£18M+ IMPACT DELIVERED
Clear priorities Clean delivery Shipped outcomes
Fractional Product Management for eCommerce and digital brands.
I help founders shape ideas, make decisions and turn them into products people want to use.


Trusted by leading digital brands




+
launches shipped across eCom + apps
Case studies & results
A look at the product work I’ve led, from new launches to optimisation projects, all focused on solving the right problems and delivering real commercial impact.

TikTok Shop: Scaling to Multi-Million-Pound Growth

App Optimisation: £9M+ Uplift through UX Experimentation

Marketplace Integration: Six-Figure Launch

PLT Outlet Launch: Markdown Platform
Hey, I'm Amy
I help founders turn ideas into clear plans and real products.
A lot of good ideas go nowhere because there’s no clear direction, too many moving parts, or no one driving them forward. That’s where I come in.
Before going fractional, I spent 3+ years working across product strategy, optimisation and delivery for one of the UK’s biggest eCommerce brands. From app experiments to major launches, the work I supported contributed to over £18M in commercial impact.
Now, I work with founders and digital brands who need help making decisions and moving things forward.
If things feel messy or stuck, I can help bring clarity and figure out what comes next.

What it's like
to build together
Super quick and super clever. Amy played a major role in growing our TikTok Shop to millions a month and was fab to work with

Cissy Jones
Social Media Manager
One of the sharpest Product Owners I’ve worked with. Amy brings clarity, direction, and alignment to every project

Amir Khan
Senior Software Engineer
Brings structure and focus. Amy aligns complex projects while caring deeply about both product and people

Wilson Govindji
Delivery Manager
Turns goals into clear roadmaps. Amy translates business needs into actionable plans with focus and precision

Jawad Zaib
Senior Software Engineer
Empathetic and thoughtful. Amy bridges business needs with technical reality and leads with structure and insight

Noaman Ilyas
Software Engineer
Calm, patient, and positive. Amy keeps morale high and delivery smooth even under pressure.

Birsen Aydın
Senior Software Developer
Brings clarity and momentum. Amy listens, bridges perspectives, and drives teams forward with focus and collaboration.

Omar Qazi
Senior Software Egineer
Bridges tech and business effortlessly. Amy communicates with clarity, composure, and professionalism under pressure

Mehmet Ali Kandemir
Lead Developer
Delivers under pressure. Amy thrives in fast-paced environments and earns trust across teams and leadership

Rafe Bell
Technical Product Manager
Balances clarity and delivery. Amy communicates seamlessly across teams and manages priorities with calm precision

Tim Hockham
Agile Delivery Lead
Super quick and super clever. Amy played a major role in growing our TikTok Shop to millions a month and was fab to work with

Cissy Jones
Social Media Manager
One of the sharpest Product Owners I’ve worked with. Amy brings clarity, direction, and alignment to every project

Amir Khan
Senior Software Engineer
Brings structure and focus. Amy aligns complex projects while caring deeply about both product and people

Wilson Govindji
Delivery Manager
Turns goals into clear roadmaps. Amy translates business needs into actionable plans with focus and precision

Jawad Zaib
Senior Software Engineer
Empathetic and thoughtful. Amy bridges business needs with technical reality and leads with structure and insight

Noaman Ilyas
Software Engineer
Calm, patient, and positive. Amy keeps morale high and delivery smooth even under pressure.

Birsen Aydın
Senior Software Developer
Brings clarity and momentum. Amy listens, bridges perspectives, and drives teams forward with focus and collaboration.

Omar Qazi
Senior Software Egineer
Bridges tech and business effortlessly. Amy communicates with clarity, composure, and professionalism under pressure

Mehmet Ali Kandemir
Lead Developer
Delivers under pressure. Amy thrives in fast-paced environments and earns trust across teams and leadership

Rafe Bell
Technical Product Manager
Balances clarity and delivery. Amy communicates seamlessly across teams and manages priorities with calm precision

Tim Hockham
Agile Delivery Lead
Super quick and super clever. Amy played a major role in growing our TikTok Shop to millions a month and was fab to work with

Cissy Jones
Social Media Manager
One of the sharpest Product Owners I’ve worked with. Amy brings clarity, direction, and alignment to every project

Amir Khan
Senior Software Engineer
Brings structure and focus. Amy aligns complex projects while caring deeply about both product and people

Wilson Govindji
Delivery Manager
Turns goals into clear roadmaps. Amy translates business needs into actionable plans with focus and precision

Jawad Zaib
Senior Software Engineer
Empathetic and thoughtful. Amy bridges business needs with technical reality and leads with structure and insight

Noaman Ilyas
Software Engineer
Calm, patient, and positive. Amy keeps morale high and delivery smooth even under pressure.

