Ana Woodrow
Strategic Product Leader | B2B SaaS | Driving Commercial Growth Through Product Excellence
Career Highlights
Proven track record of driving growth, building teams, and delivering strategic impact in B2B SaaS
Revenue & Growth Impact
Drove 20% ARR increase and secured 117% customer growth (3 to 7 customers) in complex B2B markets through strategic product positioning and market expansion.
Strategic Framework Development
Created build/buy/partner framework adopted platform-wide at Ocado, transforming investment approach and still referenced by CPO years later as key strategic tool.
Team & Function Building
Established product strategy function from scratch in first leadership role, growing team from 0 to 5 in one year with 40% promotion rate; one of first 5 PM hires at Ocado, helping establish the PM function organization-wide; COO of not-for-profit supporting women to move into product leadership.
Cost Optimization
Delivered £1.5M in recurring annual cost savings through data science collaboration and algorithm optimization, validated through rigorous pilot testing.
Product Turnaround
Rescued simulation product from portfolio exit, by executing strategic pivot and securing 100% headcount increase through clear competitive positioning and integration strategy.
Professional Journey
10+ years of experience in product management and strategy
Chief Operating Officer (pro bono)
The Female Product Lead
Leadership team member for not-for-profit community dedicated to advancing women in product leadership (600+ members). Driving operational excellence across events, volunteer operations, and mentoring programs.
- ▸Operational Transformation: Reduced member onboarding time by 90% and built custom CRM from scratch, streamlining operations for 600+ member community
- ▸Scaled Event Delivery: Enabled 12 events per quarter through automated workflows and centralized systems
Product Director
Körber Supply Chain Software
Led product strategy and PM team for a €750M B2B supply chain software company (Gartner Magic Quadrant for WMS). Reported to SVP Product, managing a portfolio of 5 products generating €12M annual revenue.
- ▸Revenue Growth: Drove 20% ARR increase through North America market expansion and strategic sales collaboration
- ▸Portfolio Turnaround: Rescued simulation product from exit by pivoting to WMS integration strategy, securing 100% headcount increase.
Product Strategy Lead
Ocado
Promoted to establish and lead a new strategic function for a £500M B2B SaaS end-to-end grocery e-commerce platform provider. Reported to CPO, partnering with C-level stakeholders to drive long-term strategic decision-making.
- ▸Function Building: Established product strategy function from zero, growing team to 5 with 40% promotion rate in first leadership role.
- ▸Strategic Framework: Created build/buy/partner framework adopted platform-wide, influencing major investment decisions still referenced by CPO years later
Product Lead
Ocado
Led vision and strategy for major platform areas (Logistics, Supply Chain and Fulfillment) covering 10+ products. Strategic and customer-focused role, serving as primary interface between B2B customers and product delivery teams.
- ▸Platform Vision: Defined first vision and roadmap for Ocado Smart Platform, now powering 13 retailers across 12 countries.
- ▸Customer Experience: Transformed store pick into standard offering by designing first customer showcase event, establishing annual conference tradition.
Principal Product Consultant
Ocado
Leveraged product expertise to support high-value B2B SaaS sales cycles globally, bridging technical and business stakeholders during complex sales cycles.
- ▸Customer Acquisition: Secured 117% growth (3 to 7 customers) in high-capex market through compelling value propositions for Sweden, Canada, and Australia.
- ▸Sales Enablement: Led integration discussions connecting prospect ecosystems to platform, balancing market intelligence with commercial discipline
Senior Product Manager
Ocado
One of the first 5 product manager hires, managing 3 technical logistics products and leading their migration to new B2B cloud platform.
- ▸Cost Optimization: Delivered £1.5M recurring annual savings through machine learning algorithm optimizing delivery capacity.
- ▸Platform Migration: Led multi-year migration of 3 critical logistics products to platform now serving 13 retailers globally.
Earlier Experience
Product Owner
PinkRoccade Healthcare | Netherlands | 2011-2012
Consultant
Yonder | Netherlands | 2010-2012
.NET Developer
Yonder | Romania | 2007-2008
Education
Master of Science: Software Engineering
Vrije Universiteit Amsterdam | Netherlands | 2008-2010
Bachelor of Science: Computer Science
Babes-Bolyai University Cluj-Napoca | Romania | 2005-2008
Featured Case Studies
Deep dives into transformative projects and their measurable impact
Building a Product Strategy Function from Zero
Ocado | 2021-2023
Ocado needed a dedicated product strategy function to drive long-term strategic decision-making for their £500M B2B SaaS platform. No such function existed, and the organization lacked structured processes for strategic investment decisions.
Challenge
Ocado needed a dedicated product strategy function to drive long-term strategic decision-making for their £500M B2B SaaS platform. No such function existed, and the organization lacked structured processes for strategic investment decisions.
Solution
Established and led a new product strategy function, recruiting and developing a team of 5 product strategy managers. Created structured, OKR-driven processes and drove strategic decisions on product investments, market expansion strategies, and proposition refinement presented to CPO and CEO.
Impact
- ✓Built team from 0 to 5 in ~1 year with 40% promotion rate and 100% retention
- ✓Build/buy/partner framework adopted platform-wide, influencing major strategic decisions
- ✓2 of 5 team members promoted to senior level within 18 months
Key Skills Applied
Driving 20% ARR Growth Through Market Expansion
Körber Supply Chain Software | 2023-2025
Voice product had strong presence in European market but limited penetration in North America, a key growth market. Product gaps and lack of sales enablement were blocking expansion opportunities.
Challenge
Voice product had strong presence in European market but limited penetration in North America, a key growth market. Product gaps and lack of sales enablement were blocking expansion opportunities.
Solution
Led strategic market expansion initiative by identifying critical feature requirements for North American market, collaborating closely with sales team to understand customer needs, and prioritizing development to enable key deals.
Impact
- ✓20% ARR increase
- ✓Secured 3 major North American deals
- ✓70% subscription margin increase through pricing alignment
- ✓Established product as viable North American offering
Key Skills Applied
£1.5M Cost Savings Through Algorithm Optimization
Ocado | 2014-2017
Delivery operations had cost inefficiencies, with delivery vans not operating at optimal capacity due to inaccurate calculations of delivery durations.
Challenge
Delivery operations had cost inefficiencies, with delivery vans not operating at optimal capacity due to inaccurate calculations of delivery durations.
Solution
Collaborated with data science team to develop a machine learning-based delivery duration optimization algorithm. Rigorously validated the approach through pilot testing before rolling out across operations, achieving 0.5 additional orders per van.
Impact
- ✓£1.5M in recurring annual cost savings
- ✓0.5 additional orders per van across fleet
- ✓Validated through rigorous pilot before rollout
- ✓Algorithm became core part of logistics platform
Key Skills Applied
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