Building the future of
pet care together
Whether you're a start-up, scale-up, established brand or investor exploring the space - I can help you with market insights, go-to-market strategy, product market fit and team structure/working processes.
Start a Conversation
Expert Sessions
60-minute deep dives
best for market insights
Consultancy
Multi-day/week engagements
best for strategic wayfinding.
Fractional Roles
Mid-long term, low touch engagement
best for C-suite support without the costs.
Mentoring & Coaching
Mid-long term support
best for team building, structuring and development.
Strategic Consultant
And Sailor - Strategic Inspiration
Insight & execution
Pet Innovate is led by a product specialist with a background in user experience design, systems architecture, cross-functional team leadership and product innovation. After several years at OgilvyOne, including work with major pet brands, the focus shifted into building and scaling digital products in the pet sector.
This includes founding Kibble - a connected wearable and companion app designed to drive healthier exercise through behavioural nudges and AI-driven insights - and in 2017 co-founding Waggel pet insurance, holding the role of Chief Product Officer.
Today, the pet industry is undergoing a fundamental shift. Ownership demographics have moved rapidly toward millennials and Gen-Z, expectations of digital experience have sharpened, and advances in AI are reshaping health diagnostics, risk modelling, and customer service models across insurance and pet care.
Pet Innovate exists to help ambitious pet businesses navigate this change - combining deep domain expertise with practical product, technology, and growth strategy.
If you're building in the pet space and care deeply about product quality, outcomes, and long-term brand value, let's talk.
Whatever your size, whatever your stage
Product Strategy & UX Vision
I help businesses and the teams within them discover their North Star and charter their course towards it through clear product vision and UX strategy.
Fractional Chief Product Officer
Growing teams need senior product leadership, but hiring a full-time CPO isn't always the answer. I provide strategic vision, roadmap clarity, and hands-on mentorship scaled to your stage and budget.
Industry Intelligence
The pet industry is evolving faster than ever. I bring deep knowledge across insurance, wearables, and consumer products—helping you spot opportunities, understand competitors, and position for what's coming next.
Team Structure & Process
Team building, structuring and scaling can make or break an operation. I help you establish systems for collaboration and decision-making that work and that team members love. I'm not talking one-size "agile coaching", I help you find the right working processess and methodologies for your unique team, culture and stage of growth.
Let's chew the fat
Whether you're tackling a specific challenge, exploring new opportunities, or simply want to test ideas with someone who's been there and seen how these things really play out - I'd love to hear from you.