Fernanda Silveira (she.her)

Udemy

Manager, Product Marketing

Senior Product Marketing Manager

Product Marketing Manager

Dialpad

Dialpad is a business communication platform that powers voice, video, messages, and meetings across devices and helps companies make smarter calls with Voice Intelligence.

As a Product Marketing Manager for Dialpad, I owned the go-to-market strategy for Dialpad’s Call Center products, and worked closely with several stakeholders across multiple departments and projects to deliver product launches, campaigns, internal enablement and customer initiatives. 

Some of my key responsibilities included:

- Owning go-to-market strategy, launch plans, positioning, and messaging
- Driving market research and intelligence, including competitive and win/loss analysis
- Defining market segmentation and crafting buyer personas 
- Driving thought leadership initiatives via blog posts, conference representation, collaboration with PR, and inquiries and briefings with analysts
- Creating, managing, and updating product collateral, pitch decks, battlecards, blog and website content, and other launch materials as appropriate
- Producing and presenting product roadmap webinars on a quarterly basis that cover industry trends and past/upcoming product releases.
- Working closely with Marketing teams to plan and execute campaigns, cross-sell initiatives, and education programs
- Running beta programs and customer roundtables to collect product feedback
- Producing training decks and delivering training to internal teams and partners 
- Managing customer success stories, references, and testimonials

Hootsuite

Hootsuite is a social relationship platform that empowers users to execute social media strategies across their organizations.

As a Product Marketer at Hootsuite, I strived to solve problems and see beyond the data to new opportunities. I brought groups of stakeholders together and communicated key insights, ideas and information to devise solutions. I was involved in all facets of product marketing, including but not limited to consumer research, go-to-market planning and customer communication.

Some of my main responsibilities were:

- Leading the go-to-market strategy for new product launches, including campaign planning and tactical execution
- Drafting creative briefs and mobilizing cross-functional resources to deliver against objectives within a multi-stakeholder environment
- Developing messaging, positioning, and value propositions for Hootsuite’s products and services
- Creating communication plans and educating internal teams on upcoming launches and releases
- Producing info sheets, pitch decks, and technical briefs for new releases
- Producing, project-managing, and presenting our Enterprise product roadmap webinar on a quarterly basis
- Leading and collaborating on global marketing acquisition, upsell, engagement, and retention campaigns
- Leading the development of Enterprise and Self-Serve customer newsletters
- Working with analyst teams on tracking and reporting the success of marketing activities
- Advising on pricing and packaging of Hootsuite Enterprise products
- Conceptualizing, pitching and delivering new customer initiatives, such as the ‘What’s New’ page

Product Marketing Specialist

Working as part of the global Customer Success Management team and specializing in agencies as well as the Brazilian market, my goal was to establish trusting relationships with my clients, support their social media strategies and advocate the full use of Hootsuite’s Enterprise-level product. I worked closely with my clients throughout the life of their account providing demos, best practices, presenting new product integrations and coordinating with support, service and management to ensure a great customer experience. 

Another key component of my role was working closely with the Partner team to further develop the Agency Partner Program for which I was the sole CSM, which included improving processes, leading partner-targeted webinars, helping develop marketing collateral, identifying case study opportunities, and pinpointing customer needs and areas of improvement.

My book of business was comprised of over $1 Million in ARR, and I consistently met and exceeded renewal targets.

Customer Success Manager

Yelp

Yelp connects people with great local businesses. Yelp users have contributed approximately 127 million cumulative reviews of almost every type of local business - these reviews help to share their everyday local experiences, giving voice to consumers and bringing “word of mouth” online.

As a contractor Brand Ambassador, I helped the Community Manager with both public and elite/VIP Yelp events - such as BBQs, workshops, cooking classes, supper clubs and more. Main responsibilities included event set-up and take down, guest coordination, photography, live stories on social media, and making sure everyone is having a ton of fun!

Brand Ambassador

Emoderation Limited

Working part-time as a Moderator, my role was to effectively moderate user-generated content for clients across several social media channels and forums, as well as establishing appropriate contact with users as required by each client or project.

Liaising with other moderators and product managers across the company, I aimed to provide a welcoming environment for online communities by screening out spam and any type of inappropriate content for global organizations and brands.

