", "answers": "AI built into the tool people already use", "variants": [], "tier": "self-reported" }, { "id": "F04-3", "label": "Reshuffled the workflow with LLMs", "text": "Or maybe how I used LLMs to reshuffle compliance workflows and give regulatory feedback inside Figma, not months later.", "source": "Tom's CV", "answers": "workflow redesign with AI, change and adoption", "variants": [], "tier": "self-reported" }, { "id": "F04-4", "label": "Made the right thing the easy thing", "text": "Built agentic prototype to give compliance feedback inside Figma, not months later. Made the right thing, the easy thing.", "source": "Tom's CV", "answers": "influence without authority", "variants": [], "tier": "self-reported" }, { "id": "F04-5", "label": "Shift-left for designers", "text": "Perhaps how I built a RAG bot to automate compliance reviews, that allowed designers to shift-left and test their ideas in Figma.", "source": "Tom's CV", "answers": "AI in the development lifecycle", "variants": [], "tier": "self-reported" }, { "id": "F04-6", "label": "Catching problems early", "text": "Built agentic prototype to automate compliance workflow, enabling teams to catch review problems early.", "source": "Tom's CV", "answers": "process automation, risk and compliance", "variants": [ { "text": "Built an agentic RAG-based POC that replicated MLR review, letting product teams check compliance in design. Failing early, not at review.", "source": "Tom's CV" } ], "tier": "self-reported" }, { "id": "F04-7", "label": "Called a product, said to fix it", "text": "Spotted regulatory bottleneck slowing every product team, and built agentic-RAG product to fix it.", "source": "Tom's CV", "answers": "shipped AI products", "variants": [], "tier": "self-reported" }, { "id": "F04-8", "label": "Honest ending", "text": "Used GenAI to automate lengthy compliance reviews. Product teams loved it. Execs weren’t ready.", "source": "Tom's CV", "answers": "candour about what did not land, organisational readiness for AI", "variants": [], "tier": "self-reported" }, { "id": "F04-9", "label": "Real time in place of three months", "text": "Or maybe how I built a RAG prototype to rethink compliance workflows, giving teams real-time feedback in Figma instead of 3 months later.", "source": "Tom's CV", "answers": "cycle time, speed", "variants": [], "tier": "self-reported" }, { "id": "F04-10", "label": "Pitched it", "text": "Pitched & built a GenAI proof of concept for automating compliance reviews.", "source": "Tom's CV", "answers": "selling an idea internally, then building it", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "Associate Product Director at Novo Nordisk", "section": "NOVO.R2.WEGOVY" }, "product": { "text": "Wegovy Pill launch", "section": "NOVO.R2.WEGOVY" }, "desc": { "text": "Wegovy Pill launch, consumer workstream", "section": "NOVO.R2.WEGOVY" }, "situation": { "text": "Pitched for and invited onto the launch team for a company-critical initiative to inject new thinking (very unusual for a digital role). Digital, packaging and direct distribution sat in separate silos, each with its own assumptions.", "section": "NOVO.R2.WEGOVY" }, "task": { "text": "Lead the HQ consumer workstream.", "section": "NOVO.R2.WEGOVY" }, "action": { "text": "Applied subscription-model thinking to connect the physical product to digital fulfilment: QR codes on the boxes linking to the digital experience, and work with production on bundling three boxes in a tertiary carton.", "section": "NOVO.R2.WEGOVY" }, "result": { "text": "Contributed to the largest pharma launch on record.", "section": "NOVO.R2.WEGOVY" }, "year": { "text": "Feb 2022 - Feb 2026", "section": "NOVO.R2" }, "company": "Novo Nordisk", "strength": "Contributed", "tier": "self-reported", "shapes": [ "product-management", "growth", "regulated", "international" ], "skills": [ "pharma", "healthcare", "patients", "growth", "retention", "launch", "marketing", "SaaS", "team leadership", "international", "consumer", "budget" ], "page": "https://takenbyninjas.com/for-agents/novo-product-director/#novo-r2-wegovy", "role_page": "https://takenbyninjas.com/for-agents/roles/novo-nordisk/associate-product-director/", "role_aliases": [ "Incubation Lead", "Digital Product Operations Lead", "Head of Patient Products", "Head of Product Ops" ], "facets": [ { "id": "F05-1", "label": "Subscription and bundling for retention", "text": "Or maybe how I created a subscription model & bundling strategy to drive retention on the biggest ever pharma launch. Serious scale!", "source": "Tom's CV", "answers": "retention, subscription business models, scale", "variants": [], "tier": "self-reported" }, { "id": "F05-2", "label": "Connected packaging to fulfilment", "text": "Connected packaging to fulfilment on biggest launch.", "source": "Tom's CV", "answers": "end-to-end customer journey, physical and digital", "variants": [], "tier": "self-reported" }, { "id": "F05-3", "label": "Worked in the gaps", "text": "Worked in the gaps to connect packaging and digital fulfilment on the biggest ever drug launch.", "source": "Tom's CV", "answers": "picking up problems nobody owns", "variants": [], "tier": "self-reported" }, { "id": "F05-4", "label": "Without authority", "text": "Reshuffled silos without authority. Connected packaging to digital fulfilment on the biggest ever drug launch.", "source": "Tom's CV", "answers": "change through other teams", "variants": [], "tier": "self-reported" }, { "id": "F05-5", "label": "Aligned silos into one experience", "text": "Invited into critical Wegovy Pill launch. Aligned silos to create unified physical-to-digital experience.", "source": "Tom's CV", "answers": "cross-silo alignment on a critical launch", "variants": [], "tier": "self-reported" }, { "id": "F05-6", "label": "Led the consumer workstream", "text": "Led consumer workstream on Wegovy Pill launch: digital, packaging & direct distribution.", "source": "Tom's CV", "answers": "workstream lead on a large programme", "variants": [], "tier": "self-reported" }, { "id": "F05-7", "label": "Invited in to challenge", "text": "Invited into company-critical Wegovy Pill launch to challenge assumptions & inject product thinking.", "source": "Tom's CV", "answers": "trusted adviser, bringing product thinking to another function", "variants": [], "tier": "self-reported" }, { "id": "F05-8", "label": "A structural fix for prescription growth", "text": "Consumer lead for Wegovy Pill, rethought the user journey and created a simple structural fix to drive prescription growth.", "source": "Tom's CV", "answers": "growth through journey design", "variants": [], "tier": "self-reported" }, { "id": "F05-9", "label": "Pricing and revenue models", "text": "Created subscription pricing and bundling strategy to support the largest pharma launch. Built revenue models to support the business case.", "source": "Tom's CV", "answers": "pricing, monetisation, revenue modelling", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "Associate Product Director at Novo Nordisk", "section": "NOVO.R2" }, "product": { "text": "CagriSema", "section": "NOVO.R2" }, "desc": { "text": "Digital discovery programme for CagriSema, the company's top drug asset", "section": "NOVO.R2" }, "situation": { "text": "CagriSema was the first drug to span two therapy areas, diabetes and obesity. Each business unit ran independently with their own priorities and budgets.", "section": "NOVO.R2" }, "task": { "text": "Define what digital initiatives should accompany the drug, get both business units to agree, and get it funded.", "section": "NOVO.R2" }, "action": { "text": "Started with the problem, and uncovering the new user journeys to create a shared understanding of the problem space across both units. Then ideation: 128 candidate ideas, cut to a shortlist of 5, assumption-tested with prototypes, 4 recommended, each with a funding-gated rollout. Navigated the programme through internal governance.", "section": "NOVO.R2" }, "result": { "text": "Funding secured for a portfolio of 4 digital initiatives (a first). Aligned two business units on a common digital strategy (also a first).", "section": "NOVO.R2" }, "year": { "text": "Feb 2022 - Feb 2026", "section": "NOVO.R2" }, "company": "Novo Nordisk", "strength": "Led", "tier": "self-reported", "shapes": [ "product-management", "zero-to-one", "regulated" ], "skills": [ "AI", "GenAI", "regulated", "compliance", "pharma", "healthcare", "patients", "discovery", "prototyping", "incubation", "ways of working", "growth", "retention", "funnels", "experimentation", "launch", "brand", "team leadership", "stakeholders", "consumer", "budget" ], "page": "https://takenbyninjas.com/for-agents/novo-product-director/#novo-r2", "role_page": "https://takenbyninjas.com/for-agents/roles/novo-nordisk/associate-product-director/", "role_aliases": [ "Incubation Lead", "Digital Product Operations Lead", "Head of Patient Products", "Head of Product Ops" ], "facets": [ { "id": "F06-1", "label": "Aligning two therapy areas", "text": "Or even how I got two therapy areas that never collaborate, with competing priorities and budgets, to align on a digital strategy.", "source": "Tom's CV", "answers": "working across functions in a large organisation, senior stakeholders", "variants": [], "tier": "self-reported" }, { "id": "F06-2", "label": "Aligning two business units (no pharma words)", "text": "How I convinced two business units that never collaborate, with competing priorities and budgets, to align on a digital strategy.", "source": "Tom's CV", "answers": "stakeholder ownership, client-side alignment", "variants": [ { "text": "How I got two business units that never collaborate, each with competing priorities and budgets, to align on a shared digital strategy for Novo's top pipeline asset.", "source": "Tom's CV" } ], "tier": "self-reported" }, { "id": "F06-3", "label": "Ambiguity to structure, with the funnel numbers", "text": "Led digital programme for top drug asset. Ambiguous problem to 128 raw ideas to 4 funded, de-risked products.", "source": "Tom's CV", "answers": "structuring an unclear problem, de-risking", "variants": [], "tier": "self-reported" }, { "id": "F06-4", "label": "Blank page to funded portfolio", "text": "Identified high-impact digital opportunities for company's top drug asset. Blank page to funded portfolio.", "source": "Tom's CV", "answers": "finding opportunities, taking a programme from nothing to funding", "variants": [ { "text": "Led digital product discovery for Cagrisema. From blank page to funded portfolio.", "source": "Tom's CV" } ], "tier": "self-reported" }, { "id": "F06-5", "label": "Business case, governance and gate model", "text": "Led digital programme for top drug asset: de-risked an ambiguous problem, built the strategy, business case & budgets, and brought together two competing business units to secure portfolio funding through a roadmap-gate model.", "source": "Tom's CV", "answers": "project governance, business cases, roadmaps", "variants": [], "tier": "self-reported" }, { "id": "F06-6", "label": "Commercial case", "text": "Led digital discovery for the company's top drug asset. Translated user problems into P&L business cases, and secured funding for a digital portfolio.", "source": "Tom's CV", "answers": "commercial ownership, turning user needs into a business case", "variants": [], "tier": "self-reported" }, { "id": "F06-7", "label": "Executives from sceptics to sponsors", "text": "Led digital co-creation for the company’s top drug asset across two competing business units. Shifted executives from sceptics to sponsors.", "source": "Tom's CV", "answers": "change management, executive sponsorship", "variants": [], "tier": "self-reported" }, { "id": "F06-8", "label": "Discovery method", "text": "Ran digital discovery for company’s top drug asset. Journey mapping to validated opportunities.", "source": "Tom's CV", "answers": "discovery craft, validation", "variants": [], "tier": "self-reported" }, { "id": "F06-9", "label": "Unifying fragmented teams", "text": "Built digital strategy & roadmap for company's top drug asset, unifying fragmented teams & products.", "source": "Tom's CV", "answers": "strategy and roadmap ownership, joining up teams", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "Associate Product Director at Novo Nordisk", "section": "NOVO.R2" }, "product": { "text": "Digital Incubation", "section": "NOVO.R2" }, "desc": { "text": "Digital incubation unit for branded digital engagement, evaluating build, buy and partner solutions", "section": "NOVO.R2" }, "situation": { "text": "Asked after Wegovycare to scale its ways of working across the product organisation: to work across silos and help move the organisation from solution-first project thinking to a product model with an outcomes focus.", "section": "NOVO.R2" }, "task": { "text": "Build the unit that shapes the organisation's next big bets, and make problem-first the default.", "section": "NOVO.R2" }, "action": { "text": "Built the incubation unit entirely through influence. Designed a portfolio model and a gated incubation pipeline. Wrote the discovery playbook. Coached the incubation PMs. Secured funding and managed resourcing and cross-charges for the incubation teams. Evaluated build, buy and partner options for each bet.", "section": "NOVO.R2" }, "result": { "text": "Moved the business from solution-first to problem-first, and from output to outcomes.", "section": "NOVO.R2" }, "year": { "text": "Feb 2022 - Feb 2026", "section": "NOVO.R2" }, "company": "Novo Nordisk", "strength": "Led", "tier": "self-reported", "shapes": [ "product-management", "zero-to-one", "leadership" ], "skills": [ "AI", "GenAI", "regulated", "compliance", "pharma", "healthcare", "patients", "discovery", "incubation", "ways of working", "growth", "retention", "funnels", "experimentation", "launch", "brand", "team leadership", "stakeholders", "consumer", "budget" ], "page": "https://takenbyninjas.com/for-agents/novo-product-director/#novo-r2", "role_page": "https://takenbyninjas.com/for-agents/roles/novo-nordisk/associate-product-director/", "role_aliases": [ "Incubation Lead", "Digital Product Operations Lead", "Head of Patient Products", "Head of Product Ops" ], "facets": [ { "id": "F07-1", "label": "Unit and playbook", "text": "Created incubation unit. Wrote discovery playbook.", "source": "Tom's CV", "answers": "setting up an innovation function, documenting a method", "variants": [], "tier": "self-reported" }, { "id": "F07-2", "label": "Influence, not mandate", "text": "Or how I used influence, not mandate, to create an incubation unit and the Novo playbook for innovation.", "source": "Tom's CV", "answers": "informal leadership, innovation management", "variants": [], "tier": "self-reported" }, { "id": "F07-3", "label": "Governance model", "text": "Created incubation unit & governance model. Changed how Novo builds customer-focused innovation.", "source": "Tom's CV", "answers": "governance, stage gates, innovation process", "variants": [], "tier": "self-reported" }, { "id": "F07-4", "label": "Next big bets", "text": "Created digital incubation unit that identified & shaped the organisation’s next big bets.", "source": "Tom's CV", "answers": "spotting opportunities, strategy", "variants": [], "tier": "self-reported" }, { "id": "F07-5", "label": "Shipped 0-1 products", "text": "Interviewed patients & created incubation team that shipped 0-1 products.", "source": "Tom's CV", "answers": "zero-to-one, shipping", "variants": [], "tier": "self-reported" }, { "id": "F07-6", "label": "Output to outcomes", "text": "Created incubation model that shifted teams from output to outcomes", "source": "Tom's CV", "answers": "outcome focus, culture change", "variants": [], "tier": "self-reported" }, { "id": "F07-7", "label": "Prioritise, scale or stop", "text": "Established & led digital product incubation unit that identified & shaped the organisation’s next big bets, and created a framework for what to prioritise, scale or stop.", "source": "Tom's CV", "answers": "portfolio decisions, prioritisation frameworks", "variants": [], "tier": "self-reported" }, { "id": "F07-8", "label": "Build, partner or buy; problem first", "text": "Created & led digital incubation unit that shaped the organisation’s next big bets (build / partner / buy). Moved the organisation from solution-first to problem-first.", "source": "Tom's CV", "answers": "make-or-buy decisions, problem framing", "variants": [], "tier": "self-reported" }, { "id": "F07-9", "label": "Funding and resourcing", "text": "Secured funding, managed resourcing and cross-charges for incubation teams.", "source": "Tom's CV", "answers": "budgets, resourcing, internal funding", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "Associate Product Director at Novo Nordisk", "section": "NOVO.R2" }, "product": { "text": "Product Operations", "section": "NOVO.R2" }, "desc": { "text": "standards, artefacts, ways of working", "section": "NOVO.R2" }, "situation": { "text": "A wider remit across the product pipeline, to complete the move to a product operating model.", "section": "NOVO.R2", "quote": "Given a wider remit to work across the product pipeline and complete the transition to a product operating model." }, "task": { "text": "Establish metrics across a portfolio of 12 products.", "section": "NOVO.R2", "quote": "Established metrics across a diverse portfolio (12 