As a Senior Product Marketing Manager at Q4 Inc, I lead product marketing strategies across the Q4 Platform. I collaborate with cross-functional teams including Product, Sales, Marketing and Customer Success, to develop and execute holistic product marketing and launch initiatives from start to finish.

Day to day, I am responsible for: 
- Product positioning and messaging
- Creating sales collateral and updating internal documents
- Managing product launches
- Sales enablement
- Win / loss interviews 
- Competitive intelligence
- Advising Product Management on product roadmap and pricing
- Customer Segmentation and Go to Market Strategy
- Buyer Persona Creation

Senior Product Marketing Manager

Leading Product Marketing efforts and strategy for Q4's CRM, Engagement Analytics, Capital Markets Surveillance and Shareholder ID products. 

Day to day, I am responsible for: 
- Product positioning and messaging
- Creating sales collateral and updating internal documents
- Managing product launches
- Sales enablement
- Win / loss interviews 
- Competitive intelligence
- Advising Product Management on product roadmap and pricing
- Customer Segmentation and Go to Market Strategy
- Buyer Persona Creation

Awarded Marketing MVP by Global Sales Team in 2023.

Product Marketing Manager

Productive PMM

Product Marketing Newsletter Contributor - PMM Files

Self Employed

Side hustling freelance writer and marketing consultant channeling product, business strategy skills and passion for copy toward the personal finance, business education, careers and technology spaces. 

I help organizations and individuals expand their influence and educate their customers/ prospects through thought leadership.   

I also write marketing copy that coverts MLQ's for the inbound sales process. 

All thoughts and opinions expressed are my own and do not reflect those of my 9- 5.

Past or current clients include: 

Obsiido: https://www.obsiido.com/

Relay Financial: https://relayfi.com/

TILR: https://www.tilr.com/

HelloHire: https://www.tryhellohire.com/

Money Under30: https://www.moneyunder30.com/author/achapnick

Investor Junkie: https://investorjunkie.com/

Greedy Rates: https://www.greedyrates.ca/author/aubrey-c/

C6 Carbon Captured

Linktree: https://linktr.ee/aubreychapnick

Product Marketing Consultant and Freelance Financial Writer 

The Globe and Mail

Business Education and Careers Contributor 

TELUS

As a member of the Future Friendly Technology Services Strategy and Operations team, I focus on: 
- Creating business cases to determine new incremental value generation opportunities, customer value propositions and build costs for potential new products and features.
- Partnering with senior leadership to drive annual strategic planning and budgeting processes.
- Collaborating with engineering and product teams to define best-in-class digital smart home experiences across video, security and automation use cases.
- Leading the development of technology roadmaps to drive the achievement of business and technology goals.
- Conducting market and competitor research to understand industry dynamics, customer needs and pain points.
- Driving cross-functional process improvement initiatives to achieve business and technology goals.

In addition to my role accountabilities, I also Co- Chair the Future Friendly Technology Services' Diversity and Inclusion committee.

Senior Strategy Manager (Chief of Staff organization) 

The TD Asset Management Product and Strategy team partners with senior leaders to drive strategic initiatives across all areas of the business including: market entry, product development, sales effectiveness, competitive intelligence, GTM and M&A activities. My responsibilities included:

Business Strategy and Analysis
- Supporting leaders with the development and execution of cross-functional strategy initiatives.
- Providing thought leadership on the future of asset management and key implications.
- Supporting the creation of business cases, financial models, and analysis of strategic investments.
- Driving business strategy and alignment.

Competitive Intelligence and Industry Research
- Proactively identifying critical asset management industry trends.
- Conducting in depth competitive analysis, and growth opportunity identification.

Merger and Acquisition Opportunity Analysis
- Reviewing asset management industry M&A activity to inform TDAM’s growth strategy.
- Analyzing industry M&A transactions to identify strategic implications for TDAM’s positioning and capabilities.
- Identifying M&A and strategic partnerships.

Cross-Functional Project Leadership
-Leading cross-functional projects E2E by identifying and structuring problems, analyzing root causes, developing solutions and communicating results across product, sales, marketing, risk, and compliance.

Product Management and Innovation
- Conducting ad-hoc research to validate new product development concepts focused on:  industry research, market sizing, customer segmentation and legal implications assessments. 

Marketing and GTM (To to Market) Support
- Supporting global GTM (Go to Market) activities through competitive analysis, product positioning assessments, partnering with sales teams and brand value proposition definition
- Partnering with Marketing to develop and distribute global sales collateral quarterly to front line sales teams.

Moved on to explore a new opportunity in the tech industry.

Product Management and Strategy, TD Asset Management

TD Bank's Organization Effectiveness (OE) function is a team of professionals from top management consulting firms who advise the bank's executives on organization design and business unit restructuring initiatives across the enterprise. As apart of the team, my responsibilities included:

Consulting and Advisory
- Providing organization design consulting advice and thought leadership to TD's senior leaders.
- Evaluating business cases and organizational investment proposals.
- Delivering ad-hoc strategic projects in support of Group Heads and other senior executives.

Competitive Intelligence and Industry Research 
-Conducting market research on competitors’ organization design to inform TD functional organizational structure decisions.

Cross-Functional Project Leadership
- Acting as team product owner for the onboarding of leading-edge organizational analytics tool,; OrgVue.
- Building relationships across the enterprise to support ongoing business transformation initiatives.

