I’m an independent product consultant based in New York City with a background in product strategy, user research, and design thinking.
Hello, I’m Aretha.
I have 13 years of experience helping brands launch new products from 0 to 1 and scaling technology for growing businesses. My product management background is a blend of boutique digital agency and early-stage startup experience, giving me a diverse understanding of business models, customer problems, and agile processes.
Most recently, I was the founding VP of Product at Ephemeral Tattoo, and before that, I led product at Casper.
Where I can add value.
I thrive at helping small and medium-sized consumer startups go to market and to scale their growth through product frameworks and strategy.
Depending on your business goals and the stage of your company, I can act as a factional product manager embedded in your team or work on a project-by-project basis with my network of designers, engineers, and researchers.
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Stress test your idea and prove out demand through user and market research competitive analysis.
Output: User Research, TAM definition and GTM strategy
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Bring your brand, product, service, or new feature to market with a consumer-first product framework.
Output: End to end launch of a new experience or feature.
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Unlike growth marketing which often focuses on driving traffic and increasing clicks, product-led growth applies user-first concepts to understand how to improve the funnel.
Output: Funnel analysis, iterative CRO testing.