Case studies

The brief. The work.
The result.

Twenty years of product leadership, measured in revenue, retention, cost and customer scores. Here's what the playbooks look like when they meet a real business.

−25%service enquiries at Team Global Express

+25%record net subscriber growth QoQ at Optus

−18%customer acquisition cost at Optus

2Australian-first streaming launches at Foxtel

Flagship engagements

Four transformations at scale, each mapped to the OptiProduct playbook it shaped.

Logistics · PE-owned · 2022–24

Team Global Express

Head of Product & Digital Solutions

CustomerDigital & AIPE-backed

The brief: Build a customer-first eCommerce product team in a PE-owned logistics business, measured on cost-out, CSAT and NPS.
The work: Launched a returns portal, predictive delivery notifications, a Gen AI proof-of-delivery tool and a mobile app strategy. Simplified the product construct across web and APIs, and co-designed roadmaps with IKEA, Officeworks and Temple & Webster. Aligned feeds, data standards and governance to create a single view of the customer.
The result: −25%service enquiries

+15%NPS vs legacy products

+20%sales pipeline QoQ

+15%website conversion

98%DIFOT after migration

~$2.5mprogram delivered

Telco · ~$1bn P&L · 2016–19

Optus

Director of Product, Consumer

Go-to-marketCustomer

The brief: Lead Consumer broadband strategy, roadmap, pricing and go-to-market, owning growth and base management on a ~$1bn P&L.
The work: Simplified the product construct and pricing. Rebuilt NBN digital onboarding and app journeys. Launched 5G Fixed Wireless and smart-home bundles, and delivered the Vivid merger.
The result: +25%record net subscriber growth QoQ

+15%ARPU

−18%customer acquisition cost

−15%capital expenditure

3 monthsfaster to market

+12%NPS from digital onboarding

Telco · $2bn+ portfolio · 2014–15

Telstra

GM Product, Consumer & SOHO

Go-to-market

The brief: Own strategy and the operating plan for subscriber growth, NPS and EBIT across a $2bn+ portfolio.
The work: Led senior product managers to create next-generation broadband and bundle plans. Built the Telstra Smart Home portfolio across IoT and entertainment, and secured funding for a digital sales and service uplift.
The result: +16%sales run-rate from new plans

$2bn+portfolio P&L owned

$2msecured for digital transformation

Media · OTT & IPTV · 2012–14

Foxtel

Head of Digital Products

DigitalGo-to-market

The brief: Grow Foxtel's digital lines with P&L responsibility for OTT, IPTV and TV Everywhere.
The work: Owned product and marketing strategy, MVP, pricing, content, UX, platforms and vendors. Launched Foxtel GO, Foxtel Play and an award-winning London 2012 Olympic Games app.
The result: 1stFoxtel GO: Australia's first live and VOD multichannel mobile app

1stFoxtel Play: Australia's first live premium sport and movies streaming

3industry awards: AIMIA, ASTRA, Australian Mobile Awards

From scale-up to public sector

The same discipline in smaller, faster settings, where the product function often starts with one person.

HR SaaS · scale-up · 2021

Employment Hero

Head of Customer Lifecycle & Value

Set up customer marketing and loyalty to drive cross-sell, upsell and retention.

110% of ARR target, FY21 YTD
Team, data model and CDP designed
Next Best Action playbooks in Vitally
One dashboard across Salesforce, Sisense and Marketo

AgTech IoT · start-up · 2025

BioScout

First product hire

Create a customer-led roadmap while owning marketing channels and customer success.

+35% social channel effectiveness after insourcing
Go-to-market framework for new AI/ML data models
Customer health checks and PostHog analytics
Gen AI prototyping with Claude and Gemini

Care marketplace · scale-up · 2022

Mable

Senior Product Manager

Own vision, delivery and lifecycle for group chat and job scheduling.

~15% group chat growth through experiments
Scheduling and rostering strategy co-designed
Simpler prioritisation, steadier delivery

Retail · innovation · 2015–16

WooliesX

Senior Consultant, Customer & Product Strategy

Design a digital-only offer to disrupt the telco and OTT market.

3-in-1 mobile, broadband and entertainment offer
3-year roadmap and business plan
Digital-first CX prototype and partner evaluation

Wellbeing SaaS · start-up · 2021

Blisspot

Head of Product & Platform Partnerships

Scale an online wellbeing platform for individuals, SMBs and enterprises.

2-year roadmap to support further investment
Series A forecasting model restructured
SMB and enterprise packaging and pricing

Government & digital services · 2020

NSW Customer Service & Webcentral

Program Director · CX Consultant

Connected citizen life-event journeys, and a single customer view on Salesforce.

Program strategy, governance and funding reset
Segmentation and value management framework
20 value-build opportunities identified

Questions

What results does a fractional CPO deliver?

Results depend on the brief, but Chris Walters' track record includes a 25% cut in customer enquiries at Team Global Express, record 25% net subscriber growth and 18% lower acquisition cost at Optus, and a 16% sales run-rate lift at Telstra.

Which industries has OptiProduct worked in?

Logistics, telco, media, retail, HR and wellbeing SaaS, care marketplaces, agtech and government, across PE-owned businesses, listed corporates, scale-ups and start-ups.

How does an engagement usually start?

Most start with a 2–4 week product and digital diagnostic or a 90-day strategy and first-initiatives plan, then move into ongoing fractional CPO leadership if it fits.

Your business could be the next one.

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The brief. The work.The result.