Redwood City, California, United States
Versatile and tenacious product marketing leader with 15+ years of startup and B2B experience. Promoted twice with a track record of building PMM functions from scratch. Develops product positioning through storytelling and identifying product differentiation. Customer-minded and analytical problem solver and self-starter in fast-paced environments.
• Built function and team from the ground up for Customer Intelligence team to launch 400+ customer story library (250+ public-facing stories) • Accelerated deal close with customer office hour calls, influenced $1M+ in pipeline per session • Launched customer award programs (Automation Impact & Unstoppable Awards) to crowdsource customer stories, create evergreen content, and amplify business impact to maximize social proof • Increased deal capacity by 2X for sales team with impactful customer collateral for sales enablement; reps use slides in at least 40% of of every conversation and in 100% of calls • Augmented customer adoption, expansion, and category awareness via press releases • Conceived “Humans of Automation” and “Why I bought Workato” blog series to show the enterprise automation impact and insights into the buyer journey and selection criteria • Designed the customer panel keynote session to demonstrate how automation shaped the careers of a diverse group of customer advocates, helping them innovate and drive impact • Drove PMM thought leadership on enterprise automation through customer voice and social proof to go upmarket and sell business transformation to enterprise customers • Developed the business transformation narrative for enterprise case studies • Visualized a team charter to drive engagement at every step of the funnel: expose customer reference permissions in global CRM, capture customer journey maps along with platform adoption and business impact at scale, and more • Shaped the vision for the relaunch of the initial Customer Advisory Board (CAB) and assisted the expansion into an additional CAB
• Introduced customer story database (#1 sales enablement asset) and enable discoverability of content by use case, department, & business impact to enable cross-functional teams to sell upmarket • Oversaw session development and customer speaker lineup for Workato events and annual conference (Automate), and repurposed content to create evergreen assets for sales teams • Partnered with the CIO to sell the art of the possible and position automation business impact using customer testimonials
• Built the first Competitive Intelligence practice, scaling $50+ to $200M ARR • Conducted comprehensive win/loss competitive analysis, supported strategic deals, and ongoing sales enablement against key and emerging competitors (i.e. battlecards, webinars, etc.) • Enabled sales and partners to sell effectively through webinars, battlecards, deal support, and leave-behind material for enterprise customers and prospects • Conducted competitive research to identify, iterate, and promote value proposition and differentiation with business, product, and technical strategy • Provided actionable insights to drive go-to-market strategy and execution through detailed win/loss analysis for executive leadership and cross-functional internal stakeholders
• Led product launches and webinars to enable teams and customers to better leverage the platform. • Created content that aligns with and helped shape the new category creation of Connected Planning. • Launched the first real iteration of Competitive Intelligence practice at Anaplan to effectively position against legacy and point solution vendors. • Presented a data integration session with Tableau & Informatica for 500+ customers/prospects • Positioned cloud platform product launches and created customer datasheets, whitepapers, and videos
• Improve user experience and adoption of the web-based self-service ad platform for rich media mobile display ads • Conducted competitive research on the programmatic creative landscape • Accelerated product adoption with customized user journeys for the onboarding process • Created product specs for dashboard features, notification alerts, and benchmark tool