Meet your newest Head of Product, Isabel Petty

Isabel has a passion for creating innovative and robust digital experiences
photo os isabel, owner of yesterday consulting
And she does it while exceeding revenue, conversion, and performance goals

We take big ideas, combine them with strategic planning and create pure magic for our clients.


Isabel holds a BA in Music Studies and a Masters of Technology Management from the University of California, Santa Barbara. She started her career at Walmart eCommerce, leading the end-to-end business, financial, and marketing strategy for a $30M business, growing that business to over $100M during her time.

Before starting Yesterday Consulting, Isabel led digital strategy and development at Pattern Brands, a portfolio company of DTC-first brands in the home space. She consistently exceeded KPIs across the board with initiatives like customized checkout flow, search & discovery features, and A/B testing.

Prior to Pattern she was the Growth & Product Development Manager at GritWell, a pre-seed healthcare start-up. She played a pivotal role in scaling GritWell's subscription model, resulting in a 20% increase in retention and a 98 NPS score. Overseeing the end-to-end lifecycle, she tripled MRR and doubled growth rate in just four months.

Through these experiences Isabel learned her true passion is helping early stage founders solidify their product market fit and scale, so she started Yesterday in March 2023. She found that up until this stage the founder is usually playing the role of PM and inevitably needs fractional support to scale and build process sustainably, which is where she comes in! Although B2C commerce is her bread and butter, brands focusing on sustainability and social impact have been of recent interest.

In her spare time she enjoys yoga, walking along the West Side Highway, and exploring new coffee shops. She is based in NYC, but will always be a California girl at heart.