B2B SaaS · Product Leadership · Roswell, GA

Gregory
Lutz,
builder.

Fourteen years creating products that scale companies — from zero-to-one launches to enterprise-grade platforms. Currently building new ventures at Fullstory, reporting to the C-suite.

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New ARR Generated
$20M+
Across European expansion, new venture launch, and privacy platform at Fullstory
Years in B2B SaaS
14
Both 0→1 product creation and scaling established enterprise platforms
Career at Fullstory
4×
Promoted through four roles of increasing responsibility since 2019
★ ★ ★ ★ ★
2025 Google Cloud Partner All-Star
Awarded for the Fullstory AI agent on Google Cloud Marketplace
About

Product as
business strategy

I build products that move revenue. Not because it's a metric to hit, but because the best product decisions are inseparable from the best business decisions — and I've spent 14 years proving that at companies ranging from media data businesses to fast-growing SaaS platforms.

At Fullstory I've gone from shipping privacy tooling that unlocked enterprise segments to leading a brand-new venture from stealth to $3M ARR in under a year. I'm equally comfortable at a whiteboard with engineers and on stage pitching to enterprise buyers.

Outside of work, I coach youth wrestling in Roswell — which turns out to be the best possible training ground for thinking about discipline, resilience, and what it actually takes to develop people.

Approach
01
Market first, feature second
Every roadmap decision starts with a clear-eyed view of the market. Features are hypotheses; revenue is validation.
02
0→1 and 1→∞
I've launched new products from scratch and scaled platforms to enterprise size. The skills are different; I've built both.
03
Constraints as a creative force
Privacy regulation, competitive dynamics, resource limits — the best product innovations I've shipped were born from constraints, not despite them.
04
Close to the customer
I've closed over $1M in enterprise deals personally. PMs who can sell are better at building — because they hear the real objections.

Work history

2012 — Present
Fullstory
Sep 2023 – Present
● Current
Principal Offering Manager — New Venture Lead
Defined the end-to-end vision for a new product offering and grew it to over $3M ARR in under a year post-launch. Personally closed more than $1M in enterprise bookings while the product was still in stealth mode. Navigated a critical strategic pivot based on early market feedback, developed inaugural pricing and packaging strategy, and spearheaded the Fullstory AI agent on Google Cloud Marketplace.
$3M ARR < 12 months Google Cloud All-Star 2025 $1M+ in stealth bookings 0→1 Venture AI Agent
Fullstory
May 2022 – Sep 2023
Group Product Manager — International
Orchestrated Fullstory's European data center launch — a complex, cross-functional program that generated more than $15M in new ARR within the first two years. Hired and managed two full-time PMs and formalized the International Expansion Program to guide future global growth.
$15M new ARR EU Data Center Launch Team of 2 PMs Global Expansion
Fullstory
Jan 2022 – May 2022
Principal Product Manager — Privacy Platform
Shipped the industry's first patent-pending DLP (Data Loss Prevention) solution, differentiating Fullstory in a crowded market. Surpassed OKR targets for privacy tooling adoption by 10% and established standardized company-wide product launch processes that are still in use today.
Patent Pending DLP Category First +10% vs OKR Launch Process Framework
Fullstory
Sep 2019 – Jan 2022
Senior Product Manager — Privacy & Platform
Pioneered Fullstory's "Private-by-Default" approach, which became a key competitive differentiator and was directly responsible for $2.5M in new bookings within its first three months. Developed the PACT (Privacy As a Competitive Trap) roadmap to systematically overcome sales obstacles. Drove enterprise share of total revenue from 30% to 60%.
$2.5M in 90 days 30% → 60% Enterprise Private-by-Default PACT Strategy
Career Impact
$20M+
New ARR directly attributable across Fullstory roles
4×
Promoted at Fullstory — from Senior PM to C-suite reporting
4
Patents pending on privacy and data protection innovations
14yr
B2B SaaS experience spanning startup to enterprise scale
Previous

Informa / Penton

Atlanta, GA · 2012 – 2019

Managing Director
Jan 2019 – Sep 2019
Secured $1M+ in initial investment after extensive market research. Led CostTrax software from concept to profitability within 18 months; resourced sales and marketing via recruitment and vendor management.
Director, Product Management & Marketing
Feb 2015 – Sep 2018
Rebuilt EquipmentWatch, resulting in an 80% increase in new business rate, 14% increase in ACV, and 285% more monthly inbound demo requests. Launched Residuals and Mobile apps while sunsetting legacy products.
Product Manager
Mar 2013 – Feb 2015
Shipped features driving a 26% increase in primary adoption behavior. Rebuilt internal analyst tools and launched external API products.
Education
Georgia Institute of Technology
Bachelor of Science, Economics
"Estimation of a Hedonic Price Equation for Honduran Cigars: A Study in Hedonic vs. Perceived Quality"
Community
USA Wrestling
Youth Coach · Roswell, GA
Mentoring athletes in Grades 1–6 in discipline, teamwork, and resilience. Coaching has sharpened my thinking about how people develop skills under pressure — something I bring directly into how I build and lead product teams.
Contact

Let's build
something

Whether you're looking for a strategic product partner, exploring advisory conversations, or just want to connect — I'd like to hear from you.

gregorylutz@gmail.com → linkedin.com/in/gregory-lutz → Roswell, GA
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