Global Head of Digital Products

Casey White

I turn strategy into platforms, and platforms into high-performing teams, from global industrial IoT to AI-native products.

20+ years building and leading digital products, transformations, and the teams behind them. Most recently Global Head of Digital Products at Spirax Group, now founder of a studio shipping AI-native ventures.

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20+ yrs in digital, IT and product14 yrs at Spirax Group30+ team led£3.2M platform budget

CWPRODUCT
v.2026

Casey White

Digital Product Leadership

Status: Currently shipping
Latest release: Aurenia Group
Focus: Platforms · AI · Teams
Reliability: 20+ yrs shipping
Deploys in: UK · Canada · US

Human-led. AI-native. Built to ship.

01Telemetry, the career by the numbers

£3.2M

Platform programme budget led

Owned the IIoT and enterprise connectivity platform budget, the largest line in the group digital portfolio.

30+

Team led, plus delivery partner

Scaled the Connect Platform team to about 30 across product, BAs, QA, delivery and partner developers.

Countries, one-year CRM rollout

Delivered Dynamics 365 across all 10 Americas countries in a single year, against an internal benchmark of 2 to 3.

~47%

Canadian network cost cut

A hybrid-cloud SD-WAN on Cisco Meraki retired MPLS lines across Calgary, Montreal, Concord and Toronto.

7 wks

E-commerce MVP, during COVID

An Oracle Commerce MVP shipped in 7 weeks, a partner delivery record. The Connect IIoT MVP took 8.

$2M+

New annual e-commerce revenue

A Shopify B2B channel for the top four Canadian distributors unlocked about $2.0 to 2.5M in incremental annual revenue.

2×

Spirax Sarco Pricing Awards

Won the pricing award in 2018 and 2019 for strategic-pricing work and the Power BI tooling behind it.

Ventures in the studio

AI-native products built or in build under Aurenia Group.

02How I work

The same instinct runs through a global platform and a weekend build. Pick a real problem, ship the smallest honest version, and let strangers tell you the truth.

Ship the smallest honest version

Nothing is real until someone who does not know you can use it. My teams have hit e-commerce MVP in 7 weeks and an IIoT platform MVP in 8. Speed is not the point. Learning fast is.

Work the matrix

Every product I have shipped ran across sellers, service engineers, partners, supply chain, and the board. Getting people aligned is most of the job, and translating hard technical ideas into plain language is how you do it.

Build for the person, not the metric

Half my products deliberately have no streaks, scores or leaderboards. The other half are all leaderboard. The rule is not consistency, it is what actually serves the human using it.

03Core capabilities

What I do, as a feature set. Eight clusters orbiting one operator. Tap any node to open its proof.

Tap a node to open it

Digital product and platform leadership

Owning products and platforms end to end: vision, roadmap, delivery, and the P&L thinking behind them.

Led a global IIoT platform from strategy through commercial MVP
Ran vendor selection across the major industrial-IoT platforms
Frames product decisions by unit economics and margin

Digital and business transformation

Turning a group-wide ambition into a funded, governed, shipping reality.

Co-authored a multi-business-unit group digital strategy
Designed the operating model that made it executable
Rebuilt a national company's tech and digital marketing, and earned an exec seat

Industrial IoT and enterprise architecture

Edge-to-cloud thinking, from sensors to data platform to customer-facing app.

Edge-to-cloud: LoRaWAN and cellular into Azure IoT Hub, Data Explorer, Fabric
Digital twins, ontology and API layers, CRM/ERP integration (D365, JDE)
IAM/SSO, RBAC, ISO 27001, GDPR, SOC 2, WCAG accessibility

Portfolio and PMO governance

Making big, multi-workstream programmes legible and controllable.

Ran the portfolio tracker, RAID log, and RAG-rated status cadence
Owned a £3.2M budget with tracked actuals and dependencies
Instituted a SAFe-style operating rhythm of PI planning, sprints and reviews

AI-native building, hands-on

Not just commissioning AI. Designing and shipping with it.

