Amy Ross

Corporate-trained. Soul-led. Strategically unstoppable.

Product leader by way of the road less traveled. Full-time founder. Part-time poet. The internet's version of me is a résumé and a few social media pages, which is a bit like describing a whole career from a driver's license photo. This is more of me.

Alongside building Wayfindher, I'm open to working with companies as a fractional product leader, consultant, or mentor.

See my résumé

Product help

If you have a product, or the idea of one, and it's still messy, that's where I do my best work. I pride myself on finding the magic in the mess. I love the beginning: the first roadmap, the first launch, and the first time the plan meets real people.

I've owned product roadmaps and led product teams at companies like AT&T, Electronic Arts, and ActiveVideo, with budgets from non-existent up to $20M+ a year. Now I'm building a company from scratch, self-funded, with everything I know. I've worked both ends of the scale: from small entertainment products to deep, complex infrastructure that serves millions of users, across both B2B and B2C.

Ways to work with me

Fractional product leadership

For founders and companies who need product leadership without a full-time hire. Turning a messy idea into a roadmap people can follow, deciding what to build first and what to stop doing, and getting leadership aligned on it, and helping your product managers at every level lead the work.

Focused projects

For one specific product problem, with a clear start and finish: standing up product management where there isn't any, restructuring your products or your team around your go-forward strategy, building a prioritization model that settles what comes first across your portfolio, getting a launch out the door, or bringing AI into your product without losing sight of what it's for.

Mentoring

For product managers, product leaders, and their teams. I've hired and led product teams from intern to principal.

How it starts

With a conversation. Tell me what you're working on, and we'll figure out together whether I'm the right fit.

If you want to know how I think before we talk, read Building Out Loud, my founder build notes. I share what I'm building, how I work, and what I'm learning along the way, including the misses.

Read Building Out Loud

Experience, in numbers

24M+: DirecTV and U-verse customers on the video service whose roadmap I owned at AT&T.
$65M a year: in gross revenue in year one from a $25M project I directed at AT&T.
50M+: player help interactions a year supported at Electronic Arts.
7: new product lines developed and 4 implemented in a one-year move from program to product management at Electronic Arts.
50%: less time to certify apps, from a prioritization model I created at ActiveVideo.
1 to 12: apps on the platform in three program increments at ActiveVideo.

View and print my résumé Connect on LinkedIn

Work I'm proud of

Wayfindher

Building a company solo, with purpose

The problem: Capable women building businesses carry every decision alone, with too many tools that don't talk to each other.

My part: I'm the founder. I own the product vision and the roadmap. I created the brand, and I built the website and the Step Inside demo hands-on, with AI. I'm building the Alpha now: every decision, every connection, every word.

The outcome so far: Wayfindher is in Alpha development. The website is live at wayfindher.com, and the waitlist is open. Step Inside shows a day in the life of a founder using it. In June 2026, the name became a federally registered trademark.

Product strategy
Brand
AI-assisted building

Visit wayfindher.com

Electronic Arts

Turning player support into a product

The problem: Support for EA's players across web, mobile, and phone ran as programs, with no product management discipline or prioritization model behind it.

My part: I led the move from program to product management, staffed it, and built a product discipline that fit the needs of leadership and the organization.

The outcome: In one year, seven new product lines developed and four implemented, supporting 50M+ help interactions a year, with a team of seven product managers and an intern.

Product management
Org design
Roadmapping

Growing a video service

The problem: Grow a transactional video service and its apps across 24M+ DirecTV and U-verse TV customers.

My part: I owned the roadmap, led seven senior product managers, and directed a $25M capital project.

The outcome: That project produced $65M a year in gross revenue in its first year, alongside 20+ enhancements and 5+ new products in two years.

Product strategy
Go-to-market
Team leadership

Honorable mentions

AT&T Blue Room: 42 live music and sports webcasts, 4M+ streams, and 140M page views and 15M unique visitors to attblueroom.com in the program's final year.

What people say

“I've watched her take very challenging situations, personalities, global engineering and product teams, and competing initiatives and set things on course, reducing thrash, improving efficiency, and gaining employee trust and focus along the way.”
Christopher Linden on LinkedIn (opens in a new tab)
COO | General Manager
Was senior to Amy but didn't manage Amy directly
“All the "difficult" projects default to Amy, as her management considers her to be their secret weapon to cut through bureaucracy and produce value for the corporation.”
Stephen Rys on LinkedIn (opens in a new tab)
Vice President of Product Development at AT&T
Worked with Amy on the same team
“I found her to be an ideal people manager -- willing to let you work autonomously, ready with advice or direction when needed, stepping in only when necessary.”
Blake McCallister on LinkedIn (opens in a new tab)
Director of Product Management at Electronic Arts (EA)
Reported to Amy directly
“Whether creating the annual product strategy or coaching her team through specific product plans, she is thoughtful and effective in every aspect, always championing the voice of the customer and driving decisions/results through data and iterative design.”
Andra Bond on LinkedIn (opens in a new tab)
Director CX & Design @ EA
Worked with Amy but on different teams
“She has a great ability to identify the key challenges, and broker the important conversations that are necessary to convert product vision and business context into unified and effective engineering action.”
Anton Stokes on LinkedIn (opens in a new tab)
Engineering Leadership | Program Management
Worked with Amy but on different teams
“She's a non-ego-driven leader who takes inputs from multiple places which is too often missing with many.”
Robert Wolff on LinkedIn (opens in a new tab)
Senior Staff Firmware Engineer
Worked with Amy but on different teams

