Senior operators. Real experience.
PMF Studio exists to help companies grow faster. We're operators with 10-15+ years building and scaling products, and we embed with your team to execute, not just advise.
PMF Studio exists because we saw a gap in the market.
Companies were stuck between expensive consultants who only deliver decks and junior operators who need hand-holding.
VCs couldn't deploy senior product talent into struggling portfolio companies fast enough.
Founders were burning runway building the wrong things.
Executives couldn't scale capacity without 4-month hiring delays.
15+ years of building products at scale
Oz founded PMF Studio after 15+ years leading product at companies like TWG (acquired by Deloitte Digital in 2021) and Thin Air Labs.
Through hundreds of engagements with companies like Shopify, Wealthsimple, and FreshBooks, he saw the same patterns: unclear direction, wasted engineering cycles, and teams stuck between expensive consultants and risky hires.
PMF Studio is the solution: senior operators who embed with your team and deliver results fast.
Meet the team
Every team member brings 10+ years of hands-on experience building products at top companies.
Oz is the founder and CPO of PMF Studio with 15+ years of product management experience across B2B and B2C. Before PMF Studio, he was CPO at Thin Air Labs and led product at TWG, acquired by Deloitte Digital in 2021. He specializes in customer discovery and product growth.
Sihan is a product and marketing leader with 15+ years supporting startups and scaling organizations. She provides fractional leadership on business operations, product thinking, and marketing strategy. Sihan sits on the Board of APM Canada and Volta - Atlantic Canada's AI Startu Incubator
Sahab is a technical leader with 15+ years developing and maintaining digital products. He's the co-founder of Quadratica and previously served as Partner at Deloitte Digital and VP of Engineering at TWG. He specializes in architecting solutions for financial services and enterprise products.
Preet is a UX and design practitioner with 14+ years working with clients from enterprises to early-stage startups, including Chan Zuckerberg Foundation, Quicken Loans, and Xero. He's also the founder of DesignX, one of the largest UX & Design communities in North America.
Shehzad is a product leader with 12+ years leading design, engineering, and product teams at Bose, Mozilla, and Ford. He brings expertise in data infrastructure, analytics, and cloud products, helping companies become better at data-driven decision-making.
Tamara is an award-winning product marketer with 11+ years building and scaling product marketing teams. She helps companies identify their best customers and package value compellingly. Previously Chief Strategy Officer at Unbounce and VP of Product Marketing at Kajabi. Founder of PMM Camp.
Our Approach
We like to keep things simple, fun, and collaborative. We're not an arm's-length consulting group who takes requirements and works in a vacuum. Instead, we embed with you as an integrated team focused on bringing your mission and vision to life.
Principle 1: Focus on Empathy
Empathy for our clients, the end users, and one another. We start by understanding your constraints, your customers, and your goals—then build from there.
Principle 2: Validate Early, Reduce Risk
The clearer we are on our hypotheses around problems and personas, the more cost-effective our approach will be. We test assumptions fast so you don't waste time or money.
Principle 3: Bring Best-in-Class Thinking
Our product development best practices are refined over hundreds of client projects. You get 15+ years of pattern recognition, not theories from a textbook.
Our Values
Collaborative, not transactional
We're partners, not vendors. We embed with your team, share knowledge openly, and leave you better equipped to succeed after we're gone.
Real collaboration
We sit in your Slack, attend your standups, and make decisions alongside you. We're not external advisors—we're part of the team.
Growth with integrity
We chase growth, but not at the expense of building something sustainable. Short-term wins matter less than long-term product health.
Honest feedback
We tell you what we see, even when it's uncomfortable. You hired us to be straight with you, and that's what you get.