Tara Yates

With a foundation in finance and product leadership, I bring a uniquely commercial but user-centric lens to strategic leadership. My product journey began at Amazon, where I shaped post-purchase experiences that balanced customer delight with operational profitability and risk. Since then, I’ve led e-commerce and digital products for institutions like The Natural History Museum and now head up the product function at Wolf & Badger, a fast-growing ethical marketplace.
At W&B, I built our Growth function and now lead cross-functional teams across product, CRO, engineering and design. I’m passionate about combining customer insight with data-led strategy to scale sustainably. My focus is always on outcomes—delivering real value for users and the business, even in ambiguous or fast-changing environments.
As a mentor, I support product managers and business professionals who want to sharpen their strategic thinking, embrace customer-centricity, and thrive through change. I love helping people connect the dots between big vision and practical delivery, especially those navigating prioritisation, stakeholder alignment, or the leap into leadership.
Whether you're early in your career or at a crossroads, I offer grounded, growth-focused mentorship backed by real-world experience leading high-impact teams and products.