Freelance (Self employed)

Fractional Product Marketing for Enterprise SaaS, Product Marketing Alliance (PMA) Expert-In-Residence and advisor to early stage founders.

Fractional Product Marketing and Advisor to Early stage founders

Product Marketing Alliance

Speaker and Expert-in-Resident

TheXPlace

Strategic Marketing and Product Marketing Advisor to CEO

Treasure Data

Boosted GTM Strategy for a Data Platform and ML Solutions in Cutthroat Market.

At Treasure Data, I redefined our product marketing strategy by adeptly positioning our data platform and machine learning capabilities as the “Customer Data Cloud” to win in the ultra-competitive Customer Data Platform space.

I took the reins at a pivotal moment, as Treasure Data expanded its product portfolio and sought new buyer segments. Under my leadership, our Product Marketing team grew to eight experts, laser-focused on a multifaceted strategy: product positioning, messaging, narrative crafting, launches, and competitive analysis. The metrics speak for themselves:
* Earned “Leaders” rankings in industry reports, thanks to our compelling positioning.
* Customer testimonials touted unprecedented ease-of-use and ROI improvements.
* Existing clients broadened their portfolios, while winning new logos at elevated rates.

Global Head of Product Marketing

Wrike

Growth Product Marketing leader, delivering 125% over objectives.
 
As the Head of Product Marketing at Wrike, a Vista Equity portfolio company, my collaboration with key stakeholders and focus on data-driven strategies doubled launch speeds and yielded business outcomes that exceeded our objectives by 125% within just two quarters.

In a SaaS environment, aligning product marketing with business goals isn't just a perk—it's essential. My efforts in fine-tuning messaging, understanding the competitive landscape, and optimizing the team contributed to timely and successful product launches and meaningful revenue growth.

I spearheaded the PMM function at Wrike, handpicking a team of top-tier talent to create a high-performance unit. Together, we revamped the go-to-market strategy—from product launches to targeted content creation—based on in-depth customer research and data-driven insights. Here are the metrics that back it up:
* Doubled the speed of product launches, breaking into new markets with finesse.
* Overachieved objectives by an astounding 125% in just two quarters.
* Garnered recognition and an invitation to join Vista's elite leadership program.

Head of Product Marketing

[24]7.ai

Messaging and GTM Strategy for AI-Driven Customer Acquisition Cloud and Engagement Cloud. Targeting F1000 enterprise contact centers and marketing leaders.

Responsible for optimizing the GTM of the AI-driven Customer Acquisition Cloud, next generation customer acquisition solutions spanning pride media bidding (search, social, shopping), omnichannel personalization and ML-driven dynamic creative optimization. 

I also led product marketing and the go-to-market (GTM) strategy for [24]7.ai's AI-powered contact center solutions which uses Machine Learning and Natural Language Processing (NLP) to decode customer intent and optimize customer experiences across all channels. 

In an era where customer experience (CX) is fragmented across multiple touchpoints, the need for intelligent, context-rich interactions is more crucial than ever. The solution portfolio uses [24]7 intent data gathered from processing over 5.5 billion customer interactions to deliver game changing results to marketing and CX leaders at Global 2000 enterprises.

Portfolio Product Marketing Manager- Customer Acquisition Cloud

Zoomdata

Turning Data Into Decisions: Messaging and GTM for Big Data Analytics. 

In my role as Director of Product Marketing Management (PMM) at Zoomdata, I drove messaging, product launches and lead conversion, leveraging my experience with analytics, databases, and other data technologies.

 We live in an age where data is abundant but insights remain scarce. My comprehensive experience with modern data sources like Hadoop, AWS S3, and Kafka is instrumental in targeting analytics and data managers that strive for actionable business intelligence, turning big data into strategic actions.
Go Deeper:
As Director of PMM, my key responsibilities and achievements encompass:
* Strategic Partnerships & GTM Initiatives: Managed high-stakes collaborations technology stack partners including Cloudera and SAP, as well as Cloud vendors like AWS to boost product awareness and adoption. 
* Cross-Functional Leadership: Navigated cross-disciplinary consensus among C-level stakeholders for narrative development, ensuring that Zoomdata's unique approach to streaming and visualizing big data was clearly and compellingly communicated.
* Content & Messaging: Created a diverse portfolio of assets ranging from whitepapers to self-service demo platforms, each tailored to demystify Zoomdata's complex server platform for a range of audiences—from business decision-makers to highly technical experts.

