Aleksandra Westfal

I've spent 13 years in product — mostly at growth-stage B2B SaaS companies where the work was messy, the stakes were real, and "just ship it" wasn't good enough. Most of that time was at Xero, where I led subscription, packaging and platform strategy across multiple markets. I grew paid conversion by more than 10% in the US, generating NZ$7.2M in first-year LTV. I've built product teams from scratch, navigated reorgs, and sat in enough executive rooms to know what good strategy actually looks like versus what sounds good in a deck. I take on fractional work because I genuinely enjoy the early, hard part — when direction isn't clear yet, the team needs a reset, or the founder is starting to feel like the bottleneck in their own product organisation. I'm also currently building my own AI product, so when clients ask me about AI strategy — I'm drawing on what I'm doing and learning right now.

• Getting product strategy out of the weeds and back to what actually matters for the business Helping founders hand over product decisions without losing control of direction
• Building the habits and structure that let product teams work without constant oversight Shifting product teams away from roles and process theatre toward actual skills, judgment, and customer impact
• Using AI and automation to kill the admin so the team can spend time on the work that actually requires a human
• Figuring out where AI actually adds value in your product, and shipping it in a way customers trust