Your product org has potential.
Let’s unlock it together.
You want to coach your product team. You just don’t have the bandwidth, or the toolkit.
I work directly with your product people and with you, their manager, to build confident thinking, strategic skills, and stronger product outcomes.
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So they grow. You get leverage. And your whole org levels up, without burning you out.
Trusted by people and teams at:
“Susana’s nuanced and thoughtful feedback helped me grow multiple team members. I’ve rehired her for every new product hire.”
— Stephen, Founder & CEO, Seed Stage B2B
When coaching isn’t happening, here’s what shows up…
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PMs stuck in the weeds, unsure how to think strategically
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High-potential team members stalling, or quietly looking elsewhere
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PMs obsessed with doing things “by the book,” but missing the big picture
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Firefighting takes priority over forward momentum
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You’re coaching reactively in stolen moments, if at all
What changes when coaching clicks…
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Product people who think clearly, challenge assumptions, and lead with confidence
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Higher retention and faster growth for high-potential PMs
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More pragmatic, commercially aware product thinkers who drive business outcomes
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Strategy and execution that actually connect, and move the needle
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Managers freed up to lead, not hand-hold
“My report is now confident tackling complex problems and collaborating cross-functionally. I trust her with bigger, messier work thanks to Susana’s coaching.”
— Corinna Lamberti, VP Product, Chip
Great managers invest in their people. I help you do it, without stretching yourself thinner.
You know where your product people need to grow. But maybe they’ve had no formal training. Maybe they’re new to strategy or leadership. Or maybe you just don’t have the time, or product background, to coach them the way you want to.
That’s where I come in.
I work with founders, CPOs, VPs of Product, and CTOs to coach product managers in lockstep with their manager’s goals.
From junior PMs to new leads, we reinforce the exact skills your team needs to improve, so they grow faster, perform better, and take more off your plate.
Together, we build a strong baseline of product thinking across your org, so your people, and your products, thrive, without adding more to your calendar.
How coaching works
“Susana has a brilliant mind, is super knowledgeable about how to 'do product' and is highly able to cut through the BS that people conjure up in their hearts and minds.”
— Joost Wolzak, Head of UX, Sendcloud
Why work with me
A track record of meaningful tech leadership
With over 13 years of experience leading product in B2B, I focus on solving difficult and meaningful problems. At Onfido, I fought identity fraud by launching award-winning AI products, contributing to 10x year-on-year revenue growth, multiple times over six years, leading to a $650m exit. Most recently, I led product, design, engineering, data science, and product marketing at Abatable, a Series A, B-Corp certified ClimateTech startup, helping organisations build a thriving future for climate, nature, and people.
Trained and shaped by the best
As part of Cagan’s SVPG Coach the Coaches cohort and the ProductLand community of senior product leaders, I’ve been shaped by some of the best minds in product. That means I deeply understand the product operating model theory, the messy world of “it depends”, and getting to actual results.
A product coach with an investor’s perspective
I’m an active angel investor through Ventures Together, a community of experienced startup operators. This gives me a clear view into what early-stage investors care about: from metrics and strategy to positioning. It helps your product people develop stronger commercial awareness, deepen their strategic thinking, and better connect their work to business outcomes.
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Oh and I have a purple belt in kickboxing, so I can literally be a sparing partner.
Services
Individual coaching
£1,700 - £2,500 per 5 session pack depending on coachee seniority
Strategic coaching for product people, at any stage, tackling real challenges.
Whether they’re a newly minted product leader struggling to let go of IC work, a solo PM owning a critical part of the product, or a high performer ready for promotion — this is where they get the support they need to grow.
I coach your product people directly, while keeping you, their manager, closely involved, so coaching reinforces the exact skills you want to develop, without taking up more of your time.
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What’s included:
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5 tailored coaching sessions per coachee
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Kickoff with manager to define focus
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Post-session summaries + resources
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Quarterly check-ins with manager
Group Coaching & Training
Bespoke, starting at £10k
Raise the bar across your product org—with custom coaching that meets your team where they are.
Whether you’ve got undertrained PMs, inconsistent strategy, or a team that needs a common language—this is how we build a strong baseline of product thinking, together.
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What’s included:
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Bespoke syllabus co-created with you
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Focused on real challenges from your org
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Group coaching sessions + individual support
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Manager input + regular feedback loops
Hiring Support
Bespoke
Hiring your first product leader? I’ll help you make the right call.
From writing the job spec to running interviews, I guide you through the process of hiring someone you can trust—with confidence, even if you don’t come from product.
For founders hiring their first senior product leader and unsure what to look for or how to run a strong process.
What’s included:
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Define the role and the ideal candidate profile
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Write job spec and review candidates
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Interview support and final decision guidance
“Susana has a strong grasp of product best practice, a great toolkit of resources, and a gently assertive style that effectively engages people. She's been a great help in establishing our product management team at m3ter.”
— Griff Parry, Founder & CEO, m3ter
FAQs
Q: I’m an individual contributor, can I work with you?
Yes, but coaching is usually funded by your manager. I’m happy to help you pitch it. Let’s chat in a chemistry call.
Q: Do you offer ongoing coaching beyond 5 sessions?
Absolutely. Many clients rebook after their initial pack, especially as their roles grow.
Q: Can you help my team build a product strategy?
Yes. I support individuals through defining and writing strategy. Many strategies co-created with me are later approved by leadership.
Q: How much time does this take from me as a manager?
Not much. We’ll have a short kickoff, and I’ll keep you updated with summaries and suggestions for how to support your report between sessions. It’s high-leverage support that doesn’t fill your calendar.
Q: What kind of topics do you coach on?
A few common ones: Moving from execution to strategy; navigating uncertainty and ambiguity; growing confidence and leadership presence; giving and receiving feedback; building better product discovery habits. We tailor it to the real work your product person is facing.
Q: Can you help my team build a product strategy?
Yes. I support individuals through defining and writing strategy. Many strategies co-created with me are later approved by leadership.
Q: Do you work internationally?
Yes. Most of my coaching is remote, and I’ve worked with product people across Europe, North America, and beyond. Sessions are on Zoom and scheduled to suit your timezone.
“Susana is a fantastic coach, I can't sing her praises highly enough.
The blend of mentorship and coaching was great at helping me shape my ideas, challenge my perceptions both of myself and my approach to product leadership.”
— Saskia Hill, Founder, Deli