Director Product Marketing

Machine Zone

"As technology evolves, we find ourselves in a world where everyone and everything is connected. We are at a crossroads of creating the new realtime internet experience. As we unlock these barriers, possibilities are truly endless."

In the Sr. PMM role I led product marketing for MZ’s cloud-based, live data platform – Satori. Collaborated with leadership, product management, engineering and design to capture the vision in messaging, developed competitive analysis and analyst relations as well as identify verticals for GTM.

Domain expertise: analyst relationship and briefing, competitive intelligence, cross-discipline collaboration, messaging and positioning, simplifying complex concepts, crafting vision and demos, create marketing assets.

Sr. Product Marketing Manager

SAP ANZ

Owned IT Audience program (€650K budget) for data platform, mobile and analytics portfolios, contributing to more than 60% of the country’s revenue and achieving x4 market growth. Developed the marketing program to support aggressive business growth objectives across the portfolio. Responsible for pipeline progression: generating leads, account insights, increase engagement and raise awareness. Liaised with global product marketing, developing primary and secondary research to craft positioning, messaging, content as well as manage the launch of SAP’s data discovery solution.

Developed and executed marketing programs to overachieve sales and marketing objectives; launch SAP’s data discovery tool in APAC, GTM to grow analytics market share and share-of-wallet. Recognized for creating analytics pipeline, achieving 146%.

Domain expertise: Solution marketing, Product marketing, Lead generation, Pipeline management, Digital and Social marketing, Integrated marketing, Content marketing, bringing technology to life; Solutions: HANA, Business Intelligence, Analytics, Mobile, Data management.

Senior Marketing Solution Manager, IT Audience: Analytics, HANA, Data platform

Green Hat

Worked with multiple accounts in the IT and Finance sector to: 
- develop and progress pipeline with nurture programs; implement marketing automation to manage and measure the conversion of interest to sales 
- plan and execute integrated marketing programs to expand audience reach and generate leads across channels: email, digital, social and tele 
- develop personas and define positioning to guide content and program development

Account Director and Senior Marketing Consultant

Helping companies dig up the real "Why Us" for results. Enterprise, Sales-led Growth ($10M-$150M) for AI / Data / Analytics / Martech | Leading GTM & Product Marketing with Grit, Passion, Action | Follow for PMM insights

An accomplished Data-driven, Customer-led Product Marketing and GTM leader in high-growth B2B/SasS ($30M - $150M). Led category leadership, product launches, and GTM programs instrumental in doubling revenue within 18 months for SaaS and AI / Data products at high-growth startups and multinationals. Known for exceptional depth, business acumen, and nailing the narrative that builds PMM as a force multiplier. 

I'm open to fractional and full-time positions.

15+ years successfully engaging technical and business buying groups in CX, CDP, Martech, Adtech, Databases, Analytics, Life Sciences domains. 

My superpower?
Thinking differently through deep customer / market / product insights and analysis of what works to distill 'the why', challenge with data, and optimize GTM. I roll out repeatable GTM strategies to teams of 100s, making selling easier, marketing stickier, and customers happier.

- I’m a trusted thought partner to sales and product strategy teams - inspiring cross-functional collaboration and influencing with technical depth and a deep understanding of the sales cycle.
 
- I prioritize monetization across the entire SaaS lifecycle - launch, adoption, renewal, and expansion by bridging market, effort, and internal assumptions. 

Outcomes include:  

* Category Leadership repositioning elevated awareness, demand, MRR / NRR, and positioning as 'leader' in analyst reports.  

* Multi-product sales motion -  shift to a platform sales motion x2 deal size and x3 new logos.  

* Rapid New Market Entry / Product Launches - optimized product launches to hit greater revenue, quicker. Guiding outcomes from PRD to research, planning, and cross-functional execution.  

