Toronto, Ontario, Canada
Technical features and complex solutions need to be translated into clear value and benefits that buyers can understand (often easier said than done!) As Product Marketing Manager, I take pride in using qualitative and analytical discovery to be the “Voice of the Customer” for product, marketing, sales and executive stakeholders. Working to have a deep understanding of the industry also brings me confidence to lead product launches to target and attract our defined target personas.
Achievements: • Lead the go-to-market launch of an industry-first products that leverage ML algorithms and LLM's to predict potential equipment failures and an Agentic AI tool to support maintenance teams with quantitative and qualitative decision making (i.e. product discovery, technical writing, enablement material, marketing content, persona development, trade shows, webinars etc.) • Introduce and lead a customer insights program to gather, analyze and share direct customer feedback as part of win/loss reporting across 3 recently acquired businesses (Fiix Software, Plex Systems and Otto Motors) – lead to the creation of successful plays, objection handling and product re-positioning and improving YoY win-rate by 2% (attributes to about $500K of ARR, $50M+ ARR business). • Introduce and enable a competitive insights program to build and centralize battlecards with detailed feature comparison for cross-functional selling, sales talk tracks and product research. • Introduce a new interactive product demo tool across the parent organization with – develop demo material for consistent sales pitching, digital demand generation and technical support material (average about 5,000+ MQL leads, 26% of viewers clicked CTA’s per quarter; about 38 total hours spent by viewers weekly). • Lead analyst relations with technical briefings, product roadmaps and RFI scoring to positioning Fiix as a Leader in Industrial CMMS across IDC, Verdantix and G2. • Support “State-of-the-market” reports for internal C-level stakeholders buy-in for continued product success. • Survey over 400 ideal customer profiles to learn about software adoption trends and organizational goals across the maintenance industry.
- Market Intelligence (Industry and Competitor analysis) - Customer Insights (Customer feedback analysis, Win/Loss Reporting) - Sales Enablement (sales strategy playbook, product positioning, sales training) - Go-to-Market orchestration and strategies for new product introductions (NPI)
Achievements: • Lead field marketing for RUGGEDCOM Industrial Networking Solutions at international trade show events (Industrial IoT, 5G, and Cybersecurity solutions). • Develop partnership strategies with the RUGGEDCOM Cybersecurity Partner Network (Nozomi Networks, Claroty) for synergetic field and digital marketing campaigns. • Coordinate, promote and host 13 nation-wide webinars in 7 months with industry experts and technical product managers (~60% attendance rating). • Lead global digital marketing efforts by adjusting SEO strategies and email campaigns via Eloqua.
Achievements: • Analyze and expand Salesforce opportunity pipeline with inside sales activity, industry market research, go-to-market developing (focus in Pharmaceuticals, Food & Beverage, Logistics and Data Centers and Public Sector verticals). • Conduct discovery workshops and focus interviews with internal and external C-level stakeholders to explore win-win growth opportunities. • Prepare client-facing presentations with relevant market research and coordinate next steps in customer value co-creation projects (focus in Financial Services and Education verticals). • Coordinate and lead the Siemens Certified Education and Talent Academy (SCETA) Dual Educational program – a month-long rotational program for aspiring young hires with C-level networking opportunities.
• Analyze primary and secondary market research analysis to develop a go-to-market launch strategy for the first HVAC smart filter, ALVI. • Provide next steps to pursue the identified target audience and maximize growth over a 5-year marketing plan for CleanAir.ai
Achievements: • Lead conversations with category managers at major retail partners including Walmart, Home Depot, Canadian Tire and RONA to optimize lightbulb product placement, merchandising strategies, and inventory management, resulting in increased shelf presence and improved sell-through rates across the Smart Home division. • Automate product sales forecasts with Excel VVBA to evaluate consumer behavior and ultimately accommodate promotional activities, consumption trends, advertising campaigns and pricing changes (1100+ SKUs). • Analyze and create bi-weekly visual reports efficiently with Excel VBA to evaluate customer behaviour and business opportunities in the home tech industry (1100+ SKUs). • Arrange SEO campaigns and track digital marketing budget spend with Google Ads and Amazon Ads in anticipation for GE’s next product launch.