With Content

With Content is a content marketing agency that helps B2B tech companies develop content marketing strategies to attract, engage, and convert potential customers sustainably.

Over the past seven years, we've worked with industry leaders in the region, such as DBS, Singtel, Grab, SAP, and Randstad, to the tune of over $3.5M+ in revenue.

Let us handle your content, so you can focus on what matters most: https://withcontent.co/

Co-Founder

Intellect (YC S21)

Head of Content Marketing & SEO

Sapio

Sapio is a platform for ambitious and curious people to access insider knowledge that can’t be found anywhere else.

Head Of Marketing

100offer

First ​global ​marketing ​hire, ​shaping ​the company’s ​user ​growth, ​lifecycle management, ​and ​country ​expansion. Oversaw ​100offer’s ​global ​marketing efforts, ​responsible ​for ​acquiring ​users and ​clients ​across ​new ​markets ​like Singapore, ​Silicon ​Valley, ​and ​Australia.

Marketing Director

Piktochart

Led efforts of the content team to produce top-notch content, helping readers and users from around the world tell powerful stories with Piktochart. Drove over 2,000 leads per month, or $500,000 in potential revenue.

Head of Content

Tech in Asia

- Managed Tech in Asia's Southeast Asia team, establishing best practices and editorial direction
- Reported on Asia's growing tech startup scene, growing readership to over 1 million per month
- Wrote articles that brought in 1.5 million page views over a year, with several pieces that went viral
- Conceptualized, designed, and grew Tech in Asia's community publishing platform, Talk
- Initiated a number of social media campaigns, such as #HumansinTech and #TIAChat, with the goal of building community and engaging readers

Editor (Southeast Asia)

Tech Journalist

We Are Spaces

Strategic direction and day-to-day editorial activities for the We Are Spaces magazine, driving close to 700,000 page views, and growing rapidly; leading a team of 6 writers. Editorial tasks involve editing, research, interviews, and writing on the events industry in Singapore.

Editor-in-Chief

•	In charge of running social media accounts (Facebook, Twitter, Instagram, LinkedIn)
•	Started up the editorial arm of the company as the Editor-in-Chief, and brought it up to 10,000 views in a month, currently has around 700,000 pageviews; led a team of 6 writers
•	Ran marketing campaigns that integrated the full range of social media channels and microsites
•	Conceptualized, created, and ran an email newsletter

Marketing Executive

ReferralCandy

- Revamped and optimized the content strategy at ReferralCandy as a consultant
- Oversaw and contributed to weekly content on the ReferralCandy blog; cross-posted and syndicated blog content to major publishing platforms such as Quora, Business2Community, and Social Media Today.

Blog Lead

Zopim

- Oversaw content strategy at Zopim as a consultant
- Oversaw and contributed to weekly content on the Zopim blog; managed a group of freelance writers and edited their commissioned articles; cross-posted and syndicated blog content to platforms such as Quora, Business2Community, and Social Media Today.
- Maintained an active presence on Zopim’s social media channels, including the Facebook, Twitter, and Linkedin accounts.
- Grew Zopim’s external presence online through guest posts on influential blogs and spreading blog content to other related influencers via email and Twitter.
- Copyedited all content that Zopim published, including email newsletters and Slideshare presentations.
- Ran email marketing campaigns with the aim of getting existing customers to upgrade their accounts

Content Strategist

There’s way too much content out there on the Internet today.

Correction: Too much unhelpful, "me-too" content that wastes everyone's time. 

Everyone is publishing similar content about the same things, pushing their own agendas, and trying to sell someone something.

It’s tiresome, boring, and readers have had enough of it.

At With Content, we want to change the way content is perceived.

We don’t believe in churning out bits of content that have obviously been thrown together as an afterthought or copy-pasted-rephrased.

We believe in meticulously crafting credible, authoritative longform content that your potential customers will actually love.

Over the years, we've partnered with industry leaders to do just that, including household names like Singtel, DBS, Grab, Randstad, and TÜV SÜD.