Innovation
- Designing and implementing new team tools and methodologies to increase team effectiveness.
- Designing and building new analytical/ financial modeling tools to support strategic business cases.

I've supported the Business Banking, Canadian Personal Banking, Data Analytics, Artificial Intelligence COE, Wealth Management and Wholesale Banking segments.

Moved on to better leverage my business and product strategy skillset in the space that I'm most passionate about (Investments and personal finance).

Organization Effectiveness (Organizational Design Consultant)

Willis Towers Watson

As a Lead Associate within the Willis Towers Watson consulting practice, my work took me to the intersection of business strategy and people strategy. During my time at the firm, I focused in: shared services strategy decision support, organization design, learning and development program design and content creation. I worked across several industries but focused in Technology and Financial Services. As apart of the consulting practice, my responsibilities included:

Consulting and Advisory
- Providing consulting advice to senior business and HR leaders across a variety of HR and business strategy related topics.
- Delivering ad-hoc strategic projects in support of the broader consulting practice globally.

Industry Research and Analysis
- Conducting in depth market research and synthesis of industry best practices across a variety of HR related trends.

Cross-Functional Project Leadership
-Leading and planning cross-functional projects end-to-end by identifying and structuring problems, analyzing root causes, developing solutions and communicating project results to senior stakeholders. 

Thought Leadership
- Producing published thought leadership on the Willis Towers Watson corporate blog for client consumption.  

Moved on due to my desire to exit the consulting industry and help build a new team at an organization that I deeply respect and admire.

Lead Associate, Consulting

As an Associate within the Willis Towers Watson consulting practice, I worked alongside seasoned consultants and senior business executives across several industries. 

My areas of focus areas included: 
- Organization Design 
- Project Management
- Executive and Director Compensation
- Change Management
- Thought Leadership Development

In Q1 of 2018, I was recognized as one of three employee in the Toronto office (approx. 450 people) for going above and beyond as a high performer.

Associate, Consulting

Real Matters Inc.

As the Manager of Strategic Projects and Organizational Alignment, I worked across multiple areas of Real Matters' business in providing advisory and project-based support to the organization’s senior leaders including the CEO, CFO, EVP of Corporate Development, EVP of Strategy, VP of Talent and Culture and VP of Internal Controls. My portfolio of work included: 

- Corporate Strategy/Decision Support and Financial Modeling
- Corporate Development/ Acquisition Opportunity Assessments   
- Organization Effectiveness Advisory
- Internal Controls and Process Improvement

Eventually moved on as my initial mandate to open a new regional office in the United States could not be completed due to visa application challenges.

Manager, Strategic Projects

UBC Sauder School of Business

- A Average (87%)
-  Iva Maria Lester Memorial Graduate Scholarship in Accounting
- Early Entrance Scholarship 
- BC MBA Games (1st place- Strategy and Marketing Case Competition)

Dundee Capital Markets

I participated in the Summer internship rotation program at Dundee Capital Markets, working across the Investment Banking and Equity Research Groups. 

During my first rotation in Investment Banking, my work focused on: comparable company analysis, commodities research report drafting, and M&A pitchbook support in the mining, base metal commodities and technology industries.

During my second rotation in Equity Research, my work encompassed: macro economic research and analysis, financial modeling support, and client research note preparation assistance in the Canadian Consumer Retail and Gold sectors. I also contributed to the construction and publishing of a comprehensive initiating coverage report in collaboration with the Managing Director of Dundee's Equity Research group.

Equity Research/ Investment Banking rotation

I'm likely the only PMM you know who's flown planes, earned a black belt, and has experience working in catering, sales, consulting, investment banking, equity research, strategy, freelance, and national newspaper writing.

🌐 My Story:
My career journey began with the dream of being a fighter pilot. After realizing flying wasn’t for me though, I jumped into the business world and never looked back. To date, I’ve earned an MBA from Sauder School of Business and built a career spanning roles in sales, management consulting, investment banking, equity research, corporate strategy, HR and freelance writing. I’ve spent most of my career in Financial Services, Investments and Capital Markets, but I’m fascinated by the Automotive and Luxury industries (particularly watches and Formula 1). 

💼 My Current Role:
I’m a Senior Product Marketing Manager at Q4 inc, an end-to-end B2B Investor Relations Software provider. I’m responsible for orchestrating all aspects of Product Marketing across a portfolio of products including: Go-to-Market Strategy, Sales Enablement, Positioning, Messaging, Product Launches, Pricing, Competitive Intelligence, Marketing Collateral Development, Win/Loss Analysis and Customer Research. 

In addition to my day job, I write for the Product Marketing newsletter PMM files, which is read by over 3500 global product marketing leaders. 

💡 My Key Strengths:
- Developing and executing go-to-market strategies
- Competitive intelligence and research 
- ICP Development
- Positioning and Messaging
- Sales Enablement
- Communications and project management 

🌍 Get In Touch If:
I love connecting with others through LinkedIn. If you want to chat product marketing, watches, Formula 1, investing, music or career development, drop me a line. Please make sure to write me a note though. I likely won’t respond or accept your connection request if I don’t know why you are reaching out.

Taplio

Aubrey Chapnick's Linkedin Analytics

Aubrey Chapnick

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