Practical Marketer

I help companies figure out which levers to pull throughout the customer lifecycle for maximum growth. 

From audience calibration, channel optimization, signup flows, and in-app activation to retention, reactivation, and re-acquisition.

Contact me for:
✔️ Deep audience and marketing efforts audit
✔️ Strategic realignment of marketing and business goals 
✔️ Hands-on help optimizing marketing efforts throughout the customer lifecycle, from signup and activation to churn prevention and reactivation. 

Coming soon:
⌚ DIY Marketing Playbook (digital + paperback) 
⌚ On-demand course: how to build a winning team
⌚ On-demand course: marketing with an impact

Marketer as-a-Service

MarkUp

First senior marketer, in charge of building out the MarkUp marketing team and overall GTM strategy. With PLG at the core, I was responsible for achieving efficient user generation, leaning heavily into intent (jobs-to-be-done) and product-market fit. MarkUp team was later merged with Ceros, the parent company. 

Some things we achieved:
✔️ Launched pricing 2022
✔️ 1000+ Pro customers in 2023
✔️ 600K total users in less than two years
✔️ 40k monthly active users
✔️ 20% increase in user activation rates

Director of Product-led Marketing

Ceros

Ceros is the parent company of MarkUp. One year into my journey with MarkUp, Ceros made the decision to merge the teams, which meant taking ownership of some additional projects like Ceros product launches, and additional products, like Gemma, the creative AI assistant.

APACSMA – The E-University for Sales

Part of an award-winning team, offering executive, integrated, and team coaching sessions, as well as strategic marketing advisory to high-impact organizations.

APACSMA is the leading businesses enablement service provider in the APAC region and the go-to specialist in revenue enablement through sales and marketing team optimization and readiness programs.

Marketing Coach, Strategic Advisor

Uscreen

Working with a fantastic team to create and deliver effective marketing communication across channels for a one-of-a-kind video monetization platform.

✔️ Listed 437 on the Inc.5000 list
✔️ Grew our revenue 1120% in 3 years
✔️ Grew the marketing team from 3 to under 20 people
✔️ Ranking in the top 10k websites on Ahrefs

Head of Marketing

TechCXO

Working in conjunction with the TechCXO Boston and other offices to help companies build a strong digital presence and strengthen their brand, without compromising on authenticity and industry relevance.

Marketing Consultant

Recourse Global

The driver of all things marketing in a freshly built bootstrapping startup, set to change the meaning of the word 'remote'. This was long before the remote-craze of the 2020 pandemic, so the awareness of remote work benefits was non-existent. 

Recourse Global (or Recourse for short) was a startup concept, aiming to provide training and consulting to companies and individuals working remotely or as a part of a distributed model. Recourse was on a mission to empower companies and individuals to achieve maximum productivity, by giving them access to years of aggregated knowledge and research as the building blocks of success.

In charge of:
▷ Market research & strategy
▷ Branding and concept development
▷ Consulting and auditing

Recourse grew into a boutique consultancy and is to this day active in supporting businesses on their road to remote work.

Co-founder / Marketing (Startup Concept)

Asia Pacific Sales & Marketing Academy (APAC SMA)

Leading marketing efforts, with a dash of ops in an award winning company focused on Sales and Marketing process enhancement, training and certification. 

▷ Marketing strategy development and implementation
▷ Social media & content marketing strategy 
▷ Campaign planning and execution 
▷ Training and course material development
▷ Marketing consulting, process audit and training for clients
▷ Client liaison and support

Head Of Marketing (Fractional)

InsiderHub

Handling marketing efforts through Strategy, Content, Social & Digital campaigns. Catalyzing success, directing a fantastic team of professionals, giving value to the brand. 

Duties:
▷ Marketing plans creation and execution
▷ Content production and editorial
▷ Content calendar creation and maintenance 
▷ Social media maintenance and community building

Director of Marketing

Wings4U s.r.o.

Twitter, being the fastest live platform offers endless possibilities for businesses all sizes. Twitter's new initiative, the Chirping Program, is an exciting new initiative that showcases great customer stories in a fun and engaging way, capturing these stories as they unfold.

▷ Overall program design, implementation and evangelization 
▷ Leadership, hiring, training, budget tracking and general project management
▷ Tracking program success and reporting on weekly base to regional Twitter Marketing Leads
▷ Editorial for stories published on https://business.twitter.com/success-stories 
▷ Working closely with Twitter Sales teams across regions, as well as Twitter Content development teams in US, UK and IR

Twitter Chirping Program Lead

Working in a freshly formed team, bringing a Customer Evidence program to life in Microsoft APAC, under the name VOC (Voice of Customer). Working with marketing leads from 10 subs, localizing to fit the sentiment of each country.
 