Let us help you become the go-to authority in your space with content: https://withcontent.co/ or daniel@withcontent.co

Daniel Tay

Axon

Working on the Platform team at Axon, responsible for improving Developer Experience by shaping internal tools, streamlining engineering workflows, and driving platform adoption across teams.

Product Manager

Breaking into Product Management

Co-founded BPM to help the next generation of product managers focus on impact over frameworks — turning PM into a mindset, not just a job title.

🧭 Vision & Offering
• Launched a cohort-based course in Vietnam to help aspiring PMs assess long-term career fit, gain real-world insight, and learn how to work with PMs effectively
• Built a premium, experience-driven PM community where practitioners share, reflect, and grow together
• Centered on a belief that PM is a skillset applicable beyond titles — in collaboration, decision-making, and everyday problem-solving

📚 Course & Community Design
• Designed and taught a practical curriculum grounded in real product experience across B2B SaaS, FinTech, and EdTech
• Blended hands-on exercises with just-enough frameworks — only those we’ve personally implemented and stress-tested
• Created a safe space for students to explore ambiguity, learn through mistakes, and practice product sense

🎯 Outcomes & Impact
• Helped students become PMs, discover they don’t want to be PMs, or learn how to better collaborate with PMs
• Fostered a high-trust, practitioner-led community that’s becoming one of the most valuable spaces for Vietnamese PMs to level up their craftsmanship

Founder

Holistics Data

Led product initiatives for Holistics as-code platform, driving strategic features in data modeling and analytics experience.

🧠 Product Ownership & Strategy
• Owned and led AMQL – Holistics’ proprietary language – enabling analysts to solve complex problems more intuitively than with SQL
• Drove end-to-end development and GTM for Holistics Reusability, improving consistency and productivity in dashboard building
• Collaborated with Head of Product and cross-functional stakeholders to define strategy and shape vision for the product area

🔍 Continuous Discovery & Delivery
• Conducted ongoing discovery to surface real user problems, risks, and opportunities
• Partnered with design and engineering to deliver impactful, technically complex features with high usability
• Managed development velocity, timelines, visibility, and inter-squad dependencies

📣 Enablement & GTM Execution
• Created compelling GTM decks and demo materials for product evaluation and adoption
• Led internal enablement to align sales, CS, and marketing with product capabilities
• Produced product marketing content to drive awareness and adoption

Senior Product Manager

Worked part-time on Holistics dbx (dbdiagram, dbdocs) – a suite of tools for database design and documentation – with a focus on user discovery and participating in strategic & pricing discussions.

🧪 Product Discovery
• Interviewed and surveyed users to uncover workflows, pain points, and feature opportunities
• Applied grounded theory to extract patterns from qualitative data and turn them into high-confidence insights
• Shaped product decisions by validating value signals and avoiding false positives

📈 Monetization
• Developed a pricing model for dbdiagram Team Plan, balancing user willingness to pay, competitor benchmarks, and revenue goals
• Facilitated cross-functional planning sessions to prioritize features based on user demand, feasibility, and business impact

Fractional Product Manager

A Little Better

Mental health is elusive. People suffer from bad mental health all the time, yet not many of us are aware of solutions, or even actively seek for one. Still, its effects remain detrimental to our quality of life.

We leverage positive psychology interventions, such as daily gratitude and non-violent communication to facilitate personal growth.

A Little Optimism is a web extension that.enables consistent daily gratitude practice to improve well-being. Please visit our landing page to get more information: https://alittebetter.mystrikingly.com/

FlexOS

Worked directly with CEO Daan van Rossum on all things product — from zero-to-one delivery to strategic pivots and AI-powered growth.

