AI product leadership for B2B SaaS. I help you choose what is worth building, ship it with your team, and measure whether it works.
The pilot works. Now it needs reliable results, a clear cost and a route into production.
The board wants a plan. Your team needs someone to choose the priorities and lead delivery.
Usage, quality and spend are hard to see. You need evidence for the next product decision.
You have the tools. Now you need practical habits for using them well on your own codebase.
A fractional or interim head of AI and product, embedded with your team. I turn the ambition into priorities and own delivery.
A working proof of concept, built by me with AI-assisted tools. Test the idea with your team or customers before committing to a full build.
Take a focused AI feature into production with your engineers. We agree the scope and timing around your product, data and existing systems.
Hands-on Claude workshops and hackathons using your own codebase. I run these with teams and through the public Good Vibes series.
Product judgement and hands-on delivery, in the same person. I help decide what deserves to exist, then work alongside your team to get it into use.
Experience from in-house roles and my own business. These are not consulting-client outcomes.
Candidate chatbots, interview transcription and intelligent screening. Shipped on a shared AI platform, with quality evaluation, usage measurement and governance documentation.
Global HRTech company, 900+ clientsTypical integration build, down from three weeks, after building an integrations team from zero to four and re-architecting the patterns. Net revenue retention moved with it.
Global HRTech companyFirst product hire at employee number 18. Built the product function through the first external funding round and growth to 90 people, then led AI and innovation.
Global HRTech companySales facilitated by Fetch.je for 130 local businesses in its first three months. I launched it in five days during lockdown and later sold it to Jersey Post.
Fetch.je, founderThe shape of a delivery engagement. Scope and timing depend on the work; a workshop or prototype can stand alone.
Review the product, data and team. Agree the problem, the first priority and what a useful result would look like.
Put the right measures in place: product usage, AI quality and cost. Know where we are starting before changing the product.
Build with your team, test with users and release in manageable steps. Use the results to decide what happens next.
Leave clear ownership, working measurements and written playbooks so your team can keep moving independently.
A sounding board for a founder or product lead. Two calls a month, with questions and feedback between calls. You bring the decisions; we work through them together.
Embedded two or three days a week as head of AI and product. I own the roadmap, work with your engineers and take responsibility for delivery.
A defined piece of work with an agreed outcome and date: a diagnosis, a prototype, an AI feature or a workshop with your team.
Yes. I work in Python, Ruby on Rails, TypeScript and React. I build prototypes and production features alongside your engineers, and help the team use AI tools effectively.
Fractional can help when you need senior product ownership before you are ready for a full-time hire. I can also help define the role and hire the person who takes over.
Sometimes the better answer is a change to onboarding, pricing or data. The diagnosis starts with the problem and whether AI would help solve it.
We agree quality checks, safeguards, an audit trail and cost measurement as part of the build. I have also written the governance documentation that sales and security teams need.
I work with your existing stack where it fits: PostHog, Amplitude, Mixpanel or SQL; Claude, OpenAI or open models. Tool choices follow the problem and your requirements.
I’m based in Jersey and work remotely with teams across the UK and beyond. I travel for kick-offs and team sessions.
I’m Dave Edwards. I’ve spent fifteen years in product, analytics, growth and engineering leadership. I was the first product hire at a global HRTech company, then led integrations and AI through its growth to 90 people and 900+ clients.
I also founded Fetch.je and sold it to Jersey Post. Before that, I ran a nine-person team with P&L at iProspect, working for brands including adidas, Burberry, Coca-Cola and ASOS.
I co-founded the Channel Islands Python User Group, mentor at Digital Jersey and run Good Vibes, a series of practical AI coding workshops and hackathons.
Tell me what you are trying to build, where you are stuck and what your team needs. I’ll reply personally, and we can arrange a 30-minute call if there is a fit.
dave@dwedigital.com