Jessica Durbin
Founder @Fractional Gtm Operations Leadership
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WORK HISTORY
Founder @Fractional Gtm Operations Leadership
Newport Beach, CA, US
Opt-In works with $75M–$1B product-based brands that have outgrown their launch systems.As product portfolios expand and cross-functional complexity increases, many organizations try to manage launches by adding more tools, meetings, and headcount.But those solutions rarely address the underlying issue.Because the real problem is launch architecture.Opt-In focuses on designing the operating systems behind product launches so organizations can scale complexity without operational chaos.Core areas of work include: Launch architecture diagnostics Cross-functional launch architecture design Go-to-market operating systems PMO operating model design Cross-functional milestone governance Process diagnostics and operational rebuildsWe partner directly with executives and functional leaders to:• Restore launch predictability• Clarify decision rights• Protect margin and forecast reliability• Reduce calendar drift• Reinforce milestone integrityThis is not tactical project support.It’s structural work that stabilizes growth and removes operational drag.If your launches rely on heroics to hit deadlines, the system likely needs redesign.
EDUCATION
Jones International University
Master of Business Administration (MBA), Project Management
University of the Arts
Bachelor of Arts (B.A.), Graphic Design
ABOUT JESSICA DURBIN
Product-based brands don’t lose margin because their teams lack effort.They lose it because their launch architecture doesn’t scale with complexity.When revenue crosses roughly $75M–$100M, the cracks usually start to show:• Calendar drift• Forecast misses• Retail commitments made too early• Cross-functional misalignment• Heroics replacing structureMost companies respond by adding more:• tools• meetings• project managersBut those solutions rarely fix the real problem.Because the issue isn’t coordination.It’s architecture.Product launches are cross-functional systems involving product, marketing, sales, operations, and supply chain. When the architecture connecting those teams is unclear, launches become fragile and timelines begin slipping.I work with $75M–$1B product brands to design the operating systems behind their launches so organizations can scale product complexity without operational chaos.Most of my work begins with a Launch Architecture Diagnostic, where we assess how launch work flows across teams and identify the structural gaps creating delays or friction.From there, I help organizations install the systems required to:• Restore milestone integrity• Reduce calendar slippage• Clarify decision rights• Improve cross-functional visibility• Protect margin and forecast reliability• Scale without burning out your strongest operatorsMy work typically includes:– Launch architecture diagnostics– Cross-functional launch architecture design– Go-to-market operating system development– PMO operating model design– Cross-functional milestone governance– Executive alignment on launch decisionsI’ve led architecture rebuilds across both single-brand companies and multi-brand platforms where timing, forecast accuracy, and retail credibility were at risk.This is not tactical project management support.It’s structural work that stabilizes growth.Situations I’m Typically Brought In To Help With:• Product launches consistently miss their target dates• Teams discover cross-functional dependencies too late• Launch timelines compress late in the cycle, creating operational fire drills• Retail commitments are made before the organization is truly ready• Leadership lacks visibility into how launch decisions impact downstream workflows• Product portfolios are expanding faster than the launch system can supportIn most cases, the issue isn’t effort.It’s that the organization never formally designed the launch architecture behind how work flows across teams.That’s the work I focus on.
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