Fractional CPTO · CXO · Digital Transformation · AI Strategy

Product,technology, andcommercial outcomes —in one conversation.

You're moving too slowly, or your customers aren't converting — and you're not sure if it's a product problem, a technology problem, or a commercial problem. It's usually all three.

Marta James, fractional CPTO and digital transformation advisor
Proof points

Results that speak for themselves.

What changes when product, technology and commercial finally pull in the same direction.

0%
app CVR uplift

A redesigned app checkout for a leading ecommerce platform — conversion +58%, AOV +15%.

CX · Product
0.0×
faster releases

Restructured product and engineering operations at an ASX-listed retailer — zero rollbacks.

Team Operations
0%
time saving

An AI-native content pipeline serving financial services — weeks to hours, at compliance grade.

AI & Automation
0%
fewer complaints

Redesigned the highest-friction journeys for a high-volume digital entertainment platform.

CX Design
0×
faster quoting

Re-engineered the commercial process end-to-end for a global SaaS platform — 75% admin cut.

Process Design
0%
YoY rebate growth

Built an R&D program from scratch for a fintech startup — governance, documentation and submission.

R&D Governance
How I work

Built to repeat.

The same three stages, every engagement — because a good process is the fastest path to results.

STEP 01

Clarity

We get to the truth of what's actually getting in the way — across product, technology and commercial, not just the symptom you walked in with.

STEP 02

Momentum

Then we move. A pragmatic, prioritised plan with the first changes shipping in weeks — so progress is visible early, not quarters away.

STEP 03

Results

We measure what changed: measurable commercial outcomes — conversion, velocity, efficiency, growth — and a way for your team to keep delivering them.

What I do

How I can help.

A pragmatic set of productised engagements — each a clear scope, with the deliverables and the outcome agreed up front.

Every engagement starts with a free 45-minute consultation — a no-obligation conversation, whether we end up working together or not.
Book yours
01

CX & Journey Redesign

"Customers aren't converting, staying or coming back."

A structured audit and redesign of your most critical customer journeys — from first touch to post-sale. Finds where experience is losing trust or killing conversion, and gives you a prioritised plan to fix it.

What you get
  • End-to-end journey audit with friction and drop-off mapping
  • Root-cause analysis and prioritised redesign recommendations
  • Redesigned journey flows with content and interaction specs
  • Implementation support to get the redesign into production
  • Success-metrics framework and measurement plan
Typical outcome — Measurable improvement in conversion, retention or complaint reduction within the first 90 days.
02

Product-Market Fit & GTM Strategy

"You have a product — but is it landing, and can the right people find it?"

A structured assessment of product-market fit and go-to-market — built from the product and commercial layer out. Covers who your customer really is, whether the product solves the right problem, and whether you're discoverable when buyers look — including in AI-generated search.

What you get
  • ICP definition and customer segmentation
  • Product-market-fit assessment with gap analysis
  • Refined value proposition aligned to customer pain
  • GTM strategy and channel recommendations
  • Discoverability audit — SEO and AI answer engines (AEO/GEO)
  • Implementation support to test and validate positioning
Typical outcome — A clearly defined ICP, a sharper product story, a GTM you can execute — and visibility where buyers actually look.
03

Product & Engineering Operations

"Delivery is slow, priorities are unclear, rework is high."

A diagnosis and redesign of how your product and engineering team operates — ways of working, prioritisation, release cadence and quality. Gets your team shipping faster, with confidence.

What you get
  • Current-state audit — team structure, process, tooling, cadence
  • Bottleneck and root-cause analysis
  • Redesigned operating model — rituals, roles, prioritisation
  • Implementation support to embed new ways of working
  • Release-quality and QA process recommendations
Typical outcome — Faster release cadence, fewer rollbacks and clearer cross-functional alignment within weeks.
04

AI Strategy & Implementation

"You're experimenting with AI but not seeing real value."

A practical AI strategy built around your actual business — not a trend report. Finds where AI creates the most leverage, then supports the workflow redesign and human-in-the-loop design that makes it stick.

