Mehdeeka

Fractional Product Marketer/CMO

Willow

Taking up the strategic lead and development for product marketing as a function, with renewed focus on growing the team and maturing the product representation.

Head Of Product Marketing

Set up and lead the PMM function at Willow, including projects such as;

Packaging, naming, and pricing of WillowTwin™ across several verticals (commercial real estate, rail, mining)
Product documentation, value propositions, messaging
Upskilling and training an Associate Product Marketer
Internal quarterly product Showcase event
Sales training materials
Sales enablement materials
Competitor analysis

Product Marketing Manager

Perkbox

Having first started as a generalist marketing manager tackling everything from TOFU lead gen through to lead recycling, customer engagement, PR, product marketing (and everything else), I now have three main focus areas;

1. BOFU marketing and sales enablement
2. Recycling leads to actualise revenue from closed lost opportunities
3. Customer engagement marketing and Customer Success asset management

Marketing Manager

Startup Muster

In charge of national marketing strategy and execution including social (heavy emphasis on content marketing and video), PR, and EDMs. 

- Grew LinkedIn audience by 89% in first six months with 100% organic content
- Grew total audience (Twitter, LinkedIn, Facebook) by 30% in first six months
- Grew participation in survey by 5% compared to 2017
- Created the "Daily Ask" video series, featuring 30+ startups all over Australia

Head of Marketing

Careers in Language

Careers in Language organises events and creates resources for language teachers to use to engage their students in foreign language studies. As the founder I have overseen the entire process including:
-Event management and organisation
-Sponsorships
-Marketing and ticket sales
-Finding speakers and special guests
-Post event reporting

Founder

Equiem

Equiem is a property tech company that introduces online portals to corporate, retail, and residential buildings with the goal of creating community within a common space. The aim is to surprise and delight tenants through convenience, exclusive content and deals, community engagements and events, and of course excellent customer service. 

In my first month at my site, 
-I signed up the second highest number of people to the Equiem managed portal in the history of the building
-Conducted a survey which corrected one of the building's KPIs from 27% to 50%
-Introduced "Interactions" and had 17 tenants participate within the first half day 

In the second month,
-I introduced "interactions" (collaborative board games in the lobby) and had over 100 people participate within the first four weeks of the project
-Wrote a report on the interactions which was featured in Equiem's annual report which can be read here https://www.equiem.com.au/posts/the-impact-of-a-game-of-chess-on-my-community

Community Manager

Freelance

Offering copywriting, branding, and marketing I have collaborated with a number of brands including
Washoku Lovers
Ramen With Friends
RandomBlowup
WaterFront Hong Kong
Wei Long Hakka Cuisine Restaurant
Osaka-Map


and more, covering both well established companies and more recently focusing on startups. 
With my startup offerings I include general consulting on both the business and product, with growth hacking, leadership, and pitching/sales a specialty.

Consultant

SD Marketing Global PTY LTD

At SDMG, we aim to spread the word about Washoku (Japanese Food Culture) to non-Japanese living outside of Japan get to know more about how great Japanese food is: The word ‘Washoku’ has been added to UNESCO’s heritage list in 2013.

My position within the company started as an editorial assistant intern, and included interviewing chefs at our partner restaurants and writing blog posts, reviews and general advising of media posts, mostly focusing on social networking, particularly Instagram. 

My position also covers the event organisation and management of cooking classes, held at Culinary Studio Dekura. I am in charge of monthly blogger events at several restaurants and take care of these events individually. 

After being promoted to account manager, I took on more responsibilities including marketing campaigns and client management and negotiation. I also edit and translate all documents, from social media posts to contracts and business proposals. I also act as the Public Relations Manager. 

SDMG was a major sponsor of the Japanese Film Festival in 2015, run by the Japan Foundation.

Account Manager and Public Relations Officer

Super Retail Group

Location change after the closure of the World Square branch.

Sales Assistant

As a customer sales representative, customer service was the biggest part of my day. This is my main priority and I have received several compliments from customers, given to my manager either verbally or via email feedback forms. 
At the World Square location (since closed), I worked in the hard goods/equipment and footwear departments. Here I often had to listen to customer's intentions closely to recommend products and demonstrate how to use them. In footwear, customers gait and stride needed to be analysed for correct recommendations, requiring critical thinking and analysis of product design.

日本テレビ放送網株式会社 ( Nippon TV )

For the BOOMERS segment on the morning news show ZIP!, I worked as a travel reporter for the 7-week segment due to be broadcast starting 19 February 2016 in Japan. Conducted in Japanese, I traveled around Sydney introducing hotels, restaurants and cafes, and things to do - including the Harbour Bridge Climb.
An amazing experience, this job has given me an introduction into televised media. Unfortunately due to Japanese copy-write, the segment is unavailable for viewing outside of Japan.

