Strategy Diagnostic Call
One bottleneck, 90 minutes, unstuck.
- 90-min live working session
- 1-page action map in 36 hours
- Concrete next steps
$495
AUD + GST · one-off
Now booking Q3 2026
Fractional Strategy Director
Untangling messy business problems.
Fractional leadership and business strategy consulting for Australia and the Asia Pacific. I help teams find what's broken, understand what their customers actually want, and connect the dots between product, brand, and experience.
10+ years of experience at the intersection of
Product strategyAI strategyCustomer researchProcess improvementLaunch plansBrand positioningRoadmaps
Offerings & Pricing
How I work with you.
Four ways in. Start with the priced diagnostic, or scope a deeper engagement.
Positioning & GTM Intensive
Sharpen the story. Ship the launch plan.
- Full-time engagement
- 3-week focused sprint
- Customer-voice research
- GTM playbook + core copy
Custom scope
AUD + GST · scoped to your situation
Service & Strategy Diagnostic
A deep dive into how you actually operate.
- Full-time engagement
- 4 to 6 weeks in the field
- Current + future-state blueprints
- GTM & positioning framework
Custom scope
AUD + GST · scoped to your situation
Fractional Strategy Director
Senior strategy leadership, embedded as a fractional executive, on retainer.
- 2 to 4 days per month
- Workshops + rollout oversight
- Min. 3-month commitment
Custom scope
AUD + GST · scoped to your situation
Not sure which one fits? Start with a free 30 min intro chat.
Book intro chatThe Framework
What does "fractional" actually mean?
You don't need a full-time Strategy Director. Fractional leadership gives you the senior capability, the operational frameworks, and the momentum to get it done... for a sliver of the cost.
Bridging the gap
I sit at the intersection of product, brand, and experience.
Most teams have these three disciplines living in separate rooms. I work across all three so the customer insight, the product decisions, and the go-to-market message stay in the same conversation.
Product & service strategy
Turning insight into offers, priorities, and roadmaps your team can ship.
Marketing & positioning
So the right message lands with the right audience, and drives growth.
User & customer experience
What people actually do, need, and struggle with, grounded in field research.
AI & workflow acceleration
I help teams implement AI to automate repetitive work, learn from their data, and turn scattered information into clear, usable insight so they can make better decisions. Used well, it is not about replacing judgment; it is about freeing people up to focus on the work that actually needs a human mind.
How I work
Most growth strategies fail because they're built on guesswork.
Big consultancies price you out. Agencies stay on the surface. A hands-on strategy consultant sits in the middle, where the real friction lives. I care. I get my hands dirty.
Working with me
- Field research, not desk guesswork
- Fixed scope, fixed price
- An action plan your team can actually execute
- Embedded senior operator, not a pitch team
The old way
- Rigid corporate templates
- Open-ended agency retainers
- Surface-level marketing tactics
- Boardroom slides, no execution
Who I work with
I may be able to help you if you are…
I step in when a business is going through a transition and the old way of doing things has started to break. Each card below is a real situation, approach, and outcome.
The situation
The founder of a new music school was brilliant at teaching, but had never built a brand or run a launch. There was no website, no clear positioning, and no simple way to explain why a parent should choose them over every other option in the neighbourhood.
The approach
I spent time understanding the neighbourhood, the parents, and what the founder cared about most, then defined the offer, sharpened the message, and built a simple organic launch and referral plan they could run without a big agency budget.
The outcome
40 active students signed up in the first two weeks, and the school had a clear story it could keep telling.
Marketing positioningBrandingProduct strategy
The situation
A national healthcare company with a trusted, premium physical service was launching a digital platform. The online experience felt nothing like the real-world one, and the team was worried the digital product would quietly erode the brand they had spent years building.
The approach
I mapped the customer journey end to end, redesigned the digital flows using AI to prototype and refine the experience, and then wrote messaging that matched the high-touch standard of the physical business.
The outcome
Online flows and positioning that finally feel like the same trusted brand, not a cheaper digital version of it.
MarketingPositioningUX
The situation
A high school was seeing enrolments drop and nobody could agree on why. Staff, students, and parents all had different versions of the story, and there was no shared picture of where the experience was actually breaking.
The approach
I ran collaborative workshops with principals, teachers, and students from Year 7 to 12, interviewed stakeholders across the school, and built service blueprints and process maps to find the points of friction worth fixing first.
The outcome
A clear, actionable roadmap the school is now using to turn the trend around, with priorities everyone bought into.
Service designUX
The situation
A broker was moving from manual loan matching to a custom digital platform. The team wanted to build a big, shiny super app, but they needed to start small, solve the key problem first, and validate the product before investing in every feature.
The approach
I defined the product strategy, embedding AI into the core experience so customers got faster, more useful answers, and built a roadmap that let the team start small, prove the model, and scale from there.
The outcome
A scalable platform that supports the broker workflow without losing the human edge that made the business work in the first place.
Product strategyProduct development
About Me
A little bit about me.
Ten years across industries, scale, and continents. Here's the shape of the work, and the person behind it.
AI strategyCross-functional
Hey! I'm Julia, a Singaporean-born Aussie who grew up as a third-culture kid between Singapore, Sydney, Melbourne, and Hong Kong. Moving between these worlds gave me a naturally curious mind and a global network, which eventually opened the doors for me to lead some incredible projects across the ASEAN region.
My professional life has been just as varied. I cut my teeth in marketing and PR, spent years embedded in UX consulting, and most recently worked as a product strategist at a startup accelerator. Today, I use all of that — plus AI as an accelerator for research, synthesis, and workflow design — to bridge the gap between three critical departments that usually work in silos, making sure your strategy is tight, your workflows actually work, and your team is moving in the same direction.
The scale
I know what breaks down inside mature global enterprises and government bodies, and can spot the friction waiting to trip up early-stage startups and small businesses before it does.
Based in
Melbourne, operating globally , or wherever there's good matcha and a whiteboard.
Companies I've worked with
A mix of global enterprises, government bodies, hospitality, education, and 70+ early-stage founders.
70+
Early-stage startupsand more
My toolkit
01User & customer research and problem diagnosis
02Process mapping & improvements
03Value proposition design
04Practical go-to-market roadmaps
My approach
And what to expect when we start working together.
01
Listen & diagnose
I don't sit behind a screen speculating about your business. I get out into the field, shadow your workflows, and talk to the people who actually use your service.
02
Design what you can act on
I'm not interested in putting a strategy together that sits in your backlog for years. I put together steps that can be actioned today, with radical clarity.
03
Build it with your people
Strategy isn't done to your team, it's built with them. I work alongside your people and your customers so the answer fits the humans who have to live with it.
When I'm not working
Outside the office, you'll find me
Buried in a good book
Cooking up a storm
Working on my own creative projects
Ready to bridge the gap?
Let's schedule a casual, no-pressure chat to see where the friction is hiding in your workflows or messaging.
© 2026 Julia Leong. Melbourne, Australia.
All prices exclusive of GST.