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Operator at Plushstreet. Builder of Lens, Held and PointStack. London-based, working at the scale where strategy meets shipping.
Same architect. Different scales.
Edniroya Operator
I get in the room and make digital actually happen. Embedded in enterprise product teams — shaping strategy, untangling operations, shipping what was promised.
- Product Management
- Strategy & Planning
- Business Analysis
- AI Workflow Design
Edniroya Studio
Beautiful, functional products that turn overwhelming domains into clarity. Independent apps built for real people — not personas in a deck. Two shipped, one in the oven.
- Lens — personal finance, in focus
- Held — emotional support, thirty seconds
- PointStack — points & miles, optimised
Twenty years shipping product inside retail, telecom, satellite and e-commerce — before the Studio, and still alongside it. Real rollouts, real numbers.
OneWeb · Device Hub
Delhaize · Adyen rollout (EU)
Dunelm · 20k+ SKUs
Wowcher · Travel launch
Products for real people.
Your whole financial life, in focus.
Spending, budgets, goals, recurring and insights — every part of your money in one calm, considered place.
Emotional support, in thirty seconds.
For mothers. Tap a mood, receive a compassionate affirmation — in English or Japanese. No login, no tracking, no noise.
Points and miles, optimised.
A UK travel platform that turns scattered credit-card points and airline miles into the trips actually worth booking.
A product person. Twenty years, AI-first now.
Product management across the full arc — Product Manager, Product Owner, Senior Business Analyst, Scrum Master. Twenty-plus years turning strategy into shipped product across retail, e-commerce, telecom and — currently — satellite, at Eutelsat OneWeb, leading Device Hub: agentic workflows, automation, and RAG-powered vector search for 500+ ground stations.
Before that: Click & Collect rollout at Dunelm. Adyen payments live across Europe at Ahold Delhaize. Search strategy and taxonomy at River Island. Travel launch at Wowcher. Luxury e-commerce go-to-market at Living In Design. The pattern is the same — turning overwhelming domains into something people can actually use.
The Studio — Lens, Held, PointStack — is where I apply the same practice to consumer problems I care about. Independent, London-based, building quietly.