This talk shares a real-world case study of scaling mobile delivery across 10+ product squads in a large omnichannel organisation.

Delivery bottlenecks led to the transformation of a centrally owned mobile app into a shared platform used by multiple squads. The session highlights the patterns that enabled safe, parallel delivery at scale: CI/CD ownership for mobile, backend-driven UI, feature flags for progressive rollout, and observability that connects releases to real user impact.

Together, these changes supported 3× growth in MAU, while allowing teams to move faster without increasing operational risk as many squads shipped through a single mobile app.

I am a Principal Product Manager at Holland & Barrett, where he leads app-first and platform transformation across multiple product teams. My background spans over 14 years in technology, starting in mobile engineering and evolving into senior product leadership, which allows me to work comfortably across strategy, platform, and execution. Alongside my role at Holland & Barrett, I’m an entrepreneur and co-founder of Nova Ocean and Mindlist, where I continue to build and scale consumer products. I’m passionate about turning complex platforms into simple, valuable customer experiences, building strong cross-functional teams, and helping organisations move beyond transactional products toward long-term customer value.