Home - Shonna Smith

Need to turn a great app idea into an impactful software product?

Begin with a strategist that helps with balancing people, purpose, and profit.

To go from idea to launch quickly (but not recklessly), your team needs a Product Leader with a blend of people, product, and technology leadership experience.

Increase Product Leadership Capacity

Develop GTM & Growth Strategy

Guide Design, Engineering & Test Plans

Does your company have a Product Leader with experience tackling these typical product and engineering team challenges?

Missed Deadlines

Every software development project I've ever been on has missed a deadline or 2 (or 20). What they all have in common is a flawed approach to estimation. What they also have in common is teams of people suffering from the exhaustion and shame of constantly trying to get back on track.

Strained Budget

Many projects start out without enough capital to begin with and oftentimes that problem snowballs into over-spending and being extremely over budget within 1-2 years. Between technology purchases and hiring needs, there is always a tough budget call to make.

Competing Priorities

Every week there's a new "urgent" thing to deal with. It becomes the new top priority and is instantly in competition with last week's top priority.

Team Misalignment

When teams and subject matter experts aren’t aligned, innovation stalls before it even begins. Each group brings valuable expertise—but without a shared vision, priorities clash, communication breaks down, and good ideas lose momentum.

Unclear Success Metrics

You can’t improve what you don’t measure. Too often, organizations chase “innovation” without defining how they’ll know it worked. Without clear metrics tied to mission impact, progress feels subjective and wins go unrecognized.

Team Morale & Burnout Challenges

Even the most passionate teams can burn out when results take too long to materialize. Endless meetings, competing initiatives, and constant pivots drain energy and morale.

About Shonna

Product & Technology Leader with 25+ years experience creating enterprise software products.

I’m a Product & Technology Executive with over 25 years of experience leading large enterprises, startups, and nonprofits through technology-driven transformations. I’ve led cross-functional teams across Product, IT, UX/UI, and Engineering.

I specialize in helping other executives (technical and non-technical) translate a broad vision into strategy and execution plans — aligning technology strategy with organizational purpose and fiscal responsibility.

I understand how hard it is to balance vision and execution. I’ve led both scrappy startup teams and complex enterprise initiatives that demanded an ability to manage constant change while creating profitable software products.

Tech innovation without alignment of strategy, technology, and culture leads to chaos… and loss.

Product Preferences

I have built and lead product and engineering teams for various industries, company sizes and stages. However, I do have my preferences as a Zero to One specialist helping companies build Enterprise B2B SaaS platforms.

Company/Idea Stage

Product Type

Product Management Showcase

My most memorable product management experiences involve me combining all of my strengths as a product manager, software engineer, and UX/UI Designer to help Tech Startup founders bring their app ideas to life.

Product Sense & Services

My past experiences as an Enterprise Software Architect and Agile Coach heavily influence my Product Leadership approach. I believe that continuous discovery and experimenting are a necessary and permanent part of the product development process. I continuously monitor and adjust the needs of people (users and builders), process, and product.

My Services

My Methods

You need more than just tools and frameworks to mitigate typical product development challenges.

The experience of creating software that you plan to productize and monetize can be daunting because there are so many moving parts to manage.

If you're a non-technical executive or new-to-tech startup founder and find these challenges familiar, then connect with me soon. Let's see if my product leadership approach is a good fit for your project.

The experience of creating software that you plan to productize and monetize can feel exhausting because there are so many moving parts to manage.

Connect with me to request my resume or discuss the possibilities of working together soon.

Connect With Me

Work with a product leader that has the wisdom and instincts gained from helping companies design, build, and launch enterprise software products for 25+ years.

Connect With Me

Connect with me to request my resume or ask about the possibilities of working together soon.