Ships production AI products with engineered personas and cost discipline
Builds with agentic tooling, Claude Skills, and model routing
Runs an AI research pipeline with anti-hallucination guardrails

Leading high-performing teams

Building teams and operating models that keep shipping after you leave.

Led 30+ across functions, geographies, and a delivery partner
Selected for the group's Aspire high-potential leadership programme
Formal coaching and management training; mentors and develops talent

Customer, UX and journey

Keeping the customer's experience at the centre of the platform.

Customer-journey mapping and portal or self-service design
Drove customer-experience initiatives and UX standards
Designs multi-language, accessible products across five locales

Commercial, pricing and value

Connecting digital work to revenue, cost, and margin.

Ran a strategic-pricing programme with weekly KPIs and a pricing committee
Built pricing BI that delivered additional revenue
Designs monetisation and recurring-revenue models

04Enterprise releases

Fourteen years turning ambiguous, multi-region mandates into shipped platforms, measurable revenue, and durable operating models at Spirax Group.

2023 to present

Global Head of Digital Products

Spirax Group

Global owner of the customer-facing IIoT and digital platform portfolio across Spirax Sarco, Watson-Marlow and Electric Thermal Solutions, aligned to Group servitization and sustainability strategy.

2019 to 2023

Global Product Owner, Customer Channel & Engagement

Spirax Sarco

Owned B2B e-commerce, CRM engagement, live chat and low-code field apps. Delivered the COVID e-commerce rollout and a unified product roadmap with team OKRs.

2017 to 2019

Divisional IS Manager, Americas

Spirax Sarco

First person in a brand-new role. Pulled ten country IT departments into one division and ran CRM, infrastructure and enterprise systems across the Americas.

2011 to 2017

IT & Marketing Manager

Spirax Sarco Canada

Modernized IT from physical servers to hybrid cloud, digitized marketing, and launched B2B e-commerce. Two-time Spirax Sarco Pricing Award winner.

Connect, the global industrial IoT platform

Global Head of Digital Products · Spirax Group · 2023 to present

Led the £3.2M Connect Platform end to end, the largest line in the group digital portfolio. Set the edge-to-cloud architecture (LoRaWAN and cellular into Azure IoT Hub, Data Explorer and Fabric, with digital twins and an ontology/API layer), ran the RFP across Siemens, PTC and Software AG, and drove delivery of the commercial MVP with delivery partner Mesh Systems.

Azure IoT HubData ExplorerMicrosoft FabricMesh SystemsDigital twinsPower BI

Shipped the Connect MVP in 8 weeks for steam-trap monitoring, with Watson-Marlow MeshEdge connected pump in beta
Scaled the platform team to about 30 across product, BAs, QA, delivery and partner developers
Owned the £3.2M platform budget with tracked actuals, RAID log and a SAFe-style operating rhythm
The platform quantifies per-asset energy, CO2, water and cost, the core of the group's sustainability story

SpiraxConnect, the group digital strategy

Head of Digital Products, Initiative Lead (DI6) · Spirax Group · 2023 to present

Co-shaped 'SpiraxConnect: ONE Group Digital Strategy' across three business units, the operating construct that turned six initiatives into scalable engines, and led DI6, the Enterprise Connectivity Platform, securing the legacy platform and consolidating all-business-unit requirements.

Group digital strategyOperating model designVendor RFI/RFPEnterprise architecture

One funded digital portfolio with a clear operating model, the foundation the Connect Platform was built on
Consolidated requirements across Steam Specialties, Watson-Marlow and Electric Thermal Solutions
Ran the IIoT platform RFI/RFP across Siemens, PTC, Software AG, Schneider and AVEVA
Framed the direction around 'Applied Intelligence' and local development for global benefit

Global B2B e-commerce rollout

Global Product Owner · Spirax Sarco · 2019 to 2023

Led the global rollout of B2B e-commerce during COVID as the pandemic response for the whole business. Ran the vendor selection, then delivered on Oracle Commerce for its tight integration with Oracle CPQ and the ERP.

