<aside> 👋 How do you summarize 15 years working on 5 startups, advising others, and working every day for years to make them successful? All the euphoria, terror, hundreds of hard-fought battles, hundreds (maybe thousands at this point 😅) features launched. I'll do my best here and hope to share more soon.
</aside>
I’ve always sat in the middle of product and go-to-market. My job is to help build the right products for the right audiences, and bringing everything to life with the right messages. Most often, that’s meant leading product marketing and adjacent teams (customer marketing, user education, analyst relations and at times other functions like enablement, content, demand, evangelism, and product operations).
Since November 12, 2022, I’ve been at Notion working on our journey to $1B ARR and, defining our positioning and target market, becoming a suite, and building several functional teams. Before that, I built Product Marketing at Amplitude, growing from $50M to $250M ARR. I worked directly on taking the company public and built out PMM, AR, Evangelism, Customer Marketing, and parts of Growth. Prior to Amplitude, I was at Radius—joining pre-seed and staying until acquisition 7 years later—where I wore just about every product and go-to-market hat possible. And before that e-commerce startups, one of my own and then joined an early stage one!
A few throughlines – I love highly competitive, high growth, get your hands dirty situations. I’ve always worked directly with founders in founder-led startups. I think of my career as “tours of duty” – not a career ladder – where my job is to solve whatever problem needs me most. I’ll craft a product vision and strategy with the founder and CEO, go deep into execution with my team and ICs, and never shy away from the biggest challenges. My work ethic has always set me apart. Operator at heart!
I’m a lifelong athlete pushing physical boundaries, cook, lover of art and design (interiors, fashion), everything tech public markets, travel, and deep friendships. I have a wine passion project called Origin. This is my creative outlet to work with artist, designers, winemakers and farmers.
Drink Origin | Buy High Quality Wine
In simple terms, I help companies decide what to build, to whom, and how to market and sell it.
You
Core Product Marketing
The breadth of product marketing is wide, so I'll list a few areas where I've gone deep. In each of area, I've built strategies, teams, frameworks, detailed game plans, and the actual content and tools: messaging & positioning, product launch, market opportunity assessments, solution and portfolio marketing, analyst relations, product vision communications, website strategy, all the decks (first call decks, investor decks, keynotes, competitive closing decks, thought leadership, internal comms). I’ve created countless messaging platforms and I’ve personally written the ultimate message doc – an S1.
Demand Generation
There are two growth methods I help drive. First, enterprise pipeline generation through integrated B2B campaigns. How to design, create, and measure a set of programs and channels that compel buyers through a complex buyer's journey and differentiates your brand in a sales-led, marketing-influenced enterprise SaaS flow. Second, product-led growth where your product is your conversion, engagement, and distribution channel, and the driver of user retention and account expansion. How to design and iterate on product-led growth experiments and create your north star metrics.
Modernized “Category” Creation
At the end of the day, great ‘category’ work is just the strategy positioning approach that will make it as easy as possible for the market to understand what you do and why it matter. The challenge for startups is making it focused enough to win today, but flexible enough to grow. Great companies invent or disrupt a new role, community, reality, or movement. I help leadership teams decide how to participate in emerging and established categories, avoid the pitfalls of traditional category creation nonsense, architect their portfolio of offerings, and plan the key components of category activation (thought leadership, AR and PR, and community).
Content Execution
There are endless content frameworks out there – but I hadn't seen one that actually helped my teams execute a comprehensive strategy from pre-awareness to loyal customers. So I created one, continually evolve it, and arm other companies with it. I've hired and managed content marketers, agencies, and contractors, and work on content projects big and small across most mediums. Oh, and I can actually write 🙂 – both short form and long form.
Sales Enablement