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Woodruff & Co.

Selected work

The problem is rarely the one in the brief.

A few examples of the work, across global enterprises, a large nonprofit and a growth company. Each one started with understanding how people actually worked and ended with something that shipped.

01 / Consumer goods · Field sales

Coca-Cola

2015–2016

Redesigning in-store ordering around how people actually work.

Field sales teams were working around a long-standing ordering application. Watching the work in stores led to a redesigned ordering experience, better order suggestions and a rollout people adopted.

~30%

less time spent on in-store ordering

~$200M

annual revenue impact

Contributed by the broader initiative this work was part of

02 / Healthcare · Enterprise technology

Kaiser Permanente

2020–2023

Taking friction out of technology for 250,000 clinicians and staff.

Onboarding, provisioning, applications and devices were slowing down a workforce of more than 250,000 clinicians and staff across eight regions. I owned product strategy for endpoint technology and set direction around the employee's experience.

45%

faster time-to-productivity for employees

250K+

clinicians and staff served across 8 regions

03 / Nonprofit · Enterprise experience

A global nonprofit

2024–present

Finding the real problem behind fragmented enterprise tools.

Staff described their tools as too complicated. Behavioral discovery showed the problem was bigger: people had to know which system to use, learn several interfaces and stitch tasks together themselves.

Principle“People shouldn't need to understand enterprise architecture to do their jobs.”

04 / Automotive services · Growth strategy

CarAdvise

Advisory engagement

Aligning a leadership team around the priorities that drive growth.

A multi-day leadership workshop to define the 2025 product strategy, align cross-functional teams and prioritize initiatives for revenue growth across fleet, consumer products and strategic partnerships.

More experience

At Synechron, a $1B+ global consultancy, I led the North America Product Practice: practice strategy, offerings, go-to-market and product leadership across client engagements.

At Cox Communications, I led product for sales technology serving more than 3 million customers, contributing to roughly 6% ARPU growth. I’ve also led technology partnerships at Fiserv and helped IHG reshape governance and operating models for global initiatives.

Hands-on with AI

Beyond strategy. Into the build.

I don't only advise organizations on AI. I build with it, and that hands-on work shapes every recommendation I make.

AI product development

Building an AI-powered personalized coaching platform that combines conversational intelligence, video analysis and adaptive guidance. I lead the work from concept and product strategy through engineering, commercialization and ongoing iteration.

Agentic development

Designing AI-enabled engineering workflows that help identify issues, implement changes, test solutions and prepare code for review, with appropriate human oversight.

AI-powered incubation

Developing an agent-assisted approach to identifying opportunities, validating ideas, generating prototypes and accelerating evidence-based product decisions.

Tell me what you’re working through.

A complicated product decision, a stalled initiative, an idea worth testing or an AI question you want a straight answer on. The first conversation is just that: a conversation.