How I Work
Product marketing sits at the intersection of product, customer, and revenue. My approach is shaped by experience building and scaling PMM functions, launching products in real-world conditions, and navigating the tradeoffs that come with growth.
These are the principles that guide how I work and the decisions I make.
Positioning Comes Before Tactics
If the value isn’t clear, no amount of execution will fix it. I start by defining who the product is for, what problem it solves, and why it’s meaningfully different. Everything else builds from there.
In practice: positioning frameworks, ICP clarity, narrative alignment before launch plans.
GTM Should Create Focus, Not Noise
A good go-to-market strategy narrows the field. It helps teams prioritize what matters, align on a shared story, and move together toward outcomes.
In practice: fewer launches done well, clear success criteria, tight cross-functional alignment.
Adoption Matters More Than Announcements
Shipping is only the starting point. Real success shows up in usage, retention, and expansion.
In practice: launch-to-adoption planning, in-product messaging, lifecycle enablement.
Revenue Is the Outcome, Not the Metric
Metrics matter, but they should tell a story. I focus on the behaviors and systems that drive sustainable growth, not just vanity numbers.
In practice: connecting positioning, onboarding, and enablement to pipeline and expansion.
Alignment Is the PMM’s Real Job
Product marketing works when teams move together. My role is often less about creating assets and more about creating shared understanding.
In practice: acting as a bridge between Product, Sales, Marketing, and Customer Success.
