PRODUCT LEADERSHIP · 30 YEARS

Ru
McGuinness.

Product management and strategy, done by someone who's actually shipped, not just talked about it. No decks without diagnosis.

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01 / ABOUT

I've led product teams and brought digital products to market across the US, Europe and Middle East, and built product strategy for £2bn businesses, working with Deliveroo and SavageXFenty plus a few names I can't mention yet.

I've got a strong entrepreneurial background, and it's taught me things about positioning, prioritisation and reading data that no product book, podcast or framework ever will: how thin the line is between a good idea and a good idea nobody wants, and how fast a team finds out which one it's built.

These days I get brought in when something's broken and nobody's quite sure why. Fragmented platforms, stalled roadmaps, product teams that have quietly turned into feature factories. I diagnose first, build second and I'm allergic to strategy decks with no diagnosis behind them.

WORK/

02 / CASE STUDIES

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Scaling SavageXFenty's Global Product Operations

PROBLEM

Fragmented processes and suboptimal UX across multiple markets, leading to conversion drop-offs.

SOLUTION

Migrated to a headless CMS with experiment-driven, mobile-first UX and streamlined product workflows.

RESULT

13.3% improvement in sessions-to-leads on landing pages, with rising conversion across the board.

Driving Growth for Merryfield

PROBLEM

A B2B2C better-for-you rewards platform needed to scale while improving customer engagement.

SOLUTION

Led a low-cost customer acquisition programme built on a solid user-centric approach.

RESULT

371% growth in weekly active users, leading to acquisition by a major industry player.

Launching Deliveroo's Order Management System

PROBLEM

Restaurant partners and suppliers needed an order management and communications solution.

SOLUTION

Led the B2B2B initiative from ideation to launch, optimising collaborative stock workflows.

RESULT

iOS, Android and web apps delivering up to 30% cost savings for participating restaurants.

FinTech Discovery for Providence Life

PROBLEM

A Dubai-based financial services firm needed a strategic roadmap for a high-value investment platform.

SOLUTION

Ran a 5-day on-site discovery sprint validating customer needs, user flows and regulatory speedbumps.

RESULT

A prioritised roadmap and strategy for a $1.2M product, securing executive buy-in and funding.

Rebuilding the BNF/BNFC Healthcare Apps

PROBLEM

Outdated British National Formulary apps were failing the medical professionals who rely on them.

SOLUTION

Led a full redesign and rebuild with streamlined access to critical medical information, within tight regulation.

RESULT

A seamless switchover for all clinical users, growing weekly actives to over 90,000.

Launching PropTech with Social Impact

PROBLEM

Built-ID wanted to connect communities and property developers to ease building approvals.

SOLUTION

Shifted the engagement model through energetic discovery, building a rewarding user-centric web app.

RESULT

100,000 user survey engagements within the first nine months, using the hooked model.

HOW/

03 / MY APPROACH

Most engagements start with discussions about what's being built. I take that on board, but for the first couple of weeks I go and find out what's actually broken. Diagnosis before solution, every single time. Get the diagnosis right and the MoSCoW and roadmap mostly write themselves...and stakeholders align because the logic is visible, not asserted.

AI hasn't changed that. It compresses execution but not judgement. I still need to work out what to build and why, and no amount of AI-assisted drafting or development replaces sitting with the people who actually live with the problem.