Birsen Aydın
Senior Software Developer
Brings clarity and momentum. Amy listens, bridges perspectives, and drives teams forward with focus and collaboration.

Omar Qazi
Senior Software Egineer
Bridges tech and business effortlessly. Amy communicates with clarity, composure, and professionalism under pressure

Mehmet Ali Kandemir
Lead Developer
Delivers under pressure. Amy thrives in fast-paced environments and earns trust across teams and leadership

Rafe Bell
Technical Product Manager
Balances clarity and delivery. Amy communicates seamlessly across teams and manages priorities with calm precision

Tim Hockham
Agile Delivery Lead
Super quick and super clever. Amy played a major role in growing our TikTok Shop to millions a month and was fab to work with

Cissy Jones
Social Media Manager
One of the sharpest Product Owners I’ve worked with. Amy brings clarity, direction, and alignment to every project

Amir Khan
Senior Software Engineer
Brings structure and focus. Amy aligns complex projects while caring deeply about both product and people

Wilson Govindji
Delivery Manager
Turns goals into clear roadmaps. Amy translates business needs into actionable plans with focus and precision

Jawad Zaib
Senior Software Engineer
Empathetic and thoughtful. Amy bridges business needs with technical reality and leads with structure and insight

Noaman Ilyas
Software Engineer
Calm, patient, and positive. Amy keeps morale high and delivery smooth even under pressure.

Birsen Aydın
Senior Software Developer
Brings clarity and momentum. Amy listens, bridges perspectives, and drives teams forward with focus and collaboration.

Omar Qazi
Senior Software Egineer
Bridges tech and business effortlessly. Amy communicates with clarity, composure, and professionalism under pressure

Mehmet Ali Kandemir
Lead Developer
Delivers under pressure. Amy thrives in fast-paced environments and earns trust across teams and leadership

Rafe Bell
Technical Product Manager
Balances clarity and delivery. Amy communicates seamlessly across teams and manages priorities with calm precision

Tim Hockham
Agile Delivery Lead
Ways we can work
together
Not sure if you need a full-time PM or just someone to unstick your roadmap?
Here are three ways we can work together,
pick what fits where you are right now.
1-Month Sprint
Growth Intensive
30 days to find what’s blocking growth and fix it. Audit, clarity and a roadmap your team can build tomorrow.
Ideal for: stalled roadmaps, flat conversions or when you need clarity before you build.
Pinpoint where revenue’s leaking
Ranked plan with impact scores
First quick win live inside 14 days
Ongoing Support
Product Management
Fractional product leadership that drives full-time results. I own your roadmap, align the team and make shipping predictable.
Ideal when: you’ve outgrown founder-led product but don’t need a full-time hire.
Pinpoint where revenue’s leaking
10-minute founder updates
Every ticket tied to ROI
Full Build Project
End-to-End Build
From idea to live product, managed, measured and shipped. I lead strategy, scope and delivery, bringing in trusted engineers to build cleanly, on time and on budget.
Ideal when: you’re ready to build a new MVP, upgrade your platform, or ship a major feature.
Clear milestones and
single accountability
Clean handoff, no surprises
Built to scale from day one
Amy turns complex ideas into clear, actionable plans that teams actually deliver. Every sprint felt focused, aligned, and moving forward.

Jawad Zaib
Senior Software Engineer
Fast onboarding
Set up and aligned in under a week. No long ramp-up, just clear goals, priorities and tangible progress from the start.
Clear operating rhythm
Weekly priorities and async updates keep business and dev in sync. Everyone stays aligned, focused, and shipping on time.
Commercial clarity
Every sprint ties to results that matter, revenue, retention or conversion. Clear focus, no wasted development effort.
From product strategy deep dives to UX breakdowns, I share what actually helps digital products grow. Think of it as a behind-the-scenes look at how founders and teams turn ideas into products people love.
The product blog
Frequently asked questions
What is a fractional product manager?
A fractional product manager gives you senior-level product leadership without the full-time hire. I plug into your business part-time or project-based to own the roadmap, align teams, and make delivery predictable.
Who do you work with?
What types of projects do you take on?
How much does it cost?
How do we get started?
Do you work with existing teams or just new builds?

