About me
I'm first and foremost a product and design guy. I love ideas and the rush of taking something from concept to reality.
The combination of creativity and execution to build products people love, is something I always strive for. And I've been doing it 15+ years.
Working with startups, scale-ups and iconic brands with global reach.
Story
Building from zero.
I've laid the foundations for startups that went on to achieve significant valuations. One of those, I joined in its first year – shaping the product thinking, team structure and strategic direction that would underpin everything that followed. In another, I served as Product Director for three years, helping driving 7x year-on-year growth that contributed directly to a $15M Series A.
That experience taught me something most product leaders only learn in retrospect: the product that gets you to Series A is rarely the one that takes you beyond it. Knowing the difference – and acting on it early – is worth more than any roadmap.
Iconic brands at scale.
I've also taken that thinking into organisations where the stakes are different but the challenge is often the same. At McLaren Racing and Wembley Stadium I worked on major product initiatives where brand complexity, commercial pressure and technical ambition had to move in the same direction at the same time.
At that scale, the product challenge isn't just technical. It's cultural, political and deeply human. Getting alignment across functions inside an iconic institution is a different discipline – and one I've had the privilege of practising at the highest level.
Founding partner.
I serve as CPTO for a first-of-its-kind retirement platform. Helping guide it through FCA authorisation, one of the most demanding regulatory processes in UK financial services, while building a product designed to meaningfully improve retirement outcomes for millions of people.
This wasn't advisory work from the outside. I was a founding team member, a strategic lead and a major shareholder. I remain so. It's the clearest signal I can give of how I operate: with complete commitment to the outcome, not just the engagement.
Philosophy
I believe the best product leadership moves fluidly between altitude and detail – setting the strategy in the boardroom, then staying close enough to the work to make sure it actually gets delivered.
I believe design, technology and business strategy are not separate disciplines. They are one discipline with three lenses. When they align, companies move fast and build exceptional products. When they don't, even brilliant teams produce the wrong things beautifully.
And I believe the most valuable thing an advisor can offer isn't a framework. It's a point of view, clearly held and honestly delivered – even when it's not what the room expected to hear.
Testimonials
Will Leeming
Arbolus
Reuben played a critical role in defining the product, its design, and the overall user experience we aimed to deliver – helping us navigate the complexities of turning a vision into a functional product.
I consider Reuben not just an essential part of our early success but also a trusted business partner whose advice I deeply value.
Geoff Gower
Favour The Brave
Designing a great looking website is one thing, creating successful digital products is another. It takes an understanding of market and business strategy, an appreciation of ergonomics and a flair for design.
Finding all three is difficult, finding all three in one person (who isn’t insufferable) is a miracle. But, they do exist and they are called Reuben.
Phil Alexander
Crystal Palace F.C.
Reuben played a huge role in the digital transformation of the Club. He helped guide us to a digital infrastructure fit for purpose.
I cannot recommend Reuben highly enough in terms of his technical knowledge, his ability to understand our brief and to negotiate with vendors on our behalf.
Paul
Snugs
Reuben helped us realise our vision of creating an A.I. custom fitting app as an alternative to professional ear impressions.
First presented as a concept at CES and finally built and integrated with our e-commerce store for the direct consumer market.
It's been a game-changer in the hearing protection industry.
Liz Peck
Veygo Insurance
Reuben helped craft a more simple and clear front end customer experience (CX), simultaneously optimising the positioning of our multiple customer propositions, to enhance both customer understanding and conversion.
He is calm, knowledgeable and a trusted pair of hands, and his final recommendations exceeded expectations.
Alex Castle
Currencies Direct
Reuben was an enormous factor in the successful launch of the new Currencies Direct and Redpin websites.
The project had been stalled for months before Reuben’s involvement, but he came in and drove the project to completion - covering all aspects of the site design and build - alongside our in-house team.
Nathan Vingoe
AiScout
Reuben's ability to translate complex requirements into a plan of action and world-class product is second to none.
He brought his expertise and his team to the table and they help us realise our ambitious vision of creating the world's first AI-powered scouting solution.
Highly recommend.