Oracle CommerceOracle CPQ (BigMachines)Custom PIMTraceParts APIJiraPower BI

Hit MVP in 7 weeks, a partner delivery record, then rolled the playbook across the footprint
Built a custom PIM on a harmonized data layer where no standard PIM existed
Integrated TraceParts to offer 3D CAD models of products on the storefront
Delivered with agile ceremonies, daily standups between business and dev, and Jira

Dynamics 365 CRM, ten countries in a year

Divisional IS Manager, Americas · Spirax Sarco · 2017 to 2019

Applied a customer-focused, technology-as-advantage approach across ten countries. Built the CRM, ERP and BI strategy for the division, then delivered Dynamics 365 across all ten in a single year, working with Hitachi Solutions.

Microsoft Dynamics 365Power BISQLADKARAgile / ScrumLivePerson

Delivered CRM to ten countries in one year, against an internal benchmark of two to three
Used ADKAR change management so the people change landed, not just the tooling
Built a consolidated Power BI pricing dashboard on a harmonized middle data layer
Ran a maturity model and audit framework to baseline and lift every operating company

Audit Pro & Rapid Plant Assessment field apps

Global Product Owner · Spirax Sarco · 2019 to 2023

Built low-code, mobile-first apps for steam engineers and sales teams. Field staff had been capturing audits on pen and paper, then spending weeks turning them into customer reports. The apps moved data capture onto a phone, online or offline, into a central repository.

OutSystems (low-code)Offline mobile captureCentral data repositoryOne-click PDF reporting

Compressed customer report generation from weeks to hours, and in the field to minutes
Centralized audit data so customers could benchmark against anonymized peer groups
Gave junior auditors on-the-job guidance, standardizing what and how much data got captured
Faster reports meant faster leads, opportunities and time-to-revenue

Hybrid-cloud SD-WAN & Shopify commerce

IT & Marketing Manager · Spirax Sarco Canada · 2011 to 2017

Modernized the Canadian operation end to end. Moved physical server rooms to a hybrid-cloud strategy, rebuilt the network on SD-WAN, and digitized the marketing and distribution model with e-commerce and a virtual lab tour.

Cisco Meraki SD-WANHybrid cloudShopify B2BGoogle Street View 360Fiber + 5G failover

Cut network infrastructure cost by about 47% with a Cisco Meraki SD-WAN and hybrid cloud
Unlocked roughly $2.0 to 2.5M in annual revenue by moving top distributors onto Shopify
Secured a $750K sales deal after launching a Google Street View virtual lab tour
Won the Spirax Sarco Pricing Award two years running for strategic pricing work

05The studio

Under Aurenia Group I design and build my own products, solo and AI-augmented. Eight ventures across AI companions, field software, games and family apps, with disciplined unit economics.

Beta

Cosmic Tea

Your group chat with the stars.

Six AI guides read your real birth chart and weigh in on your actual relationships.

AI companion3.5 months · 7 sprints · 780+ commits

Live site

Live

Duck Hunter HQ

Find the ducks. Sign the log. Rule the fleet.

A QR-scanning duck hunt for cruise ships, with XP, ship-vs-ship leaderboards, and a 3D globe.

Game / PWA1 week · 289 commits

Live site

Live

Aurenia Consulting Portal

A whole consulting firm, compressed into software.

A multi-tenant portal that runs the entire 10-stage digital-transformation pipeline with AI-generated, citation-checked deliverables.

Enterprise SaaS2 months · 4 sprints · 8 modules

Live site

Pre-MVP

Tree Canopy

Walk the site. Talk the survey. Send the report.

A voice-first, offline-minded survey tool for UK arborists doing BS 5837 assessments in the field.

Field SaaS2.5 months · 5 sprints · 320 commits

Live site

Pre-launch

Hey Family

Small nudges to actually be present with your kid.

No streaks, no scores. Just the moment in front of you.

Parenting2 months · 4 sprints · 94 commits

Live site

Pre-launch

Happy Elite

Watch them grow, not the leaderboard.

Whole-child athletic development for sports parents, across 20+ sports.