Got a project or
question in mind?
If you’re exploring how we could work together or want clarity on where your product’s heading fill out the form. I reply personally within 24 hours.
£18M+ IMPACT DELIVERED
Clear priorities
Clean delivery
Shipped outcomes
Fractional Product Management for eCommerce and digital brands.
I help founders shape ideas, make decisions and turn them into products people want to use.
Trusted by leading digital brands






+
launches shipped across eCom + apps
Case studies & results
A look at the product work I’ve led, from new launches to optimisation projects, all focused on solving the right problems and delivering real commercial impact.
Hey, I'm Amy
I help founders turn ideas into clear plans and real products.
A lot of good ideas go nowhere because there’s no clear direction, too many moving parts, or no one driving them forward. That’s where I come in.
Before going fractional, I spent 3+ years working across product strategy, optimisation and delivery for one of the UK’s biggest eCommerce brands. From app experiments to major launches, the work I supported contributed to over £18M in revenue impact.
Now, I work with founders and digital brands who need help making decisions and moving things forward.
If things feel messy or stuck, I can help bring clarity and figure out what comes next.

What it's like to build together
Empathetic and thoughtful. Amy bridges business needs with technical reality and leads with structure and insight

Noaman Ilyas
Software Engineer
Super quick and super clever. Amy played a major role in growing our TikTok Shop to millions a month and was fab to work with

Cissy Jones
Social Media Manager
One of the sharpest Product Owners I’ve worked with. Amy brings clarity, direction, and alignment to every project

Amir Khan
Senior Software Engineer
Brings structure and focus. Amy aligns complex projects while caring deeply about both product and people

Wilson Govindji
Delivery Manager
Brings clarity and momentum. Amy listens, bridges perspectives, and drives teams forward with focus and collaboration.

Omar Qazi
Senior Software Egineer
Bridges tech and business effortlessly. Amy communicates with clarity, composure, and professionalism under pressure

Mehmet Ali Kandemir
Lead Developer
Balances clarity and delivery. Amy communicates seamlessly across teams and manages priorities with calm precision

Tim Hockham
Agile Delivery Lead
Calm, patient, and positive. Amy keeps morale high and delivery smooth even under pressure.

Birsen Aydın
Senior Software Developer
Turns goals into clear roadmaps. Amy translates business needs into actionable plans with focus and precision

Jawad Zaib
Senior Software Engineer
Delivers under pressure. Amy thrives in fast-paced environments and earns trust across teams and leadership

Rafe Bell
Technical Product Manager
£18M+ IMPACT DELIVERED
Clear priorities Clean delivery Shipped outcomes
Fractional Product Management for eCommerce and digital brands. I help founders shape ideas, make decisions and turn them into products people want to use.
Trusted by leading digital brands








+
launches shipped across eCom + apps
case studies &
results
£18M+ IMPACT DELIVERED
Clear priorities Clean delivery Shipped outcomes
Fractional Product Management for eCommerce and digital brands. I help founders shape ideas, make decisions and turn them into products people want to use.
Trusted by leading digital brands








+
launches shipped across eCom + apps
Case studies & results
A look at the product work I’ve led, from new launches to optimisation projects, all focused on solving the right problems and delivering real commercial impact.
Case studies & results
A look at the product work I’ve led, from new launches to optimisation projects, all focused on solving the right problems and delivering real commercial impact.