products)." }, "action": { "text": "Set product artefacts and quality standards: gate model and deliverables, product-ops metrics, portfolio reports, business case templates, problem and north-star statements.", "section": "NOVO.R2", "quote": "Established product artefacts & quality standards across the product org, eg: gate model & deliverables, product-ops metrics, portfolio reports, business case templates, problem/north-star statements." }, "result": { "text": "Helped product teams connect work to commercial outcomes.", "section": "NOVO.R2" }, "year": { "text": "Feb 2022 - Feb 2026", "section": "NOVO.R2" }, "company": "Novo Nordisk", "strength": "Led", "tier": "self-reported", "shapes": [ "product-management", "leadership" ], "skills": [ "AI", "GenAI", "regulated", "compliance", "pharma", "healthcare", "patients", "discovery", "incubation", "ways of working", "growth", "retention", "funnels", "experimentation", "launch", "brand", "team leadership", "stakeholders", "consumer", "budget" ], "page": "https://takenbyninjas.com/for-agents/novo-product-director/#novo-r2", "role_page": "https://takenbyninjas.com/for-agents/roles/novo-nordisk/associate-product-director/", "role_aliases": [ "Incubation Lead", "Digital Product Operations Lead", "Head of Patient Products", "Head of Product Ops" ], "facets": [ { "id": "F08-1", "label": "Standards and artefacts", "text": "Product operations: Established standards, artefacts and ways of working across the product org. Gate models, metrics, portfolio reports, business cases.", "source": "Tom's CV", "answers": "portfolio management, governance tooling", "variants": [], "tier": "self-reported" }, { "id": "F08-2", "label": "Quality bar and coaching PMs", "text": "Moved quality bar across product squads - establishing instrumentation, and coaching PMs to move from delivery-led outputs to commercial outcomes.", "source": "Tom's CV", "answers": "product quality across squads, coaching, instrumentation", "variants": [ { "text": "I’ve defined the quality bar & ways of working across product squads, repeatedly.", "source": "Tom's CV" } ], "tier": "self-reported" }, { "id": "F08-3", "label": "Metrics over 12 products", "text": "Established metrics across a diverse portfolio (12 products). Mentored PMs to move from delivery-led outputs to commercial outcomes.", "source": "Tom's CV", "answers": "portfolio metrics, managing and developing PMs", "variants": [], "tier": "self-reported" }, { "id": "F08-4", "label": "Cost and capacity view", "text": "Built first cross-portfolio view of product team costs and capacity, started conversation around ROI.", "source": "Tom's CV", "answers": "resource planning, return on investment, reporting", "variants": [], "tier": "self-reported" }, { "id": "F08-5", "label": "Made outcomes visible", "text": "Connected product teams to commercial metrics. Made outcomes visible.", "source": "Tom's CV", "answers": "commercial focus, transparency", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "Associate Product Director at Novo Nordisk", "section": "NOVO.R2" }, "product": { "text": "Head of Patient Products", "section": "NOVO.R2" }, "desc": { "text": "Patient Solutions, a portfolio of consumer engagement products (companion apps adjacent to the medicines)", "section": "NOVO.R2" }, "situation": { "text": "Interim reorg of product teams before the Wegovy Pill project.", "section": "NOVO.R2" }, "task": { "text": "Lead 6 experienced PMs building consumer engagement products, managing by outcomes; for a period, before moving into the pill team where the need was greatest.", "section": "NOVO.R2", "quote": "led 6 experienced PMs building consumer engagement products, for a period, before moving into the pill team where the need was greatest. Management by outcomes." }, "action": { "text": "Individual coaching and weekly experiment sharing; made individual product metrics public.", "section": "NOVO.R2" }, "result": { "text": "Broke product silos, established weekly demos and experiment sharing, encouraged learning loops.", "section": "NOVO.R2" }, "year": { "text": "Feb 2022 - Feb 2026", "section": "NOVO.R2" }, "company": "Novo Nordisk", "strength": "Led", "tier": "self-reported", "shapes": [ "product-management", "leadership" ], "skills": [ "AI", "GenAI", "regulated", "compliance", "pharma", "healthcare", "patients", "discovery", "incubation", "ways of working", "growth", "retention", "funnels", "experimentation", "launch", "brand", "team leadership", "stakeholders", "consumer", "budget" ], "page": "https://takenbyninjas.com/for-agents/novo-product-director/#novo-r2", "role_page": "https://takenbyninjas.com/for-agents/roles/novo-nordisk/associate-product-director/", "role_aliases": [ "Incubation Lead", "Digital Product Operations Lead", "Head of Patient Products", "Head of Product Ops" ], "facets": [ { "id": "F09-1", "label": "Led six PMs", "text": "Led 6 PMs building consumer engagement products.", "source": "Tom's CV", "answers": "managing product managers", "variants": [], "tier": "self-reported" }, { "id": "F09-2", "label": "Got independent PMs to open up", "text": "How I convinced a team of fiercely independent product managers to open-up, break silos and learn from each other.", "source": "Tom's CV", "answers": "team culture, leading leaders", "variants": [], "tier": "self-reported" }, { "id": "F09-3", "label": "Weekly demos against resistance", "text": "Overcame resistance to establish weekly demos and experiment sharing. Broke product silos and encouraged learning loops.", "source": "Tom's CV", "answers": "rituals, experimentation culture", "variants": [], "tier": "self-reported" }, { "id": "F09-4", "label": "Management by outcomes", "text": "Led 6 experienced PMs building consumer engagement products. Management by outcomes.", "source": "Tom's CV", "answers": "management style, outcome goals", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "Associate Product Director at Novo Nordisk", "section": "NOVO.R2" }, "product": { "text": "project steercos", "section": "NOVO.R2" }, "desc": { "text": "Chaired project steercos. Flipped the format from status updates to interactive co-creation", "section": "NOVO.R2" }, "situation": { "text": "Steercos were project management checklists: project not product focused, and unsuited for high-uncertainty discovery-stage products.", "section": "NOVO.R2" }, "task": { "text": "Chair project steercos.", "section": "NOVO.R2", "quote": "Chaired project steercos." }, "action": { "text": "Flipped the format from status updates to interactive co-creation.", "section": "NOVO.R2", "quote": "Flipped the format from status updates to interactive co-creation" }, "result": { "text": "Cross-functional VPs moved from product sceptics to advocates.", "section": "NOVO.R2", "quote": "shifting cross-functional VPs from product sceptics to advocates" }, "year": { "text": "Feb 2022 - Feb 2026", "section": "NOVO.R2" }, "company": "Novo Nordisk", "strength": "Led", "tier": "self-reported", "shapes": [ "product-management", "leadership" ], "skills": [ "AI", "GenAI", "regulated", "compliance", "pharma", "healthcare", "patients", "discovery", "incubation", "ways of working", "growth", "retention", "funnels", "experimentation", "launch", "brand", "team leadership", "stakeholders", "consumer", "budget" ], "page": "https://takenbyninjas.com/for-agents/novo-product-director/#novo-r2", "role_page": "https://takenbyninjas.com/for-agents/roles/novo-nordisk/associate-product-director/", "role_aliases": [ "Incubation Lead", "Digital Product Operations Lead", "Head of Patient Products", "Head of Product Ops" ], "facets": [ { "id": "F10-1", "label": "Co-creation, sceptics to advocates", "text": "Facilitated co-creation with stakeholders, shifting cross-functional VPs from sceptics to advocates.", "source": "Tom's CV", "answers": "facilitation, winning over senior sceptics, adoption", "variants": [], "tier": "self-reported" }, { "id": "F10-2", "label": "Chaired the steercos", "text": "Chaired project steercos & facilitated co-creation with stakeholders, shifting cross-functional VPs from sceptics to advocates.", "source": "Tom's CV", "answers": "governance forums, chairing", "variants": [], "tier": "self-reported" }, { "id": "F10-3", "label": "Sceptics to advocates; the Pill launch", "text": "Shifted cross-functional VPs from product sceptics to advocates. Invited into company-critical Wegovy Pill launch to challenge assumptions and inject product thinking.", "source": "Tom's CV", "answers": "advising leadership, strategic partnership", "variants": [], "tier": "self-reported", "edited": "R1013-22: the opening sentence about the Product VP removed at Tom's request" }, { "id": "F10-4", "label": "Championed best practice", "text": "Championed product best practice. Moved stakeholders from product sceptics to advocates.", "source": "Tom's CV", "answers": "product advocacy inside an organisation", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "Senior Product Manager at Novo Nordisk", "section": "NOVO.R1" }, "product": { "text": "Wegovycare", "section": "NOVO.R1" }, "desc": { "text": "Wegovycare profiling and customisation engine, delivered as an interactive magazine", "section": "NOVO.R1" }, "situation": { "text": "Research showed every patient journey is different and every patient has different needs. A linear app would not work, and the drop-off risks were different for each person.", "section": "NOVO.R1" }, "task": { "text": "Identify each patient's drop-off risks and act on them automatically, with a system that coped with real people who do not check in on schedule.", "section": "NOVO.R1" }, "action": { "text": "Tom's own idea and pattern, most of the algorithm his. Built a continuous profiling engine combining clinical data, usage signals and PROMs. Applied a consumer marketing playbook to act on the top risk: it decided what content was shown and could trigger a messaging flow. Ran on fuzzy logic, tolerating gaps and misuse. Output to the patient: an interactive magazine that changed with them.", "section": "NOVO.R1", "quote": "My own idea and pattern, most of the algorithm mine. Built a continuous profiling engine combining clinical data, usage signals and PROMs. Applied a consumer marketing playbook to act on the top risk: in the first instance it decided what content was shown, and it could trigger a messaging flow. The whole thing ran on what I called fuzzy logic: it tolerated gaps and misuse and went on the best information we had. The output to the patient was an interactive magazine that changed with them." }, "result": { "text": "Every patient got a personalised experience from one product and one codebase. Part of the launch that reached 10% adoption in the first market and became the fastest-scaling digital product at Novo.", "section": "NOVO.R1" }, "year": { "text": "Mar 2020 - Feb 2022", "section": "NOVO.R1" }, "company": "Novo Nordisk", "strength": "Led", "tier": "self-reported", "shapes": [ "product-management", "ai", "growth" ], "skills": [ "algorithm", "API", "regulated", "pharma", "healthcare", "patients", "discovery", "prototyping", "ways of working", "growth", "retention", "roadmap", "launch", "0 to 1", "marketing", "team leadership", "stakeholders", "consumer" ], "page": "https://takenbyninjas.com/for-agents/wegovycare/#novo-r1", "role_page": "https://takenbyninjas.com/for-agents/roles/novo-nordisk/senior-product-manager/", "role_aliases": [ "Product Owner", "Product Manager (Wegovycare)" ], "facets": [ { "id": "F11-1", "label": "Risk-profiling engine", "text": "Built risk-profiling engine combining clinical data, usage signals, & PROMs to identify drop-off risks.", "source": "Tom's CV", "answers": "health data, retention risk, analytics", "variants": [], "tier": "self-reported" }, { "id": "F11-2", "label": "Consumer marketing playbook", "text": "Applied consumer marketing playbook to act on risks, personalising experience for each patient.", "source": "Tom's CV", "answers": "consumer thinking in health, lifecycle marketing", "variants": [], "tier": "self-reported" }, { "id": "F11-3", "label": "Interactive magazine", "text": "Digital engagement app for obesity brand. Through research identified every user-journey is different. Built profiling and customisation engine to create an interactive magazine.", "source": "Tom's CV", "answers": "consumer engagement, content products, research-led design", "variants": [], "tier": "self-reported" }, { "id": "F11-4", "label": "Lead line: profiled patients, adopted by markets", "text": "How, with Wegovycare, I showcased new ways of working, profiled patients for a personalised experience, and made Novo’s first digital health product adopted by multiple markets.", "source": "Tom's CV", "answers": "digital health products at scale, personalisation", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "Senior Product Manager at Novo Nordisk", "section": "NOVO.R1" }, "product": { "text": "Wegovycare", "section": "NOVO.R1" }, "desc": { "text": "Wegovycare, digital patient platform for obesity medicine, built to scale", "section": "NOVO.R1" }, "situation": { "text": "Every market needed its own version of every digital product, so nothing at Novo had ever scaled beyond one country.", "section": "NOVO.R1" }, "task": { "text": "Build one product that many markets could adopt and adapt without forking it.", "section": "NOVO.R1" }, "action": { "text": "Designed for scale: modular architecture, feature flags, an integrated CMS and a translation pipeline. Systematised co-creation with the markets so they shaped the product rather than waiting for it.", "section": "NOVO.R1" }, "result": { "text": "Novo's first digital health product adopted by multiple markets. First digital Novo product to scale.", "section": "NOVO.R1" }, "year": { "text": "Mar 2020 - Feb 2022", "section": "NOVO.R1" }, "company": "Novo Nordisk", "strength": "Led", "tier": "self-reported", "shapes": [ "product-management", "zero-to-one", "international", "leadership" ], "skills": [ "algorithm", "API", "regulated", "pharma", "healthcare", "patients", "discovery", "prototyping", "ways of working", "growth", "retention", "roadmap", "0 to 1", "marketing", "team leadership", "stakeholders", "consumer" ], "page": "https://takenbyninjas.com/for-agents/wegovycare/#novo-r1", "role_page": "https://takenbyninjas.com/for-agents/roles/novo-nordisk/senior-product-manager/", "role_aliases": [ "Product Owner", "Product Manager (Wegovycare)" ], "facets": [ { "id": "F12-1", "label": "Co-creation with markets, first to scale", "text": "Systematised co-creation with markets. First digital Novo product to successfully scale.", "source": "Tom's CV", "answers": "scaling across markets, co-creation", "variants": [], "tier": "self-reported" }, { "id": "F12-2", "label": "Project team, objectives and milestones", "text": "Led cross-functional project team of 10. Negotiated and defined objectives, timelines & milestones.", "source": "Tom's CV", "answers": "project management, planning", "variants": [], "tier": "self-reported" }, { "id": "F12-3", "label": "Architecture for scale", "text": "Designed for scaling: modular architecture, feature flags, integrated CMS & translation pipeline, and systematised cocreation with markets. First digital Novo product to successfully scale.", "source": "Tom's CV", "answers": "platform thinking, technical product decisions", "variants": [], "tier": "self-reported" }, { "id": "F12-4", "label": "OKRs and qual-quant signals", "text": "Implemented OKRs & used qual-quant signals to steer priorities and shape the roadmap.", "source": "Tom's CV", "answers": "prioritisation, roadmap, data-informed decisions", "variants": [], "tier": "self-reported" }, { "id": "F12-5", "label": "Vision and backlog owner", "text": "Owned the product vision & backlog. Led & prioritized cross-functional team of 10.", "source": "Tom's CV", "answers": "product owner duties, backlog", "variants": [], "tier": "self-reported" }, { "id": "F12-6", "label": "Squad of 8", "text": "Digital patient solution for obesity medicine. Led full-stack squad of 8 colleagues. Transformation by doing.", "source": "Tom's CV", "answers": "squad leadership", "variants": [], "tier": "self-reported" }, { "id": "FU2-3", "label": "On budget and on schedule", "text": "Delivered product on budget & on schedule, with largest uptake for any Novo digital solution. Scaled ways of working across the org.", "source": "Tom's CV", "answers": "project delivery against budget and plan", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "PM/GM at LEO Innovation Lab", "section": "LEO.R3" }, "product": { "text": "Diagnosis App", "section": "LEO" }, "desc": { "text": "Prototype smartphone app diagnosing skin conditions with machine learning", "section": "LEO.R3" }, "situation": { "text": "A moonshot: could a smartphone camera diagnose skin conditions? A 12-person team of data scientists, ML and computer vision engineers, wired for logic and certainty, in the deep uncertainty of product discovery. His first deep experience leading an ML team.", "section": "LEO.R3", "quote": "A moonshot: could a smartphone camera diagnose skin conditions? A 12-person team of data scientists, ML and computer vision engineers, all wired for logic and certainty, in the deep uncertainty of product discovery. My first deep experience leading an ML team." }, "task": { "text": "Lead the product direction, prioritisation and strategy, and get a