Youth sports5 days · 154 commits

Live site

Live

Cream & Slush

A retro soda fountain for your Ninja Slushi and Creami.

160+ frozen-drink recipes you can search by the ingredients on hand.

Recipe / content2 weeks · 1 sprint · 112 commits

Live site

Pre-launch

Holy Tea

Scripture that meets your actual life.

A scripture-grounded companion that knows the real people in your life, where every verse is quoted verbatim.

Faith / AI companion11 days · 129 commits

Live site

Pre-launch

Cocoon

A quiet channel through the noise.

Phone to phone over Bluetooth, no internet, no accounts. Just your voice in your partner's earbuds.

Offline voice app16 hours · 24 commits

Coming soon: iOS & Android

06The stack

Tools, tech and methods, grouped by where they live in the work.

Product and delivery

Product strategyRoadmappingOKRsSAFe / AgilePI PlanningADKARJiraClickUpPMO / RAID / RAGVendor selection (RFI/RFP)

Cloud, IIoT and platform

Azure IoT HubData ExplorerMicrosoft FabricDigital twinsOntology / APIsLoRaWAN / cellularSD-WAN / MerakiVercelSupabase

AI

Anthropic ClaudePrompt engineering and cachingAgentic workflowsClaude SkillsMCP (Atlassian, Figma)Model routingVercel AI Gateway

Build

TypeScriptReact / Next.jsReact Native / ExpoNodeTailwindCapacitor

Enterprise systems

Dynamics 365Oracle CommerceOracle CPQOutSystemsJD EdwardsShopifyTracePartsLivePerson

Data and analytics

Power BISQLPostHogCost / margin telemetrySentry

Monetisation and design

RevenueCatSaaS pricingRecurring-revenue designFigmaDesign systems / tokensWCAG accessibility

Leadership methods

Matrix leadershipExecutive and board alignmentOrg design and hiringChange managementTalent development

07Gaps I'm built to fill

Where I plug into an organisation. The five gaps I have spent a career standing in.

The strategy-to-delivery gap

Plenty of leaders can write a strategy or run a delivery team. I do both, and build the operating model that connects them.

The business-to-technology translation gap

I sit comfortably in a board meeting and a code review, and translate fluently in both directions.

The AI ambition to AI shipping gap

I turn 'we should use AI' into products that are live, monetised, and measured.

The platform-thinking gap

I replace point solutions with platforms that scale across brands, regions, and business units.

The team-that-lasts gap

I build high-performing teams and the rhythm that keeps them shipping after I have moved on.

08Changelog

The career as a release history. Newest first, from the server room to the group exec team.

2025 to present

Founder

Aurenia Group

Founded an AI-native venture studio and consultancy, shipping products and advising on transformation.

Nov 2023 to Present

Global Head of Digital Products

Spirax Group · Cheltenham, UK

Owned the customer-facing IIoT and digital platform portfolio, led the £3.2M Connect Platform with a team of about 30, and co-shaped the group digital strategy.

Jun 2019 to Nov 2023

Global Product Owner, Customer Channel & Engagement

Spirax Group · Cheltenham, UK

Owned global e-commerce, CRM, mobile field apps and the omni-channel portal, and shipped the COVID e-commerce MVP in 7 weeks.

May 2017 to Jun 2019

Divisional IS Director, Americas

Spirax Sarco · Toronto, 10 countries

First-ever divisional IS leader. Delivered D365 CRM across 10 countries in one year and built the regional operating model.

Oct 2011 to May 2017

IT & Marketing Manager, also Strategic Pricing Manager

Spirax Sarco Canada · Executive Team

Rebuilt Canadian IT with hybrid cloud and SD-WAN for a ~47% cost cut, launched B2B e-commerce, and ran strategic pricing as a two-time award winner.

May 2001 to Oct 2011

VP, Professional Services

The Trainer's Advisory Network · Microsoft Dynamics CRM partner

Led enterprise CRM engagements for GE Healthcare, TD Wealth, BMO, Pepsi QTG, and Maple Leaf Sports & Entertainment.

