ndrws:~$

From strategy to [ shipped outcomes_ ]

I'm Alex Andrews, a fractional product, AI, and platform executive. Think of me as your Head of Product on demand: senior leadership and hands-on delivery for the work that matters, at a fraction of the cost and commitment of a full-time hire.

Start a conversation → View capabilities
> product strategy > applied AI > automation > platform modernization > data & decisions
01 — Capabilities

Senior product, AI & platform leadership, without the full-time hire.

Six ways I create leverage. On every one, you work with me directly. Each engagement is scoped to outcomes, run with delivery discipline, and built to keep working after the work ends.

> 01AI

AI Strategy & Implementation

Find where AI actually creates leverage, then ship it responsibly. No stickers slapped on a laptop.

Opportunity AuditWorkflow AutomationProduct IntegrationPrompt Systems
> 02PRODUCT

Product Strategy & Execution

Turn business goals into a roadmap that ships, with the operating model and rituals to back it.

RoadmappingFractional Head of ProductMVP StrategyOperating Model
> 03OPS

Automation & Operational Scale

Map the friction, automate the highest-cost steps, and keep humans in the loop where quality matters.

Process MappingInternal ToolingThroughputHuman-in-the-loop
> 04GROWTH

Digital Growth & Marketing Systems

The systems behind growth: content, conversion, and experimentation engineered to compound.

AI Content & SEO/AEOConversion StrategyMarketing OpsExperimentation
> 05PLATFORM

Platform Modernization

Untangle messy platforms, cut technical debt, and make build-vs-buy calls with clear eyes.

Modernization StrategyBuild vs. BuyVendor OversightIntegration Planning
> 06DATA

Data, Analytics & Decision Systems

Metrics people actually trust and dashboards that drive decisions, not vanity numbers nobody reads.

KPI StrategyOperational ReportingDecision Systems
02 — The difference

An executive in the room,
not an agency on retainer.

Agencies and I fill very different shoes. They sell projects and staff them with teams. I step in as the senior product, AI, and platform leader your company is missing, sit inside your team, and own the outcome directly.

ndrwsfractional product exec
Agency / consultancy
Who does the work
The senior person you hired, hands-on from first call to ship
A pitch lead sells it; junior staff deliver it
Your relationship
One direct line to me — I learn your business and stay in it
Account managers, tickets, and hand-offs between teams
What it costs
A fraction of a full-time exec, with no salary, benefits, or overhead
Large retainers, blended rates, and change orders
How fast it moves
Decisions made in a conversation
Statements of work and approval chains
Where your attention sits
A handful of clients, each one deeply
One logo among a roster of many
When the engagement ends
Systems and habits your team keeps running
A dependency that renews the invoice

+ Bring me in when

  • You need senior product, AI, or platform leadership, but not another full-time salary
  • A roadmap is stalling and someone has to own delivery end to end
  • You want one accountable person, not a rotating project team
  • You're a founder, CEO, or CTO who needs an exec peer in the room

– Probably not the fit when

  • You need twenty bodies to staff a long, fixed-scope build
  • Lowest hourly rate matters more than senior judgment
  • You want to outsource it and never think about it again
03 — Selected work

Outcomes, shipped.

A sample of engagements, each scoped to a hard problem and measured by what changed for the business.

LeadScore — AI hotel lead-scoring dashboard showing likelihood of closure, score drivers, and comparable properties
01AI & Sales

AI-Driven Sales Optimization

Sales teams couldn't see the best referral opportunities across a sprawling property network. I built a complete lead-scoring system, trained on their historical referral data, that continuously scores every property for conversion likelihood and surfaces the best-fit deals. I shipped it as a software package with a dashboard reps use every day, not a one-off analysis.

+36% lift in lead close rate, from a system that keeps scoring new opportunities. Trained on tens of thousands of closed bookings and shipped in under four months.
OpenAITensorFlowNode.jsMySQL
Biometrics Secure Asset Suite — admin console managing users, fingerprint and eye-scan enrollment, and per-location access permissions
02Security & Compliance

Biometrics Secure Asset Suite

A unified admin suite for company-wide biometric devices, with direct API integrations for fingerprint and iris data, last-seen locations, scan timestamps, and rapid enable/disable controls. Three legacy systems collapsed into one.

3 → 1 systems consolidated. Six-figure annual licensing and daily ops overhead removed.
HIPAABiometric APIsFingerprint & IrisWeb · Desktop
HITEC 2016 conference app splash screen — Ernest N. Morial Convention Center, New Orleans, with Enter call to action
03Experience & Data

Data-Driven Experience Design

A major hospitality conference needed better attendee engagement, navigation, and traffic flow. I used event data, mapping, and geolocation across shared web/mobile infrastructure to guide attendees and support registration.

81% attendee adoption across 6,395 attendees at the world's largest hospitality tech conference.
SQLGoogle AnalyticsTableauExcel
RaidLink — cross-network raid scheduling app shown across three phone screens: raid planning, availability, and character roster
04Gaming · Live Service

RaidLink

A cross-network raid scheduling platform for friends scattered across Battle.net, Steam, Discord, and Xbox. It centralizes raid planning, availability, and character info into one sleek, mobile-first app.

Acquired by a AAA studio. Shipped cross-platform across web, iOS, and Android.
Battle.netSteamDiscordXboxiOS · Android
Accessibility conversion tool — side-by-side comparison of an original site versus its WCAG 2.1 AA accessible version, scoring 100% compliant across 12 accessibility checks
05Accessibility

ADA-Compliant Conversion

Marketing teams kept shipping landing pages that exposed the business to ADA lawsuits. I built a conversion tool that brings existing sites up to WCAG 2.1 AA standards: accessible color, semantics, focus order, and alt text resolved in the pipeline rather than patched after launch.

AA WCAG 2.1 conformance by default, mitigating ADA legal claims before pages ever go live.
WCAG 2.1 AAADASection 508Accessibility
Alex Andrews of ndrws
04 — Who

20+ years turning product strategy into software that ships.

I'm Alex Andrews. I step in as a fractional product, AI, and platform executive, leading product, engineering, creative, and project teams to build scalable digital products. You get an executive in the room directly, without adding one to the payroll.

The work spans applied AI, platform modernization, delivery transformation, and data-driven decisions. The throughline is the same: practical operating models that improve speed, accountability, and measurable business outcomes, not slideware.

> Alex Andrews · ndrws
/ 01

Outcomes over output

Every engagement is scoped to a business result, not a backlog of tickets.
/ 02

AI with judgment

Applied where it creates real leverage, never a sticker on the label.
/ 03

Built to last

Systems and habits that keep working long after the work ends.

Client experience

AccorAmadeusIHGWyndhamSonestaOmniHighgateAimbridgeCrescentGlobal Hotel AllianceHEIMacy'sJCPenneyReputation.comStarwoodViisage TechnologyZenimax Online Studios AccorAmadeusIHGWyndhamSonestaOmniHighgateAimbridgeCrescentGlobal Hotel AllianceHEIMacy'sJCPenneyReputation.comStarwoodViisage TechnologyZenimax Online Studios
05 — Let's build

Have a roadmap that needs to ship?

Tell me what you're trying to move. I'll come back with where I'd start, what it'd take, and what "done" looks like.

ndrws — contact
> _
hello@ndr.ws
> based remote · available for fractional & project engagements