Meet our “product geek”: How Frances Ibe transitioned from multimedia design to product leadership

Meet Frances Ibe, Tide’s SVP of Product Management, whose journey from multimedia design to product leadership exemplifies the power of combining creativity with technical excellence. Armed with an Executive MBA from London School of Business, Frances brings her passion for building innovative products and inclusive teams to Tide. As a self-proclaimed “product geek” managing global teams and 30+ product lines, she champions the integration of cutting-edge technologies while fostering a culture in which diverse talents can thrive.

From multimedia design to product leadership — can you walk us through your career journey and what sparked your passion for product development?

I always knew I wanted to create things, and technology offered the perfect avenue for that. While my multimedia design course covered the basics like HTML and C ++, it wasn’t until my placement year in MSD’s IT department that I got real exposure to what was possible. That’s where I first learned JSP, built websites for internal teams, and worked with software like Documentum.

Wanting to do more, I taught myself PHP and AJAX, and I was amazed at the possibilities that opened up. This came in handy for my final year project – a student accommodation website. The inspiration came from a real problem I faced repeatedly at university. Finding good housing was a constant challenge, not just for me but for many students, so I wanted to fix that.

My first job combined design and coding. I progressed to managing websites and solutions for big brands, with my final project being Lotus Cars’ global dealership website. It was challenging, but I loved it and thought I’d continue growing as a developer.

Then came an unexpected turn – I was headhunted for my first product role, titled “Product Solutions Manager.” It blended coding, design, and product work. That’s when everything clicked. I could finally combine creativity and tech while genuinely engaging with people, which was so refreshing and new. Since then I’ve been fortunate to learn from some exceptional product leaders who’ve shaped my passion for all things product.

You describe yourself as a ‘product geek’ – what does that mean to you, and how has this enthusiasm shaped your approach to leadership?

Product management can be challenging, but it’s incredibly fun when you’re in the right environment. I’d call myself a recovering perfectionist – I’ve always been drawn to both the fine details and the bigger picture.

What excites me about product is pretty much everything about it – the outcomes, working with data, and especially discovery, which I consider our superpower. I’m constantly looking for ways to get better at what we do.

When it comes to leadership, it’s about helping others succeed. This means rolling up your sleeves for hands-on coaching, showcasing what “good” looks like, and sharing both successes and hard-learned lessons. Trust me, as you progress in product you definitely collect some battle scars! Having grown through various product roles myself, I’m still genuinely passionate about all aspects of the work. That’s what drives me to share these experiences with others.

With your background in multimedia design and an Executive MBA, you bring a unique blend of creative and business acumen. How do these different perspectives influence your decision-making?

I over-index on creating beautiful things, and this goes beyond just work – it’s in everything I do. Early on, I realised something important: exceptional user experiences are the only gateway for users to really experience great technology that changes everyday life.

For me, the joy comes from delivering outcomes. This has to start with users, flow into product outcomes, expand to include the people and teams behind product innovation, and finally translate to business outcomes. I’ve learned you can’t skip any of these steps. My Executive MBA really drove this home, showing me the huge impact of organisational design. It also taught me that being creative in how you tackle business problems can be a real game-changer.

As SVP of Product at Tide, what does a typical day look like for you, and what aspects of your role do you find most energising?

My day is broken down into delivery mode, strategic work, and coaching others. The scope is really broad – I can go from working on getting the visuals just right, to reimagining what the future Tide experience could look like for our members and how we might stand out as a brand. I also support different teams across the business on member, experience, or product sense topics.

It’s definitely extremely varied and requires keeping on top of many different topics while understanding how everything will come together. What really energises me is seeing impact and outcomes – whether that’s in people and teams, or in the product itself and how we’re transforming that experience. And of course, increasing the value we provide for our members.

You’ve managed multiple product lines and global teams throughout your career. What’s the most valuable lesson you’ve learned about building and leading high-performing teams?

It starts with the people. You need to enable individuals and teams to be empowered to get results. For this to happen, they need to deeply understand and be excited by the vision – to see what could be possible if they thought and did things differently.

Product teams are creators at heart. They need room to think, explore, try, fail, and learn to do their best work. It’s about finding ways to unblock and unlock each individual’s talent. What I’ve found is that high-performing teams are intrinsically motivated. So you need to connect this motivation to their work – to real impact and outcomes, to growth and learning, and to their personal narrative.

In an era of rapid technological advancement, how do you approach integrating new technologies like AI and machine learning while ensuring they create genuine value for customers?

It needs to start with clarity on the problem or opportunity you’re trying to solve for, why it matters, and what outcomes you should deliver. The “why” is essential, otherwise you’re just focusing on new technology without questioning if it’s the right technology and how it might be used differently to achieve better outcomes.

Discovery is our mechanism to iterate fast and purposefully try out new technology and approaches. You have to keep asking yourself if this truly helps customers, and if it does so in an ethical way. When you can harness the right technology to solve real problems – not just today but looking into the future – that is super exciting for the whole team.

Your passion for cultivating creative cultures aligns strongly with Tide’s values. How do you see this manifesting in your day-to-day work environment?

This manifests in our daily conversations, both within teams and in one-on-ones. It’s about how we encourage quality conversations, focusing on candidness, openness, and bringing diverse perspectives to the table.

You can also see it in how we develop and progress our thinking and vision, whether through workshops, prototypes or quick sketches.

You’ve spoken eloquently about diversity and fair opportunities. How does Tide’s approach to inclusion and diversity resonate with your personal values?

I’m impressed by the diversity in our Senior Leadership Team, particularly with a good proportion of women. It’s encouraging to see that two of our six C-level executives are women. There’s a real desire to increase women’s representation across the organisation and beyond, with our focus on supporting our female business owners globally.

That said, we still have work to do, especially in terms of racial diversity. I’m hoping to see significant progress on this front over the next year or so.

What would you say to someone considering a career at Tide, particularly those from underrepresented backgrounds in tech?

I like the fact that the London office showcases the diversity of London to most extent. Everyone works collaboratively and is open to engaging with others to gain broader perspectives. We’re all about tackling challenging goals together, and that’s really what makes us thrive. We are building products for such a wide range of SME business owners, so we genuinely need that same diversity within Tide. When our teams reflect our customers, we can truly empathise with their needs and the real-world situations they face.

Tide is scaling quickly and focused on creating products that people absolutely love. If you are looking for a place where people come together to create real impact, look no further. Come join us.