Fractional Executive Leadership
M&A advisory, product management, and project management — on demand, without the full-time overhead.
About
Our team brings decades of combined experience at the intersection of product, technology, and business strategy — with experience creating organizations as well as advising other startups, to guiding product organizations at Fortune 500 financial institutions and national media brands, to advising founders and buyers through complex M&A transactions.
What sets us apart is range: equally comfortable in a room of engineers, executives, or designers, and able to see the whole chessboard — business model, user experience, technical architecture, and the people who make it all work.
Primo Firm brings that experience directly to companies that need senior-level product, project, or M&A leadership — without committing to a full-time hire. And when a project calls for deep AI expertise, we bring in a trusted network of specialists to make sure the work gets done right.
"We help companies grow, transform, and transition — and we know how to bring in the right people to get it done."
Our Story
“Primo” means cousin in Spanish — first inspired by how one of the principal's cousin referred to him. Primo is family. It also means premier, first, the best. We built the name around both meanings on purpose.
Primo Firm exists because business relationships shouldn't feel transactional. When you bring us in — whether for M&A advisory, product leadership, or project management — you're not hiring a stranger for a scope of work. You're bringing in someone who treats your business like it's family: invested, direct, and accountable to the outcome, not just the invoice.
But family isn't a substitute for skill. Every person we bring to a project — whether from our core team or our network of specialists — is there because they're premier at what they do. That's the standard. Primo means both, and we don't compromise on either.
Services
Buy-side and sell-side guidance for founders and strategic buyers — from target identification and due diligence through deal positioning and close. Includes AI-readiness assessments to identify integration opportunities that add post-acquisition value.
Senior-level product strategy and roadmapping for teams that need direction without a full-time product leader. Mobile, web, and e-commerce experience across startups and enterprise organizations.
Hands-on project leadership for teams running agile/scrum workflows, cross-functional launches, or platform migrations — brought in for the duration of the initiative, not a permanent seat.
Practical guidance on where and how to deploy AI (Claude, ChatGPT, Gemini) inside your business — research, due diligence, content, and operations. For deeper technical builds, Primo Firm connects clients with vetted AI specialists.
Differentiators
Cross-functional fluency — speaks engineer, executive, and designer
Deal + delivery experience — not just advisory, but hands-on execution
Network on call — AI experts and specialists brought in as projects require
Track record — Fortune 500 financial institutions, national media brands, government, education, and fast-growing startups
Let's talk about what you're working on and whether Primo Firm is the right fit — one of us, or the right specialist in our network.