Product Leadership to Bring Clarity, Focus, & Progress
I lead product and strategy work at the executive level, aligning teams, prioritizing what matters, and helping organizations deliver better outcomes across digital platforms.
Hi, I'm Carl!
I lead product and execution work for organizations that need clarity, structure, and results.
After 15+ years in corporate product roles, I founded Woodruff & Co. to partner with executive teams on roadmap execution, platform strategy, and delivery alignment.
I’m often embedded as an acting CPO or product lead, helping organizations focus on what matters and move work forward. Based in Atlanta, I work with teams across industries, from national nonprofits to global brands.
Focus Areas
Product Strategy & Execution
I lead product work from vision to delivery, aligning teams, setting clear priorities, and driving execution across platforms and systems.
User-Centered Development
I help teams center their work around real user needs, connecting field feedback, internal tools, and platform behavior to improve usability and adoption.
Data-Driven Product Decisions
I bring structure to product decisions through metrics, user feedback, and cross-functional input, helping teams prioritize what matters most.
Organizations I've Worked With
My experience spans product leadership, digital delivery, and cross-functional execution across startups, nonprofits, and Fortune 100 companies.
In Their Words
“I’ve worked closely with Carl as part of the evolution of a global strategy. In addition to helping me achieve consensus across a variety of different stakeholder constituencies, he has helped to develop critical metrics and KPIs to help us measure the impact and success of our work. Working with consultancies can often depend on how well you work with someone. Carl not only brings critical thinking, intellectual curiosity, a product-centric mindset, but he was incredibly collaborative. I look forward to working with him on future initiatives.”
Steven Brooks
VP - IHG
“Carl’s strategic vision and leadership were instrumental in elevating our product strategy. He quickly grasped our business model and provided practical, specific recommendations on how to deploy generative AI to solve everyday challenges. His ability to distill complex challenges into clear priorities, align stakeholders, and drive meaningful execution made a significant impact on our team. He doesn’t just advise, he equips organizations with the tools and direction needed to turn strategy into results. I highly recommend Woodruff & Co. for any company looking to refine their approach and accelerate growth.”
Keagan Russo
President & CEO
CarAdvise
“Carl has been an incredible supporter, advocate, and advisor of our rapidly expanding business. Under his operational advisement we've successfully expanded our team from 15 to 75 people overcoming many of the growth challenges that came along the way. We've also refined our value prop, case studies, and sales process putting us on track to 3x our client engagements in a matter of months. We consider Carl a move forward partner for 2025 and would recommend him to other fast paced leaders looking to avoid pitfalls as they grow their team and clientele.”
Co-Founders
Ascend Consulting
"I didn’t know where to start with turning my idea into a reality. Carl stepped in as Chief Product Officer and clarified the path forward and also made the entire process feel manageable. He has been invaluable in helping me make confident decisions and stay focused on going to market."
Founder
Clubado