Product and Growth Strategy
Defining product direction, prioritising opportunities and connecting customer insight to commercial outcomes across high-volume digital journeys.
View experience →Jon Parsons
Product, experimentation and AI leader helping teams turn insight, data and rapid learning into commercial growth.
I help product, growth and technology teams improve decision quality, accelerate learning and deliver measurable commercial impact. I've spent over a decade leading product, experimentation, insight and optimisation work across high-scale digital travel platforms, combining commercial ownership with hands-on experience in data, AI, experimentation systems and customer journey performance.
Credibility
12.5+ years
Product & digital leadership
Sykes Holiday Cottages / Forge Holiday Group
~200 tests/month
Experimentation at scale
Scaled testing capability across digital journeys
10% → 30%+
Experimentation success rate
Improved through insight-led iteration
3 years
Double-digit conversion growth
Consecutive years of measurable uplift
Days → minutes
Time-to-insight
AI-powered insight systems
~27% uplift
Search & ranking impact
ML-driven work contributing to commercial growth
~4m users
Monthly digital journeys
Across high-scale travel platforms
What I do
Product leadership across strategy, experimentation, data and AI—focused on measurable commercial impact.
Experimentation and CRO Systems
Building experimentation capability, governance and operating models that improve decision quality and accelerate learning at scale.
Consultancy services →AI, Data and Insight Products
Translating data science and AI capabilities into accessible, actionable insight that helps teams move faster from data to decisions.
View capabilities →Featured experience
Over a decade leading product, experimentation and insight work at Sykes Holiday Cottages and Forge Holiday Group—one of the UK's largest holiday rental platforms.
- Head of Experimentation and Product Insight — built and scaled experimentation and insight capability
- Head of Product / Customer and CRO — owned conversion, retention and customer journey performance
- Tribe Lead / Product leadership — led cross-functional product teams across search, sort, app and web
- Earlier web development background — hands-on technical foundation in JavaScript, PHP and digital delivery
Consultancy services
Advisory and audit engagements for product, growth and leadership teams.
Experimentation Maturity Audit
Assess strategy, governance and measurement. Identify hidden revenue opportunities and produce a prioritised improvement roadmap.
CRO and Growth Opportunity Review
Identify high-value conversion and growth opportunities across customer journeys with analytics-led sizing and prioritisation.
AI-Powered Insight Strategy
Help teams use AI and LLMs to make insight more accessible, searchable and actionable across the organisation.
Latest writing
Thoughts on experimentation, product strategy, growth, AI and travel tech.
Why experimentation teams should optimise for rate of learning, not just win rate
Win rate is a lagging indicator. Teams that optimise for learning velocity make better decisions and find more commercial upside over time.
Read article →How AI changes product discovery without replacing judgement
AI can accelerate synthesis, exploration and insight access—but product discovery still depends on judgement, context and commercial prioritisation.
Read article →Why travel search and sort is a product problem, not just a data science problem
Search and ranking in travel marketplaces sit at the intersection of customer intent, commercial strategy and technical capability—and product leadership is what connects them.
Read article →Get in touch
Interested in senior product roles, consultancy projects or a conversation about experimentation, growth or AI-enabled insight?