About me
I worked for over a decade in advertising, visual communication and research before moving into product and leadership.
Result-oriented Product Lead
Edita Dermontaité
In New North, I work directly with founders and leadership teams to turn product strategy, positioning and user experience into one clear direction and with ROI the whole team can get behind.
At Bizzy, I led product for nearly four years and scaled it from 0 to 10,000+ users with ~80% retention and guided the shift from fintech to AI sales intelligence. At Lighthouse, I ran product discovery for a platform used by 50,000+ customers. At Leadcamp, I led a full product pivot that contributed to its acquisition.
Across all of it: B2B SaaS, SME and enterprise customers, working with founding teams and leadership through the messy parts by setting direction, managing pivots, growing teams and turning goals into working products.
I know how to get to the bottom of complex ideas and turn them into something customers, teams and investors can relate to.
Off the clock: I’m most likely testing a new AI tool or vibe coding a new product idea.
6 years
In advertising
Product strategy for scale-ups
The "scaling cliff" typically hits between 50–200 employees and product-market fit alone doesn't guarantee the next phase of product growth.
7 out of 10 scale-ups eventually slow down. Growth stalls not because people aren't talented, but because the system around the product is misaligned.
Why now
Your product moves fast. Can your team keep up?
AI is changing how products get built, but it's not solving how teams work together. The bottleneck isn't speed anymore, it's knowing what to build, for whom and getting product, engineering and commercial aligned on it.
Product-market fit got you here, but it doesn't get you to the next stage.
What worked with 5 people breaks at 50 when you add complexity of new markets, enterprise customers or a second product line.
The cost of misalignment multiplies.
Every quarter without clear product direction is a quarter where engineering builds the wrong thing, sales sells what doesn't exist and the roadmap resets again.
Experienced team members are hard to find.
And expensive to hire full-time. Especially for the 6-12 month window where you need someone to untangle things, not a permanent Head of Product.
What I do
From product strategy to execution.
I embed with leadership to find where alignment breaks down between product, engineering and commercial. Then translate that into clear priorities and execute.
Product direction.
Defining product vision, goals & north star metrics; aligning product direction with engineering & commercial teams; turning strategy into clear roadmaps; prioritisation & focus (deciding what not to build next); market & user research; product-market fit validation.
Product story.
Clarifying how the product is positioned in the market; shaping the product narrative for customers, internal teams & investors; groundwork for product marketing & messaging.
Product experience.
Simplifying user journeys & flows; structuring products for clarity & scalability; UX audits & prototyping.
Who I work with
Embedded, not outsourced
I work with teams who need both direction and hands-on execution. I focus on product strategy, positioning, prioritisation and mentoring product managers, while working shoulder to shoulder with engineering, revenue and creative teams.
Scale-ups ready to align product, engineering and commercial for the next phase of growth.
The team is in place, the traction is there, but now it's about getting everyone pulling in the same direction.
Leadership teams navigating a growth transition.
What got you from 0 to 10 people isn't working at 50. The product org needs to mature without slowing everything down.
Companies building a product function for the first time.
There are engineers, a CEO or sales shaping the product, but no one fully owning product direction yet. I fill that gap and help with getting the right team together.
Companies thinking about ROI.
The ROI isn't about having a process. It's about engineering building the right things fast, the product story being clear internally and externally and founding team getting time back to focus on the areas where only they can add value.
Testimonials
They figured it out first
Teams I work(ed) with
From scale-ups developing new products to startups finding their PMF.
Get started
Start with a product intro session.
Let's talk over a video call or at Wintercircus in Ghent with a coffee. We'll identify the product, delivery and go-to-market misalignments blocking your next 90 days of growth and discuss what to fix first.
My Rates
How we can work together
1.
Product clarity sprint,
€1,600-2,400 excl. VAT.
2–3 days over a 1–2 week period.
You get a clear picture of where the misalignment is, what to prioritise and concrete next steps.
This isn't a surface level audit. I talk to your key people, look at your product, positioning, market, process and team alignment to surface where the problems are and what to do about them. Most clients use this as a starting point to decide if and how we keep working together.
2.
Embedded Product Lead.
Custom rate, lets talk.
2–5 days per week, long term commitment depending on what your needs are + my availability.
I work alongside your team as your Product Lead and Strategic Partner.
I focus on product roadmap, decisions, positioning and go-to-market so they actually move in the same direction. This is for teams who need ongoing clarity and embedded product ownership, not a one-off deliverable.
3.
Early-stage?
Discounts apply.
Let's figure it out together.
Are you're pre-revenue or early in your growth?
I offer flexible pricing for early-stage companies with brilliant product ideas. I'd rather work with the right team at the right moment than let budget be the blocker. Reach out and we'll find something that works (email me for more info at edita@thisisnewnorth.com or let's meet at Wintercircus in Ghent with a coffee or lunch).
Unlock your next phase of product growth. Product strategy, positioning, prioritisation and mentoring product managers, while working shoulder to shoulder with engineering, revenue and creative teams.
New North BV
BE 1025.547.940
9050 Ghent
Belgium