working prototype that could be evaluated.", "section": "LEO.R3" }, "action": { "text": "Worked with dermatologists to redesign closed-loop diagnosis and the ML training platform. Bootstrapped the ML engine with clinical decision trees. Designed the pipeline for data collection and analysis. Models were evaluated against a set of pre-tested images the dermatologists had all voted on. Not a medical device by design: disclaimers made clear it was not a diagnosis. Evaluated go-to-market and identified seven paths to market.", "section": "LEO.R3" }, "result": { "text": "Over 80% accuracy across three skin conditions. Doubled the labelling output of the in-house image labelling platform.", "section": "LEO.R3" }, "year": { "text": "Nov 2018 - Jan 2020", "section": "LEO.R3" }, "company": "LEO Innovation Lab", "strength": "Led", "tier": "self-reported", "shapes": [ "product-management", "ai", "leadership" ], "skills": [ "AI", "machine learning", "computer vision", "healthcare", "discovery", "prototyping", "growth", "launch", "team leadership" ], "page": "https://takenbyninjas.com/for-agents/leo-innovation-lab/#leo", "role_page": "https://takenbyninjas.com/for-agents/roles/leo-innovation-lab/pm-gm/", "role_aliases": [ "Product Owner", "Product Lead", "Product Lead / GM", "Product Manager / GM" ], "facets": [ { "id": "F13-1", "label": "Leading experts through uncertainty", "text": "Or perhaps how I led a team of AI engineers all wired for logic and certainty through the deep uncertainty of product discovery to create a diagnosis app.", "source": "Tom's CV", "answers": "leading technical teams, discovery under uncertainty, AI in a regulated field", "variants": [ { "text": "Or maybe how I led a too-large team of AI engineers, all wired for logic and certainty, through the deep uncertainty of product discovery to create a diagnosis app.", "source": "Tom's CV" } ], "tier": "self-reported" }, { "id": "F13-2", "label": "Learnt enough ML to help", "text": "Or maybe how I learnt enough ML to help a team of AI experts work out how to make a smartphone diagnose skin conditions.", "source": "Tom's CV", "answers": "hands-on with AI, learning a new field fast, technical depth for a product person", "variants": [], "tier": "self-reported" }, { "id": "F13-3", "label": "Team size and make-up", "text": "Led a 12-person team of data scientists, ML & CV engineers building a skin-condition diagnosis app.", "source": "Tom's CV", "answers": "team leadership, working with data scientists and engineers", "variants": [], "tier": "self-reported", "edited": "team size 12 (R1013-1)" }, { "id": "F13-4", "label": "Accuracy and throughput numbers", "text": "Led 12-person AI & computer-vision team building a prototype diagnosis app with >80% accuracy across 3 skin conditions, designed data pipeline & doubled labelling throughput.", "source": "Tom's CV", "answers": "measurable results from an AI product, data and metrics", "variants": [], "tier": "self-reported", "edited": "team size 12 (R1013-1)" }, { "id": "F13-5", "label": "Instrumentation and learning loop", "text": "Designed & instrumented ML smartphone diagnosis app & learning loop.", "source": "Tom's CV", "answers": "instrumentation, measurement, feedback loops in a consumer app", "variants": [], "tier": "self-reported" }, { "id": "F13-6", "label": "Working with clinicians on the training platform", "text": "Worked with derms to redesign closed-loop diagnosis and ML training platform, doubling throughput.", "source": "Tom's CV", "answers": "clinical collaboration, ML operations, data labelling", "variants": [], "tier": "self-reported" }, { "id": "F13-7", "label": "Building the app", "text": "Steered 12 person squad of data scientists, ML & CV engineers to build a smartphone diagnosis app.", "source": "Tom's CV", "answers": "delivery, getting AI work out of the lab", "variants": [], "tier": "self-reported", "edited": "team size 12 and \"build\" not \"ship\" (R1013-1)" } ] }, { "role": { "text": "PM/GM at LEO Innovation Lab", "section": "LEO.R2" }, "product": { "text": "Skincoach", "section": "LEO" }, "desc": { "text": "Skincoach, a patient-support app for terminally ill cancer patients, built in partnership with Amgen", "section": "LEO.R2" }, "situation": { "text": "Amgen, one of the world's largest biotech companies and a leading maker of immunotherapy treatments, wanted to help patients manage the skin reactions that come with treatment. Those reactions affect quality of life and, in some cases, whether a patient can stay on treatment. Nothing existed for the time between oncologist appointments.", "section": "LEO.R2" }, "task": { "text": "Build a product for this audience under strict regulatory and ethical constraints, and agree a partnership model with Amgen that neither company had used before.", "section": "LEO.R2" }, "action": { "text": "Interviewed terminally ill patients and worked with oncologists to reimagine care between appointments. Every decision intentional and judged with sensitivity: no moving fast and breaking things. Dynamically spliced video to simulate personalised dermatology consultations, designed for simplicity and trust. Negotiated a new partnership model with Amgen that challenged convention.", "section": "LEO.R2", "quote": "Interviewed terminally ill patients and worked with oncologists to reimagine care between appointments. Every decision had to be intentional and judged with sensitivity; we could not move fast and break things. Dynamically spliced video to simulate personalised dermatology consultations, designed for simplicity and trust. Negotiated a new partnership model with Amgen that challenged convention at the time." }, "result": { "text": "Full product lifecycle in 8 months, on time and on budget. Live closed pilot in Spain and France. The partnership model was later adopted by Amgen's core business as an exemplar for innovation partnerships.", "section": "LEO.R2", "quote": "Full product lifecycle in 8 months, on time and on budget. Live closed pilot in Spain and France. The partnership model was later adopted by Amgen's core business as an exemplar for innovation partnerships. Some of the most meaningful work I have done." }, "year": { "text": "Feb 2018 - Oct 2018", "section": "LEO.R2" }, "company": "LEO Innovation Lab", "strength": "Led", "tier": "self-reported", "shapes": [ "product-management", "zero-to-one", "regulated" ], "skills": [ "regulated", "healthcare", "patients", "discovery", "ways of working", "growth", "launch", "domains", "international", "stakeholders", "partnerships", "budget" ], "page": "https://takenbyninjas.com/for-agents/leo-innovation-lab/#leo", "role_page": "https://takenbyninjas.com/for-agents/roles/leo-innovation-lab/pm-gm/", "role_aliases": [ "Product Owner", "Product Lead", "Product Lead / GM", "Product Manager / GM" ], "facets": [ { "id": "F14-1", "label": "Idea to live pilot, on time and on budget", "text": "Or how, in partnership with Amgen, I took a patient-support app from idea to live pilot in Spain and France in 8 months. On time and on budget.", "source": "Tom's CV", "answers": "project delivery against scope, time and cost", "variants": [], "tier": "self-reported" }, { "id": "F14-2", "label": "Patients first, quality of life", "text": "Interviewed terminally ill patients and created an app that helped improve quality of life.", "source": "Tom's CV", "answers": "user research in hard settings, purpose", "variants": [], "tier": "self-reported" }, { "id": "F14-3", "label": "Designed for simplicity and trust", "text": "Dynamically spliced video to simulate personalised dermatology consultations for terminally ill cancer patients, designed for simplicity and trust.", "source": "Tom's CV", "answers": "patient experience design, personalisation", "variants": [], "tier": "self-reported" }, { "id": "F14-4", "label": "With oncologists", "text": "Worked with oncologists to reimagine patient care between appointments.", "source": "Tom's CV", "answers": "clinical collaboration, care pathways", "variants": [], "tier": "self-reported" }, { "id": "F14-5", "label": "The four giant buttons", "text": "This led us to organise the app around a simple spoke and wheel pattern with 4 giant buttons - our partners expected whizzy innovation and our product looked decidedly underwhelming. But it was exactly what our users needed.", "source": "Tom's CV", "answers": "a product you are proud of, design from user insight, saying no to partners", "variants": [], "tier": "self-reported" }, { "id": "F14-6", "label": "Additional months with families", "text": "This is heavy but I once made a product that improved quality of life for terminally ill cancer patients. In some cases it gave additional months to spend with families, settle affairs and say goodbye. It was an incredibly tough project to work on, but is something that has stayed with me.", "source": "Tom's CV", "answers": "impact, meaningful work", "variants": [], "tier": "self-reported" }, { "id": "FU8-1", "label": "Negotiated, model adopted as best practice", "text": "Negotiated a partnership with Amgen, and led in-market discovery & delivery. Contract model & ways of working adopted as best practice across their org.", "source": "Tom's CV", "answers": "partnerships, contracts, client-side change that lasts", "variants": [], "tier": "self-reported" }, { "id": "FU8-2", "label": "External stakeholders, novel model", "text": "Managed external stakeholders & negotiated a novel partnership model with Amgen.", "source": "Tom's CV", "answers": "external partner management, negotiation", "variants": [], "tier": "self-reported" }, { "id": "FU8-3", "label": "In-market discovery with patients, affiliates and HCPs", "text": "Partnered with Amgen to build a patient solution. Led in-market discovery with patients, affiliates and HCPs, a new approach later adopted across their wider org.", "source": "Tom's CV", "answers": "field research with clinicians and affiliates, pharma partnering", "variants": [], "tier": "self-reported" }, { "id": "FU8-4", "label": "Lead line: a new innovation-partnership model", "text": "Or maybe how I developed a new innovation-partnership model with Amgen - which they later adopted across the organisation.", "source": "Tom's CV", "answers": "partner growth, new commercial models", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "PM/GM at LEO Innovation Lab", "section": "LEO.R3" }, "product": { "text": "TREAT", "section": "LEO.R1" }, "desc": { "text": "TREAT, an app addressing underlying causes of inflammatory conditions through personalised nutrition advice, delivered as a decision-tree chatbot with nutritionists behind it. LEO Innovation Lab's first and flagship product.", "section": "LEO.R1.TURNAROUND" }, "situation": { "text": "The flagship product had a lot of attention, but was in trouble behind the scenes: massive tech debt, massive churn, no prioritisation, flaky metrics, unclear reporting lines and responsibilities, and no pathway to profitability.", "section": "LEO.R1.TURNAROUND" }, "task": { "text": "Parachuted in with a 6-month mandate to stabilise it and assess viability.", "section": "LEO.R1.TURNAROUND" }, "action": { "text": "Everything was on fire. Let some things burn and watched long enough to see which big patterns were broken, then started at the top of the funnel and worked through. Paused the service to refactor faster. Defined the value proposition and put KPIs into the daily workflow so the team steered by numbers. Set an experiment-led rhythm. Two levers: finding the fit before sign-up, and finding the fit inside the product.", "section": "LEO.R1.TURNAROUND", "quote": "Everything was on fire. I let some things burn and watched long enough to see which big patterns were broken, then started at the top of the funnel and worked through. Paused the service to refactor faster. Defined the value proposition and integrated KPIs into the daily workflow so the team steered by numbers every day. Set an experiment-led rhythm. Two levers: finding the fit upfront, before sign-up, and finding the fit inside the product once people were in. We did not have the wrong people; we were not converting them." }, "result": { "text": "Halved customer acquisition costs. Increased activation 7x. Both levers worked.", "section": "LEO.R1.TURNAROUND" }, "year": { "text": "Nov 2016 - Aug 2017", "section": "LEO.R1" }, "company": "LEO Innovation Lab", "strength": "Led", "tier": "self-reported", "shapes": [ "product-management", "turnaround", "growth", "regulated" ], "skills": [ "healthcare", "ways of working", "growth", "activation", "retention", "funnels", "experimentation", "KPIs", "roadmap", "launch", "0 to 1", "team leadership" ], "page": "https://takenbyninjas.com/for-agents/treat-turnaround/#leo-r1", "role_page": "https://takenbyninjas.com/for-agents/roles/leo-innovation-lab/pm-gm/", "role_aliases": [ "Product Owner", "Product Lead", "Product Lead / GM", "Product Manager / GM" ], "facets": [ { "id": "F15-1", "label": "Growth numbers", "text": "Parachuted into a struggling chatbot team. Halved acquisition costs, 7x'd activation.", "source": "Tom's CV", "answers": "growth, funnel metrics, acquisition and activation", "variants": [], "tier": "self-reported" }, { "id": "F15-2", "label": "Trust and morale", "text": "How I parachuted into a struggling chatbot team, earned their trust, rebuilt morale from rock bottom, and together halved acquisition costs & 7x’d activation.", "source": "Tom's CV", "answers": "people leadership, taking over a team, turning round morale", "variants": [], "tier": "self-reported" }, { "id": "F15-3", "label": "Fixed onboarding", "text": "How I parachuted into a struggling chatbot team, fixed onboarding & 7x’d activation.", "source": "Tom's CV", "answers": "onboarding, activation, owning a messy product", "variants": [], "tier": "self-reported" }, { "id": "F15-4", "label": "Mobile app, key journey", "text": "How I parachuted into a struggling mobile app team, fixed onboarding & 7x’d activation.", "source": "Tom's CV", "answers": "changing a core journey in a consumer app", "variants": [], "tier": "self-reported" }, { "id": "F15-5", "label": "Line manager of a large team", "text": "How I inherited a struggling chatbot product team of 15 reports. Earned their trust, rebuilt morale from rock bottom, and together 7x'd activation.", "source": "Tom's CV", "answers": "direct reports, leading a cross-functional team", "variants": [], "tier": "self-reported" }, { "id": "F15-6", "label": "Mandate to stabilise and assess", "text": "Parachuted into underperforming flagship product with a 6-month mandate to stabilise and assess viability. Halved acquisition costs & increased activation 7x.", "source": "Tom's CV", "answers": "troubleshooting, time-boxed mandates, viability reviews of a project", "variants": [], "tier": "self-reported" }, { "id": "F15-7", "label": "Knowing when to stop", "text": "Parachuted into struggling mobile app team of 15. Earned trust, halved acquisition costs & increased activation 7x. Then closed product.", "source": "Tom's CV", "answers": "hard calls, stopping work that will not pay back, commercial judgement", "variants": [], "tier": "self-reported" }, { "id": "F15-8", "label": "Structured experimentation", "text": "Parachuted into struggling product team of 15. Earned trust, halved acquisition costs & increased activation 7x through structured experimentation.", "source": "Tom's CV", "answers": "experimentation, growth method", "variants": [], "tier": "self-reported" }, { "id": "F15-9", "label": "Clinical experts, diet coaching", "text": "Worked with nutritionists to fix a struggling diet coaching app. Halved acquisition costs, 7x activation.", "source": "Tom's CV", "answers": "working with health professionals, consumer health", "variants": [], "tier": "self-reported" }, { "id": "F15-10", "label": "Psoriasis chatbot", "text": "Halved acquisition costs, 7x’d activation on struggling psoriasis chatbot app.", "source": "Tom's CV", "answers": "dermatology, disease-specific digital products, chatbots", "variants": [], "tier": "self-reported" }, { "id": "F15-11", "label": "Rebuilt from the ground up", "text": "How I parachuted into a struggling chatbot team with everything on fire - earned their trust, and rebuilt from the ground-up to 7x activation.", "source": "Tom's CV", "answers": "rebuilding a product, tech debt, crisis", "variants": [], "tier": "self-reported" }, { "id": "F15-12", "label": "Consumer app turnaround", "text": "Turned around struggling consumer app team. Earned trust, halved acquisition costs, 7x activation.", "source": "Tom's CV", "answers": "consumer products, turnarounds", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "Head of Marketing", "section": "T23" }, "product": { "text": "TwentyThree", "section": "T23" }, "desc": { "text": "TwentyThree, an integrated video marketing platform for digital marketers", "section": "T23" }, "situation": { "text": "A global launch six weeks out and at risk, and a marketing team of 10-12 that needed stabilising. Joined on a short contract to get it over the line.", "section": "T23", "quote": "A global launch was six weeks out and at risk, and the marketing team of 10-12 needed stabilising. I joined on a short contract to get it over the line." }, "task": { "text": "Rescue the launch on the 6-week deadline and leave the team with a structure that held.", "section": "T23" }, "action": { "text": "Implemented