Duties:
▷ Implementing existing processes in a new market
▷ Managing the project’s early development across sectors; reshaping processes to fit new needs and actual marketing strategies
▷ Qualifying prospect for project growth, spreading to new countries and business sectors
▷ Responsible for project management, hiring, training, positioning, tracking and reporting
▷ Liaising with international MARCOM teams, helping them achieve their targets with written evidence, video materials and one-slider summaries

Microsoft APAC VOC lead

Implementing marketing strategies and communication to provide best solutions for various groups within Microsoft and their enterprise partners - bringing internal and external communication to balance.

Duties:
▷ In charge of new reference recruitment into the program, program visibility and reporting
▷ Creating training materials and helping Microsoft internal teams understand and utilize the program
▷ Maintaining an online database of Microsoft Business References using Microsoft Dynamics and CRM platform

Microsoft Customer Reference Representative

One *very* practical marketer | Director of Marketing @MarkUp.io | Talks about marketing. Shocking.

Before I went rogue as a consultant, I was a 3x Director/Head of Marketing, building strong cross-functional marketing teams from square one. Now, companies bring me in to find their next growth lever, or... to clean up whatever the last person broke.

I help B2B SaaS businesses build strong marketing engines from scratch or resuscitate their existing efforts. Talk to me about solving stagnation, product-led marketing readiness, or goal misalignment. 

𝗠𝘆 𝘀𝘁𝗿𝗲𝗲𝘁 𝗰𝗿𝗲𝗱:

🟡 As the Product-led Marketing Director at MarkUp.io, a product-led SaaS by Ceros, we've reached 600k total users in less than two years with well over 40k monthly active users.

🟡 Previously, while serving as the Head of Marketing at Uscreen, I helped the company grow 1120% in under three years, landing it on the Inc.5000 in the top 500 in 2021. #humblebrag

Now, I'm back to consulting while I continue to build free and affordable resources to help small business owners, microentrepreneurs, and decision-makers build better, more effective, and sustainable marketing. 

Learn more at 𝘄𝘄𝘄.𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗮𝗹-𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿.𝗰𝗼𝗺

*****

𝗙𝘂𝗻 𝗳𝗮𝗰𝘁𝘀:

▪️ I've worked with brands from every continent except Antarctica, and I'm not excluding that from happening in the future. 🐧 
▪️ I'm a big fan of building in public, four-day workweek, and remote work. 
▪️ On evenings and weekends, I'm usually online shooting aliens.
▪️ I'm a proud human to a grumpy rescue dog. 

*****
𝗢𝗻 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻, 𝗜 𝗽𝗼𝘀𝘁:

☑ SaaS & product-led marketing resources and tips
☑ Remote team management know-how
☑ Snarky memes.

I don't make the rules. 

✨ Today's post is brought to you by questionable life choices.✨

Tamara Ceman

"Not actually a marketer," apparently. I help SaaS companies connect the dots in a way that even gets engineers excited about marketing.

An image of a bingo sheet, titled "a completely impractical marketer's drunk bingo - linkedin fun edition"

This is the first year since the pandemic that I have attended zero big SaaS events.

The main reason is plain and simple: ridiculously hiked-up prices for “service providers.”

I don’t go to these events to pitch. I go to learn. Discover tools. Nerd out with like-minded folks and make connections. And the majority of my peers feel the same.

At the same time, every “service provider” I know also represents all the companies they’re currently advising, or have previously advised as prospective buyers, in a single, distilled package.

Yet, the prices of 𝗮 𝘀𝗶𝗻𝗴𝗹𝗲 𝘁𝗶𝗰𝗸𝗲𝘁 𝗳𝗼𝗿 𝗺𝗲 𝗮𝗿𝗲 𝗻𝗼𝘄 𝟰𝘅 𝘁𝗵𝗲 𝗽𝗿𝗶𝗰𝗲 of those for a startup. *dramatic eyeroll*

I almost went for it, at one point!! FOMO is real, but... so is common sense.

(Also... to be a bit cheeky. If most of your attendees are startups, and a bunch of them are there just thanks to the free or heavily discounted tickets you’re pushing on them… do you think that’s a ripe market for anyone’s services, hm?)