* Competitive Differentiation boosted conversions with standout messaging for marketing and sales. 

* World Class PMM Engine as a player-coach, built and led PMM teams (8) as a force multiplier and Customer SMEs. 

I love taking initiative and driving projects forward, often beyond the initial scope. What I don’t know, I figure out, by combining systematic logic, creativity, and empathy. I bring a smiling, let's do good attitude. 

CORE SKILLS:
Go-to-market Strategy | Positioning | Messaging | Personas | Content | Thought leadership | Product Launch | Category leadership | Competitive & Market Research | Customer & Market research | Pitch Decks, Sales Plays, Sales Enablement | Analyst Relations | Win/Loss | SaaS packaging | VOC | VOS Customer marketing | Partner marketing | Leadership & Talent Management

Renat Gersch

Ardoq

Ardoq's partner ecosystem is made up of over 140+ consulting, advisory, global and regional SIs, resellers and VARs and (coming soon) Cloud Marketplaces. Our partners play a critical role in providing our joint customers the strategy, advisory and expertise they need to deliver on their technology and EA initiatives and extend the reach of Ardoq providing localized and regional support with flexible procurement options in every major region globally. We continue to grow and expand our ISV program to deliver meaningful integrations and joint solutions that extend and enhance the value of Ardoq.

VP Global Partners & Alliances

Dataminr

Dataminr is a leading real-time AI platform for event and risk detection for public sector and Fortune 500 companies with a $4.1B valuation. 

*Established a new revenue stream by building a partner ecosystem, growing a $13M pipeline to double revenue Y/Y. 

*Led GTM strategy and execution that increased reach, revenue, and efficiency, including sales and ecosystem strategy, sales enablement, product marketing, and growth marketing. 

*Launched 20+ joint solutions, increasing pipeline by 430% and on track to double revenue from joint solutions.

*Established GTM framework, use cases, joint solutions and value props, pricing, sales enablement and playbooks, and marketing programs with partners, including AWS, Microsoft, Google, and Palo Alto Networks.

*Led operational cadences and cross-functional work streams across sales, corporate strategy, product, revenue operations, enablement, and marketing to drive GTM alignment across the organization and ecosystem.

*Delivered GTM programs to bring net new Cyber Risk and Supply Chain Risk solutions to market.

VP GTM & Product Marketing

Wrike is the collaborative work management platform of choice for 20,000+ companies and 2.4 million users in over 140 different countries. Successfully helped this company cross the threshold into $160M ARR, expand to enterprise markets and achieve a successful acquisition by Citrix for $2.25B.

* Responsible for defining GTM strategies, maturing sales channels and building a partner program to accelerate growth at scale globally. 

*Grew ecosystem sales 40% Y/Y contributing 20% net new ARR as global lead of GTM strategy. 

*Defined end-to-end GTM strategies to include joint solutions, sales enablement programs, sales playbooks, and marketing strategies, meeting all corporate goals for revenue and market expansion globally. 

*Drove joint solution development programs with creation of use cases and personas, value propositions, messaging and positioning, internal and partner enablement, and demand generation programs increasing ISV attached revenue by 250% through partners like Adobe, Microsoft and Zoom.

*Built CIO value propositions, positioning the product as an enterprise work management solution for improving productivity and driving cross-functional alignment, enabling the Future of Work. 

*Managed demand gen resulting in increased sales pipeline from a comprehensive cross-channel marketing strategy with PR, social, digital, email and SDR campaigns.  

*Developed joint solutions and value proposition that led to Citrix’s acquisition of Wrike. Post-acquisition by Citrix, rolled out a GTM strategy for Citrix and its 12,000+ global partners.

Head of GTM & Product Marketing

As the AVP of Product Marketing, I led a team of PMM’s responsible for successfully launching, promoting and increasing market penetration and differentiation, strengthening Wrike’s leadership in the collaborative work & project management space across all products and segments

*Increased enterprise sales by 350% with a value selling framework including enterprise positioning, sales onboarding, and enablement.   