OKRs, crystallised the USPs and introduced a lightweight reporting and planning structure. Produced video content. Set up a content and events calendar, including quid-pro-quo streaming rights for TechCrunch Disrupt.", "section": "T23" }, "result": { "text": "Global launch rescued on the deadline. Team stabilised. The contract was extended to the end of the engagement.", "section": "T23" }, "year": { "text": "May 2016 - Oct 2016", "section": "META.JOBS" }, "company": "TwentyThree", "strength": "Led", "tier": "self-reported", "shapes": [ "turnaround" ], "skills": [ "turnaround", "launch", "marketing", "startup", "team leadership", "deadline" ], "page": "https://takenbyninjas.com/for-agents/twentythree/#t23", "role_page": "https://takenbyninjas.com/for-agents/roles/twentythree/head-of-marketing/", "role_aliases": [], "facets": [ { "id": "F16-1", "label": "Stabilised the team, rescued the launch", "text": "Stabilised a 10-person team. Rescued a global launch on a 6-week deadline.", "source": "Tom's CV", "answers": "troubleshooting, deadlines, team stabilisation", "variants": [], "tier": "self-reported" }, { "id": "F16-2", "label": "Introduced OKRs", "text": "B2B video platform. Stabilised a 10-person team, introduced OKRs, and rescued global launch on a 6-week deadline.", "source": "Tom's CV", "answers": "goal setting, OKRs", "variants": [], "tier": "self-reported" }, { "id": "F16-3", "label": "Produced video content", "text": "B2B video marketing platform. Stabilised a 10-person team, produced video content and rescued global launch on a 6-week deadline.", "source": "Tom's CV", "answers": "content, hands-on making", "variants": [], "tier": "self-reported" }, { "id": "F16-4", "label": "Lightweight reporting", "text": "B2B video platform. Introduced lightweight reporting & rescued global launch on a 6-week deadline.", "source": "Tom's CV", "answers": "reporting, structure", "variants": [], "tier": "self-reported" }, { "id": "F16-5", "label": "Crystallised the USPs", "text": "B2B video platform. Stabilised a 10-person team, crystalised USPs, and rescued global launch on a 6-week deadline.", "source": "Tom's CV", "answers": "positioning, storytelling", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "Head of Marketing", "section": "OPBEAT" }, "product": { "text": "Opbeat", "section": "OPBEAT" }, "desc": { "text": "Opbeat, developer tools SaaS startup providing application performance monitoring. Backed by the cofounders of Facebook and Instagram.", "section": "OPBEAT" }, "situation": { "text": "New product came out of stealth and lacked traction. The audience was developers, who are allergic to advertising.", "section": "OPBEAT" }, "task": { "text": "Build the brand, marketing strategy, team and channels from scratch, and get traction without advertising at people who ignore advertising.", "section": "OPBEAT" }, "action": { "text": "Learnt the developer audience by sitting with the engineers in the team. Defined the core product proposition and the developer narrative, and told the story. Built the brand, the team and the channels from nothing, then ran growth experiments across them. The two biggest levers, the meetup video engine and the pricing restructure, have their own rows.", "section": "OPBEAT" }, "result": { "text": "Trebled traffic and sign-ups in 12 months. The brand became known in the Python, Django and Node.js communities.", "section": "OPBEAT" }, "year": { "text": "Nov 2014 - Apr 2016", "section": "META.JOBS" }, "company": "Opbeat", "strength": "Led", "tier": "self-reported", "shapes": [ "growth", "zero-to-one", "international" ], "skills": [ "growth", "conversion", "experimentation", "KPIs", "launch", "0 to 1", "brand", "marketing", "SaaS", "startup", "developer tools", "team leadership", "international", "budget" ], "page": "https://takenbyninjas.com/for-agents/opbeat/#opbeat", "role_page": "https://takenbyninjas.com/for-agents/roles/opbeat/head-of-marketing/", "role_aliases": [], "facets": [ { "id": "F17-1", "label": "The result", "text": "Trebled sign-ups in 12 months.", "source": "Tom's CV", "answers": "growth results, acquisition", "variants": [], "tier": "self-reported" }, { "id": "F17-2", "label": "Defined the proposition and told the story", "text": "Defined the core proposition & told the story.", "source": "Tom's CV", "answers": "positioning, product marketing, narrative", "variants": [], "tier": "self-reported" }, { "id": "F17-3", "label": "Growth experiments", "text": "Ran growth experiments to treble traffic & sign-ups in 12 months.", "source": "Tom's CV", "answers": "experimentation, growth method", "variants": [], "tier": "self-reported" }, { "id": "F17-4", "label": "Pricing and the free tier", "text": "Restructured pricing: emphasised free tier & removed upgrade barriers that were killing conversions.", "source": "Tom's CV", "answers": "pricing, freemium, conversion", "variants": [], "tier": "self-reported" }, { "id": "F17-5", "label": "Brand from scratch", "text": "Defined & communicated the product proposition. Built brand from scratch.", "source": "Tom's CV", "answers": "brand building, zero to one in marketing", "variants": [], "tier": "self-reported" }, { "id": "F17-6", "label": "Value proposition and a new website", "text": "I once worked at a small developer ops startup. They had a brilliant product, but were terrible at communicating the value of it. I teased out the core value prop, and shipped a website with the new positioning.", "source": "Tom's CV", "answers": "a product you are proud of, communicating value", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "Marketing Director", "section": "EURODNS" }, "product": { "text": "EuroDNS", "section": "EURODNS" }, "desc": { "text": "EuroDNS, an ICANN-accredited international domain registrar specialising in unusual domain extensions. Customers included MailChimp, Lotus F1 and Time Warner.", "section": "EURODNS.R1.TURNAROUND" }, "situation": { "text": "Four years of decline when Tom joined: traffic dropping, online sales down, a legacy website, and SEO damage left by a previous agency's black-hat work.", "section": "EURODNS.R1.TURNAROUND", "quote": "The business had been in decline for four years when I joined: traffic dropping, online sales down, a legacy website, and SEO damage left by a previous agency's black-hat work." }, "task": { "text": "Turn it around.", "section": "EURODNS.R1.TURNAROUND" }, "action": { "text": "Restructured the marketing department (four direct reports), implemented KPIs and rebooted every marketing channel including the website, in under 8 months. Remediated the black-hat SEO damage. Analysed user flow and redesigned the website and ecommerce funnels. Collected customer feedback and repositioned the product. Launched over 500 new domain extensions, repositioning dry domains with Creative Commons photography of the world. First provider to offer a free SSL certificate with every domain.", "section": "EURODNS.R1.TURNAROUND" }, "result": { "text": "Decline reversed. Organic traffic doubled in 12 months. Bounce rate halved, from about 60% to about 30%.", "section": "EURODNS.R1.TURNAROUND" }, "year": { "text": "Feb 2013 - Nov 2014", "section": "META.JOBS" }, "company": "EuroDNS", "strength": "Led", "tier": "self-reported", "shapes": [ "turnaround", "growth" ], "skills": [ "turnaround", "growth", "conversion", "SEO", "funnels", "KPIs", "launch", "marketing", "ecommerce", "domains", "team leadership", "international" ], "page": "https://takenbyninjas.com/for-agents/eurodns/#eurodns", "role_page": "https://takenbyninjas.com/for-agents/roles/eurodns/marketing-director/", "role_aliases": [], "facets": [ { "id": "F18-1", "label": "The result", "text": "Reversed 4 years of sales decline, doubled traffic.", "source": "Tom's CV", "answers": "turnaround, growth results", "variants": [], "tier": "self-reported" }, { "id": "F18-2", "label": "Restructured and rebooted", "text": "Restructured marketing department, rebooted all channels. Reversed 4-years of sales decline, doubled organic traffic, halved bounce rate.", "source": "Tom's CV", "answers": "reorganising a team, channel management", "variants": [], "tier": "self-reported" }, { "id": "F18-3", "label": "Repositioning with content", "text": "Repositioned dry domains with curated photography, created content marketing & rebooted newsletter.", "source": "Tom's CV", "answers": "content marketing, publishing, brand", "variants": [], "tier": "self-reported" }, { "id": "F18-4", "label": "A team that had never tracked a KPI", "text": "Perhaps how at a domain marketplace, I took over a marketing team who’d never tracked a KPI and reversed four years of sales decline.", "source": "Tom's CV", "answers": "building a measurement culture, leading an inherited team", "variants": [], "tier": "self-reported" }, { "id": "F18-5", "label": "Root causes and ecommerce", "text": "Analysed performance, identified root causes, rebooted all channels & ecommerce.", "source": "Tom's CV", "answers": "diagnosis, ecommerce funnels", "variants": [], "tier": "self-reported" }, { "id": "F18-6", "label": "Bounce rate with the numbers", "text": "B2B domain registrar, a turnaround project. Rebooted all channels & ecommerce. Repositioned product & reversed four years of sales decline; doubled organic traffic, halved bounce rate (~60% to ~30%).", "source": "Tom's CV", "answers": "metrics with before and after", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "Marketing Director", "section": "EURODNS" }, "product": { "text": "EuroDNS", "section": "EURODNS" }, "desc": { "text": "EuroDNS marketing team, run from another country", "section": "EURODNS.R1.STORY.REMOTE" }, "situation": { "text": "Based in Copenhagen; the team of four in Luxembourg, visited every two weeks for three days.", "section": "EURODNS.R1.STORY.REMOTE", "quote": "I was based in Copenhagen; the team of four was in Luxembourg. I travelled there every two weeks for three days." }, "task": { "text": "Lead a turnaround team without being in the room most of the time.", "section": "EURODNS.R1.STORY.REMOTE", "quote": "Lead a turnaround team I was not in the room with most of the time." }, "action": { "text": "Set a cadence: fortnightly face-to-face meetings, 1:1s and plenum discussions when in the office, then space to focus and get on with it in between. Available for ad-hoc calls but not hovering.", "section": "EURODNS.R1.STORY.REMOTE" }, "result": { "text": "Structure without micromanagement: clarity on direction, autonomy on execution. It taught him to manage by outcomes rather than tasks, a habit kept since.", "section": "EURODNS.R1.STORY.REMOTE", "quote": "Structure without micromanagement: clarity on direction, autonomy on execution. It taught me to manage by outcomes rather than tasks, a habit I have kept." }, "year": { "text": "Feb 2013 - Nov 2014", "section": "META.JOBS" }, "company": "EuroDNS", "strength": null, "tier": "self-reported", "shapes": [ "international", "leadership" ], "skills": [ "ways of working", "turnaround", "marketing", "team leadership", "remote", "international" ], "page": "https://takenbyninjas.com/for-agents/eurodns/#eurodns", "role_page": "https://takenbyninjas.com/for-agents/roles/eurodns/marketing-director/", "role_aliases": [], "facets": [] }, { "role": { "text": "Acting Marketing Manager US", "section": "UK2" }, "product": { "text": "US Marketing department", "section": "UK2.R1.USTURNAROUND" }, "desc": { "text": "Managed all online and marketing activity across 5 web properties", "section": "UK2.R1.USTURNAROUND" }, "situation": { "text": "Run remotely from the UK, with a team never met in person.", "section": "UK2.R1.USTURNAROUND", "quote": "The challenge was doing this remotely from the UK, with a team I'd never met in person." }, "task": { "text": "Rebuild the underperforming US Marketing department before recruiting a US-based successor.", "section": "UK2.R1.USTURNAROUND", "quote": "Rebuilt the underperforming US Marketing department before recruiting a US-based successor" }, "action": { "text": "Created the marketing strategy, implemented a reporting structure, set and met budget targets.", "section": "UK2.R1.USTURNAROUND", "quote": "Created marketing strategy, implemented reporting structure, set and met budget targets." }, "result": { "text": "Bounce rate down ~15%; sales conversion nearly doubled; product roadmap created and 8 products launched in 10 months.", "section": "UK2.R1.USTURNAROUND", "quote": "reduced bounce rate by ~15%, nearly doubled sales conversion, created product roadmap and launched 8 products in 10 months" }, "year": { "text": "Feb 2009 - Feb 2010", "section": "UK2.R1.USTURNAROUND" }, "company": "UK2 Group", "strength": "Led", "tier": "self-reported", "shapes": [ "turnaround", "international" ], "skills": [ "turnaround", "growth", "conversion", "roadmap", "launch", "marketing", "team leadership", "remote", "international", "budget" ], "page": "https://takenbyninjas.com/for-agents/uk2/#uk2-r1-usturnaround", "role_page": "https://takenbyninjas.com/for-agents/roles/uk2-group/acting-marketing-manager-us/", "role_aliases": [], "facets": [ { "id": "F20-1", "label": "Turned the unit around", "text": "Turned around underperforming US business unit.", "source": "Tom's CV", "answers": "turnarounds, business unit ownership", "variants": [], "tier": "self-reported" }, { "id": "F20-2", "label": "Eight products, revenue trend reversed", "text": "Launched 8 products in 10 months, reversed downward revenue trend.", "source": "Tom's CV", "answers": "delivery pace, product launches, revenue", "variants": [], "tier": "self-reported" }, { "id": "F20-3", "label": "Pricing to lock in recurring revenue", "text": "Diagnosed underperforming US business unit. Restructured pricing to lock in recurring revenue, reversed the decline. Launched 8 products in 10 months.", "source": "Tom's CV", "answers": "diagnosis, pricing, recurring revenue", "variants": [], "tier": "self-reported" }, { "id": "F20-4", "label": "Lifecycle analysis and tiered pricing", "text": "Undertook lifecycle analysis of underperforming US business unit (remote). Introduced tiered pricing with behavioural framing to increase CLV.", "source": "Tom's CV", "answers": "pricing design, customer lifetime value, analysis", "variants": [], "tier": "self-reported" }, { "id": "F20-5", "label": "Rebuilt the US marketing department", "text": "International web hosting company. Troubleshooter for the CEO across the UK & US. Launched 8 products in 10 months. Rebuilt US marketing department.", "source": "Tom's CV", "answers": "rebuilding a team, remote leadership", "variants": [], "tier": "self-reported" }, { "id": "F20-6", "label": "Doubled sales", "text": "International web hosting company. Troubleshooter for the CEO across UK & US business units. Rebuilt marketing function & doubled sales.", "source": "Tom's CV", "answers": "sales results", "variants": [], "tier": "self-reported" }, { "id": "FU5-1", "label": "Owned the strategy", "text": "Owned strategy across pricing, product & marketing.", "source": "Tom's CV", "answers": "strategy ownership, commercial breadth", "variants": [], "tier": "self-reported" }, { "id": "FU5-2", "label": "Budget targets", "text": "Owned strategy across pricing, product and marketing. Set and met budget targets.", "source": "Tom's CV", "answers": "budget ownership", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "Head of Group Strategy", "section": "UK2" }, "product": { "text": "new domain platform", "section": "UK2" }, "desc": { "text": "One platform replaced them", "section": "UK2" }, "situation": { "text": "6 brands on 3 different providers, some going direct to the registry, each with different APIs, rules and management fees.", "section": "UK2", "quote": "we had 6 brands using 3 different providers, and in some cases going direct to the registry, each with different APIs, rules and management fees" }, "task": { "text": "Manage development of a new domain platform.", "section": "UK2", "quote": "Managed development of new domain platform" }, "action": { "text": "Owned the business case, budget, specifications, contracts and migration strategy.", "section": "UK2", "quote": "I owned the business case, budget, specifications, contracts and migration strategy." }, "result": { "text": "One platform replaced them (500,000+ customer domains).", "section": "UK2", "quote": "(500,000+ customer domains)" }, "year": { "text": "2008-2010", "section": "META.JOBS" }, "company": "UK2 Group", "strength": "Led", "tier": "self-reported", "shapes": [ "zero-to-one" ], "skills": [ "turnaround", "retention", "launch", "brand", "marketing", "ecommerce", "domains", "web hosting", "team leadership", "remote", "international", "budget" ], "page": "https://takenbyninjas.com/for-agents/uk2/#uk2", "role_page": "https://takenbyninjas.com/for-agents/roles/uk2-group/head-of-group-strategy/", "role_aliases": [], "facets": [ { "id": "F21-1", "label": "Built the domain platform", "text": "International web hosting company. Troubleshooter for the CEO across the UK & US. Launched 8 products in 10 months. Built domain platform supporting 500K domains.", "source": "Tom's CV", "answers": "platform work, consolidation", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "Head of New Media", "section": "HOST" }, "product": { "text": "GX Networks", "section": "HOST.R1.REBRAND" }, "desc": { "text": "Rename of a publicly listed