Travel Reporter

I'm a product marketer, specialising in B2B SaaS products. I also do a lot of side projects! Sign up to my substack, Mehdeeka, for my weekly thoughts and learnings on B2B and SaaS marketing topics - mehdeeka.substack.com

Honoured to be the first non-Gaz to be featured on 🙌 Garry Williams's new series, PROFESSIONAL PROFESSIONAL 🥰

Also great to know my dark, dry humour is appreciated by at least one person because I do get a lot of blank faces when I tell jokes. 

Read this to hear my thoughts on: 
🐛How I got into PMM
🐛What I think of the role of "tension" in the PMM role, i.e. between teams, and between sales <> marketing
🐛Asking dumb questions
🐛How I run my biz (hint: very lofi)
🐛Writing a book
🐛Being part of Generate
🐛What I've got cooking for the rest of this year

Get into it: https://lnkd.in/gvtNBeMR

Kayla Medica

Joining marketing & sales for B2B orgs with product marketing

One of the best career tips I have ever heard was "never waste a meal" and I'm making my annual, begruding trip to Melbourne, so I've got breakfasts, lunches, and dinners to fill up 🍽️ 

Let me know if 1. you're in Melbourne and we should catch up or 2. you have a recommendation for breakfast, lunch, dinner, or (most importantly) MATCHA

This week I attended Sean Grealy 💰🪓 and Roy Head' grad party for their sales accelerator program 🥳 

They've built something really cool, and selfishly it means as a fellow self employed person doing something adjacent but not the same, I get to pick Sean's brains over lunches and dinners like this one and get so inspired by what they're doing, how they're thinking, and of course have someone to complain about work to with them saying "I know exactly what you mean" 😂 

So, I guess this is a congrats X thanks for being a friend appreciation post! And cheers to posting on LinkedIn for being what brought us together in the first place!

I'm leaving my comfort zone (Sydney) and going to the big bad (Melbourne) - Catch you there!!

1️⃣ mic. 
1️⃣ mouth. 
1️⃣0️⃣ spicy questions.

What happens when you combine startup wisdom with increasingly hot snacks? You get HOT TAKES — HEXPO’s boldest session yet.

In a podcast-style fireside chat, three leaders will face ten rapid-fire questions while eating their way up the Scoville scale. Expect unfiltered insights, hard-earned lessons, and maybe a few tears (from the spice, not the startup grind… hopefully).

On the mic:
🎤 🙌 Garry Williams  — Founder @ Group Group
Formerly Tractor Ventures’ first hire, Garry now helps tech companies scale through sharp storytelling, newsletters, and events.

🎤 Paz Pisarski 🏵  — Co-Founder @ The Community Collective
A global movement builder across 18 countries, Paz has trained teams at Canva, Google, and MYOB in community-led growth.

🎤 Kayla Medica — Fractional Product Marketer @ Mehdeeka - B2B Marketing Newsletter 
Author of The Mehdeeka Method, Kayla helps startups and scaleups nail product marketing and accelerate growth.

🔥 The only question is: who can handle the heat while delivering the goods?

📍 Queen Victoria Market, Melbourne
🗓 Friday 19 September
🎟 Early Bird tickets close 31 August → https://lnkd.in/gA866ZFy

#HEXPO2025

HEXPO 2025 - Hot Take.pdf

I take a lot of pride in actually doing sleeves-rolled-up type of work, so when 🙌 Garry Williams asked me to be a guest on his operator-focused series PROFESSIONAL PROFESSIONALS, I was stoked. 

It was a real moment of validation where I felt like "let the work speak for itself" actually happened 😂 

Here's a little excerpt, my answer to how to avoid annoying stakeholders by answering questions with "it depends" (which is true, but no one likes hearing)

💬
The first thing is don't be afraid to ask dumb questions. When I was younger, I worked in a company that majority spoke Japanese and my vocabulary wasn't native level.

So there was so many times I'd be like, “I don't know what you just said, can you please explain it to me?” And that really taught me to, again, get over myself and just ask dumb questions to get to the answer faster. Now that I'm in a more senior role, I also see it as: if leaders ask dumb questions, you make it okay for juniors to ask dumb questions too.

Culturally, you're setting a standard that encourages people to admit when they don't know something and ask for explanation. The second thing is referencing [something I said] before, I say “it depends” on so many things.

If you want to stop saying that, maybe ask a question before you say it. And again, clarify. “So ok, before I get into it, what is it that you want to achieve?” Or, “what actually is the problem that you're experiencing?”

Read the full interview here!
https://lnkd.in/gvtNBeMR

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