About Bexlane Advisory
WHY WE EXIST
Bexlane Advisory exists to help companies build better digital products – and stronger teams to deliver them.
Because we spend so much of our lives on the internet, there’s no excuse – and frankly no time – for lacklustre digital experiences.
ABOUT
I’ve spent 15+ years building digital products – and fixing the teams behind them.
I partner with founders and product leaders to sharpen strategy, align teams commercially, and increase execution velocity, focusing on customer outcomes and team engagement.
As Chief Product Officer of a global SaaS provider, I led the product function across product, design, marketing, and operations. I also guided the shift from AI-curious to AI-native.
Earlier in my career, I:
Launched Australia’s first online supermarket marketplace at Woolworths
Reduced product publish time from days to hours at The Iconic
Increased unassisted transaction completion from 5% to 100%, while improving delivery throughput by 30% at a marketplace start-up.
I specialise in launching greenfield products, scaling product functions, and throughout my career have delivered growth for enterprise brands, including QANTAS, Subway US, Tesco UK, and Schwarzkopf UK.
In 2020, I founded The Product Mentor to grow the next generation of product managers and was invited to teach at General Assembly (NPS 93.7, #1 in Australia).
At Bexlane Advisory, I work with in-house teams to bring clarity, alignment, and momentum – so they can build products customers love, faster.
Founder, Bexlane Advisory | Fractional CPO
Bec Badcock
The internet is a wild place
Bexlane Advisory is the next evolution of a mission I started in 2020, when the world ground to a halt during the pandemic and product managers everywhere found themselves in a precarious position. Companies were cutting costs, and the impact on people’s lives was real.
At a time when experienced senior product leaders were already hard to find, I started mentoring up-and-coming product managers to help them navigate real-world challenges. I wanted to give them the confidence that comes from having someone who has been there, done that in their corner. It began with a simple LinkedIn post offering support to PMs – and the response was beyond anything I expected.
Patterns emerged
The more conversations I had, the more I came to appreciate both the ambition product managers have to create great products, and the barriers that so often get in their way. Again and again, I saw talented people being held back – not by a lack of effort or capability – but by internal confusion, misalignment, and environments that made good product work far harder than it should be. An experience I’ve felt firsthand, too.
Throughout my career, I’ve been lucky enough to work with some exceptional companies. When product teams are truly humming, it feels like magic. The difference is unmistakable – the best teams are deeply focused on their customers and measuring outcomes. While others drift toward internal priorities, measuring output and chasing short-term revenue.
The future
Now, we’re at another inflection point. AI is reshaping companies globally, and product teams are shifting with it. The challenge isn’t just moving faster – it’s working differently. And right now, everyone is trying to figure out what that looks like in practice.
Bexlane Advisory embraces AI, and helps teams navigate this shift with clarity – keeping humans at the centre of product thinking, while using AI where it creates real value.
The future I want to see is one where product teams stop building noise, and start building digital products customers love and choose again and again. Because successful businesses don’t just grow. They change lives for their customers, their people, and the communities they operate in.
If that’s the kind of shift you’re looking to make, I’d love to work with you and your team to define what success looks like – and align your product organisation to deliver it.
What Bexlane does best
As companies grow, complexity grows with them. Talented individuals aren’t enough anymore.
You need someone who isn’t inside the noise of your business. Someone who can step back, see what’s really going on – and say it clearly. Even when it’s uncomfortable and especially when it matters.
Someone who can:
bring clarity to what actually matters
align teams behind a direction they believe in
turn effort into measurable commercial outcomes
That’s what Bexlane Advisory does best.
Our values
Being good humans
Superb online experiences for real people
Customer satisfaction first
Data-backed opinions
Elevating teams to do their best work
Direct, not political
Commercial, not theoretical
Focused on outcomes, not activity