The person behind Kitework Labs

Hi, I'm Joseph. I spent 13 years as a product leader at Booking.com, and now I run Kitework Labs — a boutique product and AI experimentation studio.

At Booking.com I learned what product work looks like at marketplace scale: rigorous decision-making, fast experimentation, and the discipline of letting evidence win arguments. Before that, and since, I've been a maker at heart — building prototypes, playing with new technology, and lately working hands-on with AI agents.

Kitework Labs is where that experience comes together. It's deliberately small — just me — which means when you work with me, you get the 13 years, not an account manager. I do three things:

• Advisory — a thinking partner for founders and product leaders.
• Fractional product leadership — part-time product management for teams that need the rigour without the full-time hire.
• Experiments & prototypes — hands-on building with AI and new technology to answer the questions that matter.

Why "Kitework"

To fly a kite, it has to be tethered. The line isn't what holds the kite back — it's what makes flight possible. Constraints are freeing. Good product work works the same way: the boldest ideas lift when they're anchored to real user needs, real trade-offs, and real feedback loops.

The mission is simple: to do the work that gives ideas lift.

Say hello

If you're a founder or team that could use a product brain — for a few hours a week or a focused engagement — drop me a line.