Aaron Forman Email & Phone Number

California, United States

San Francisco Bay Area

San Francisco Bay Area

I help startups understand and connect with their key audiences- customers, partners, employees, media and investors. I’ve spent ten years building major B2B tech brands by bringing stakeholders together to define vision and messaging, telling complex stories to relevant audiences, building relationships with influential third parties, and project managing major launches. My work focuses on how tech enables customers to improve their lives and businesses, and my perspective spans the full customer journey from marketing to sales, success and support.

San Francisco Bay Area

San Francisco Bay Area

Designed, implemented and lead company-wide strategy of leveraging customer’s success and use cases as proof points throughout the marketing funnel, external activities, and customer lifecycle in order to build Asana’s brand, reach new potential customers, and improve perception of and use of Asana.*Used human-centric design approach to investigate the needs of Asana’s go-to-market teams (Marketing, Sales and Customer Success), creating a program that would thrive in the context of their existing and upcoming challenges, behaviors and environment*Established data-driven system for surfacing successful customers, and automated outreach to source contacts*Represented the Asana brand when personally speaking with customers to build relationships, gather compelling stories, and convince them to participate in content creation or otherwise advocate for Asana *Defined roadmap to prioritize the most valuable customer stories, and project managed content creation*Uncovered customer needs and articulated the true value of Asana via targeted empathetic conversations *Built and socialized a self-service platform for colleagues to easily find and use customer examples and content*Sourced and vetted ideal customer references for analyst research and investor due diligence ahead of Asana's $75M Series D funding round*Lead onboarding sessions for new Asana employees to introduce them to Asana's culture and values

San Francisco Bay Area

Represented Asana with strategic partners (Google, Microsoft and Facebook), exploring and modeling potential collaborations, advocating internally for resources and buy-in, prioritizing and launching joint initiatives.*Primary point of contact for go-to-market needs of the many businesses offering integrations with Asana*This was a temporary role (taken on in addition to my Customer Marketing responsibilities) while Asana hired for this area, but I found it a natural and enjoyable use of my communications, prioritization and stakeholder management skills

San Francisco Bay Area

Lead communications as Intercom grew from an unknown 60-person startup with $30M funding and 2k customers to a known global brand with 250 employees, $115M funding and 10k customers. *Established Intercom as the default customer communication platform for web businesses.*Defined corporate messaging and positioning, bringing diverse stakeholders across the company to agreement.*Drove external communications including influencer and media outreach, executive speaking platforms, content syndication, and partnerships with accelerators/incubators.*Identified, facilitated and managed beneficial partnerships with leading accelerators/incubators.*Project managed major product launches and funding announcements.

San Francisco Bay Area

Lead Analyst Relations across the company, telling a unified story connecting Atlassian’s full product portfolio to industry analyst firms (ie Gartner, Forrester) to improve the company’s position on analyst reports and market analyses- increasing enterprise sales and improving corporate valuation ahead of the company’s $5B IPO.*Project managed major product launches, and lead PR, for the company’s flagship product (JIRA).*Analyzed competitive landscape and determined market sizes. *Created content for use across Marketing and Sales teams. *Improved Atlassian's position on analyst reports and market analysis- increasing enterprise sales and improving corporate valuation ahead of the company’s $5B IPO.

San Francisco Bay Area

I helped my clients leverage the insights and influence of industry analysts in order to increase sales, enhance investor perception, and elevate standing in the media. Clients included the America’s Cup, Dolby Laboratories, Evri, Ford, HP Software & Solutions, LG Mobile, LinkedIn, LOYAL3, Motorola Solutions, Omniture, Qualcomm, Qualcomm Atheros, Responsys, Sandisk, Tata Communications and Yahoo!*Designed and lead analyst relations strategies around product launches and corporate strategy initiatives. Common tactics included message testing, competitor depositioning, NDA pre-briefings, securing press release quotes and media references, and packaging analyst reports for sales teams. *Developed ongoing relationships with key analysts, so they could knowledgeably discuss my clients in research, inquiry, and when quoted by the media.*Utilized my research subscriptions and inquiry access to keep my agency and clients smart on industry trends and events.*Gained executive buy-in for participating in ongoing analyst programs.*Lead agency team for Yahoo! Analyst Insights + Relations program from April 2011 to October 2012; lead analyst relations program for Qualcomm Atheros from April 2011 to March 2013.

Master Of Arts In Clinical Psychology, Psyd (Doctor Of Psychology) Candidate, Clinical Psychology

Bachelor’S Degree, Economics And Psychology

Semester In The Rockies