Community Moderator

GDS International

As the Events & Marketing Manager for Asia Pacific, I was responsible for the management, marketing and production planning of all GDS events across Australia and Asia, which enabled me to gain leadership and project management skills that I will carry throughout my entire career.

Managing multiple projects at a time, I worked with several departments around the world to deliver stellar industry-focused conferences and summits, whilst also focusing on social media marketing and exposure in order to achieve maximum ROI.

My role encompassed a high level of customer service and logistical planning for each event on a daily basis and I acted as the main point of contact for all attendees both pre-event and onsite and strategized with them to ensure they gained maximum value from our events. I also liaised with our chosen hotels, travel coordinators, the design team and source contractors to undertake the technical demands and requirements for each event.

Projects: NG Mining Summit Australia, CIO Summit Australia, NG Customer Experience Summit Australia, CIO Asia.

Events & Marketing Manager, APAC

As a Multilingual Customer Advocate, my role was to organize and triage customer queries and support issues between various support channels. I liaised with the development team on a daily basis to pinpoint bugs and system issues and acted as a first line of response to Hootsuite users in both English and Portuguese through ticketing systems and social media platforms, engaging with our large online community.

Serving as a brand ambassador and working directly with several teams across the organization, my goal was to ensure that an excellent standard of customer service and a high level of user satisfaction was maintained.  

I also assisted with technical translations of help desk articles and other content as required.

Multilingual Customer Advocate

Vagabond Cruises

During my time at Vagabond Cruises, I was responsible for the sales and logistical planning of several public and private Sydney Harbour Cruises, including - but not limited to - birthdays, fundraisers, corporate functions, engagements and bucks and hens parties.

As the main point of contact for my clients, I planned and delivered their events from the first enquiry through to the final product and liaised with several suppliers and staff members to coordinate catering, entertainment, decorations, set up and any other requirements for each particular event. 

My role also involved a high level of marketing and social media management which included content creation for all our social media accounts, email marketing, PR and promotions. 

During quieter periods I also worked on developing new products for the company, and was the mind behind the 'Vagabond Girls Night Out on Sydney Harbour' (formerly known as 'Cocktails & Cupcakes for Pink Ribbon Charity')

Sales, Events & Marketing Coordinator

IGEA

As a Sales Consultant for IGEA, I developed in-depth knowledge of all company's health and beauty products, which included SuperSlim, Skin Physics and the widely known Body Trim.

The core of my role was to assist customers with their queries through inbound and outbound calls and emails, whilst meeting KPI's and providing a high level of customer service. I achieved consistently great results and held the position of one of the top sellers several times. 

Other responsibilities I had included assisting with database management, reports and administrative tasks, as well as supporting the marketing team with new product development research.

Sales Consultant

Navitas

Working in the Navitas Head Office as the coordinator for all South American and Middle Eastern enrolments, I was responsible for liaising with all International agencies in regards to new bookings coming from these two markets. 

My main duties were focused on coordinating all changes related to student enrolments, answering general queries regarding our courses, prices and visa regulations via phone, email and social channels and working closely with the Marketing Manager to build and maintain a strong relationship between Navitas and the International agencies we worked with.

Admissions Coordinator, South America & Middle East

As a Student Services Officer for the Bondi Junction campus, I was the main point of contact for all International students on campus and acted as their advocate with the aim to ensure they were getting the most out of their course and their stay in Australia. 

Wearing many hats in my role, my duties included - but were not limited to - managing and maintaing the student database, answering phone and email enquiries in English and Portuguese, liaising with agencies and suppliers to organize student activities, creating content for our Facebook page, creating flyers and other marketing material as required, reception and general administrative tasks.

Student Services Officer

I'm a citizen of the world and have been lucky to live and work in the United States, Canada, Australia, and Brazil, meeting people from all walks of life.

Curious by nature, I have a passion for all things tech, social, online communities, event planning, digital marketing, and customer engagement and behavior.

Having worked in fast-paced and growing industries, I thrive in dynamic environments and pride myself in my ability to work across multiple projects, understand customer needs, tell compelling product stories and build great relationships.

In my personal life, I'm an avid traveler and explorer, love a good brunch and a well-planned calendar.

Areas/industries of interest: health & wellness, mental health, psychology, learning & personal development, music, travel, food, events, entertainment, social media, online communities.

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