Two people. Both sides of the equation.

At inflection points, the product and the story have to change together.

Building a great product without the right go-to-market motion wastes runway. A compelling pitch without the product to back it up burns trust. Most consultancies only solve one half of that problem — they either improve the product or sharpen the narrative, then hand off to someone else for the other.

Sirra exists because Sindre and Sabrina have spent their careers working both sides, and they happen to be married. The combination isn’t a service offering — it’s how they think about problems. When product decisions imply GTM consequences and vice versa, having both in the same room at the same time changes the quality of the output.

Sindre is a product design leader with 15 years of experience building products at inflection points. He’s led 0-to-1 product builds, platform redesigns, and modernization programs across sports, live betting, consumer fintech, and sports-adjacent technology.

He currently serves as VP of Product Design at theScore, where he leads product design across one of North America’s most used sports and betting apps. That operator lens — understanding what it takes to build products that survive contact with real users in regulated markets — shapes how he approaches every Sirra engagement.

At Sirra, Sindre leads product strategy, design systems, and the 0-to-1 work where the product definition and the design of the product experience have to happen simultaneously.

Sabrina has spent her career helping companies build their story, find their market, and position for what comes next. Her expertise spans go-to-market strategy, fundraising narrative, and M&A — the work that turns a strong product into a fundable, acquirable business.

She’s worked across fintech, SaaS, and regulated industries, with a particular focus on the moments where the business model and the pitch have to evolve in step with the product. Her background in corporate development gives her a clear view of what acquirers and investors are actually evaluating — and how to build toward it without letting that dominate every product decision.

At Sirra, Sabrina leads GTM strategy, investor narrative, and the value creation work for PE-backed engagements.