09The council

This profile was shaped by a council of eight advisors, each reading the same career from their own seat. They converged on one position: a digital product leader who operates at both altitudes, setting group-wide strategy and shipping the platform himself, and builds teams that outlast him.

The CEO

A rare operator who sets the strategy and ships it.

Most strategy leaders hand off at the slide deck. Casey co-authored a group digital strategy, then personally carried its largest initiative, a £3.2M IIoT platform with a team of about 30, all the way to a commercial MVP.

The CMO

Positioned like the products he builds: one clear promise.

The risk with a long career is that the story becomes a museum. Casey already runs his own brand with a voice guide and a one-line promise, so the move is one concept held tightly, with the evidence carrying the weight.

The Chief Product Officer

A platform thinker who replaces point solutions with products that scale.

The tell is platform thinking. On Connect he built an edge-to-cloud system designed to scale across brands, and in his own studio he ships the full modern stack, framing product decisions by margin.

The PMO Director

Big, messy, multi-team programmes become legible when he runs them.

He ran the instruments: a portfolio tracker, a RAID log, RAG-rated status cadences, and budget versus actuals. He owned the single largest budget line in the group's digital portfolio and kept it green.

The UX Designer

Keeps the customer at the centre of the architecture, not just the app.

Journey mapping, self-service portals, accessibility taken seriously, products shipped in five locales. He treats experience as a system property, from the sensor to the screen.

The Agile Coach

Builds the operating rhythm that keeps teams shipping after he's gone.

He installs the cadence and thinks in horizons and increments. His whole value is continuous delivery, so he leaves capability behind rather than dependency.

The Leadership Expert

Grew from the server room to the executive team, and still codes.

He started as the lone IT resource for 70 people, earned a seat on the executive team, moved to group leadership, led 30-plus across functions and geographies, and still ships. That combination is hard to fake.

The HR and Talent Partner

Hire him for the gap between ambition and delivery. That's his whole career.

He maps cleanly to the hardest-to-fill briefs because of the gap he closes: between a business that wants to change and the technology that could deliver it, and between 'we should use AI' and something live and measured.

10Reviews

From performance reviews and leadership, verbatim. Rated Outstanding on leadership by both direct and indirect managers.

You are putting the Americas at the leading edge of change.

Manager, Americas · performance review

Casey demonstrates outstanding communication and influence compared to his peers.

Manager, UK · performance review

eCommerce was one of the highlights of the Digital Programme in 2020. Casey exceeded expectations in the management and delivery of the eCommerce project.

Manager · performance review

Casey shows very strong leadership not just of his team but of the Digital programme overall.

Manager, UK · performance review

You have created a leadership style of 'servant leader' which I like, and also like the way in which you are also raising the bar.

Manager, Americas · performance review

The eCommerce success is a standout highlight, but your drive, vision and expertise make a big difference to the team.

Indirect Manager · performance review

Fantastic job rolling out Dynamics across the Americas and helping to align Salesforce.com in USA.

Manager, Americas · performance review

His perspective is well regarded by colleagues and stakeholders, enabling him to achieve significant influence to the benefit of his team and the Digital Programme.

Manager, SBD · performance review

I received feedback from several colleagues working with Casey how positive and progressive the team work is compared to other teams.

Manager, SBD · performance review

Communication, empathy and influence are strong points for Casey.

Manager · performance review

You naturally offer a servant leader style to the way you operate and are seen as someone you can rely on.

Manager, Americas · performance review

11Roadmap

What's next.

I am pulled by the same thing I have always cared about: digital products that create real value and teams that outlast any one leader. Right now that means building more of my own ideas, going deeper on where AI genuinely changes how products get built, and swapping notes with people doing interesting work in the space.

Building and shippingAI-native product operating modelsComparing notes with builders

12 · Get in touch

Let's build something that ships.

Always happy to talk product, compare notes on AI and how it is changing the way we build, or just connect with people doing interesting work. If that sounds like you, say hello.

Email Casey LinkedIn

Or ask my digital twin