App Optimisation: £9M+ Revenue Uplift through Experimentation
App Optimisation: £9M+ Revenue Uplift through Experimentation
READ MORE

App Optimisation: £9M+ Revenue Uplift through Experimentation
READ MORE

PLT Outlet:
Delivering Standalone Markdown Site
PLT Outlet:
Delivering Standalone Markdown Site
PLT Outlet:
Delivering Standalone Markdown Site
READ MORE

Marketplace Integration: Six-Figure Launch and Repeatable Growth Model
Marketplace Integration: Six-Figure Launch and Repeatable Growth Model
READ MORE

Marketplace Integration: Six-Figure Launch and Repeatable Growth Model
READ MORE

TikTok Shop: Scaling Social Commerce to Multi-Million-Pound Growth
TikTok Shop: Scaling Social Commerce to Multi-Million-Pound Growth
TikTok Shop: Scaling Social Commerce to Multi-Million-Pound Growth
READ MORE

AI-Powered Merchandising Migration: +7% Gross Sales Uplift
AI-Powered Merchandising Migration: +7% Gross Sales Uplift
AI-Powered Merchandising Migration: +7% Gross Sales Uplift
READ MORE

£7M+ Revenue
Safeguarded via Real-Time Feed Automation
£8M+ Revenue
Safeguarded via Real-Time Feed Automation
READ MORE

£8M+ Revenue
Safeguarded via Real-Time Feed Automation
READ MORE
Hey, I'm Amy
I help founders turn ideas into clear plans and real products.
A lot of good ideas go nowhere because there’s no clear direction, too many moving parts, or no one driving them forward. That’s where I come in.
Before going fractional, I spent 3+ years working across product strategy, optimisation and delivery for one of the UK’s biggest eCommerce brands. From app experiments to major launches, the work I supported contributed to over £18M in commercial impact.
Now, I work with founders and digital brands who need help making decisions and moving things forward.
If things feel messy or stuck, I can help bring clarity and figure out what comes next.

Hey, I'm Amy
I help founders turn ideas into clear plans and real products.
A lot of good ideas go nowhere because there’s no clear direction, too many moving parts, or no one driving them forward. That’s where I come in.
Before going fractional, I spent 3+ years working across product strategy, optimisation and delivery for one of the UK’s biggest eCommerce brands. From app experiments to major launches, the work I supported contributed to over £18M in commercial impact.
Now, I work with founders and digital brands who need help making decisions and moving things forward.
If things feel messy or stuck, I can help bring clarity and figure out what comes next.

What My partners say
What it's like to build together
What it's like to build together
Empathetic and thoughtful. Amy bridges business needs with technical reality and leads with structure and insight

Noaman Ilyas
Software Engineer
Super quick and super clever. Amy played a major role in growing our TikTok Shop to millions a month and was fab to work with

Cissy Jones
Social Media Manager
One of the sharpest Product Owners I’ve worked with. Amy brings clarity, direction, and alignment to every project

Amir Khan
Senior Software Engineer
Brings structure and focus. Amy aligns complex projects while caring deeply about both product and people

Wilson Govindji
Delivery Manager
Brings clarity and momentum. Amy listens, bridges perspectives, and drives teams forward with focus and collaboration.

Omar Qazi
Senior Software Egineer
Bridges tech and business effortlessly. Amy communicates with clarity, composure, and professionalism under pressure

Mehmet Ali Kandemir
Lead Developer
Balances clarity and delivery. Amy communicates seamlessly across teams and manages priorities with calm precision

Tim Hockham
Agile Delivery Lead
Calm, patient, and positive. Amy keeps morale high and delivery smooth even under pressure.

Birsen Aydın
Senior Software Developer
Turns goals into clear roadmaps. Amy translates business needs into actionable plans with focus and precision

Jawad Zaib
Senior Software Engineer
Delivers under pressure. Amy thrives in fast-paced environments and earns trust across teams and leadership

Rafe Bell
Technical Product Manager
Empathetic and thoughtful. Amy bridges business needs with technical reality and leads with structure and insight

Noaman Ilyas
Software Engineer
Super quick and super clever. Amy played a major role in growing our TikTok Shop to millions a month and was fab to work with

Cissy Jones
Social Media Manager
One of the sharpest Product Owners I’ve worked with. Amy brings clarity, direction, and alignment to every project

Amir Khan
Senior Software Engineer
Brings structure and focus. Amy aligns complex projects while caring deeply about both product and people

Wilson Govindji
Delivery Manager
Brings clarity and momentum. Amy listens, bridges perspectives, and drives teams forward with focus and collaboration.