*Grew revenue 50% Y/Y through global go-to-market strategies and product launches across the portfolio for Marketing & Creative services, Professional Services, PMO and IT.

*Improved revenue growth with the launch of a global GTM framework supporting streamlined planning, forecasting, and execution of new product launches. 

*Spearheaded a large cross-functional GTM team, overseeing a rigorous quarterly release calendar with introduction of 50-75 new features, new product, and solution launches, and targeting new market segments.

*Created a data-driven, segment-focused GTM strategy that allowed for immediate identification of sales opportunities for account footprint expansion and upselling, overachieving on all sales KPIs.  

*Established competitive intelligence program to inform product, sales and GTM strategies, improving win rates by 15%.  

*Established and led strategic beta programs for new product launches with a tight sales and implementation process that improved target marketing, sales effectiveness, revenue growth and NRR.

AVP, Product Marketing

[24]7

[24]7 is redefining the way companies acquire and engage with consumers. Using AI and machine learning to understand consumer intent, [24]7’s technology helps companies use intent-driven engagement to assist several hundred million visitors annually, through more than 1.5 billion conversations, most of which are automated, to improve digital adoption, customer satisfaction, and revenue growth. 

* Led a high-performing team of talented Product Marketing and Solution Engineering responsible for defining the GTM strategy, programs and related pre-sales support across 247.ai’s entire customer experience platform and portfolio of products.   

* Re-architected and rebuilt 247.ai’s solution messaging and positioning, GTM segmentation and corresponding PMM team needed to support driving cohesive messaging and positioning that drove external comms and thought leadership, defined the marketing themes leveraged by Growth Marketing and Solution Marketing teams, all of which were tightly aligned to product vision, roadmap and quarterly release calendar. Accomplished through cross-functional leadership across Product, Corp Marketing, Growth Marketing, Solution Marketing and PMM.      

* Defined our quarterly product release framework, upleveling our releases by aligning to market trends, showcasing our thought leadership and innovation and integrating across all marketing channels to create a theme-based approach to corporate communications and marketing that turned our releases into buzz creation and demand generation vehicles that accelerated awareness, pipeline and revenue generation. 

* Led PMM team responsible for analysts relations, market research, competitive intelligence, personas, buyer journeys, messaging & positioning, solution and vertical (industry) messaging, use cases, sales enablement, all customer facing content and collateral including pitch decks, website, whitepapers, solution briefs, datasheets, videos, case studies and ROI calculators.

Senior Director Product Marketing

Performed as first product marketer to take on a new portfolio of solutions, developed from two acquisitions (predictive personalization via EngageClick and search bidding optimization via Campana). Tasked with building comprehensive messaging and positioning, enablement, market and competitive intelligence, sales tools, collateral, case studies, and overarching GTM strategy for 247.ai Customer Acquisition Cloud.

* Defined messaging and positioning for new solution, marrying two seemingly disparate AdTech solutions into a compelling narrative targeted at agencies, CMOs and digital marketing leaders. 
Integrated messaging and positioning into 247.ai’s corporate messaging to position 247.ai as a cohesive platform for optimizing CX across the customer journey leveraging their powerful AI-powered consumer intent-engine.    

* Rebuilt entire GTM toolkit and GTM framework including the solution primer, sales enablement, pitch deck, solution overviews and datasheets, web pages, explainer videos and case studies. 

* Worked closely with GM, sales and marketing teams to build and execute programs that increased awareness, pipeline and revenue growing revenue 125% Y/Y.

Product Marketing, Customer Acquisition Cloud

AgilOne

Drove the positioning, thought leadership, go-to-market, product marketing, and demand generation engine for AgilOne’s Predictive Marketing platform leveraged by leading retail marketing brands including Lilly Pulitzer, Donald J Pliner and Tommy Hillfiger. 

*Responsible for defining and executing AgilOne’s overall go-to-market strategy while translating AgilOne value into compelling messages and stories for AgilOne prospects, customers, press, industry analysts and influencers. 

