Fractional Product & Transformation Consultant · Europe
Strategy that ships.
I work with European scale-ups and SMEs on digital transformation, product delivery, CRM, and MarTech, from the first brief through to measurable outcomes.
Former McKinsey. 12+ years across banking, SaaS, and performance marketing. Fractional product leadership, projects, and diagnostics across Europe and the CEE region.
205%
conversion uplift, Raketech
400K
users scaled at KIMO
40+
transformation roadmaps at McKinsey
30%
of card acquisition, digital product built at BAC Credomatic
Selected Work
Proof over promises.
205%
conversion uplift
Raketech Group
Building a CRM function from zero across 8 products
A publicly listed performance marketing group had 8 products and no CRM function. I built one: taxonomy, segmentation, attribution, real-time dashboards, and a weekly campaign engine. Conversion went up 205%.
400K
users scaled
KIMO
Head of Product, zero to 400K users
B2B EdTech SaaS in the Netherlands. I was Head of Product and, with nobody else in the function, carried the product owner role alongside it across web, iOS, and Android.
30%
of annual card acquisition
BAC Credomatic
Building a bank's first digital payments product
At one of Central America's largest card-issuing banks, I built the first digital payments product from zero and scaled it to 30% of total annual card acquisition. The infrastructure behind it went on to carry the rest of the portfolio.
What I Do
What I do
Engagements are structured around what you actually need: a fixed-scope diagnostic, a defined project, or an ongoing fractional relationship. I work as an embedded operator, not a report factory.
For founders and leadership teams who need a senior operator without the overhead of a full-time hire. I work inside your business on a retainer basis, owning workstreams, driving decisions, and keeping delivery moving.
Right for: scale-ups at a growth inflection, teams that need structure before they can scale.
Learn more about Fractional ConsultingFixed scope, defined outcome. I take ownership of a specific challenge, digital transformation, CRM strategy, product discovery, or go-to-market sequencing, and see it through to delivery.
Right for: companies with a specific problem and a clear deadline.
Learn more about Project-Based EngagementsI build and operate marketing technology stacks as a practitioner who has run these platforms inside client organisations and handed them off as functioning capabilities. Covers stack selection, configuration, campaign architecture, attribution frameworks, real-time KPI dashboards, and team enablement.
Platforms: Google Marketing Platform · Meta Ads · Salesforce · HubSpot · Braze · Segment · Adobe Analytics · GA4 · Looker Studio · VWO · Contentful
Right for: companies deploying or rebuilding a MarTech stack and needing someone who has done it before.
Learn more about MarTech & AdTech ImplementationA structured review of a specific area: your CRM setup, conversion funnel, product roadmap, or MarTech architecture. Delivered as a clear brief with prioritised recommendations and a sequenced action plan.
Right for: teams with capability in place but needing an outside perspective before committing to a direction.
Learn more about Advisory & Diagnostics
About
Operator first. Consultant second.
I'm Luis Salas, an independent consultant based in Timișoara, Romania. I work with startups, scale-ups, and SMEs across Europe, with a particular focus on fintech and growth-stage companies in the CEE region.
More about meFAQ
The short version
What does a fractional Head of Product do?
Owns product leadership inside your business without the cost or commitment of a full-time hire. In practice: setting direction, running the roadmap, making the prioritisation calls, and keeping delivery moving. Embedded in your team, not reporting on it from outside.
Who does Luis Salas work with?
European scale-ups and SMEs, most often Series B and up or PE-backed, concentrated in fintech, digital commerce, SaaS, and media. The common thread is a company with strategy already on paper that is struggling to get it shipped.
What kind of problems does he take on?
Digital transformation programmes, product delivery that has stalled, CRM and MarTech stacks that need building or rebuilding, and go-to-market sequencing. The work section on this site covers five engagements in detail, with the numbers attached.
How is this different from hiring a consultancy?
One senior operator instead of a team of analysts. I log into the tools, write the documents, and run the meetings myself. No pyramid, no handover to a junior team, and no report at the end that someone else still has to implement.
Have a challenge in mind?
Tell me what you're working on. I'll reply within one business day.