Omar Qazi
Senior Software Egineer
Bridges tech and business effortlessly. Amy communicates with clarity, composure, and professionalism under pressure

Mehmet Ali Kandemir
Lead Developer
Balances clarity and delivery. Amy communicates seamlessly across teams and manages priorities with calm precision

Tim Hockham
Agile Delivery Lead
Calm, patient, and positive. Amy keeps morale high and delivery smooth even under pressure.

Birsen Aydın
Senior Software Developer
Turns goals into clear roadmaps. Amy translates business needs into actionable plans with focus and precision

Jawad Zaib
Senior Software Engineer
Delivers under pressure. Amy thrives in fast-paced environments and earns trust across teams and leadership

Rafe Bell
Technical Product Manager
Empathetic and thoughtful. Amy bridges business needs with technical reality and leads with structure and insight

Noaman Ilyas
Software Engineer
Super quick and super clever. Amy played a major role in growing our TikTok Shop to millions a month and was fab to work with

Cissy Jones
Social Media Manager
One of the sharpest Product Owners I’ve worked with. Amy brings clarity, direction, and alignment to every project

Amir Khan
Senior Software Engineer
Brings structure and focus. Amy aligns complex projects while caring deeply about both product and people

Wilson Govindji
Delivery Manager
Brings clarity and momentum. Amy listens, bridges perspectives, and drives teams forward with focus and collaboration.

Omar Qazi
Senior Software Egineer
Bridges tech and business effortlessly. Amy communicates with clarity, composure, and professionalism under pressure

Mehmet Ali Kandemir
Lead Developer
Balances clarity and delivery. Amy communicates seamlessly across teams and manages priorities with calm precision

Tim Hockham
Agile Delivery Lead
Calm, patient, and positive. Amy keeps morale high and delivery smooth even under pressure.

Birsen Aydın
Senior Software Developer
Turns goals into clear roadmaps. Amy translates business needs into actionable plans with focus and precision

Jawad Zaib
Senior Software Engineer
Delivers under pressure. Amy thrives in fast-paced environments and earns trust across teams and leadership

Rafe Bell
Technical Product Manager
Ways we can work together
Not sure if you need a full-time PM or just someone to unstick your roadmap?
Here are three ways we can work together, pick what fits where you are right now.
1-Month Sprint
Growth Intensive
30 days to find what’s blocking growth and fix it.
Audit, clarity and a roadmap your team can build tomorrow.
Ideal for: stalled roadmaps, flat conversions or when you need clarity before you build.
Pinpoint where revenue’s leaking
Ranked plan with impact scores
First quick win live inside 14 days
Ongoing Support
Product Management
Part-time product leadership that drives full-time results.
I own your roadmap, align the team and make shipping predictable.
Ideal when: you’ve outgrown founder-led product but don’t need a full-time hire.
Pinpoint where revenue’s leaking
10-minute founder updates
Every ticket tied to ROI
Full Build Project
End-to-End
Build
From idea to live product, managed, measured and shipped.
I lead strategy, scope and delivery, bringing in trusted engineers to build cleanly, on time and on budget.
Ideal when: you’re ready to build a new MVP, upgrade your platform, or ship a major feature.
Clear milestones and single accountability
Clean handoff, no surprises
Built to scale from day one
Amy turns complex ideas into clear, actionable plans that teams actually deliver. Every sprint felt focused, aligned, and moving forward.

Jawad Zaib
Senior Software Engineer
Fast onboarding
Set up and aligned in under a week. No long ramp-up, just clear goals, priorities and tangible progress from the start.
Clear operating rhythm
Weekly priorities and async updates keep business and dev in sync. Everyone stays aligned, focused, and shipping on time.
Commercial clarity
Every sprint ties to results that matter, revenue, retention or conversion. Clear focus, no wasted development effort.
Ways we can work together
Not sure if you need a full-time PM or just someone to unstick your roadmap?
Here are three ways we can work together, pick what fits where you are right now.
1-Month Sprint
Growth
Intensive
30 days to find what’s blocking growth and fix it. Audit, clarity and a roadmap your team can build tomorrow.
Ideal for: stalled roadmaps, flat conversions or when you need clarity before you build.
Pinpoint where revenue’s leaking
Ranked plan with impact scores
First quick win live inside 14 days
Ongoing Support
Product Management
Part-time product leadership that drives full-time results. I own your roadmap, align the team and make shipping predictable.
Ideal when: you’ve outgrown founder-led product but don’t need a full-time hire.
Pinpoint where revenue’s leaking
10-minute founder updates
Every ticket tied to ROI
Full Build Project
End-to-End
Build
From idea to live product, managed, measured and shipped. I lead strategy, scope and delivery, bringing in trusted engineers to build cleanly, on time and on budget.
Ideal when: you’re ready to build a new MVP, upgrade your platform, or ship a major feature.
Clear milestones and single accountability
Clean handoff, no surprises
Built to scale from day one
Amy turns complex ideas into clear, actionable plans that teams actually deliver. Every sprint felt focused, aligned, and moving forward.

