Product leadership that gets you unstuck
I help VC-backed startups and founder-led teams get their product roadmap under control and ship faster. 20+ years of tactical, no-BS product leadership without the fluff.
Why Startups Choose Me
Jump in mid-stream
Step into existing teams and drive momentum immediately
Tactical execution
No fluff, just proven systems that get products shipped
High-trust partnership
Direct communication and transparent approach
Startup-focused
Specialized in B2C marketplaces, SaaS, and ecommerce
Proven track record with startups from seed to Series B
I build things. I optimize things. I get things done.
My name is Dana Hetté. I'm a fractional Chief Product Officer and product delivery expert who helps VC-backed startups and founder-led teams get their product roadmap under control and ship faster.
I work with seed to Series A/B startups, especially in B2C marketplaces, SaaS, and ecommerce, who need high-leverage product leadership but aren't ready for a full-time CPO.
My clients describe me as a stellar tactical product manager and a fantastic VP of Development. I bring 20+ years of experience and a proven ability to step in, align teams, and drive momentum — without fluff or delay.
0-1 Builder
MVP strategy and launch execution
Growth Optimizer
A/B testing and data-driven decisions
Team Aligner
Process optimization and coaching
Delivery Expert
Systems that ship products faster
Tactical product leadership that drives results
From fractional CPO services to targeted consulting, I offer flexible engagement models that fit your startup's needs and budget.
Fractional CPO
10-20 hrs/week retainers
High-leverage product leadership without the full-time commitment. Perfect for startups who need strategic direction and tactical execution.
What's included:
- Product strategy and roadmap development
- Team leadership and process optimization
- Stakeholder alignment and communication
- Weekly strategic reviews and planning
Product & Roadmap Audits
Fixed-fee engagement
Comprehensive analysis of your current product strategy, roadmap, and delivery processes with actionable recommendations.
What's included:
- Current state assessment
- Roadmap prioritization review
- Team process evaluation
- Detailed improvement plan
A/B Testing Setup
Strategy consulting
Design and implement data-driven testing frameworks to optimize your product performance and user experience.
What's included:
- Testing strategy development
- Tool selection and setup
- Experiment design and planning
- Results analysis and insights
Delivery Systems Setup
Team & process optimization
Implement proven systems and processes that help your team ship faster and more reliably.
What's included:
- Agile process implementation
- Team workflow optimization
- Tool stack recommendations
- Performance metrics setup
MVP Strategy
GTM alignment & PM coaching
Define your minimum viable product strategy and align it with go-to-market plans for successful launches.
What's included:
- MVP scope definition
- Feature prioritization
- GTM strategy alignment
- Launch planning and execution
PM Coaching
Individual & team development
Level up your product management skills and team capabilities with hands-on coaching and mentorship.
What's included:
- Individual skill development
- Team capability building
- Best practices training
- Ongoing mentorship
Not sure which service fits your needs?
Let's have a conversation about your current challenges and goals. I'll help you determine the best approach to get your product roadmap under control.
Real results for real startups
See how I've helped startups launch products, optimize delivery, and scale their teams across different industries and growth stages.
Azrieli Digital
Challenge:
Orchestrate the development and launch of a complex, multi‑vendor marketplace for Israel's largest retail property group.
Solution:
Led the full-stack platform rebuild from 0-1, implementing modern composable commerce architecture with microservices, headless CMS, and advanced marketplace features including multi-vendor management, dynamic pricing, and real-time inventory synchronization.
Results:
- On-time platform launch
- 93% on-time releases achieved
- Streamlined development processes
- Modern, scalable architecture
"Dana's contributions were invaluable to Azrieli Digital, setting a high standard for innovation, execution, and strategic direction - put simply, we could not have done this project without her."— Jonathan Ben-Anat, CTO, Azrieli Digital
Maisonette
Challenge:
Analyze the previous year's holiday campaign and formulate a strategy to improve CVR and AOV in just 2 months before the campaign launch.
Solution:
Conducted in‑depth analytics analysis revealing that users engaging with filters convert 2.5x better, but only a small fraction were using them. Designed and implemented a targeted gift finder tool to increase filter engagement, backed by first‑click testing and competitor research.
Results:
- 16% increased engagement with site filters
- 2x CVR improvement for gift finder users
- 10% overall CVR improvement YoY
- 2% increase in add to cart rate
- 19% increase in site search engagement
"Dana immediately hit the ground running on our holiday campaign, distilling the data and having the landing page experience defined and deployed within her first month. Her blend of strategic insight, technical prowess, and leadership makes her an invaluable asset to any team."— Kyle Rush, CTO, Maisonette
Revy Autos
Challenge:
Build a high‑converting, scalable platform to help everyday car owners sell their vehicles like pros — without the hassle of dealer trade‑ins or clunky classifieds.
Solution:
Joined as essentially the second hire after the founding CEO, functioning as CPO and tactical head of product delivery. Co‑defined the early vision and GTM strategy through competitive analysis and user research, built the foundation for product delivery, owned experimentation & analytics infrastructure, and collaborated with marketing on growth.
Results:
- 4x increase in listing engagement through VDP UX overhaul
- 6x paid conversion uplift through focused onboarding experiments
- 15% increase in seller registration (with no negative impact on overall funnel performance)
"Dana is an amazing product manager with a real talent for leading teams...She strikes a great balance between leadership, structure, and technical know-how... I'd jump at the chance to take another product to market with her again."— James Hereford, CEO, Revy Autos
Ready to write your success story?
Let's discuss how I can help your startup overcome product challenges and accelerate growth.
What CTOs and product leaders say
Don't just take my word for it. Here’s what startup leaders and technical executives have to say about working with me.
"In a fast-paced and ambiguous environment, her ability to closely collaborate with leadership on roadmap and backlog while leading key feature design enhanced our team's ability to deliver with precision. Under her leadership, we also optimized our agile sprint planning and release management processes. Dana's contributions were invaluable to Azrieli Digital, setting a high standard for innovation, execution, and strategic direction - put simply, we could not have done this project without her."
Trusted by leading startups and enterprises
Ready to get your product roadmap under control?
Let's have a conversation about your current challenges and how I can help you ship faster and scale smarter.
Let's talk about your product challenges
Schedule a Discovery Call
30-minute conversation to understand your current situation and explore how I can help.
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