Bronwen Fabb

A newly launched patient booking app (mobile and web) had been shipped, but left behind a critical backlog problem. Work was ungroomed and unprioritized; the offshore development team lacked direction, and a measurement gap meant leadership had no visibility into how the product was actually performing.

Took ownership of the backlog end-to-end, working with the offshore team to groom, rationalize, and reprioritize against business goals. Established a clear delivery sequence that restored team focus and momentum. Separately identified and resolved the analytics implementation issue, restoring accurate measurement. Conducted a platform evaluation and prepared a strategic recommendation for leadership on future technology direction.

Backlog reprioritized and delivery restored. Analytics gap resolved, giving leadership accurate data for the first time. Strategic platform recommendation delivered to guide next technology investment.

There was no dedicated SaaS tooling built for the needs of virtual assistants — a growing segment with no purpose-built product to support how they actually worked. The opportunity existed, but had to be built from scratch.

Co-founded the business and led product from concept through to shipped MVP. Owned discovery, roadmap, build prioritization, and go-to-market. Recruited and onboarded a global beta user cohort to validate the product in real conditions.

Launched MVP with 20–50 global beta users. Selected for the Commonwealth Bank Women in Focus Silicon Valley program, recognizing the platform’s commercial potential and the strength of the product vision.

An early-stage B2B2C fintech startup was building a white-label rewards platform for banks with enterprise clients to win, and no room for a slow or unfocused product process. The product needed to prove itself fast.

Owned the full product roadmap and backlog, prioritizing features directly tied to enterprise client requirements and go-to-market milestones. Built prototypes and product demonstrations to support the sales team in live client pitches. Simultaneously, scoped and planned an offshore delivery operation in Manila to ensure the business could scale without being bottlenecked by resourcing.

Product demonstrations directly contributed to enterprise client acquisition efforts. Offshore delivery planning laid the operational foundation for scalable growth beyond the founding team.

SAI Global’s B2B website had one contact option: a marketing lead form. Visitors with operational and admin inquiries used it by default, flooding Salesforce with disqualified contacts. Pipeline metrics were unreliable, manual triage was consuming internal resources, and users weren’t reaching the right team.

We audited inbound lead data and mapped user intent patterns to identify the root cause. The decision to use native Salesforce Einstein kept the tech stack clean and data integrity intact. We configured intent-based conversation flows to intercept visitors before the lead form, routing admin enquiries to the right team and sales prospects into the CRM. Localized versions with regional personas were built for each market. Post-launch, we refined flows based on drop-off rates and lead quality scores in Salesforce.

Misdirected enquiries dropped materially, cleaning up Salesforce pipeline data and reducing manual triage. Sales worked from a higher-quality lead pool. The localized bot improved self-service across markets without adding tech stack complexity.