company", "section": "HOST.R1.REBRAND" }, "situation": { "text": "Due to a sale the brand name had gone and the company, a Plc, needed a new one in five weeks. It landed on his desk although he ran online, not brand: known for getting things done.", "section": "HOST.R1.REBRAND", "quote": "Due to a sale, our brand name had gone and the company, a Plc, needed a new one. We had five weeks. Not sure why it landed on my desk; I managed online, not brand, but I was known for getting things done." }, "task": { "text": "Rename a publicly listed company, end to end, in five weeks.", "section": "HOST.R1.REBRAND" }, "action": { "text": "The hardest part was agreeing the name; as an old internet company there were domain names and trademarks lying around, which gave options. Then execution: brand identity, corporate website, campaigns, office signage, stationery, email signatures, lawyers, and the stock market ticker.", "section": "HOST.R1.REBRAND", "quote": "The hardest part was getting everyone to agree on the name. As an old internet company, I found domain names and trademarks lying around, which gave us options. Once we had agreement, the rest was execution: brand identity, corporate website, campaigns, office signage, stationery, email signatures, lawyers, and the stock market ticker." }, "result": { "text": "Done in five weeks. The company became GX Networks.", "section": "HOST.R1.REBRAND" }, "year": { "text": "Jan 2006 - Jun 2008", "section": "HOST" }, "company": "Host Europe Group", "strength": "Led", "tier": "self-reported", "shapes": [ "leadership" ], "skills": [ "brand", "domains", "deadline" ], "page": "https://takenbyninjas.com/for-agents/host-europe/#host-r1-rebrand", "role_page": "https://takenbyninjas.com/for-agents/roles/host-europe-group/head-of-new-media/", "role_aliases": [ "Head of New Media, Pipex Hosting / GX Networks" ], "facets": [ { "id": "F22-1", "label": "Renamed a PLC at speed", "text": "Or if we want to go way back, how I discovered the PIPEX brand name had been sold to the phone company Orange, and renamed a PLC in two weeks.", "source": "Tom's CV", "answers": "crisis delivery, planning and decisions under a hard deadline", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "Head of New Media", "section": "HOST" }, "product": { "text": "New Media", "section": "HOST" }, "desc": { "text": "New Media department: all online touchpoints, ecommerce, digital campaigns, email marketing and SaaS dashboards across all brands", "section": "HOST" }, "situation": { "text": "Promoted from web designer to management team to take ownership of the end-to-end online presence across multiple brands.", "section": "HOST" }, "task": { "text": "Create the department from scratch and run every online channel across every brand: ecommerce portals, SEO, branding, UX, email marketing, blog, development, copy, creative and reporting.", "section": "HOST" }, "action": { "text": "Built a team of five to six. Established KPIs and web metrics to steer the business. Prioritised the development roadmap and briefed the development teams. Introduced self-service support and pioneered site-building tools. Optimised the support centre. Built the affiliate marketing, content marketing and online ads programmes. Scaled SEO to #1 for \"domain names\", \"web hosting\" and \"dedicated servers\".", "section": "HOST" }, "result": { "text": "123-reg became the first company to register 1 million .uk domains. Sat on the Senior Management Team and the on-call duty rota, still in his 20s.", "section": "HOST", "quote": "123-reg became the first company to register 1 million .uk domains. I sat on the Senior Management Team and the on-call duty rota, still in my 20s." }, "year": { "text": "Jan 2006 - Jun 2008", "section": "HOST" }, "company": "Host Europe Group", "strength": "Led", "tier": "self-reported", "shapes": [ "zero-to-one", "leadership" ], "skills": [ "turnaround", "SEO", "funnels", "KPIs", "roadmap", "0 to 1", "brand", "marketing", "SaaS", "startup", "ecommerce", "domains", "web hosting", "team leadership", "stakeholders" ], "page": "https://takenbyninjas.com/for-agents/host-europe/#host", "role_page": "https://takenbyninjas.com/for-agents/roles/host-europe-group/head-of-new-media/", "role_aliases": [ "Head of New Media, Pipex Hosting / GX Networks" ], "facets": [ { "id": "F23-1", "label": "Scale of the channels", "text": "Ran all online channels, 2M+ monthly visits.", "source": "Tom's CV", "answers": "scale, owning online channels", "variants": [], "tier": "self-reported" }, { "id": "F23-2", "label": "Built the department, self-service support", "text": "2006 - 2008 Head of New Media - built the department from scratch, introduced self-service support.", "source": "Tom's CV", "answers": "building a function, self-service, support cost", "variants": [], "tier": "self-reported" }, { "id": "F23-3", "label": "Site-building tools", "text": "2006 - 2008 Head of New Media - built the dept from scratch, pioneered site-building tools.", "source": "Tom's CV", "answers": "publishing tools, creator products", "variants": [], "tier": "self-reported" }, { "id": "F23-4", "label": "First to one million .uk names", "text": "2006 - 2008 Head of New Media - first company to register 1M .uk domain names.", "source": "Tom's CV", "answers": "market leadership, scale", "variants": [], "tier": "self-reported" }, { "id": "F23-5", "label": "Ecommerce and SEO, shown under another job title", "text": "2005 - 2006 Group Design Manager - led ecommerce, dominated SEO rankings.", "source": "Tom's CV", "answers": "ecommerce, SEO", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "PM/GM at LEO Innovation Lab", "section": "LEO.R3" }, "product": { "text": "BetterVisitBot", "section": "LEO" }, "desc": { "text": "a pre-briefing chatbot for doctor consultations", "section": "LEO" }, "situation": { "text": "Patients sometimes get intimidated by the doctor, and don't get the most out of their consultation, or forget what was said.", "section": "LEO" }, "task": { "text": "Prototype it with GPs.", "section": "LEO", "quote": "Worked with GPs to prototype it." }, "action": { "text": "Hid a dermatologist in an adjacent room to simulate a consultation chatbot.", "section": "LEO", "quote": "I hid a dermatologist in an adjacent room to simulate a consultation chatbot." }, "result": { "text": "Right idea, too early. Now it isn't.", "section": "LEO" }, "year": { "text": "2016 to 2020", "section": "LEO" }, "company": "LEO Innovation Lab", "strength": "Led", "tier": "self-reported", "shapes": [ "product-management", "ai", "regulated" ], "skills": [ "AI", "machine learning", "computer vision", "healthcare", "patients", "discovery", "prototyping", "growth", "launch", "team leadership" ], "page": "https://takenbyninjas.com/for-agents/leo-innovation-lab/#leo", "role_page": "https://takenbyninjas.com/for-agents/roles/leo-innovation-lab/pm-gm/", "role_aliases": [ "Product Owner", "Product Lead", "Product Lead / GM", "Product Manager / GM" ], "facets": [ { "id": "F24-1", "label": "Scrappy fake prototype", "text": "Or even how I hid a doctor in an adjacent room to fake a consultation chatbot.", "source": "Tom's CV", "answers": "prototyping by hand, testing an idea cheaply, putting AI in front of users", "variants": [ { "text": "Perhaps how I persuaded a doctor to hide in an adjacent room to fake a consultation chatbot. Great fun.", "source": "Tom's CV" } ], "tier": "self-reported" }, { "id": "F24-2", "label": "Right idea, too early", "text": "Or maybe how I hid a doctor in an adjacent room to fake a consultation chatbot. Right idea, too early. Now it isn’t.", "source": "Tom's CV", "answers": "AI vision, timing, early work on conversational agents", "variants": [ { "text": "Or even how I hid a dermatologist in an adjacent room to simulate a consultation chatbot. Right idea, too early. Now it isn’t.", "source": "Tom's CV" } ], "tier": "self-reported" }, { "id": "F24-3", "label": "Named product, built with GPs", "text": "Worked with GPs to prototype BetterVisitBot, a pre-briefing chatbot for doctor consultations.", "source": "Tom's CV", "answers": "working with clinicians, health-tech product experience, clinical workflow", "variants": [ { "text": "Prototyped BetterVisitbot, a pre-briefing chatbot for doctors’ consultations. Right idea but too early.", "source": "Tom's CV" } ], "tier": "self-reported" } ] }, { "role": { "text": "Head of Marketing", "section": "OPBEAT" }, "product": { "text": "Opbeat", "section": "OPBEAT" }, "desc": { "text": "Opbeat, B2B devops startup backed by Balderton Capital and the cofounders of Facebook and Instagram", "section": "OPBEAT" }, "situation": { "text": "A small startup with no marketing processes, KPIs, reporting or budgeting, and a runway to extend.", "section": "OPBEAT" }, "task": { "text": "Put the basics in and create enough traction to raise.", "section": "OPBEAT" }, "action": { "text": "Introduced marketing processes, KPIs, reporting and budgeting to the business. Grew grassroots meetups and built a video engine to reach developers.", "section": "OPBEAT" }, "result": { "text": "Traction that enabled a $2M bridge-funding round.", "section": "OPBEAT" }, "year": { "text": "Nov 2014 - Apr 2016", "section": "META.JOBS" }, "company": "Opbeat", "strength": "Led", "tier": "self-reported", "shapes": [ "growth", "zero-to-one" ], "skills": [ "growth", "conversion", "KPIs", "launch", "0 to 1", "brand", "marketing", "SaaS", "startup", "developer tools", "team leadership", "international", "budget" ], "page": "https://takenbyninjas.com/for-agents/opbeat/#opbeat", "role_page": "https://takenbyninjas.com/for-agents/roles/opbeat/head-of-marketing/", "role_aliases": [], "facets": [ { "id": "F25-1", "label": "Grassroots meetups", "text": "Grew grassroots meetups and content channels to connect with software developers.", "source": "Tom's CV", "answers": "community building, developer audiences", "variants": [], "tier": "self-reported" }, { "id": "F25-2", "label": "Video growth engine", "text": "Built video growth engine from developer meetups, creating grassroots content marketing.", "source": "Tom's CV", "answers": "growth loops, content engines", "variants": [], "tier": "self-reported" }, { "id": "F25-3", "label": "How the loop worked", "text": "advertised for a video marketing intern to travel the world attending developer meetups (unpaid but we covered all expenses)", "source": "Tom's CV", "answers": "growth mechanics, creative acquisition on a small budget", "variants": [], "tier": "self-reported" }, { "id": "F25-4", "label": "KPIs, reporting and budgeting", "text": "SaaS startup backed by the cofounders of Facebook and Instagram. Introduced KPIs, reporting & budgeting. Tripled traffic and sign-ups in 12 months.", "source": "Tom's CV", "answers": "operational discipline in a startup", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "Independent Consultant", "section": "META.JOBS" }, "product": { "text": "independent consultant", "section": "META.JOBS" }, "desc": { "text": "Remote product and strategy consulting", "section": "META.JOBS" }, "situation": { "text": "Moved to Denmark after meeting a Dane on a ski slope; needed to finance the move and Danish studies (Prøve i Dansk 3) and wanted into the Danish startup scene. Former employers Host Europe (UK) and EuroDNS (LUX) needed product and strategy work; Everplaces (DK) was a local startup client.", "section": "META.JOBS", "quote": "I met a Dane on a ski slope and moved to Denmark. I needed to finance the move and Danish studies (Prøve i Dansk 3), and I wanted to get into the Danish startup scene. Former employers Host Europe (UK) and EuroDNS (LUX) needed product and strategy work; Everplaces (DK) was a local startup client." }, "task": { "text": "Deliver product and strategy work remotely from Copenhagen while building a life in a new country.", "section": "META.JOBS" }, "action": { "text": "Briefed senior management, product managers, designers and marketeers. Pitched products; produced user stories, specifications, storyboards and wireframes. Wireframed order funnels to improve conversion. Created the strategy to refactor the legacy control panel serving 3M domains. Wrote content and did SEO, including interviews with MailChimp, Creative Commons, the EFF, Rand Fishkin and Michael Palin. Remotely managed teams in the UK, Luxembourg and Romania.", "section": "META.JOBS" }, "result": { "text": "Spotted Raspberry Pi before launch, got in touch and turned it into a sponsorship deal. The EuroDNS engagement turned into the Marketing Director role.", "section": "META.JOBS" }, "year": { "text": "Sep 2010 - Apr 2013", "section": "META.JOBS" }, "company": "Independent consulting", "strength": null, "tier": "self-reported", "shapes": [ "product-management", "growth", "international" ], "skills": [ "pharma", "growth", "conversion", "SEO", "funnels", "launch", "marketing", "startup", "domains", "web hosting", "team leadership", "remote", "international", "stakeholders", "partnerships" ], "page": null, "role_page": "https://takenbyninjas.com/for-agents/roles/independent-consulting/independent-consultant/", "role_aliases": [], "facets": [ { "id": "F26-1", "label": "Raspberry Pi partnership", "text": "Spotted RaspberryPi prelaunch & built partnership.", "source": "Tom's CV", "answers": "partnerships, spotting trends early", "variants": [], "tier": "self-reported" }, { "id": "F26-2", "label": "Clients", "text": "Product & strategy consultant. Clients included Host Europe (UK), EuroDNS (LUX), & Everplaces (DK).", "source": "Tom's CV", "answers": "consulting experience, client work, remote work", "variants": [], "tier": "self-reported" }, { "id": "F26-3", "label": "Content and SEO, the interviews", "text": "Content creation & SEO including interviews with MailChimp, Creative Commons & Michael Palin.", "source": "Tom's CV", "answers": "content, publishing, SEO", "variants": [], "tier": "self-reported" }, { "id": "F26-4", "label": "Sponsorship deal", "text": "Perhaps how I spotted Raspberry Pi before launch, got in touch and turned it into a sponsorship deal.", "source": "Tom's CV", "answers": "deal making, initiative", "variants": [], "tier": "self-reported" }, { "id": "FU9-1", "label": "Strategy to refactor a platform serving 3M domains", "text": "Created strategy to refactor legacy control panel serving 3M domains.", "source": "Tom's CV", "answers": "legacy modernisation, platform strategy, consulting", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "Web Designer", "section": "HOST" }, "product": { "text": "domain search", "section": "HOST.R2.STORY.DOMAIN" }, "desc": { "text": "Domain search on 123-reg: one text field that interpreted whatever the user typed and searched every ending asynchronously", "section": "HOST.R2.STORY.DOMAIN" }, "situation": { "text": "Domain search was the key entry point for upselling hosting, and the UX was clunky. You typed a name, picked an ending from a dropdown and hit search, because each registry needed its own API call. One domain at a time, and users kept hitting taken names. Frustrating, poor conversion.", "section": "HOST.R2.STORY.DOMAIN" }, "task": { "text": "Nobody asked for it: the shop window of the business was a poor experience and worth fixing.", "section": "HOST.R2.STORY.DOMAIN", "quote": "Nobody asked for it. I thought the shop window of the business was a poor experience and worth fixing." }, "action": { "text": "One text field, interpret whatever the user enters, search all endings asynchronously and show them together. First use of AJAX in the stack.", "section": "HOST.R2.STORY.DOMAIN", "quote": "One text field, interpret whatever the user enters, search all endings asynchronously and show them together. First use of AJAX in our stack." }, "result": { "text": "New revenue up 20% overnight. The approach became the industry standard: if you search for a domain anywhere today, this is how it works.", "section": "HOST.R2.STORY.DOMAIN" }, "year": { "text": "Feb 2004 - Aug 2005", "section": "HOST" }, "company": "Host Europe Group", "strength": "Led", "tier": "self-reported", "shapes": [ "growth" ], "skills": [ "API", "growth", "conversion", "funnels", "domains", "web hosting" ], "page": "https://takenbyninjas.com/for-agents/host-europe/#host-r2-story-domain", "role_page": "https://takenbyninjas.com/for-agents/roles/host-europe-group/web-designer/", "role_aliases": [], "facets": [ { "id": "F28-1", "label": "Rethought how people find and buy, revenue and standard", "text": "Or if we want to go way back, how I rethought how people find & buy domain names, increasing new revenue 20% overnight and accidentally creating a new industry standard.", "source": "Tom's CV", "answers": "initiative, conversion, changing a key journey", "variants": [ { "text": "Or if we want to go way back, how I reinvented domain search, increasing new revenue 20% overnight and creating a new industry standard.", "source": "Tom's CV" } ], "tier": "self-reported" }, { "id": "F28-2", "label": "Structural fix that became standard (no number)", "text": "I’ve changed structural stuff in solutions that people use every day & made the fix standard.", "source": "Tom's CV", "answers": "structural change in an everyday product", "variants": [], "tier": "self-reported" }, { "id": "F28-3", "label": "The mechanism", "text": "I reinvented the process with a simple text field that interpreted whatever the user entered, and searched all endings asynchronously. The