Senior Product and Commercial operator for B2B SaaS & AI companies, without committing to another full-time hire.
Ongoing ownership across Product Management, Product Marketing and Product Growth as a fractional partner — or focused project and interim cover when a priority needs experienced hands for a defined period.
Fractional partnerships | Freelance projects | Interim support
Better decisions come from treating product direction, market strategy and customer growth as one connected picture. When those areas reinforce each other, SaaS & AI companies build the right product, take it to market with a clear story and turn customer value into sustainable growth.
Decide what to build and where to focus.
Connect the product to the right market.
Turn customer value into commercial growth.
Most engagements are a fractional Product & Commercial Partnership: ongoing senior ownership across Product Management, Product Marketing and Product Growth.
Projects and interim engagements are also available when a SaaS company needs specialist experience or extra capacity for a defined period.
Ongoing senior product and commercial ownership from someone with the time to learn your product, customers, market and team properly.
SaaS & AI companies that need regular senior support without adding another full-time role.
A defined Product, Product Marketing or Growth initiative taken from diagnosis and strategy through to practical delivery.
A high-priority initiative that needs dedicated experience, ownership and momentum.
Temporary senior capacity while someone is away, a role is being recruited or the business is navigating a period of change.
Protecting the priority work, maintaining cross-functional momentum and creating a clear handover.
Not sure which format fits? Talk through what you need.
Book an introductory callContext compounds. The deeper the understanding of your product, customers, market, metrics and team, the faster a new priority can be picked up and acted on.
Instead of briefing someone new each time, a focused project, a temporary gap or a shifting priority can be taken on with the relevant context already in place.
Whether the work continues fractionally or picks up again later, less time goes into rebuilding context and more into moving the work forward.
Working with someone experienced across both product and commercial functions means fewer handovers and decisions that hold up end to end. I’m Isabelle Rucho, and that combined view comes from more than 20 years across Product Management, Product Marketing and Product Growth in B2B and B2B2C SaaS, AI products, MarTech, LegalTech, gaming and consumer technology.
Founder, General Manager, Head of Product and Head of Marketing roles have all involved owning product direction alongside positioning, pricing, launches, adoption and revenue — so trade-offs between them get weighed together rather than in isolation.
Today my time is split between building CampaignPath and a small number of SaaS & AI companies that need senior product and commercial ownership without another full-time hire.
Product and commercial decisions that contributed to measurable growth across Product Management, Product Marketing and Product Growth.
Led product work across monetisation, automation and messaging — connecting product priorities with commercial and customer outcomes.
Improved onboarding, engagement and monetisation by focusing the product around clearer activation and commercial opportunities.
Owned acquisition through retention and built the lifecycle infrastructure connecting customer data, messaging and product journeys.
AI does not replace customer evidence, commercial judgement or product leadership. Used well, it cuts manual work, surfaces patterns sooner and gets an idea to something testable while the decision still matters.
n8n and AI connect the sources that already exist — customer calls, transcripts, CRM notes, surveys and feedback. Workflows summarise conversations, surface recurring needs, objections and competitor mentions, structure the insight and route it to Product, Marketing or Customer teams.
Less manual consolidation and a stronger flow of customer evidence into decisions.
AI speeds up customer and market research, synthesis of feedback, testing of competing hypotheses, product briefs and pressure-testing of positioning, messaging, launch and lifecycle plans.
Output is a starting point to validate, critique and improve — never a substitute for customer research or human judgement.
More research processed and more options explored, with better evidence behind the final call.
Rapid prototypes and Cursor-assisted development turn ideas and workflows into experiences customers can actually try: requirements, interfaces, working functionality, debugging and testing before larger Engineering resources are committed.
Assumptions get tested and requirements improve earlier, so investment decisions rest on real signal.
Advice lands better when it comes from someone currently shipping product, not only reviewing it.
Alongside client work, I am building CampaignPath, an AI-assisted SaaS product for structured marketing planning and campaign strategy — customer research, product strategy, requirements, UX, AI workflow design, testing, pricing and go-to-market.
That means recommendations account for the real trade-offs of turning strategy into software, using AI responsibly and getting something usable in front of customers — not just what looks right on a slide.
Start with what needs ownership, where the team is stretched and the outcome that has to move forward. From there it’s clear whether a fractional partnership, focused project or interim engagement is the right fit.