Hand it off. Watch it run.
Exhale.

Dana Hetté
Fractional Chief of Staff for founders, CEOs, CTOs, and CPOs

You don't have to hold it all together anymore.

My background in engineering and product means I understand what you're building, and why — well enough to make judgment calls on the fly. My tactical skills mean I know how to get it done. You hand me the vision. I run the rest.
What does that look like?
Your strategy moves without every decision routing through you first.
The gap between your vision and what ships — closed.
You stop firefighting. You go run your business.
You stop worrying about delivery. Because it's handled.
If your delivery is broken — let's talk.
No frameworks. No BS. Someone who owns the outcome, end to end.
Book a 20-min callNot sure where you stand?

Selected Examples

What owning the outcome end to end actually looks like

From prototype to validated marketplace traction

Revy Autos
Marketplace
0→1
B2C SaaS
GTM
Experimentation
Results
4× increase in listing engagement through a VDP UX overhaul
6× paid conversion uplift through focused onboarding experiments
15% increase in seller registration via onboarding optimization
~4500 new user registrations per month at peak
Challenge
Early-stage marketplace with only a prototype — no traction, no validated funnel, and high risk of building the wrong foundation.
Solution
Joined as the first hire after the CEO, operating as fractional CPO to define the product thesis, validate conversion mechanics, and focus early build on revenue-driving bets.

Predictable delivery for a complex marketplace rebuild

Azrieli Digital
Marketplace
Replatform
B2C
0→1
Complex delivery
Results
On-time platform launch
93% on-time releases across delivery cycles
Streamlined development processes and delivery predictability
Modern, scalable marketplace architecture
Challenge
A complex, multi-vendor marketplace with many dependencies — high delivery risk, low tolerance for missteps, and no room for experimentation-by-accident.
Solution
Led product strategy and delivery, defining the execution model, aligning stakeholders, and rebuilding the platform on a scalable composable architecture.

Turned a risky holiday push into a repeatable growth engine

Maisonette
eCommerce
CRO
Experimentation
Analytics
Peak traffic
Results
16% increase in engagement with site filters
2× CVR improvement for gift finder users
10% overall CVR improvement YoY
2% increase in add-to-cart rate
19% increase in site search engagement
Challenge
No product org. Engineering-led decisions. Two months before peak holiday season.
Solution
Led a focused holiday execution that delivered immediate results — then stayed on to install experimentation, clarify product ownership, and help hire the first Director of Product.

Testimonials

Notes from founders, CEOs, and CTOs who trusted me with their most complex delivery challenges.

“In a fast-paced and often ambiguous environment, Dana's leadership was instrumental… Dana's guidance to product and engineering leads on key feature design has not only sharpened our focus but also enhanced our team's ability to deliver with precision… put simply, we could not have done this project without her.”

Jonathan Ben Anat
CTO, Azrieli Digital
in

"What really stands out about Dana is how she keeps everyone focused and motivated, even on complex projects. I'd jump at the chance to take another product to market with her again."

James Hereford
CEO, Revy Autos
in

"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."

Kyle Rush
CTO, Maisonette
in

"I found in Dana an exceptionally strategic and analytical mind, who deeply understood and managed every dimension of our project. As the cornerstone of our team, she skillfully orchestrated a highly efficient, unified development powerhouse."

Oana Rosca
Product Manager, Azrieli Digital
in

"Dana effectively created and managed our prioritized product roadmap, and even introduced the fundamentals of experimentation to the company. With minimal direction, she helped launch many products that met and exceeded many of our team’s OKRs."

Courtney Kendall
Head of Product, Maisonette
in

Who I Am

A systems thinker with an allergy to inefficiency.

I graduated university in 1999 with a degree in computer science, and I’ve been building software (and figuring out why things don’t ship) ever since.

Over 25 years across real estate, travel, automotive marketplaces, luxury e-commerce, and now AI-native products, I’ve sat in a lot of different seats: software engineer, PM, CPO, delivery lead, Chief of Staff. What I’ve noticed is that the seat that matters most, the one between the vision and the thing that ships, tends to sit empty.
I’m a product-minded tactical lead. That’s the most honest description I have. I'm a product person — what are we solving, for whom, and does it actually matter? I'm also an operator — who owns what, what ships when, and how does this team actually function? I’m the person who makes sure the right things get built, in the right order, by a team that knows what it’s doing.
In the past year, like so many of us, I’ve gone down the AI rabbit hole, deep enough that now there’s an agentic element to almost everything I touch professionally. I’m currently leading an agentic-first replatforming effort as Chief of Staff, I’ve built AI-driven workflow systems for a medical device company, and I'm developing in my spare time. It’s brought my software engineering roots full circle. I’ve realized that the first principles I relied on early in my career are just as important now as they ever were, and now that non-developers can build software, a new gap has opened up. That’s a gap I know how to close.
My CV shows a variety of titles, but the pattern is the same: I’m brought on to solve a specific thing, and as a systems thinker with a product-minded approach, I identify the underlying issues and eventually become the operational spine. That’s not scope creep. It’s what happens when you put someone in the Operator Seat.
I build things. I optimize things. I get things done.

How I Work

Three ways I work — depending on what the situation needs.

The Operator Seat

Delivery ownership
Fractional
Ongoing

I work directly with you as your operational spine. Backlog, roadmap, team, hiring, long-range planning.

When
  • You need sustained delivery ownership
  • Nobody on your team owns the gap between what's planned and what ships
  • You're doing product decisions, engineering decisions, and business decisions simultaneously
Focus
  • Own the delivery layer end to end: backlog, roadmap, team coordination, hiring, long-range planning
  • Work directly as the operational spine
Impact
  • The machine runs. You lead instead of firefight.
  • Delivery happens without routing through you first.

Execution Reset

Rescue
Stabilization
Broken delivery

When delivery has broken down, I step in to diagnose what’s actually wrong, reset the operating rhythm, and hand off a machine that works.

When
  • Delivery has stalled, fragmented, or turned political
  • Decisions keep getting revisited and nothing is shipping
  • You need it fixed, not explained
Focus
  • Diagnose where decisions are falling apart and why
  • Reset the operating rhythm and stabilize the team
Impact
  • Faster decision cycles and clear ownership
  • A team that executes instead of escalates

AI Delivery Leadership

Agentic
AI-native
Implementation

For founders and CTOs building AI-native products. I bring 25 years of software engineering discipline to make it actually ship.

When
  • You're building something AI-native and need someone who can own it technically and operationally
  • AI integration keeps stalling on undefined-process problems
  • You need software engineering discipline applied to your AI builds
Focus
  • Apply first principles to agentic builds: separation of concerns, design for change, don't automate what isn't defined
  • Own the technical and operational delivery of AI-native systems
Impact
  • AI that works in production, not just in demos
  • Agentic systems built on a foundation that holds

If you suspect your delivery layer is broken, let's find out together.

Book a short, no-commitment clarity check to understand the situation and whether it makes sense to go further.
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