first use of AJAX in our stack.", "source": "Tom's CV", "answers": "UX problem solving, technical firsts, design craft", "variants": [], "tier": "self-reported" }, { "id": "F28-4", "label": "Top of the funnel, upsell", "text": "In my first job, I worked for a domain registrar doing ecommerce. Searching for a domain name was the key entry point for upselling to web hosting, but the UX was really clunky.", "source": "Tom's CV", "answers": "growth, funnel thinking, ecommerce, revenue per customer", "variants": [], "tier": "self-reported" }, { "id": "F28-5", "label": "Made the computer do the work", "text": "Instead, I made the computer do the work - a single search box that interpreted the users query and asynchronously searched across all domain extensions simultaneously. It burnt through our API limits at the registries, but provided a much better experience. Revenue increased 20% and it became the industry standard.", "source": "Tom's CV", "answers": "a product you are proud of, user experience over internal constraints", "variants": [], "tier": "self-reported" }, { "id": "F28-6", "label": "Used new web technology", "text": "Or if we want to go way back, how I leveraged web 2.0 to reinvent domain search, increasing new revenue 20% overnight and creating a new industry standard.", "source": "Tom's CV", "answers": "applying new technology early", "variants": [], "tier": "self-reported" }, { "id": "F28-7", "label": "CV one-liner", "text": "2004 - 2005: Web Designer - rethought how domain search works, increasing revenue 20%.", "source": "Tom's CV", "answers": "career history line; early evidence of commercial impact", "variants": [], "tier": "self-reported" }, { "id": "F27-1", "label": "Order process, 20% (same story: the search is the order process)", "text": "2005 - 2006 Group Design Manager - optimised order process, increasing revenue by 20%.", "source": "Tom's CV", "answers": "conversion, checkout, ecommerce", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "Solo projects, building with AI", "section": "SOLO" }, "product": { "text": "TomBot", "section": "SOLO" }, "desc": { "text": "TomBot, a chatbot CV at takenbyninjas.com", "section": "SOLO" }, "situation": { "text": "Tom wanted to create a novel way of presenting his CV, and find out first-hand what AI can and cannot do. Accuracy of recall was the key criterion: a CV bot that hallucinates is worse than no bot.", "section": "SOLO" }, "task": { "text": "Build something real with AI and ship it, in his own content and voice.", "section": "SOLO", "quote": "Build something real with AI and ship it, with my own content and voice." }, "action": { "text": "Built with Claude Code on the Claude API: chunked RAG vector store, eval suite, guard-rails. Question-to-question matching against a bank of pre-mapped questions rather than searching raw content: it limits the chatbot nature but keeps the answers accurate. Content and tone of voice his own.", "section": "SOLO", "quote": "Built with Claude Code on the Claude API, with a chunked RAG vector store, an eval suite and guard-rails. Uses question-to-question matching against a bank of pre-mapped questions rather than searching the raw content; it limits the chatbot nature but keeps the answers accurate. The core content and tone of voice are my own." }, "result": { "text": "Live January 2026. Linked from every CV with a UTM tag per employer so each application's traffic is visible. Pinned on LinkedIn.", "section": "SOLO", "quote": "Live January 2026. Linked from every CV with a UTM tag per employer so I can see which applications generate traffic. Pinned on LinkedIn." }, "year": { "text": "2026", "section": "SOLO" }, "company": "Solo projects", "strength": "Led", "tier": "self-reported", "shapes": [ "ai", "zero-to-one" ], "skills": [ "AI", "GenAI", "regulated", "compliance", "prototyping", "team leadership" ], "page": "https://takenbyninjas.com/for-agents/solo-projects/#solo", "role_page": "https://takenbyninjas.com/for-agents/roles/solo-projects/solo-projects-building-with-ai/", "role_aliases": [], "facets": [ { "id": "FU3-2", "label": "TomBot", "text": "A prototype AI trained on my CV. Built with Claude API, RAG vector store, eval suite & guard-rails.", "source": "Tom's CV", "answers": "hands-on LLM building, evals, RAG", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "Solo projects, building with AI", "section": "SOLO" }, "product": { "text": "kittenpm.com", "section": "SOLO" }, "desc": { "text": "kittenpm.com, a free browser-based product management training SIM inspired by Lemmings", "section": "SOLO" }, "situation": { "text": "Wanted a portfolio piece that is not a portfolio, aimed at product peers and recruiters.", "section": "SOLO", "quote": "I wanted a portfolio piece that isn't a portfolio, aimed at product peers and recruiters." }, "task": { "text": "Generate reach and demonstrate product skills by teaching product trade-offs as a game.", "section": "SOLO" }, "action": { "text": "Built with React, TypeScript and Phaser, using Claude as the engineering team. Players practise balancing product trade-offs in real time; those who complete the game get a digital certificate to embed on LinkedIn, which drives further reach.", "section": "SOLO", "quote": "Built with React, TypeScript and Phaser, using Claude as my engineering team. Players practise balancing product trade-offs in real time. Those who complete the game get a digital certificate they can embed on LinkedIn, which drives further reach." }, "result": { "text": "Live July 2026, in public beta.", "section": "SOLO" }, "year": { "text": "2026", "section": "SOLO" }, "company": "Solo projects", "strength": "Led", "tier": "self-reported", "shapes": [ "ai", "zero-to-one" ], "skills": [ "AI", "GenAI", "regulated", "compliance", "prototyping", "team leadership" ], "page": "https://takenbyninjas.com/for-agents/solo-projects/#solo", "role_page": "https://takenbyninjas.com/for-agents/roles/solo-projects/solo-projects-building-with-ai/", "role_aliases": [], "facets": [ { "id": "FU3-1", "label": "kittenpm.com", "text": "A product training SIM inspired by Lemmings. Practice balancing product trade-offs in real time. Built with React, TypeScript & Phaser. Used Claude as my engineering team.", "source": "Tom's CV", "answers": "builds things himself, ships with AI tools, product teaching", "variants": [ { "text": "How I used kittens to teach product thinking, and make product trade-offs playable & discoverable.", "source": "Tom's CV" } ], "tier": "self-reported" }, { "id": "FU3-4", "label": "The game as a growth loop", "text": "Create an intriguing portfolio piece that isn’t a portfolio. Use kittens and intrigue to get views.", "source": "Tom's CV", "answers": "growth loops, distribution thinking", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "Solo projects, building with AI", "section": "SOLO" }, "product": { "text": "deathspiralorgoldenage.org", "section": "SOLO" }, "desc": { "text": "deathspiralorgoldenage.org, a weekly public poll, live sentiment tracker and open economic model on AI's economic impact, with CC0 data", "section": "SOLO" }, "situation": { "text": "A thought experiment that spun out from a discussion at a Claude meetup with Anthropic.", "section": "SOLO" }, "task": { "text": "Build a public, open-data way to track the question over time.", "section": "SOLO" }, "action": { "text": "Researched and built with AI. Content is human; the site is engineered and researched with AI. Weekly poll, sentiment tracker and an open economic model, all data released CC0.", "section": "SOLO" }, "result": { "text": "Live September 2026.", "section": "SOLO" }, "year": { "text": "2026", "section": "SOLO" }, "company": "Solo projects", "strength": "Led", "tier": "self-reported", "shapes": [ "ai", "zero-to-one" ], "skills": [ "AI", "GenAI", "regulated", "compliance", "prototyping", "experimentation", "team leadership" ], "page": "https://takenbyninjas.com/for-agents/solo-projects/#solo", "role_page": "https://takenbyninjas.com/for-agents/roles/solo-projects/solo-projects-building-with-ai/", "role_aliases": [], "facets": [ { "id": "FU3-3", "label": "deathspiralorgoldenage.org", "text": "Will AI cut jobs or create new work? A public poll, live sentiment tracker, and open economic model with CC0 data. Researched & built with AI.", "source": "Tom's CV", "answers": "research, data, public-facing builds, AI and work", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "Sales Executive", "section": "HOST" }, "product": { "text": "alternative website", "section": "HOST.R3.STORY.ALTSITE" }, "desc": { "text": "an alternative ecommerce website made in his free time", "section": "HOST" }, "situation": { "text": "The company website had high traffic (1M monthly visits) but was dated and cluttered. It explained the \"why\" poorly, and lacked focus and a core funnel.", "section": "HOST.R3.STORY.ALTSITE", "quote": "The company website has high traffic (1M monthly visits) but was dated and cluttered. It explained the \"why\" poorly, and lacked focus and a core funnel." }, "task": { "text": "Unasked, as a sales executive: this could be done better.", "section": "HOST.R3.STORY.ALTSITE", "quote": "Unasked, as a sales executive: we can do better than this." }, "action": { "text": "Built an alternative version in evenings and weekends, booked a meeting with the brand manager and pitched it.", "section": "HOST.R3.STORY.ALTSITE", "quote": "In evenings and weekends, I built an alternative version. Then I reached out to the brand manager and booked a meeting. I made my pitch and showed her what I'd made and why." }, "result": { "text": "Sales went up; moved to the web design team the next week and led it six months later.", "section": "HOST.R3.STORY.ALTSITE", "quote": "Sales went up. Next week I was in the web design team. Six months later, I was leading it." }, "year": { "text": "Mar 2003 - Feb 2004", "section": "HOST" }, "company": "Host Europe Group", "strength": null, "tier": "self-reported", "shapes": [ "growth" ], "skills": [ "funnels", "brand", "marketing", "ecommerce", "web hosting", "team leadership" ], "page": "https://takenbyninjas.com/for-agents/host-europe/#host-r3-story-altsite", "role_page": "https://takenbyninjas.com/for-agents/roles/host-europe-group/sales-executive/", "role_aliases": [], "facets": [ { "id": "FU1-1", "label": "Made it in his own time, pitched it, sales went up", "text": "2003: Dot.com bust. No jobs. Got a foot in the door answering phones & made a better website in my free time. Pitched it, sales went up, joined the web team.", "source": "Tom's CV", "answers": "initiative, self-starter, creating your own role", "variants": [], "tier": "self-reported" }, { "id": "FU1-2", "label": "CV one-liner", "text": "2003 - 2004: Sales Exec - made an alternative website in my free time, sales went up.", "source": "Tom's CV", "answers": "career history line; commercial result from a side effort", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "PM/GM at LEO Innovation Lab", "section": "LEO.R3" }, "product": { "text": "company all-hands", "section": "LEO.R1.STORY.FEELS" }, "desc": { "text": "the monthly all-hands", "section": "LEO.R1.STORY.FEELS" }, "situation": { "text": "Optimising the onboarding funnel at LEO Innovation Lab, on the hypothesis that more notification opt-ins would raise activation.", "section": "LEO.R1.STORY.FEELS", "quote": "At LEO Innovation Lab, we were optimising the onboarding funnel. We hypothesised that increasing notification opt-ins would increase activation." }, "task": { "text": "Test a contextually-triggered opt-in shown at exactly the right moment.", "section": "LEO.R1.STORY.FEELS", "quote": "We got clever: a contextually-triggered opt-in shown at exactly the right moment." }, "action": { "text": "The split test won on conversion but activation barely moved: the opt-in sat too late in the funnel. Rolled out a simpler opt-in early in the funnel, lifting net activation, and presented the mistake at the next company all-hands.", "section": "LEO.R1.STORY.FEELS", "quote": "We launched a split test, and the conversion rate was amazing... but activation barely moved. What happened? We'd placed the opt-in late in the funnel where very few users reached it. High conversion rate × tiny audience = marginal impact. We quickly rolled out a simpler opt-in early in the funnel. Lower conversion rate, but far more users saw it, so net activation was much higher. I presented this mistake at the next company all-hands." }, "result": { "text": "The monthly all-hands changed from presenting vanity metrics to mistakes made and lessons learnt.", "section": "LEO.R1.STORY.FEELS", "quote": "the monthly all-hands changed from presenting vanity metrics to mistakes-made and lessons-learnt" }, "year": { "text": "Nov 2016 - Aug 2017", "section": "LEO.R1" }, "company": "LEO Innovation Lab", "strength": null, "tier": "self-reported", "shapes": [ "product-management", "leadership", "growth" ], "skills": [ "healthcare", "growth", "conversion", "activation", "funnels", "experimentation", "launch" ], "page": "https://takenbyninjas.com/for-agents/treat-turnaround/#leo-r1-story-feels", "role_page": "https://takenbyninjas.com/for-agents/roles/leo-innovation-lab/pm-gm/", "role_aliases": [ "Product Owner", "Product Lead", "Product Lead / GM", "Product Manager / GM" ], "facets": [ { "id": "FU7-1", "label": "From vanity metrics to learning", "text": "Changed company all-hands from vanity metrics to learning-focused retrospectives.", "source": "Tom's CV", "answers": "learning culture, honesty about results, AI literacy and change", "variants": [], "tier": "self-reported" }, { "id": "FU7-2", "label": "First to present his mistakes", "text": "First product lead to present mistakes / learnings at company all-hands. Made rapid prototyping & direct user interviews standard practice across all teams.", "source": "Tom's CV", "answers": "low ego, leading by example", "variants": [], "tier": "self-reported" } ] }, { "role": { "text": "Head of Group Strategy", "section": "UK2" }, "product": { "text": "Midphase pricing", "section": "UK2" }, "desc": { "text": "Midphase, UK2 Group's underperforming US hosting business unit", "section": "UK2" }, "situation": { "text": "The US unit had a downward revenue trend: two flat-rate monthly accounts, very few customers on the top one, high churn. Tom was the CEO's troubleshooter across the UK, US and Ukraine offices, working remotely from the UK.", "section": "UK2", "quote": "The US unit had a downward revenue trend. Two flat-rate monthly accounts, very few customers on the top one, high churn. I was the CEO's troubleshooter across the UK, US and Ukraine offices, working remotely from the UK." }, "task": { "text": "Diagnose the unit and reverse the trend without a new product.", "section": "UK2" }, "action": { "text": "Lifecycle analysis of the customer base. Restructured the two flat plans into tiered accounts with term-based pricing (3, 12 and 24 months), framed so longer commitments were visibly cheaper per month. Ran an anti-churn programme for existing customers: free upgrades to the new plans, added features such as backup to justify the structure, and switching costs such as losing the free domain on downgrade. Repositioned the brand and marketing and created a product roadmap.", "section": "UK2" }, "result": { "text": "ARPU up, customer lifetime extended, recurring revenue locked in. Downward revenue trend reversed in 6 months. 