Vancouver, British Columbia, Canada
Hey there! 👋 I'm Ashley, a full-stack product marketer and storyteller with 9+ years of B2B SaaS marketing experience, ranging from Sales-assist to product-led growth organizations. 💜 I create go-to-market strategies that deliver unique product value to prospects and customers alike, while maintaining customer-centricity and mission-driven intentions. 🎯 I apply a holistic and strategic approach grounded in data, market insights, and customer research when achieving business objectives. 💪🏼 Throughout my career, I've been fortunate to work at SaaS companies like 1Password, Oyster, Zapier, and Unbounce. My world is all things product marketing, but over the years I've grown my skills in demand & lead generation, campaign strategy, market & user research, partner co-marketing, content promotion & distribution, brand awareness, project management, and community building.
Launching awareness, retention, engagement, and adoption efforts for the core password manager product, focusing on self-serve audiences (B2C + B2B).
The Wrk Platform is an all-in-one automation platform combining the power of RPA, API, bots, AI, and humans. Built out the product marketing function as the founding PMM, from product launch processes and tiering frameworks to updated messaging/positioning for segmented personas. Improved the activation rate by 15% over three months by implementing new sign-up flow and in-app/email onboarding programs.
Oyster creates a more equal world by making it possible for companies everywhere to hire people anywhere. I supported high-impact strategic projects, GTM initiatives, and product launches that span awareness, acquisition, and feature adoption. Led the monetization relaunch of our Contractors product to achieve $25K MRR 3-months post-launch of new pricing, internally enabling customer-facing teams and generating in-market activities to raise product awareness. Increased Oyster's G2 review rating from 4.12 to 4.38 in our product category by generating 45 new customer reviews to drive Sales pipeline.
Zapier helps people across the world automate the boring and tedious parts of their job. We do that by helping everyone connect the web applications they already use and love. Focused on the long-term, scaleable success of Zapier with the GTM team for SMB enterprise plans. Ran demand gen programs, opened new lead gen channels to guide SMBs into the product, and optimized the self-serve funnel with sales-assisted motions. Drove 2,500+ leads within 3 months via content syndication, paid ads, email, and SEO.
Led product-focused GTM marketing initiatives and collaborated on adoption strategies from inception through execution, including performance measurement, optimization, and tactical execution. Launched monetization and new GTM product feature campaigns like “21% Off Pricing” to increase the ratio of annual accounts and feature adoption ($3,677 MRR gained), and Smart Traffic—Unbounce’s AI-powered optimization feature—which surpassed our annual target of new trial starts by 131% Led our biggest lead-generation campaign (2020 Conversion Benchmark report) by overseeing a Product Hunt launch, email campaign, channel distribution & promotion, paid ads, influencer outreach, and sponsored content.
Project managed product launches, content-led releases, and co-marketing activities to drive new trial starts and brand awareness. Distribute and promote content (blogs, webinars, lead gen magnets) across various organic & paid social, community, partner, and digital channels to increase engagement and project-specific KPIs.