Maibel
Rafferty
A senior product and delivery leader operating at the intersection of product strategy, delivery, and engineering: building and modernizing web and mobile experiences, leading complex migrations, driving digital transformation, and shipping digital products used by millions.
Where product strategy meets delivery and engineering.
I turn ambitious strategy into outcome-based roadmaps that deliver best-in-class customer experiences and measurable business results. With over 18 years in digital technology - at both high-growth startups and large enterprises - I've owned product portfolios end-to-end: from establishing digital strategy to building 0-to-1 products and scaling them to millions of users, leading complex platform migrations, and modernizing mission-critical web and mobile applications through iterative, data-driven optimization.
I have led leaders - managing Product, Delivery, and Engineering Leads, each running their own teams - while owning budgets of up to $6M and owning the full product and delivery operating model. My approach is outcome-driven: I set OKR-based roadmaps that connect product decisions directly to business results, create clear accountability across product, engineering, and design, and make sure the team is always building the right things in the right order.
What makes the work stick is how it gets done. I build trust at every level, translating business intent into technical direction, aligning stakeholders across complex organizations, and keeping teams focused through ambiguity. I'm known for being a results-driven leader and trusted partner who bridges the gap between executive vision and delivery execution, earning the confidence of leadership and the passion of delivery teams. I am the kind of leader both executives and delivery leaders want in the room.
I build high-performing, accountable teams, sustaining top engagement while driving conversion, adoption, and cost efficiency across the business, and helping people grow into roles they hadn't yet imagined for themselves.
Outside TELUS, I've co-owned two F45 Training studios in Vancouver since 2019 - False Creek and Beach District. Carrying shared P&L accountability for a membership business keeps me grounded in what customers actually value: every pricing decision, promotion, and member experience shows up directly in the results, and in who comes back next month. It's the same discipline I bring to product - just with members I know by name.
Products I've shipped
Live on telus.com.
A few of the customer experiences my teams built and run for TELUS customers.
Bundle Builder
A self-serve tool that lets customers put together their own combination of TELUS services online.
The Wizard
A guided flow that helps customers find the TELUS products that fit what they need.
Move Journey
The online experience for customers moving home, so they can take their TELUS services to a new address.
Bill Compare AI-powered
An AI-powered tool that helps customers understand how their bill has changed.
Problems I solve
Where I create the most value.
The challenges I tackle, and the outcomes I deliver against them.
Endorsements
What colleagues say.
In the words of the people I've led, partnered with, and reported to.
Skills & credentials
What I bring to the table.
Product & Strategy
Leadership & People
Delivery & Engineering
Program Management
Education
Certifications & Training
Let's connect.
Building something ambitious, or have a hard problem worth solving? I'm always happy to trade ideas with people doing interesting work. Reach out anytime.