8 products launched in 10 months.", "section": "UK2" }, "year": { "text": "Sep 2008 - Sep 2010", "section": "UK2" }, "company": "UK2 Group", "strength": "Led", "tier": "self-reported", "shapes": [ "turnaround", "growth" ], "skills": [ "turnaround", "retention", "roadmap", "launch", "brand", "marketing", "ecommerce", "domains", "web hosting", "team leadership", "remote", "international", "budget" ], "page": "https://takenbyninjas.com/for-agents/uk2/#uk2", "role_page": "https://takenbyninjas.com/for-agents/roles/uk2-group/head-of-group-strategy/", "role_aliases": [], "facets": [] }, { "role": { "text": "PM/GM at LEO Innovation Lab", "section": "LEO" }, "product": { "text": "prototyping and user interviews", "section": "LEO" }, "desc": { "text": "Ways of working across LEO Innovation Lab's product teams", "section": "LEO" }, "situation": { "text": "Anthropologists were on staff at the lab, but product teams outsourced the investigation and got learnings second-hand.", "section": "LEO", "quote": "We were fortunate to have anthropologists on staff at iLAB, but product teams would outsource the investigation and as a result get learnings second-hand." }, "task": { "text": "Raise the quality bar across the lab, not just his own team, without a mandate over the other teams.", "section": "LEO", "quote": "Raise the quality bar across the lab, not just my own team, without a mandate over the other teams." }, "action": { "text": "Championed design sprints and user testing. Made rapid prototyping and direct user interviews standard practice across all product teams. First product lead to present mistakes and learnings at the company all-hands.", "section": "LEO" }, "result": { "text": "Prototyping and user interviews became the norm across the lab. The monthly all-hands moved from vanity metrics to mistakes made and lessons learnt.", "section": "LEO" }, "year": { "text": "Nov 2016 - Jan 2020", "section": "LEO" }, "company": "LEO Innovation Lab", "strength": null, "tier": "self-reported", "shapes": [ "product-management", "leadership" ], "skills": [ "AI", "computer vision", "pharma", "healthcare", "patients", "prototyping", "incubation", "ways of working", "turnaround", "0 to 1", "startup", "team leadership" ], "page": "https://takenbyninjas.com/for-agents/leo-innovation-lab/#leo", "role_page": "https://takenbyninjas.com/for-agents/roles/leo-innovation-lab/pm-gm/", "role_aliases": [ "Product Owner", "Product Lead", "Product Lead / GM", "Product Manager / GM" ], "facets": [] }, { "role": { "text": "Co-founder", "section": "META.JOBS" }, "product": { "text": "TextualHealing.com", "section": "TQ.FAILURE.SHIP" }, "desc": { "text": "TextualHealing.com, mobile barcode tickets and coupons via MMS", "section": "TQ.FAILURE.SHIP" }, "situation": { "text": "Fresh out of university as the dot.com bubble popped and there were no jobs. The idea was good; the founders were far too early and lacked experience.", "section": "TQ.FAILURE.SHIP", "quote": "Fresh out of university, just as the dot.com bubble popped and there were no jobs. The idea was good, but we were way too early and lacked experience." }, "task": { "text": "Launch a multi-sided marketplace for mobile tickets.", "section": "TQ.FAILURE.SHIP" }, "action": { "text": "Wanted perfect and kept polishing instead of shipping. No go-to-market plan and no viable first iteration.", "section": "TQ.FAILURE.SHIP", "quote": "We wanted perfect and kept polishing instead of shipping. No go-to-market plan and no viable first iteration." }, "result": { "text": "Never launched. Years later a CEO's motto, \"launch crap, but launch\", completed the lesson: ship in small viable increments to capture value and learn early, but never ship junk; to learn fast, run a test.", "section": "TQ.FAILURE.SHIP", "quote": "Never launched. Years later I worked with a CEO whose motto was \"launch crap, but launch\". Both inform how I work: ship in small viable increments to capture value and learn early, but don't ship junk; if you need to learn fast, run a test." }, "year": { "text": "2002 - 2004", "section": "META.JOBS" }, "company": "TextualHealing.com", "strength": null, "tier": "self-reported", "shapes": [ "zero-to-one" ], "skills": [ "pharma", "growth", "SEO", "launch", "marketing", "web hosting", "remote", "international", "partnerships" ], "page": null, "role_page": "https://takenbyninjas.com/for-agents/roles/textualhealing-com/co-founder/", "role_aliases": [], "facets": [] }, { "role": { "text": "PM/GM at LEO Innovation Lab", "section": "LEO" }, "product": { "text": "testing beats opinions", "section": "TQ.FAILURE.LEARNING" }, "desc": { "text": "How design disagreements get settled", "section": "TQ.FAILURE.LEARNING" }, "situation": { "text": "At Host Europe, as design manager in a PRINCE2 waterfall setup, a passionate argument with a graphic designer, each convinced their idea was right. Neither knew about testing.", "section": "TQ.FAILURE.LEARNING", "quote": "At Host Europe, as design manager in a PRINCE2 waterfall setup, I had a passionate argument with a graphic designer, each convinced our idea was right. Neither of us knew about testing." }, "task": { "text": "A decade later, at LEO Innovation Lab, the same disagreement with a product designer: he preferred A, Tom preferred B.", "section": "TQ.FAILURE.LEARNING", "quote": "A decade later, at LEO Innovation Lab, the same disagreement with a product designer: he preferred A, I preferred B." }, "action": { "text": "They agreed to test it that afternoon.", "section": "TQ.FAILURE.LEARNING", "quote": "We agreed to test it that afternoon." }, "result": { "text": "Users preferred something entirely different, option C. The poor decision was anchoring on their own ideas and locking out better alternatives. Detaching from ego changed everything: it is not about who has the best idea, it is about creating space for learning.", "section": "TQ.FAILURE.LEARNING", "quote": "Users preferred something entirely different, option C. The poor decision was anchoring on our own ideas and locking out better alternatives. Once I learnt to detach from ego, everything changed. It is not about who has the best idea; it is about creating space for learning." }, "year": { "text": "2005 and about 2017", "section": "LEO" }, "company": "LEO Innovation Lab", "strength": null, "tier": "self-reported", "shapes": [ "product-management", "leadership" ], "skills": [ "AI", "computer vision", "pharma", "healthcare", "patients", "prototyping", "incubation", "turnaround", "startup", "team leadership" ], "page": "https://takenbyninjas.com/for-agents/leo-innovation-lab/#leo", "role_page": "https://takenbyninjas.com/for-agents/roles/leo-innovation-lab/pm-gm/", "role_aliases": [ "Product Owner", "Product Lead", "Product Lead / GM", "Product Manager / GM" ], "facets": [] }, { "role": { "text": "PM/GM at LEO Innovation Lab", "section": "LEO.R2" }, "product": { "text": "Amgen partnership model", "section": "LEO.R2" }, "desc": { "text": "Innovation partnership between LEO Innovation Lab and Amgen for Skincoach", "section": "LEO.R2" }, "situation": { "text": "Partnerships operated as mercenaries not missionaries. The standard contracting process was delivery to be completed (output), not outcomes.", "section": "LEO.R2" }, "task": { "text": "Negotiate a partnership model that allowed building and piloting inside the constraints of two regulated companies.", "section": "LEO.R2", "quote": "Negotiate a partnership model that let us build and pilot inside the constraints of two regulated companies." }, "action": { "text": "Managed stakeholders on both sides and negotiated a new partnership model and ways of working. It challenged convention at the time.", "section": "LEO.R2" }, "result": { "text": "The contract model and ways of working were later adopted by Amgen's core business as an exemplar for innovation partnerships. Tom led in-market discovery and delivery under it.", "section": "LEO.R2", "quote": "The contract model and ways of working were later adopted by Amgen's core business as an exemplar for innovation partnerships. I led in-market discovery and delivery under it." }, "year": { "text": "Feb 2018 - Oct 2018", "section": "LEO.R2" }, "company": "LEO Innovation Lab", "strength": "Led", "tier": "self-reported", "shapes": [ "product-management", "zero-to-one", "international" ], "skills": [ "regulated", "healthcare", "patients", "discovery", "ways of working", "growth", "launch", "domains", "international", "stakeholders", "partnerships", "budget" ], "page": "https://takenbyninjas.com/for-agents/skincoach/#leo-r2", "role_page": "https://takenbyninjas.com/for-agents/roles/leo-innovation-lab/pm-gm/", "role_aliases": [ "Product Owner", "Product Lead", "Product Lead / GM", "Product Manager / GM" ], "facets": [] }, { "role": { "text": "PM/GM at LEO Innovation Lab", "section": "LEO.R1.TURNAROUND" }, "product": { "text": "TREAT team", "section": "LEO.R1.TURNAROUND" }, "desc": { "text": "TREAT team, about 15 people including a product lead and a product manager", "section": "LEO.R1.TURNAROUND" }, "situation": { "text": "Brought in to troubleshoot the flagship product. The existing team were passionate but struggling to fight fires, and already had their own product lead and PM; it needed delicacy to keep their passion and expertise while helping them out.", "section": "LEO.R1.TURNAROUND", "quote": "I was brought in to troubleshoot the flagship product. The existing team were passionate but struggling to fight fires. They already had their own product lead and PM. We needed to be delicate: keep their passion and expertise while helping them out." }, "task": { "text": "Take over the team without losing it.", "section": "LEO.R1.TURNAROUND" }, "action": { "text": "Started as a consultant for the first month, then proposed as the lead with the team reporting to him; that needed trust and humility, so the team got the option to veto. They went ahead. Fires, chaos, blurred reporting lines, people problems; the service paused to refactor faster; morale at rock bottom. Kept the faith: new cadences, new ways of working.", "section": "LEO.R1.TURNAROUND", "quote": "Started as a consultant for the first month. After that it was proposed I become the lead with them reporting to me. That needed trust and humility from everyone, so I gave them the option to veto. We went ahead. What followed was intense: fires, chaos, blurred reporting lines, people problems. We paused the service to refactor faster. Morale hit rock bottom. We kept the faith: new cadences, new ways of working." }, "result": { "text": "The team came out the other side intact and stronger, with real trust, and then halved acquisition costs and 7x'd activation.", "section": "LEO.R1.TURNAROUND", "quote": "We came out the other side intact and stronger, with real trust. The same team then halved acquisition costs and 7x'd activation." }, "year": { "text": "Nov 2016 - Aug 2017", "section": "LEO.R1.TURNAROUND" }, "company": "LEO Innovation Lab", "strength": "Led", "tier": "self-reported", "shapes": [ "product-management", "leadership", "turnaround" ], "skills": [ "healthcare", "ways of working", "activation", "retention", "roadmap", "launch", "0 to 1", "team leadership" ], "page": "https://takenbyninjas.com/for-agents/treat-turnaround/#leo-r1-turnaround", "role_page": "https://takenbyninjas.com/for-agents/roles/leo-innovation-lab/pm-gm/", "role_aliases": [ "Product Owner", "Product Lead", "Product Lead / GM", "Product Manager / GM" ], "facets": [] }, { "role": { "text": "PM/GM at LEO Innovation Lab", "section": "LEO.R1.TURNAROUND" }, "product": { "text": "TREAT closure", "section": "LEO.R1.TURNAROUND" }, "desc": { "text": "TREAT, LEO Innovation Lab's flagship product", "section": "LEO.R1.TURNAROUND" }, "situation": { "text": "Six months in, the metrics were transformed: acquisition cost halved, activation up 7x. The product had a lot of attention inside the lab and was the first thing LEO Innovation Lab had launched.", "section": "LEO.R1.TURNAROUND" }, "task": { "text": "Answer the second half of the mandate: is it viable?", "section": "LEO.R1.TURNAROUND" }, "action": { "text": "Looked at the unit economics rather than the growth curve. As customers increased, nutritionist costs grew with them. The 1:1 model did not scale, and the technology to replace the nutritionist did not exist yet. Recommended the business be closed.", "section": "LEO.R1.TURNAROUND" }, "result": { "text": "The recommendation was accepted and Tom wound the project down, preventing further sunk investment. Turning around the metrics is not the same as proving viability; sometimes the right call is to stop even after making things better.", "section": "LEO.R1.TURNAROUND", "quote": "The recommendation was accepted and I wound the project down, preventing further sunk investment. Turning around the metrics is not the same as proving viability; sometimes the right call is to stop even when you have made things better." }, "year": { "text": "Aug 2017", "section": "LEO.R1.TURNAROUND" }, "company": "LEO Innovation Lab", "strength": "Led", "tier": "self-reported", "shapes": [ "product-management", "turnaround", "leadership" ], "skills": [ "healthcare", "ways of working", "growth", "activation", "retention", "roadmap", "launch", "0 to 1", "team leadership" ], "page": "https://takenbyninjas.com/for-agents/treat-turnaround/#leo-r1-turnaround", "role_page": "https://takenbyninjas.com/for-agents/roles/leo-innovation-lab/pm-gm/", "role_aliases": [ "Product Owner", "Product Lead", "Product Lead / GM", "Product Manager / GM" ], "facets": [] }, { "role": { "text": "Senior Product Manager at Novo Nordisk", "section": "NOVO.R1" }, "product": { "text": "Wegovycare releases", "section": "NOVO.R1" }, "desc": { "text": "Wegovycare release process", "section": "NOVO.R1" }, "situation": { "text": "Release cycles for digital products at Novo were yearly. Every release carried heavy documentation for a high-regulation environment, and the documentation was written by hand.", "section": "NOVO.R1" }, "task": { "text": "Release often enough to learn from patients, inside the same regulatory rules.", "section": "NOVO.R1" }, "action": { "text": "Automated the documentation and the release workflows so the compliance paperwork fell out of the build rather than being written afterwards.", "section": "NOVO.R1" }, "result": { "text": "Release cycles went from yearly to bi-monthly. Fast for pharma. Iterative learning became possible.", "section": "NOVO.R1" }, "year": { "text": "Mar 2020 - Feb 2022", "section": "NOVO.R1" }, "company": "Novo Nordisk", "strength": "Led", "tier": "self-reported", "shapes": [ "regulated", "product-management" ], "skills": [ "algorithm", "API", "regulated", "compliance", "pharma", "healthcare", "patients", "discovery", "prototyping", "ways of working", "growth", "retention", "roadmap", "0 to 1", "marketing", "team leadership", "stakeholders", "consumer" ], "page": "https://takenbyninjas.com/for-agents/wegovycare/#novo-r1", "role_page": "https://takenbyninjas.com/for-agents/roles/novo-nordisk/senior-product-manager/", "role_aliases": [ "Product Owner", "Product Manager (Wegovycare)" ], "facets": [] }, { "role": { "text": "Head of Marketing", "section": "OPBEAT" }, "product": { "text": "Opbeat meetup video engine", "section": "OPBEAT" }, "desc": { "text": "Opbeat developer community channel", "section": "OPBEAT" }, "situation": { "text": "The audience was developers, who are allergic to advertising. Brand-building and acquisition with no budget for ads that would not have worked anyway.", "section": "OPBEAT" }, "task": { "text": "Reach developers where they already were, and have them bring the audience.", "section": "OPBEAT", "quote": "Reach developers where they already were, and have them bring us the audience." }, "action": { "text": "Advertised for a video marketing intern to travel the world attending developer meetups, unpaid but all expenses covered. Filmed and live-streamed the meetups on the company blog; speakers promoted the stream to their own developer audiences. No direct advertising in the video; the audience captured with retargeting ads, organic traffic and backlinks.", "section": "OPBEAT", "quote": "Advertised for a video marketing intern to travel the world attending developer meetups, unpaid but all expenses covered. We filmed and live-streamed the meetups on our company blog. The speakers inevitably promoted the stream to their own audiences, also developers. No direct advertising in the video; we captured the audience with retargeting ads and generated organic traffic and backlinks." }, "result": { "text": "Grassroots meetup presence and a content engine that fed the trebling of traffic and sign-ups. Scrappy, high-leverage.", "section": "OPBEAT" }, "year": { "text": "Nov 2014 - Apr 2016", "section": "OPBEAT" }, "company": "Opbeat", "strength": "Led", "tier": "self-reported", "shapes": [ "growth" ], "skills": [ "growth", "conversion", "SEO", "KPIs", "launch", "0 to 1", "brand", "marketing", "SaaS", "startup", "developer tools", "team leadership", "international", "budget" ], "page": "https://takenbyninjas.com/for-agents/opbeat/#opbeat", "role_page": "https://takenbyninjas.com/for-agents/roles/opbeat/head-of-marketing/", "role_aliases": [], "facets": [] }, { "role": { "text": "Head of Marketing", "section": "OPBEAT" }, "product": { "text": "Opbeat pricing", "section": "OPBEAT" }, "desc": { "text": "Opbeat pricing and free tier", "section": "OPBEAT" }, "situation": { "text": "The pricing model inadvertently disincentivised upgrading, and there were barriers at the point of entry for a product that needed developers to try it first.", "section": "OPBEAT" }, "task": { "text": "Remove the barriers to entry and to upgrade.", "section": "OPBEAT" }, "action": { "text": "Found the disincentive in the pricing structure and persuaded the CEO to restructure it. Put the emphasis on the free tier so growth came from the ground up: developers adopt first, teams pay later. Demoted pricing from the navigation to the footer to cut friction at entry.", "section": "OPBEAT" }, "result": { "text": "Pricing that no longer worked against the product's own growth loop, feeding the trebling of sign-ups. No separate figure for this lever.", "section": "OPBEAT" }, "year": { "text": "Nov 2014 - Apr 2016", "section": "OPBEAT" }, "company": "Opbeat", "strength": "Led", "tier": "self-reported", "shapes": [ "growth" ], "skills": [ "growth", "conversion", "KPIs", "launch", "0 to 1", "brand", "marketing", "SaaS", "startup", "developer tools", "team leadership", "international", "budget" ], "page": "https://takenbyninjas.com/for-agents/opbeat/#opbeat", "role_page": "https://takenbyninjas.com/for-agents/roles/opbeat/head-of-marketing/", "role_aliases": [], "facets": [] }, { "role": { "text": "Senior Product Manager at Novo Nordisk", "section": "NOVO.R1" }, "product": { "text": "Wegovycare roadmap", "section": "NOVO.R1" }, "desc": { "text": "Wegovycare roadmap", "section": "NOVO.R1" }, "situation": { "text": "A project-model organisation steered by deliverables and dates. Nobody on the product had a way of saying what mattered next, or why.", "section": "NOVO.R1" }, "task": { "text": "Own the product vision and the backlog, and steer priorities by what patients did and said rather than by the plan.", "section": "NOVO.R1" }, "action": { "text": "Set