Melissa Garcia's Linkedin Analytics

An experienced and accomplished product marketing director with 12 years experience in Go-to-Market Strategy (GTM), Positioning and Messaging, and Sales Enablement for B2B and B2B2C SaaS companies. I am also a 2x founding PMM and people manager with 12 years experience. I approach each project by putting the customer at the center and building out strategy to drive early product awareness, adoption, and affinity. I also lean in on my abilities to analyze and translate data to drive desired goals and outcomes. 1. Created VOC from scratch. This involved getting on the phone with customers, collecting data through call centers and surveys, speaking to customers at live and virtual events, conducting focus groups, and looking at reviews. Out of this program, we were able to create persona profiles and improve our positioning and messaging. 2. Built and managed a product marketing function that became a well-oiled machine. This combined hiring the smart and capable people, creating streamlined and automated processes to help company scale, and building a tech stack to support and drive our objectives. 3. Created and launched countless GTM plans at various stages from soft to hard launch. Ensured the customer was the focus throughout the entire process. GTM and marketing strategies helped company reduce churn by 50 percent, increase product adoption and usage by 70 percent, and increase win/loss ratio to 25 percent. 4. Created first-ever for company sales enablement program to support for our sales and client success teams and B2B2C clients. This CMP (Client Marketing Portal) included all the marketing, communication, and training tools needed to understand how to use our products and sell them to prospects. Downloadable collateral included case studies, infographics, playbooks, battle cards, marketing toolkits, banner ad sets, emails templates, videos, and more. CORE COMPTENCIES: Product Marketing Go-to-Market Strategy and Execution Content Marketing Senior-level Content Writing Strategic Planning and Analysis Email Marketing Strategy LEADERSHIP / MANAGEMENT SKILLS: Personnel hiring, growth, and development Leading cross-functional teams Executive leadership Strategic Partner/Account Management Operationalizing Marketing Functions PRODUCT MARKETING STRATEGY Product Positioning and Messaging Customer Research and Analysis Data-driven decision making Customer segmentation strategies Creating and delivering successful marketing campaigns Multi-channel marketing strategies VERTICAL EXPERIENCE E-commerce B2B B2C B2B2C SaaS Technology Solutions