About Me

I’m Ben Williams, aka the Product-Led Geek.

I’m a former executive turned strategic advisor to startup founders and heads of product and growth.

I gained 20+ years of experience building, nurturing and scaling high-performing product and cross-functional growth teams and now focus on helping others deliver strategic impact through sustainable, defensible growth.

My expertise and experience over the years implementing PLG across acquisition, retention and monetisation levers allows me to help you with

  • Defining and improving activation and engagement as inputs to better retention
  • Layering on a PLG motion to bring GTM efficiency to existing sales-led business
  • Establishing and scaling Product-Led Sales (PLS) to increase close rates and ACVs
  • Creating effective user onboarding to minimise time-to-value
  • Developing growth and/or product strategy
  • Identifying, documenting, standing up and quantifying growth loops
  • Building qualitative and quantitative growth models
  • Developing improved product and growth leadership muscle
  • Starting and scaling growth teams
  • Designing and implementing growth process
  • Implementing appropriate data and analytics infrastructure
  • Establishing experimentation (A/B, multivariate) programs
  • Selecting and implementing effective product & growth platforms & tools
  • Implementing product management process and best practice
  • Cultivating and coaching high-performing teams

My most recent roles were at:

Snyk, the cybersecurity unicorn where I led the product teams for all groups owning growth, education, and end-to-end developer experience through a multi-year period of > 160% YoY ARR growth, launching a fast-growing multi-million dollar self-serve revenue channel, building out growth as a function from scratch, defining and quantifying a loop based growth strategy, implementing behavioural analytics and experimentation platforms, along with growth processes, and defining and operationalising activation and engagement state metrics. As I left Snyk, they were valued at $8.6 billion.

CloudBees, the DevOps unicorn where, as a member of the executive team, I owned Product and Growth, building and leading a team 40+ Product Managers and Product Designers across all product lines (CI, CD, Dev Analytics, Feature Flags, Build Acceleration) through a 3 year period of > 50% YoY ARR growth.

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