Jawad Zaib
Senior Software Engineer
1-Month Sprint
Growth
Intensive
30 days to find what’s blocking growth and fix it. Audit, clarity and a roadmap your team can build tomorrow.
Ideal for: stalled roadmaps, flat conversions or when you need clarity before you build.
Pinpoint where revenue’s leaking
Ranked plan with impact scores
First quick win live inside 14 days
Ongoing Support
Product Management
Part-time product leadership that drives full-time results. I own your roadmap, align the team and make shipping predictable.
Ideal when: you’ve outgrown founder-led product but don’t need a full-time hire.
Pinpoint where revenue’s leaking
10-minute founder updates
Every ticket tied to ROI
Full Build Project
End-to-End
Build
From idea to live product, managed, measured and shipped. I lead strategy, scope and delivery, bringing in trusted engineers to build cleanly, on time and on budget.
Ideal when: you’re ready to build a new MVP, upgrade your platform, or ship a major feature.
Clear milestones and single accountability
Clean handoff, no surprises
Built to scale from day one
Amy turns complex ideas into clear, actionable plans that teams actually deliver. Every sprint felt focused, aligned, and moving forward.

Jawad Zaib
Senior Software Engineer
Fast onboarding
Set up and aligned in under a week. No long ramp-up, just clear goals, priorities and tangible progress from the start.
Clear operating rhythm
Weekly priorities and async updates keep business and dev in sync. Everyone stays aligned, focused, and shipping on time.
Commercial clarity
Every sprint ties to results that matter, revenue, retention or conversion. Clear focus, no wasted development effort.
The product
The product
blog
blog
From product strategy deep dives to UX breakdowns, I share what actually helps digital products grow.
Think of it as a behind-the-scenes look at how founders and teams turn ideas into products people love.
From product strategy deep dives to UX breakdowns, I share what actually helps digital products grow. Think of it as a behind-the-scenes look at how founders and teams turn ideas into products people love.
From product strategy deep dives to UX breakdowns, I share what actually helps digital products grow. Think of it as a behind-the-scenes look at how founders and teams turn ideas into products people love.

10 Silent Growth Killers Inside Product Teams (and How to Fix Them)
READ MORE

AI Won’t Fix Your Product Thinking
READ MORE

How Strong Teams Protect Focus Without Killing Momentum
READ MORE

Where Product Delivery Actually Slows Down (And How to Prevent It)
READ MORE

Why Most Digital Transformations Fail + How to Make Yours Work
READ MORE

Product Delivery Strategy: How to Align Business and Engineering Teams
READ MORE
Frequently asked questions
Frequently asked questions
What is a fractional product manager?
A fractional product manager gives you senior-level product leadership without the full-time hire. I plug into your business part-time or project-based to own the roadmap, align teams, and make delivery predictable.
Who do you work with?
What types of projects do you take on?
Do you work with existing teams or just new builds?
How much does it cost?
How do we get started?

Got a project or question in mind?
If you’re exploring how we could work together or want clarity on where your product’s heading fill out the form. I reply personally within 24 hours.
Prefer LinkedIn?
Got a project or question in mind?
If you’re exploring how we could work together or want clarity on where your product’s heading fill out the form. I reply personally within 24 hours.
Prefer LinkedIn?
Got a project or question in mind?
If you’re exploring how we could work together or want clarity on where your product’s heading fill out the form. I reply personally within 24 hours.
Built by Amy Adams
Built by Amy Adams
© 2025 ProductByAmy.
All Rights Reserved.
Built by Amy Adams
© 2025 ProductByAmy.
All Rights Reserved.