🚀 From MVP to Strategic Pivot
• Led product delivery of the first FlexOS platform for hybrid scheduling, working closely with tech partners
• Drove an intense discovery effort that uncovered lack of product-market fit and informed a successful pivot to a content-led strategy

🔍 Product Discovery & Strategy
• Conducted user interviews, problem framing, and solution ideation to avoid costly initiatives and refocus the roadmap
• Facilitated strategic discussions with CEO and leadership on direction, priorities, and experiments worth running

🧠 AI-Enhanced Product Innovation
• Researched, ideated, and launched lightweight AI tools to support remote managers (e.g., Small Steps, Icebreaker Generator, 1:1 Question Generator)
• Integrated LLM technology with SEO-informed content to create tools that also drive top-of-funnel acquisition

📈 Growth & Product Marketing
• Co-led product marketing efforts to align AI tools with high-intent content
• Helped FlexOS rank for key leadership and remote work search terms through tightly integrated product-content strategy

Product Advisor

Katalon

🚀 Product Growth & Delivery
• Lead Katalon Recorder (500,000+ installs and 140,000+ active users, not because of only me obviously).
• Launched Katalon TestCloud from scratch to profitability by validating user value before scaling

🧠 User Research
• Identified core JTBDs through deep qualitative research and user observation
• Designed and ran usability tests to uncover friction users couldn’t articulate
• Built a continuous interview system to sustain discovery and feedback
• Created a shared knowledge base for research insights across teams
• Maintained strong relationships with power users for rapid idea validation

🎯 Product Strategy
• Defined product vision across multiple time horizons, grounded in user needs and business priorities
• Regularly adapted roadmap based on new signals and insights

📣 Product Marketing
• Mapped user switching behavior to refine positioning and messaging
• Produced persona-driven content: articles, demo videos, and feature webinars
• Enabled adoption through clear, contextual storytelling

🛠 Operations & Collaboration
• Led sprints, backlogs, and cross-functional execution
• Identified key Aha moments through behavior-led experiments
• Mentored Associate PMs to develop product thinking and user-first mindset
• Partnered with engineers to make thoughtful trade-offs between experience and scalability

📊 Data & Insights
• Used Metabase to track product health, surface user behavior patterns, and inform decisions

Built core functionalities for Katalon’s test automation products, contributing to adoption across 65,000+ companies and 500,000+ individual users.

🛠️ Product Development
• Developed and maintained Katalon Studio, a cross-platform desktop app for automated test authoring
• Built and scaled Katalon Recorder, a Chrome/Firefox extension for quick test automation (500K+ installs)
• Created and maintained the Katalon Platform API, powering 20+ community and enterprise plugins

🔬 Innovation & Key Features
• Researched and implemented a new approach for auto-generating robust web element locators (under review)
• Delivered Smart XPath Plugin, integrating self-healing capabilities into core test execution flows
• Developed image-based element identification — a key pillar of Katalon’s self-healing automation suite

📣 Developer Marketing & Enablement
• Delivered live webinars to demonstrate product value, support enterprise retention, and boost trial-to-paid conversion

Software Engineer

In this role, I help companies adopt Katalon Studio successfully by offering training courses and materials.

- Designed and instructed Web Automation, API, Mobile and Integration trainings with Katalon Studio
- Defined and implemented training curriculum and assignments.
- Assisted Sales team in preparing POC and Demo to acquire enterprise clients
- Optimized product support workflow to increase throughput

Product Expert

Product Manager | PKM practitioner | Blogger

I’ve spent the past 7+ years building products at SaaS startups — spanning software testing, business intelligence, and data analytics. My core passion is building something heavy (yes, inspired by that Anu's substack post)

👨‍💻 Currently, I’m a Product Manager at Axon - working on Developer Experience for the Axon Platform.
🎓 On the side, I run Breaking into Product Management — a cohort-based course helping aspiring PMs navigate the field with clarity and intent.

Outside of work, I love reading, writing, note-taking, and chasing insights. If you're into thoughtful product work, startup struggles, or just curious conversations — let’s connect.