All this makes it very clear.

𝗧𝗵𝗲 𝗼𝗿𝗴𝗮𝗻𝗶𝘇𝗲𝗿𝘀 𝗼𝗳 𝘁𝗵𝗲𝘀𝗲 𝗲𝘃𝗲𝗻𝘁𝘀 𝗱𝗼𝗻’𝘁 𝗿𝗲𝗮𝗹𝗹𝘆 𝘄𝗮𝗻𝘁 𝗺𝗲 𝘁𝗵𝗲𝗿𝗲. So I’m just respecting their wishes, I guess. 🤷

Seeing photos from these events, empty halls, and low floor traffic… I regret nothing. And it’s plain to see I’m not the only person who feels this way.

(I kind of miss that cute coffee place just across the road from the venue, tho.)

Anyway. Next year, I’ll be aiming for a few smaller tech events, 20~200 folks, peppered throughout the year.

Any recommendations? 🍪

Most SaaS companies hit multiple growth plateaus during their lifecycle, yet we almost never talk about them.

Plateaus (besides being a horrible word for a dyslexic 💀) are a natural part of every SaaS company’s lifecycle. Yet, they’re treated more like a personal failure of the CEO or a mysterious sickness afflicting the audience, instead of a product-market signal.

They can be a real handicap or a great opportunity. It depends on how you handle them.

𝗧𝗼 𝗯𝗲 𝗰𝗹𝗲𝗮𝗿, 𝗜’𝗺 𝗻𝗼𝘁 𝘁𝗮𝗹𝗸𝗶𝗻𝗴 𝗮𝗯𝗼𝘂𝘁 𝗷𝘂𝘀𝘁 𝗮 𝘀𝗹𝗼𝘄𝗱𝗼𝘄𝗻 𝗶𝗻 𝘁𝗵𝗲 𝘀𝗮𝗹𝗲𝘀 𝗽𝗶𝗽𝗲𝗹𝗶𝗻𝗲.

I'm talking about the stagnation (or slow decline) in any key metric relevant to company growth. 

Roughly, I classify growth plateaus into 4 buckets:

1️⃣ Acquisition plateau
You grew on the back of a few early channels… that are now zombie-fying. They still cost time/money, but no longer move the needle.

2️⃣ Activation plateau
Intake is fine, trials are coming in… and then people bounce before they even experience the value.

3️⃣ Retention plateau
Customers use you… until they quietly don’t. No lifecycle flows, no education, no reason to build deeper habits.

4️⃣ Loss of PMF
The hardest pill: you’re no longer the obvious pick for the same audience/problem. The market moved, but your positioning didn’t.

So what do you do? You don’t guess. You audit.

𝗦𝗰𝗿𝘂𝘁𝗶𝗻𝗶𝘇𝗲 𝘁𝗵𝗲 𝗲𝗻𝘁𝗶𝗿𝗲 𝗳𝘂𝗻𝗻𝗲𝗹, 𝗲𝗻𝗱 𝘁𝗼 𝗲𝗻𝗱:
Think both strategically (which direction we focus on?) and operationally (what do we actually change on Monday?)

𝗧𝗵𝗲𝗻, 𝘆𝗼𝘂 𝘁𝗮𝗸𝗲 𝗮𝗽𝗽𝗿𝗼𝗽𝗿𝗶𝗮𝘁𝗲 𝗮𝗰𝘁𝗶𝗼𝗻:

• Acquisition → kill zombie channels, double down on the ones with provable CAC + intent

• Activation → tear down onboarding, simplify ruthlessly, or even start “bare” and add back only what helps people reach first value faster

• Retention → build lifecycle flows, surface underused features, give people reasons to come back before they drift

• Loss of PMF → go back to audience research, refine who you’re really for, and reposition accordingly.

𝗡𝗼𝘁 𝘀𝘂𝗿𝗲 𝘄𝗵𝗶𝗰𝗵 𝗯𝘂𝗰𝗸𝗲𝘁 𝘆𝗼𝘂’𝗿𝗲 𝗶𝗻? Start with baby steps:

1. Map the full buyer journey
2. Define a few micro conversions (clicked X, tried Y, invited Z) and macro conversions (activated, expanded, renewed)
3. Track them over a month or a quarter to get enough signal to be statistically useful.

*PS I worked extra hard to make this wall of text as digestible as possible for fellow dyslexics. Please stop hating on text formatting. Some of us depend on it. 🥲

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