Product leader · Regulated consumer products
Building products that make complex experiences feel effortless.
I'm Ross McNaughton. For more than a decade I've built and led consumer products across highly regulated markets — from native apps to onboarding, identity, payments and authentication.
I turn regulatory, technical and commercial complexity into products that are simpler for customers and clearer for teams.
10+ years in product
Product strategy✦Regulated growth✦Native mobile✦Customer insight✦Team leadership✦Product discovery✦
Proven in practice
Regulated markets
UK · Brazil · US · Germany · Canada · Sweden · Australia · South AfricaUK · Brazil · US · Germany + 4 more
Registration → KYC completion
See the story →Product leadership
Leading product through people
Leading Product Managers and Product Owners
See how I build stronger teams →Selected work
Complex problems.
Clear product thinking.
Three real product problems. What we thought was happening, what the evidence showed, the trade-offs we made and what happened next.
01↗
REGULATED GROWTH · BRAZIL
We couldn't remove KYC. So we removed the unnecessary work around it.
Led Lottoland's move to a local Brazilian KYC provider, simplifying identity verification while meeting the same regulatory requirements.
30s → 70%+registration → KYC completion
Read case study →02↗
CORE EXPERIENCE · AUTHENTICATION
Looking beyond login success to find the real friction
Reframed authentication measurement around player behaviour, separating genuine friction from expected outcomes and abandonment.
4distinct journey outcomes measured
Read case study →03↗
ENTAIN · NATIVE CASINO
Native had to be better. Not just more expensive.
Led strategy and delivery across a portfolio of native casino products—improving the experience while changing how content reached more than 40 apps.
40+native casino apps
Read case study →How I lead
“I don't expect good product people to wait for me to give them the answer. My job is to make the problem clear, give them the right context and help them make great decisions.”
Product principles
How I turn ambiguity
into momentum.
My role is to create clarity — around the problem, the outcome we're trying to achieve and the trade-offs we're choosing to make.
Start with behaviour
Dashboards tell me what happened. Real journeys, customer conversations and support signals help me understand why.
Make trade-offs visible
Good strategy means being explicit about what we're choosing to do — and what we're choosing not to do.
Build trust by design
In regulated products, compliance and customer experience work best when they're treated as one product problem.
Give teams the context
Teams make better decisions when they understand the customer problem, the outcome we're chasing and the constraints we're working within.
About me
Product depth.
A life beyond Product.
I've spent more than a decade building products in an industry where getting the experience right is rarely straightforward.
Regulation, commercial pressure, legacy technology and customer expectations don't always pull in the same direction. That's probably why I've gravitated towards the messy parts of the product — onboarding, identity, authentication, payments and native apps.
My career has taken me from building consumer products directly to leading product people and setting direction across broader domains. The part I enjoy most hasn't really changed: taking something complicated, understanding what actually matters, and helping a team make it better.
Outside Product, you'll usually find me running. I've been a runner for more than a decade and I'm always chasing the next race or a slightly faster half marathon. I'm based in Gibraltar with my family, and when I'm not working or running, that's where most of my time goes.
I'm now looking to bring that experience to my next product leadership challenge — whether that's in consumer technology, sports technology, AI or a standout gaming business.
Product leadershipLeading Product Managers and Product Owners
Consumer scaleHigh-frequency web and native app experiences
Market complexityProduct experience across eight regulated marketsUK · Brazil · US · Germany · Canada · Sweden · Australia · South Africa
What's next
Got a complex product problem worth solving?
I'm exploring Head of Product and senior product leadership opportunities across consumer technology, sports technology, AI and standout gaming businesses.
LinkedInDownload CV