What you get
  • AI opportunity audit across product, operations and workflows
  • Prioritised AI roadmap with build-vs-buy recommendations
  • Workflow redesign and human-in-the-loop mapping per initiative
  • Responsible-AI governance framework and policy
  • Implementation support for the highest-priority initiative
Typical outcome — A clear, actionable roadmap — and at least one embedded AI workflow delivering measurable efficiency gain.
05

Process & Service Design

"Your processes aren't keeping up — with your tech or your growth."

A systematic redesign of the processes and workflows around your technology — whether you're implementing something new or getting more from what you already have. Cuts manual overhead and errors.

What you get
  • End-to-end process mapping and waste analysis
  • Redesigned process with automation opportunities identified
  • Service-design blueprint — people, process and technology
  • New-technology implementation support and adoption planning
  • Measurement framework to track efficiency gains
Typical outcome — Measurable reduction in manual overhead, processing time or error rate — with a blueprint your team can own.
06

R&D Program Setup & Submission

"You're doing R&D work but not capturing the tax benefit."

End-to-end setup of your R&D program — from identifying eligible activities and governance through to documentation and submission-ready claims. Built to grow the rebate year-on-year.

What you get
  • R&D activity identification and eligibility mapping
  • Governance framework and documentation standards
  • Submission-ready claim documentation
  • R&D register and ongoing tracking process
  • Implementation support to embed capture into team workflow
Typical outcome — First or improved R&D claim submitted — with a repeatable process to grow the rebate year-on-year.

Fractional CPO / CXO & Advisory

The natural next step after a productised engagement.

Ongoing

Once we've worked together on something specific, a retainer gives you ongoing access to senior product, technology and commercial thinking — embedded in your leadership team, or there when you need it. Scoped to your needs, adjusted as you grow.

Fractional CPO / CXO

Embedded senior leadership — I work as part of your team, owning product and customer-experience strategy and delivery.

  • Product strategy and roadmap ownership
  • Customer-experience strategy and oversight
  • Team leadership and operating model
  • Executive and board-level engagement
  • Agreed days per month

Advisory retainer

Senior thinking on demand — structured sessions to work through decisions, challenges and opportunities as they arise.

  • Regular strategic sessions (frequency agreed)
  • On-call input for time-sensitive decisions
  • Written recommendations after each session
  • Access across product, tech, CX and commercial
Pricing on enquiry · scoped to engagement model and days per month.Enquire
Marta James
Startup → ASX
listed enterprise
About

Marta James

Fractional CPO · CTPO · CXO  ·  Melbourne, Australia

I've spent more than 20 years helping organisations grow by aligning product, technology, customer experience and commercial outcomes. Having led product and technology functions across startups, scale-ups and ASX-listed companies, I've learned that most business challenges don't sit neatly in one area — they exist in the gaps between strategy, execution, customer needs and technology capability.

I work with founders, CEOs and leadership teams to identify what's slowing growth and turn complexity into clear, practical action. My expertise spans product strategy, AI enablement, customer experience, technology transformation and operating model design.

As a fractional CPO, CTPO and strategic advisor, I bring executive-level leadership without the commitment of a full-time hire. My focus is simple: helping organisations create better customer outcomes, move faster and build sustainable competitive advantage.

CX DesignProduct StrategyDigital TransformationAI StrategyProcess & Service DesignR&D ProgramsGTM & DiscoverabilityEngineering OperationsTechnology Platform Implementation
Who I work with

Wherever you are right now.

Early startup · Seed–Series A

You're building — and the foundations need to be right.

The roadmap is reactive, CX isn't converting, and you're not sure the tech choices you make now will hold up at scale.

Scale-up · Series A and beyond

You've got traction — but the systems haven't kept up.

Delivery is slower than it should be, CX is inconsistent, and decisions made at speed are quietly becoming debt.

Sole founder · Pre-seed

You want a sharp senior mind in the room.

Advisory sessions on value proposition, customer journeys, early product strategy and GTM — senior expertise without the full engagement cost.

Contact

Let's talk about what's getting in the way.

Tell me a little about where you are. The first 45 minutes are free and there's no obligation — you'll leave with early thinking on where to focus, whether we work together or not.

Where are you?
What are you interested in? (optional)

Enquiries go directly to marta@martajames.com — you'll hear back within one business day.