Read all recommendations

The road

AT&T
Electronic Arts
ActiveVideo
Beespoke Brands
Wayfindher

The career

My résumé reads like the winding adventure it was, and still is. Sales. E-commerce and affiliate programs. Live entertainment webcasts. Streaming apps for millions of TV customers. Player support for EA's games. A cloud platform that put apps on TVs. Each stop built on the last and showed me a different side of the business, across B2C and B2B. It also taught me empathy for the people on every side of the work, inside the company and out.

From the inside, it was the same work every time. Find the friction. Focus on what people need and solve the real problem. Decide what gets built first and what comes after. And my specialty: getting a room full of smart people moving in the same direction. I do it with empathy for every role in the room, naming what each one needs and finding the compromise that serves the customer, so we build the best product without wasting effort or emotion.

I'm built for this work. I'm multi-passionate, and I'm at my best when the idea, or the room, is messy and nobody has cracked it yet.

The turning point

In 2022, I reached the top of everything I was supposed to want, and I felt empty. I knew how to build, and I loved the work. But the purpose was missing, and I no longer wanted to choose between ambition and purpose. So I walked away. That began what I call my soul sabbatical: rearchitecting my whole life, one uncomfortable truth at a time.

From consulting to Wayfindher

Then came Beespoke Brands, my consulting business. Along the way, I'd found real joy in mentoring and helping women, so I turned that toward women entrepreneurs, helping them figure out what needed to happen next. That work showed me the real problem. The women I worked with were capable and brave, and they were carrying everything alone: their businesses, their families, their lives. They were too busy running all of it to grow their businesses without sacrificing themselves. They didn't always believe they could, and they didn't have the time or energy to know where to start. And as one consultant, I could only help so many women at a time.

So I started building Wayfindher, the operating system for women building businesses: a home where women feel safe and find momentum, where their plan is held for them, and where whatever comes next fits the moment they're in. I'm building it with everything I learned along the way, so they can shortcut the hard lessons I already paid for. In full, with interest.

I'm done playing small. I'm claiming credit for the work I've done, and saying it with my whole chest. I've always believed my purpose is to leave people a little better than I found them. This is me keeping that promise.

Speaking and podcasts

For a long time, I believed I had to be somebody before I had a story worth telling. But I've learned you don't have to arrive to have something worth saying. The stories that help people most are the true ones, told while they're still unfolding. That's the story I bring to every conversation, told candidly and in full. Topics I can speak on:

Owning a career that doesn't go in a straight line
How certainty shows up before you're ready, and why waiting gets expensive
Leaving a career and a life that looked like success
How to never waste a good crisis
The work underneath the work: building a system that supports you when no one else does
Building something of your own without losing yourself
Building with AI as a solo founder: delegate the work, not the knowing

See my speaker kit

How I work

After twenty-plus years in companies big and small, and four years working for myself, I've had plenty of peer reviews, leadership reviews, and assessments, plus a lot of time watching how I work on my own. Here's my blueprint.

How I work best

How we'll talk: I'm direct, and I do my best work with people who are direct with me.
When to bring me in: I'd rather see the messy idea early than the polished one late.
What to bring: I think best with options to react to, not a blank page.
How decisions get made: I like a little time with the big decisions. The small ones I'll make on the spot.
Day to day: I keep the process light and the conversation real.

What my assessments say

Myers-Briggs: ENFJ. I build consensus, and I get the most out of a team by working right alongside it.
Enneagram: 7w8, the Enthusiast with a Challenger wing. I'm optimistic, adventurous, and willing to lead.
Human Design: Manifesting Generator, 2/5. I'm multi-passionate, I move fast once something lights me up, and I do my best work responding to something real.
Insights Discovery: Directing Motivator, with Fiery Red first and Sunshine Yellow second. I'm fast, direct, and focused on what moves the work forward.
DOPE Bird Personality Type: Peacock and Eagle, tied. I connect with people, and I drive toward results.

How I know

I learned product and program management on the job, before product management was even a title. I grew up with it. I saw every version of it at AT&T, and every waterfall and Agile iteration of it at the companies that came after.

I've been asking "what's that?" and "why?" since I could talk. I've never stopped learning. I need and want to understand how things work. I learn by doing, so these days I keep learning hands-on, with the tools technological advances have made available to all of us.

Along the way, I completed quite a bit of college coursework at Austin Community College and Colorado State University Global, though not a full degree. At AT&T, I also took extensive leadership and management training at AT&T University, one of the top-ranked corporate learning programs in the country.

Underneath the roadmaps and beyond the product features, I write.

Heart Revolution is where my poems and essays live. They're about the selves we become, the lives we outgrow, and the truths we carry quietly. Most of them end the same way: still becoming.