the vision. Implemented OKRs, as in every product, else how do you know you have succeeded. Owned the backlog end to end: problem statements, user stories, acceptance criteria, sprint-by-sprint prioritisation with a cross-functional team of 10. Steered priorities and the roadmap with qualitative and quantitative signals together, patient interviews beside usage data.", "section": "NOVO.R1", "quote": "Set the vision. Implemented OKRs; I do this in everything, otherwise how do you know if you have succeeded. Owned the backlog end to end: problem statements, user stories, acceptance criteria, sprint-by-sprint prioritisation with a cross-functional team of 10. Used qualitative and quantitative signals together, patient interviews alongside usage data, to steer priorities and shape the roadmap." }, "result": { "text": "A roadmap that traced back to patient evidence and a definition of success the stakeholders had agreed up front. The product hit 10% adoption in its first market against that definition.", "section": "NOVO.R1" }, "year": { "text": "Mar 2020 - Feb 2022", "section": "NOVO.R1" }, "company": "Novo Nordisk", "strength": "Led", "tier": "self-reported", "shapes": [ "product-management" ], "skills": [ "algorithm", "API", "regulated", "pharma", "healthcare", "patients", "discovery", "prototyping", "ways of working", "growth", "retention", "roadmap", "0 to 1", "marketing", "team leadership", "stakeholders", "consumer" ], "page": "https://takenbyninjas.com/for-agents/wegovycare/#novo-r1", "role_page": "https://takenbyninjas.com/for-agents/roles/novo-nordisk/senior-product-manager/", "role_aliases": [ "Product Owner", "Product Manager (Wegovycare)" ], "facets": [] }, { "role": { "text": "PM/GM at LEO Innovation Lab", "section": "LEO.R3" }, "product": { "text": "Diagnosis App data pipeline", "section": "LEO.R3" }, "desc": { "text": "Image labelling platform and data pipeline for the diagnosis app", "section": "LEO.R3" }, "situation": { "text": "Labelling by dermatologists was critical for model performance, and a significant bottleneck.", "section": "LEO.R3" }, "task": { "text": "Get more labelled data through the system without lowering its quality.", "section": "LEO.R3" }, "action": { "text": "Interviewed every dermatologist on the labelling work to understand how they actually worked, then redesigned the in-house image labelling platform around that. Designed the pipeline for data collection and analysis to feed it.", "section": "LEO.R3" }, "result": { "text": "Doubled dermatologist labelling throughput. Less of their time on labelling training data, more labelled data for the models.", "section": "LEO.R3" }, "year": { "text": "Nov 2018 - Jan 2020", "section": "LEO.R3" }, "company": "LEO Innovation Lab", "strength": "Led", "tier": "self-reported", "shapes": [ "product-management", "ai" ], "skills": [ "AI", "machine learning", "computer vision", "healthcare", "discovery", "prototyping", "growth", "launch", "team leadership" ], "page": "https://takenbyninjas.com/for-agents/diagnosis-app/#leo-r3", "role_page": "https://takenbyninjas.com/for-agents/roles/leo-innovation-lab/pm-gm/", "role_aliases": [ "Product Owner", "Product Lead", "Product Lead / GM", "Product Manager / GM" ], "facets": [] }, { "role": { "text": "PM/GM at LEO Innovation Lab", "section": "LEO.R3" }, "product": { "text": "Diagnosis App paths to market", "section": "LEO.R3" }, "desc": { "text": "Go-to-market evaluation for a moonshot ML prototype in dermatology", "section": "LEO.R3" }, "situation": { "text": "A functioning prototype, but heavy regulatory barriers and no clear path to market.", "section": "LEO.R3" }, "task": { "text": "Work out how, or whether, a moonshot prototype could reach a market.", "section": "LEO.R3" }, "action": { "text": "Evaluated go-to-market systematically and mapped the options with the team.", "section": "LEO.R3" }, "result": { "text": "Identified seven paths to market, with the trade-offs of each, for the lab to decide on.", "section": "LEO.R3" }, "year": { "text": "2019", "section": "LEO.R3" }, "company": "LEO Innovation Lab", "strength": "Led", "tier": "self-reported", "shapes": [ "product-management", "ai" ], "skills": [ "AI", "machine learning", "computer vision", "regulated", "healthcare", "discovery", "prototyping", "growth", "launch", "team leadership" ], "page": "https://takenbyninjas.com/for-agents/diagnosis-app/#leo-r3", "role_page": "https://takenbyninjas.com/for-agents/roles/leo-innovation-lab/pm-gm/", "role_aliases": [ "Product Owner", "Product Lead", "Product Lead / GM", "Product Manager / GM" ], "facets": [] }, { "role": { "text": "PM/GM at LEO Innovation Lab", "section": "LEO" }, "product": { "text": "LEO lab model", "section": "LEO.STORY.MODEL" }, "desc": { "text": "LEO Innovation Lab as an operating model", "section": "LEO.STORY.MODEL" }, "situation": { "text": "LEO Pharma could see digital disruption coming to healthcare. Its answer was an arm's-length innovation lab: better to disrupt ourselves than let a competitor do it. Keeping it separate made sense: different thinking, different ways of working, experts from all sorts of fields. A true melting pot.", "section": "LEO.STORY.MODEL" }, "task": { "text": "Build and ship ventures inside that model, and get them home to the core business.", "section": "LEO.STORY.MODEL" }, "action": { "text": "They did. The lab was incredibly agile, with rapid learning cycles and brilliant peers, but too remote: the innovations struggled to find a home in the core business.", "section": "LEO.STORY.MODEL", "quote": "We did. The lab was incredibly agile, with rapid learning cycles and brilliant peers. But we were too remote, and the innovations struggled to find a home in the core business." }, "result": { "text": "The lab worked in isolation; the parent ship sailed on unchanged, and the model was not sustainable. Disruption cannot be outsourced to a separate unit and grafted back on later; the parent has to change too. That conclusion took Tom to Novo to try the harder bet from inside.", "section": "LEO.STORY.MODEL", "quote": "The lab worked in isolation; the parent ship sailed on unchanged, and the model was not sustainable. You cannot outsource disruption to a separate unit and graft it back on later; the parent has to change too. That conclusion is why I went to Novo and tried the harder bet from inside." }, "year": { "text": "Nov 2016 - Jan 2020", "section": "LEO" }, "company": "LEO Innovation Lab", "strength": null, "tier": "self-reported", "shapes": [ "product-management", "leadership", "zero-to-one" ], "skills": [ "AI", "computer vision", "pharma", "healthcare", "patients", "prototyping", "incubation", "ways of working", "turnaround", "startup", "team leadership", "remote" ], "page": "https://takenbyninjas.com/for-agents/treat-turnaround/#leo-story-model", "role_page": "https://takenbyninjas.com/for-agents/roles/leo-innovation-lab/pm-gm/", "role_aliases": [ "Product Owner", "Product Lead", "Product Lead / GM", "Product Manager / GM" ], "facets": [] }, { "role": { "text": "Marketing Director", "section": "EURODNS.R1.TURNAROUND" }, "product": { "text": "EuroDNS SEO remediation", "section": "EURODNS.R1.TURNAROUND" }, "desc": { "text": "EuroDNS organic search", "section": "EURODNS.R1.TURNAROUND" }, "situation": { "text": "A previous agency had used black-hat SEO. The damage was part of why traffic had fallen for four years.", "section": "EURODNS.R1.TURNAROUND" }, "task": { "text": "Repair the search footprint and get organic growth back.", "section": "EURODNS.R1.TURNAROUND" }, "action": { "text": "Implemented remediation for the black-hat SEO damage, analysed user flow and redesigned the website and ecommerce funnels on the back of it.", "section": "EURODNS.R1.TURNAROUND" }, "result": { "text": "Organic traffic doubled in 12 months. Bounce rate halved, from about 60% to about 30%.", "section": "EURODNS.R1.TURNAROUND" }, "year": { "text": "Feb 2013 - Nov 2014", "section": "EURODNS.R1.TURNAROUND" }, "company": "EuroDNS", "strength": "Led", "tier": "self-reported", "shapes": [ "growth", "turnaround" ], "skills": [ "turnaround", "growth", "conversion", "SEO", "funnels", "KPIs", "marketing", "ecommerce", "domains" ], "page": "https://takenbyninjas.com/for-agents/eurodns/#eurodns-r1-turnaround", "role_page": "https://takenbyninjas.com/for-agents/roles/eurodns/marketing-director/", "role_aliases": [], "facets": [] }, { "role": { "text": "Marketing Director", "section": "EURODNS" }, "product": { "text": "EuroDNS domain extensions", "section": "EURODNS" }, "desc": { "text": "EuroDNS domain product range", "section": "EURODNS" }, "situation": { "text": "A registrar whose edge was unusual domain extensions, selling them to a customer base that had been shrinking. Hundreds of new extensions were arriving in the market.", "section": "EURODNS" }, "task": { "text": "Reposition the product and give customers a reason to buy from EuroDNS rather than the giants.", "section": "EURODNS", "quote": "Reposition the product and give customers a reason to buy from us rather than the giants." }, "action": { "text": "Collected customer feedback and repositioned the product. Launched over 500 new domain extensions: where most registrars showed extensions as word art, EuroDNS showed .aq with a picture of icebergs, Creative Commons photography with the author credited, so a string of characters became a place. Rebooted the newsletter and built content marketing around it, including interviews with Rand Fishkin and the EFF. First provider to offer a free SSL certificate with every domain.", "section": "EURODNS", "quote": "Collected customer feedback and repositioned the product. Launched over 500 new domain extensions. Most registrars showed extensions as word art; we showed .aq with a picture of icebergs, using Creative Commons photography and crediting the author, so a string of characters became a place. Rebooted the newsletter and built content marketing around it, including interviews with Rand Fishkin and the EFF. Made EuroDNS the first provider to offer a free SSL certificate with every domain." }, "result": { "text": "Part of the turnaround that reversed four years of decline in traffic and online sales.", "section": "EURODNS" }, "year": { "text": "Feb 2013 - Nov 2014", "section": "EURODNS" }, "company": "EuroDNS", "strength": null, "tier": "self-reported", "shapes": [ "growth" ], "skills": [ "turnaround", "growth", "conversion", "SEO", "launch", "marketing", "ecommerce", "domains", "team leadership", "remote", "international" ], "page": "https://takenbyninjas.com/for-agents/eurodns/#eurodns", "role_page": "https://takenbyninjas.com/for-agents/roles/eurodns/marketing-director/", "role_aliases": [], "facets": [] }, { "role": { "text": "Independent Consultant", "section": "META.JOBS" }, "product": { "text": "Raspberry Pi partnership", "section": "META.JOBS" }, "desc": { "text": "A partnership with Raspberry Pi", "section": "META.JOBS" }, "situation": { "text": "Consulting for Host Europe around 2011, Tom found out about Raspberry Pi before it launched, before anyone had heard of it.", "section": "META.JOBS", "quote": "Consulting for Host Europe around 2011, I found out about Raspberry Pi before it launched, before anyone had heard of it." }, "task": { "text": "Turn a hunch about an unknown project into something for the client.", "section": "META.JOBS" }, "action": { "text": "Reached out to the creators directly and offered them a server for their downloads. Shaped that into a sponsorship deal for Host Europe.", "section": "META.JOBS" }, "result": { "text": "Host Europe became a sponsor of Raspberry Pi before it launched.", "section": "META.JOBS" }, "year": { "text": "2010 - 2013", "section": "META.JOBS" }, "company": "Independent consulting", "strength": null, "tier": "self-reported", "shapes": [ "product-management", "growth" ], "skills": [ "pharma", "growth", "SEO", "launch", "marketing", "web hosting", "remote", "international", "partnerships" ], "page": null, "role_page": "https://takenbyninjas.com/for-agents/roles/independent-consulting/independent-consultant/", "role_aliases": [], "facets": [] }, { "role": { "text": "Sales Executive", "section": "HOST" }, "product": { "text": "sales competition", "section": "HOST" }, "desc": { "text": "First job, answering phones in web hosting sales", "section": "HOST" }, "situation": { "text": "Graduated into the dot.com bust with no jobs. Got a foot in the door answering phones at a web hosting company: not his passion, but the way in.", "section": "HOST", "quote": "Graduated into the dot.com bust with no jobs. Got a foot in the door answering phones at a web hosting company. Not my passion, but the way in." }, "task": { "text": "Be good at it while finding the way to the web team.", "section": "HOST" }, "action": { "text": "Learnt to listen to customers by answering the telephone. Won the annual sales competition. Spent evenings and weekends on the alternative website (row 31).", "section": "HOST" }, "result": { "text": "Won the competition. Nobody expected it, so the prize changed from a Psion organiser to a record player, still in use. The alternative website got him into the web team the following year.", "section": "HOST", "quote": "Won the competition. They were not expecting me to, so the prize was changed from a Psion organiser to a record player, which I still use. The alternative website got me into the web team the following year." }, "year": { "text": "Mar 2003 - Feb 2004", "section": "HOST" }, "company": "Host Europe Group", "strength": "Led", "tier": "self-reported", "shapes": [ "growth" ], "skills": [ "turnaround", "SEO", "funnels", "0 to 1", "brand", "marketing", "SaaS", "startup", "ecommerce", "domains", "web hosting", "team leadership", "stakeholders" ], "page": "https://takenbyninjas.com/for-agents/host-europe/#host", "role_page": "https://takenbyninjas.com/for-agents/roles/host-europe-group/sales-executive/", "role_aliases": [], "facets": [] }, { "role": { "text": "Head of New Media", "section": "HOST" }, "product": { "text": "123-reg", "section": "HOST" }, "desc": { "text": "123-reg.co.uk, the group's domain brand", "section": "HOST" }, "situation": { "text": "Running all online channels for a group whose biggest brand was a domain registrar in a market with several larger rivals.", "section": "HOST" }, "task": { "text": "Keep the registrar growing while the group went through acquisitions and a rename.", "section": "HOST" }, "action": { "text": "Owned ecommerce and every online channel for the brand: the domain search and order process rebuilt earlier, #1 organic rankings for \"domain names\" and \"web hosting\", the affiliate programme, online ads and early content marketing through the blog, and the KPIs and web metrics to steer it all.", "section": "HOST" }, "result": { "text": "123-reg became the first company to register 1 million .uk domains, on a platform doing 2M+ unique monthly visits.", "section": "HOST" }, "year": { "text": "Jan 2006 - Jun 2008", "section": "HOST" }, "company": "Host Europe Group", "strength": "Led", "tier": "self-reported", "shapes": [ "growth" ], "skills": [ "turnaround", "SEO", "funnels", "KPIs", "0 to 1", "brand", "marketing", "SaaS", "startup", "ecommerce", "domains", "web hosting", "team leadership", "stakeholders" ], "page": "https://takenbyninjas.com/for-agents/host-europe/#host", "role_page": "https://takenbyninjas.com/for-agents/roles/host-europe-group/head-of-new-media/", "role_aliases": [ "Head of New Media, Pipex Hosting / GX Networks" ], "facets": [] }, { "role": { "text": "Group Design Manager", "section": "HOST" }, "product": { "text": "group design", "section": "HOST" }, "desc": { "text": "Design across the group's brands after the Pipex acquisitions", "section": "HOST" }, "situation": { "text": "Via acquisitions the company became part of Pipex, the UK's fourth largest broadband provider: multiple brands, multiple offices, each with its own design.", "section": "HOST", "quote": "Via acquisitions we became part of Pipex, the UK's fourth largest broadband provider: multiple brands, multiple offices, each with its own design." }, "task": { "text": "Manage the web design output for the whole group and keep the ecommerce funnels improving while the brands were being stitched together.", "section": "HOST" }, "action": { "text": "Coordinated a team of designers and developers across multiple offices. Created the project and campaign briefs. Led ecommerce across the brands and kept optimising the order process. Laid the SEO groundwork that the New Media department later took to #1 for the core terms.", "section": "HOST" }, "result": { "text": "Design and ecommerce run as one function across the brands. The platform reached 2M+ unique monthly visits in this period. Promoted to Head of New Media in January 2006 to build the department around it.", "section": "HOST" }, "year": { "text": "Aug 2005 - Jan 2006", "section": "HOST" }, "company": "Host Europe Group", "strength": "Led", "tier": "self-reported", "shapes": [ "leadership" ], "skills": [ "turnaround", "SEO", "funnels", "0 to 1", "brand", "marketing", "SaaS", "startup", "ecommerce", "domains", "web hosting", "team leadership", "stakeholders" ], "page": "https://takenbyninjas.com/for-agents/host-europe/#host", "role_page": "https://takenbyninjas.com/for-agents/roles/host-europe-group/group-design-manager/", "role_aliases": [], "facets": [] } ] }