I'm Isabelle Rucho, a product, growth and marketing leader with more than 20 years of experience across B2B SaaS, AI, MarTech, LegalTech, gaming and consumer technology.
Today, I split my time between building CampaignPath and working with a small number of founder-led companies that need senior product, positioning or customer-adoption support without another full-time hire.
My career did not begin in product management. It began in marketing, digital strategy, customer communications and commercial growth.
That matters because product decisions do not exist in isolation. What gets built affects how a company positions itself, how teams take the product to market, how customers experience value and how the business grows.
Over time, my work moved increasingly into product leadership: shaping strategy, prioritising opportunities, improving onboarding and retention, building monetisation models and leading cross-functional teams.
The result is a perspective that sits across product, market and customer adoption rather than treating them as separate disciplines.
Led brand, digital, launch and growth work across international markets, including global ambassador and product marketing at PokerStars and acquisition-through-retention leadership at Laundrapp.
Directed global digital strategy, websites, CRM, SEO, analytics and marketing operations in complex organisations, including Clyde & Co.
Moved into senior product leadership across B2B SaaS, focusing on product strategy, onboarding, activation, retention, pricing and commercial growth.
Now building CampaignPath, an AI-assisted marketing planning platform, while supporting a small number of B2B SaaS & AI companies through Scale Smarter.
Clients work directly with me. There is no account-management layer, junior delivery team or generic consultancy playbook.
The brief is not always the problem. I look at the product, customer evidence, commercial context and internal constraints before recommending a solution.
I can move between high-level direction and hands-on work, from product strategy and positioning through to lifecycle journeys, requirements and customer-facing communications.
The goal is clearer decisions and stronger outcomes, not extra meetings, documents or ceremony.
The work should improve how the company makes decisions and operates after the engagement, not create permanent dependency.
AI customer service SaaS
Product growth, monetisation, activation and messaging products.
Affiliate marketing SaaS
Onboarding, engagement, monetisation and product growth.
Recruitment technology SaaS
Product leadership, pricing and enterprise readiness.
Global gaming and entertainment
International product marketing, launches and ambassador strategy.
Consumer technology
Growth, retention, lifecycle communications and MarTech.
Global legal services
Digital strategy, CRM, MarTech and communication systems.
I'm also the Founder and Product Lead of CampaignPath, an AI-assisted marketing planning platform.
Building it means working through the same decisions founders and product teams face now: customer evidence, product scope, AI workflows, infrastructure, pricing, usage credits, positioning and go-to-market trade-offs.
That experience feeds directly into how I work with clients: practical decisions, real constraints and clear commercial priorities.
Product, marketing, sales and customer teams often see different parts of the same problem.
Scale Smarter exists to connect those decisions: what deserves to be built, how the value should be positioned and what customers need in order to adopt it.
Make better decisions about where the product should focus.
Make the value clearer to the customers most likely to care.
Build the journeys and systems that help customers act.
I work best with founders and teams who want honest challenge, clear decisions and practical ownership.
Tell me what is changing, where the company is getting stuck and what outcome you need next.