about /
About
I’m Dale. I’ve spent 15+ years in product and product marketing at B2B SaaS companies and marketplaces, including StepStone and TotalJobs, Hackajob, Driftrock, RIBA, Sofa.com, eBay and WeCheer.
The work I enjoy most sits where product meets go-to-market: finding the customer problem worth solving, building the thing, then working out how to position, price and sell it.
This year I built Career Badger, an AI careers app, on my own with Claude Code: iOS app, web app and marketing website. I write about what that means for how product, engineering and design work together.
I also write about what films, TV and the odd fast-food chain can teach us about product, and about the business of rugby.
// where I’ve worked
- Career BadgerFounder, solo buildAI careers app, built with Claude Code
- WeCheerLoyalty SaaS for CPG brandsPLG MVP, ICP and positioning, an AI agent
- DriftrockMarTech SaaSRepositioned to enterprise automotive, ABM
- HackajobHRTech marketplaceEnterprise repositioning, product operating model
- RIBAEdTech, professional bodyDigital transformation, buy vs build
- StepStone / TotalJobsJob boards, Big Data LabsNew product lines for enterprise accounts
- eBayMarketplaceB2B seller communications
- Sofa.comSales and Marketing Manager, 2006 to 2010Grew to £8M+ revenue and was sold to private equity for £50M+. Named in the Times Fast Track 100 as the 18th fastest-growing company.
// what people say
Dale made a remarkable impact in a short period, bringing sharp product marketing and pricing insight that was anything but generic. Within six months, he deeply understood both our consumer and business users and translated that into recommendations that were highly relevant to our core offering. His approach did not just produce the right strategy, it pushed our team to think at a higher level and built momentum that continued well beyond his direct involvement.
His ability to blend strategic insight with a compelling product roadmap ensures his team provides true business value and would be an asset to any business.
He is courageous in having those difficult conversations, delivered in a listening and encouraging manner. I trust his judgement and quite frankly Dale is hilarious to work with.