*Developed and executed the strategy for overall thought leadership platform to educate the marketplace and position AgilOne as a trusted and credible leader in predictive marketing. Included the development of compelling content delivered via industry research reports and trends, eBooks, and webinars. Drove coverage in top-tier publications with steady stream of customer case studies in print and digital trade publications (see Harvard Business Review “What Lilly Pulitzer Learned About Marketing to Millennials”).

*Responsible for product messaging, positioning and overall sales enablement transforming the company pitch from feature/benefit focused to solution/value focused based on personas spanning marketing, commerce and IT (selling to the CMO, CRO and CIO). 

*Drove AgilOne’s customer advocacy program working closely with AgilOne customer success teams and AgilOne customers to showcase business value and develop key storytelling through our customers use cases. Produced over 30+ case studies for internal training and external use and leveraged customers for multiple live in-person events, webinars, analyst relations and buzz creation. 

*Oversaw analyst relations with focus on educating analysts on momentum, market trends and AgilOne’s product innovation. Participated as new entrants to Forrester Wave for Customer Analytics, Gartner Digital Marketing Magic Quadrant and Gartner Multichannel Campaign Management Magic Quadrant resulting in coverage in 15 key analyst reports.

Vice President Marketing

PunchTab (acquired by Walmart Labs)

Responsible for the strategy and go-to-market functions for PunchTab and its clients. PunchTab’s Omni-Channel Engagement and Loyalty solution powers CRM, Digital Shopper Marketing and Omni-Channel Loyalty programs for leading CPG and Retail brands including Yankee Candle, Arby's, Panera Bread and ConAgra Foods. 

Corporate Strategy: Defined and successfully implemented PunchTab’s product and go-to-market strategy, from product innovation (receipt scanning and consumer insights), to strategic integrations and partnerships with key players in marketing technology ecosystem including Salesforce.com’s Exact Target and BazaarVoice.  

Marketing: Built PunchTab’s marketing organization, executing content marketing strategy and consumer research to position PunchTab as a thought leader, and power the demand generation engine executed through events, email marketing and targeted lead nurturing. Drove 7,500 leads (of which 4500 were always active in last 30 days) at CPL of $14, 75% lower than industry standard. Widely recognized consumer research on digitally engaged consumers that garnered coverage in AdAge.com, MediaPost, Adotas, AdWeek, Loyalty Magazine, and CMO.com.

Client Program Strategy: Worked with sales and customer success teams to identify goals and design programs for PunchTab prospects and customers. Created 10-step Omni-Channel Engagement Framework and Loyalty Scorecard designed to drive problem discovery, accelerate sales cycles and define CRM, Loyalty and Shopper Marketing programs for clients.

Vice President of Marketing

Zuberance, Inc.

Zuberance is a social marketing company that helps brands drive more recommendations online and via social media.  Zuberance works with leading brands in every product category including Microsoft SMB, TiVo, Rubio's, Timex, Intuit, Wyndham Hotels, Qatar Airways, Adobe and CDW.

Responsible for driving Zuberance's awareness, demand generation, inside sales, sales ops, social media and overall GTM strategy.

Stolen away only by my favorite founder, Ranjith Kumaran (YouSendIt), to help blaze new trails with a successful early stage start-up in the social rewards space.

Senior Director of Marketing

YouSendIt

Championed marketing and communications strategy for this mature start-up in SaaS space with (at that point in time) 14M+ users and 300K+ subscribers across 190 countries. Oversaw overall marketing and GTM teams for PLG and SLG, including strategic planning, messaging and positioning, thought leadership, brand awareness, product marketing, growth marketing and customer lifecycle and loyalty programs.

Head of Marketing

Rainmaker Systems

Director of Marketing & GTM

Solix Technologies

Director of Marketing

Accomplished Global Product Marketing Executive and Go-to-Market Leader renowned for orchestrating successful revenue growth leading 200+ cross-functional teams to generate $2BN+ in enterprise value. Known for exceptional market research acumen and a strategic, data-driven approach to decision-making. Led programs instrumental in driving substantial company growth for SaaS and AI products at Wrike, PunchTab, and Hightail, culminating in their acquisition by industry giants including Citrix, Walmart and OpenText.

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Renat Gersch

Angela Sanfilippo

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