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Behind the Scenes: Consumer Product Marketing
Behind the Scenes: Consumer Product Marketing episodes
- A Sneak(er) Peek into PMM with Amber Finlay, Senior Director of Product Marketing, SNKRS at Nike
In this interview Meredith and Amber discuss Nike’s recent launch of the Nike SNKRS App, a digital platform focused on serving a passionate community of sneaker lovers. This high traffic app serves over 5+ million users on a weekly basis! Tune in to hear the role of PMM in launching Nike’s fastest growing digital platform for world-wide sneaker enthusiasts and how strong user insights lead to a consumer led innovative GTM strategy.
Connect with Amber on LinkedIn.
Join Amber on Sharebird.45 min - A Deep Dive on PMM Market Insights with Quizlet’s Director of Product Marketing, Caroline Walthall
A deep dive on the insights that went into influencing product teams ahead of their recent launch, explanations. Quizlet aims to shape the future of learning and is the most popular studying tool in the US. Tune in to hear the role of market insights and research as they were approaching one of their biggest product launches.
Connect with Caroline on LinkedIn.
Join Caroline on Sharebird.37 min - Maximizing Your PMM Resources with Katie Levinson, Head of Product Marketing at Handshake
Handshake serves over 18 million college students helping them get jobs and gain confidence as they transition from graduating to finding their first job and entering the workforce. Tune in to hear how Katie and her team service a 3-sided marketplace, structure their small, scrappy team that serves both B2B and B2C, and deliver crisp and clear messaging frameworks that inform their GTM strategy. Also covered in this interview is what the partnership looks like between PMM and product and how it influences the product roadmap.
Connect with Katie on LinkedIn.
Join Katie on Sharebird.42 min - Building Product Marketing from the Ground Up with Mike Polner, Vice President, Marketing at Cameo
We’ve talked about the creator economy, but this week we’re learning more about the connection economy. Cameo is a product loved by both talent and fans, where you can request to get a personalized video from a celebrity of your choice. A day maker for sure, this product is a win-win in the marketplace creating authentic fan connections. Tune in to hear how to evaluate your GTM strategy based on the size of your company. Whether you’re at a small startup or a large tech company, there are key components and attributes that determine the impact of PMM. So how do you hire the talent you need for success, identify your northstar, stay up to date on customer insights, and remain organized when things are moving quickly?
Connect with Mike on LinkedIn.
Join Mike on Sharebird.41 min - The PMM Matchmakers with Jane Reynolds, Director of Product Marketing at OkCupid
One of the most common questions that couples get is “how’d you meet?” Beginning in 2004, OkCupid has begun being a part of people’s stories - solving the pain points of finding a partner with the same core values and interests. Through data analysis and custom designed algorithms, OkCupid’s platform is able to match users on what matters most to them. Product marketing has been an essential piece of the company’s success through their market research, GTM strategy, internal alignment with the product team, and creation of messaging and positioning that helped them stay up on dating trends. Tune in to hear the role PMM has been playing in revolutionizing the dating scene and enabling users to incorporate their political and social views on their profiles yielding in quality connections and love stories.
Connect with Jane on LinkedIn.
Join Jane on Sharebird.38 min - SoundCloud's Creator Economy with Ryan Goldman, Vice President of Marketing at Moloco
At the time of this interview, Ryan was leading SoundCloud’s Product Marketing function and was key to their fan-powered royalties campaign - a campaign that revolutionized streaming payouts and enabled listeners to impact what artists make based on how many hours of their music has been streamed. Tune in to hear their GTM strategy, how they marketed to multiple audiences, kept their messaging and positioning relevant, and ultimately took a stance to solve a clear pain point - artists wanting to get paid fairly.
Connect with Ryan on LinkedIn.
Join Ryan on Sharebird.44 min - Managing Multiple Product Launches with Eileen Reyes, Director of Product Marketing at Dropbox
Connect with Eileen on LinkedIn.
Join Eileen on Sharebird.32 min - Membership Tiering Strategies with Jameelah Calhoun, Senior Director, Product Marketing at Audible
Connect with Jameelah on LinkedIn.
Join Jameelah on Sharebird.44 min - Marketing Personalization with Lara McCaskill, Former Senior Manager, Product Marketing at Stitch Fix
Connect with Lara on Linkedin.
Join Lara on Sharebird.38 min - Launching a Social Good Campaign with Brianne Shally, Head of Product Marketing at Nextdoor
Connect with Brianne on LinkedIn.
Join Brianne on Sharebird.38 min
About Behind the Scenes: Consumer Product Marketing
From the publisher's feed
In each episode you’ll get a behind the scenes look at some of the most innovative product marketing campaigns at some of the world's best known companies and brands. We’ll hear from the product…
marketing leaders themselves about the triumphs, failures and insights found along the way- from the initial stages of customer research, to building product narratives and ultimately orchestrating some of the largest scale go-to-market campaigns.