Building the story and strategy behind complex products

Role & scope

Led product marketing across ten product lines, partnering with executive leadership and cross-functional teams to shape positioning, go-to-market strategy, launches, adoption, and market expansion. Translated complex AI, platform architecture, integrations, and security capabilities into clear value for enterprise buyers.

What I owned

• Positioning and messaging across products, audiences, and market segments
• Go-to-market strategy for new products, features, and AI capabilities
• Pricing and packaging strategy in partnership with Product, Sales, and executive leadership, aligning product value, customer needs, competitive context, and revenue goals
• Customer research, competitive intelligence, and market analysis to inform product and GTM decisions
• Launch governance, release planning, and scalable GTM frameworks
• Sales and customer enablement, including one-pagers, pitch decks, battlecards, integration guides, and technical FAQs
• Technical, security, and trust messaging covering APIs, ATS integrations, data flows, AWS infrastructure, MFA, vulnerability testing, SOC 2 Type II compliance, and fraud prevention
• Website and product-page strategy, messaging, content development, and ongoing updates
• Webinar strategy, content development, promotion, and live hosting
• Customer education through workshops, office hours, product training, and launch communications
• Creative direction in partnership with Design across website experiences, campaigns, launch assets, and event booth designs
• Event marketing and on-site company representation at industry conferences
• Launch and adoption measurement across engagement, usage, revenue, and business impact

Selected impact

• Built the product marketing operating model across ten product lines, establishing launch governance, GTM frameworks, and release planning systems that reduced time to launch by 36%.
• Partnered with Demand Generation on positioning, messaging, and integrated campaigns that contributed to 70% of total company revenue and supported 40% year-over-year growth in new business revenue.
• Created sales enablement and technical content that simplified complex product, integration, and security concepts and contributed to an 18% increase in sales win rates.
• Trained more than 70 customer-facing team members, including 40+ customer success managers and 30+ account managers, on product positioning, competitive differentiation, and security topics such as SOC 2 Type II.
• Partnered with Product and Engineering throughout development to understand system architecture, APIs, ATS integrations, data flows, and technical dependencies, ensuring accurate positioning and launch readiness.
• Built a scalable enablement library that included 15 competitive battlecards, nine product webpages, 12 one-pagers, five pitch decks, six launch webinars, integration guides, and technical FAQs.
• Turned early adoption and measurable outcomes from customers including Trillium, WSI, Hollstadt, and Premier Medical into credible, market-facing proof stories.

Role & scope

Transitioned from lifecycle marketing into product marketing to lead a 0-to-1 product launch, then helped establish the company’s product marketing function and foundational GTM capabilities.

What I owned

• Positioning and messaging for cryptocurrency retirement products and features
• End-to-end go-to-market strategy, from beta validation through launch and adoption
• Customer research, market analysis, and competitive intelligence
• Product differentiation across security, fees, asset access, service, and customer experience
• Technical and trust messaging for account setup, digital asset trading, MFA, identity verification, AML/KYC, data security, insurance, and custody
• Cross-functional launches with Product, Engineering, Compliance, Design, Sales, and Customer Success
• Sales enablement, including battlecards, competitive comparisons, one-pagers, messaging frameworks, and scripts
• Strategic partnerships and co-marketing initiatives with Digital Trust and BitGo
• Lifecycle strategy across acquisition, onboarding, engagement, and retention
• Beta communications and customer feedback programs used to inform product improvements

Selected impact

• Established the company’s product marketing foundations and led GTM for its mobile app, from beta communications and positioning through launch, onboarding, and adoption.
• Developed the “Why Bitcoin IRA?” narrative across security, custody, insurance, product, and service, giving Sales a clear and substantiated competitive story.
• Led strategic partnerships and co-marketing initiatives with Digital Trust and BitGo, strengthening how Bitcoin IRA communicated its custody, security, and trust infrastructure.
• Increased email open rates by more than 15% and click-through rates by 10% while maintaining 99%+ deliverability.

Role & scope

Managed and executed B2B email, lifecycle, and demand generation campaigns across multiple product lines while supporting product launches and broader go-to-market initiatives.

What I owned

• B2B email campaigns across acquisition, onboarding, engagement, and retention
• Campaign creation and execution in Oracle Eloqua and Salesforce Marketing Cloud
• Email deliverability, sender and IP reputation, SPF and DKIM authentication, and inbox placement
• Daily measurement of delivery rates, unique open rates, click-through rates, landing-page conversions, and response rates
• Audience segmentation, A/B testing, and optimization of email and landing-page messaging and design
• Salesforce CRM analysis and campaign performance reporting
• Product launch communications, messaging, and release-planning support
• Campaign calendars, Jira workflows, launch checklists, and cross-functional coordination
• Collaboration with Product, Sales, Design, Copy, Development, Legal, and Paid Media

Selected impact

• Drove 48% of marketing-sourced sales per quarter and supported campaign programs contributing to more than $350 million in annual revenue.
• Maintained 99%+ email deliverability and strong IP health through authentication, sender-reputation management, testing, and campaign optimization.
• Built a data-driven testing practice using Salesforce and A/B testing to continuously improve email and landing-page performance.
• Improved click-through rates by 1.5% for Facebook ads and 3% for Google Ads through creative testing and campaign optimization.

Role & scope

Executed digital, content, outbound, and event marketing programs, partnering with Sales and Product to build awareness, generate demand, and engage prospective enterprise customers.

What I owned

• Email, digital, paid, and outbound marketing campaigns
• Content and messaging across web, social media, advertising, and email
• Lead generation, nurturing, and MQL delivery to Sales
• Campaign performance tracking and optimization
• Event marketing and company representation at major industry conferences
• Cross-functional campaign support with Sales and Product

Selected impact

• Generated more than 70 MQLs per quarter through integrated digital, content, outbound, and event marketing programs.
• Represented Centercode at CES and SXSW, engaging directly with customers, prospects, and the broader product community.
• Developed educational campaigns that helped product teams understand the value of customer validation and real-world feedback before launch.