✍️ I write about products and startups here: https://thomastheproductguy.compiled.site/
📅 Book a chat about PM anytime: calendly.com/thomasmto/60min

Thomas To

3 Bài học về "Việc Học" sau 2 năm đồng hành cùng 1 khóa học Breaking into Product Management

Gần 2 năm vận hành lớp BPM, từ góc độ người đứng lớp, mình rút ra 3 quan sát thực tế về cách não bộ tiếp nhận kiến thức mới:

1. Học hiệu quả cần sự "ma sát" (friction). Nhiều bạn rất tự tin khi tiếp thu kiến thức nhưng lại lúng túng khi bắt tay làm bài tập. Khoa học gọi đây là Hiệu ứng Kiểm tra (The Testing Effect). Việc tự kiểm tra không chỉ để chấm điểm, mà chính là quá trình tạo ra kiến thức. Quá trình này tạo ra "ma sát" vì nó ép não bộ phải đối diện với những gì mình chưa biết. Cảm giác tưởng mình đã hiểu rất dễ chịu, nhưng chính sự chật vật khi cố nhớ lại và áp dụng kiến thức mới là lúc bạn thực sự học.

2. Chất lượng khóa học do chính học viên định đoạt. Đây không phải lời thoái thác, mà là thực tế. Sự hài lòng của bạn tỉ lệ thuận với nỗ lực bạn bỏ ra. Mentors mang đến kiến thức và phương pháp tiếp cận, nhưng giá trị lớn nhất tụi mình cung cấp là feedback (phản hồi). Nếu bạn chỉ cưỡi ngựa xem hoa. bạn sẽ thấy khóa học cũng cũng. Ngược lại, nếu bạn chăm chỉ làm bài và hỏi sâu, mentors sẽ có nguyên liệu để đưa ra những chỉ dẫn đắt giá nhất.

3. Chúng ta quên nhanh hơn mình tưởng. Kiến thức mới luôn cần neo đậu vào kiến thức cũ. Tuy nhiên, bộ não có xu hướng xóa mờ thông tin rất nhanh. Nếu bạn không chủ động gợi nhớ lại bài cũ, kiến thức nền tảng sẽ biến mất. Khi đó, việc nạp thêm kiến thức mới sẽ trở nên cực kỳ khó khăn vì bạn thiếu mất các mắt xích để liên kết, dẫn đến việc hiểu sai hoặc hiểu quá trừu tượng.

Vậy bạn có thể làm gì với những bài học trên? Sau đây là ba điều minh tự nhủ phải làm khi tiếp cận kiến thức mới:

1. Ngưng review, hãy bắt đầu retrieve. Cảm giác lật giở lại slide bài giảng hay đọc article rất dễ chịu/productive, nhưng nó đánh lừa não bộ rằng bạn đã thuộc bài. Hãy gấp tài liệu lại. Lấy một tờ giấy trắng và buộc bản thân viết ra những gì còn đọng lại. Chấp nhận sự "tắc tịt", chấp nhận viết sai. Chính khoảnh khắc bạn phải vắt óc suy nghĩ để lấp đầy tờ giấy trắng đó là lúc các neuron thần kinh đang được nối lại bền vững nhất. 

2. Hãy coi mentors giống như ..... ChatGPT: Bạn nạp vào bài làm sơ sài, máy trả ra feedback chung chung. Bạn nạp vào những dòng suy nghĩ trăn trở sâu sắc, thì bộ máy này trả ra insight đắt giá. Đừng nộp bài chỉ để được "tích xanh" hoàn thành. Hãy nộp bài kèm theo bối cảnh (context) và câu hỏi khó. Hãy thách thức mentors giải quyết vấn đề cụ thể của bạn. Bạn càng làm khó mentor bằng sự kỹ lưỡng của mình, bạn càng lãi to 🤣 .

3. Đừng để kiến thức bị lạnh. Kiến thức rời rạc là kiến thức chết. Nếu buổi 2 bạn quên buổi 1, thì buổi 3 sẽ trở thành "vịt nghe sấm" vì mất gốc. Trước khi nạp kiến thức mới, hãy dành 5 phút "làm nóng" não bộ bằng cách tự hỏi: "Concept của bài hôm nay dính dáng gì đến bài hôm trước?". Hãy chủ động xây những cây cầu nối giữa các bài học. Khi kiến thức cũ được hâm nóng lại, nó sẽ trở thành lớp đất nền vững chắc để kiến thức mới bám vào và phát triển.

Product @ Axon | Founder @ Breaking into PM

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