Amber Shafer Email & Phone Number

United States

Phenix is the only real-time video streaming service with proven experience delivering video to millions of concurrent viewers with less than 1/2 second of delay between when the action happens on the field and when the viewer sees it at home. With patented SyncWatch(tm), we're able to make sure everyone sees the same thing at the same time, and with our advanced AI/ML algorithms, we're able to make sure everyone is one the best resolution possible, given their network conditions and capabilities. In this hands-on role, I oversaw the full spectrum of marketing activities, including product marketing, content strategy, sales enablement, brand strategy, digital marketing, and public relations. A key initiative was leading Phenix’s comprehensive rebranding and website overhaul, resulting in a significant enhancement of market visibility, tripling social media followers, and doubling web traffic.As the architect of our sales enablement framework, I developed strategic messaging, master decks, and solution briefs, equipping the sales team with the tools to effectively engage and convert prospects. I also led the integration of advanced AI tools to elevate content performance, ensuring alignment with business goals and driving measurable SEO improvements.By collaborating cross-functionally with product, engineering, and sales teams, I guided Phenix through an evolving market landscape, securing growth for our real-time video streaming solutions. In partnership with executive leadership, I led high-profile thought leadership campaigns, including the Super Bowl Latency Study, which garnered major media attention in Forbes, ABC, Fox News, and the Wall Street Journal, further solidifying our brand’s leadership in the industry.

RevGenius is a community of revenue generating sales, marketing, customer success, and revops professionals brought together to learn, share, support, and grow with each other.

As a fractional product marketing consultant, I collaborate with growing businesses to develop strategic go-to-market initiatives, refine Ideal Customer Profiles (ICP), conduct market segmentation, and build detailed buyer personas. I also provide expertise in marketing operations and HubSpot configuration, ensuring that clients have the tools and processes in place to execute their marketing strategies efficiently. Recently, I’ve helped a client streamline their audience targeting, enhance messaging, and optimize their HubSpot setup, driving greater marketing effectiveness and operational clarity.

Product Marketing Alliance is a collective of passionate product marketing innovators committed to professional development, driving demand, and the overall success of their products.

At Wowza, I was recruited to establish and lead the in-house market research practice, driving strategic market segmentation, ideal customer profile (ICP) definition, and buyer persona development. This foundation provided clarity for all aspects of the go-to-market motion, including product strategy, pricing and packaging, and sales enablement. My competitive intelligence initiatives equipped cross-functional teams with actionable insights that improved the sales cycle, resulting in significant increases in win rate and customer retention, and driving aggressive growth in ARR.Key contributions included:**Market Segmentation & Go-to-Market Leadership**Defined and prioritized key market segments, developed buyer personas, and aligned cross-functional teams around strategic objectives. This ensured more targeted product launches and impactful marketing campaigns.**Sales Enablement & Competitive Intelligence**Led the creation of sales playbooks and value-based messaging frameworks, helping sales teams articulate product value effectively. My competitive intelligence program informed product positioning and go-to-market strategy, driving differentiation and increased win rates.**Customer-Centric Product Strategy**Integrated voice-of-customer insights and structured feedback loops into product roadmaps, refining messaging and product features. This collaboration across product, marketing, and sales teams reduced churn and enhanced product adoption.**Mentorship & Cross-Functional Collaboration**Mentored junior employees on persona research and digital analytics, fostering their development in research-driven decision-making and go-to-market execution.This role demonstrated my expertise in aligning product marketing strategies with customer insights, driving both business growth and measurable improvements in customer retention.

At Webroot, I spearheaded the development of a comprehensive product research function aimed at driving growth through discovery initiatives and in-market performance. I managed a product feedback group that provided on-demand insights, directly influencing product strategy and positioning. My responsibilities included refining user personas, gathering feedback from customers and partners, and supporting product management with tasks such as product-market fit analysis and beta program insights.Key Contributions:Customer Research & Market Segmentation: Led efforts to refine user personas and conduct customer research, driving product-market fit decisions and aligning product development with customer needs.Product Strategy: Developed beta programs and market segmentation strategies, using customer feedback to drive product enhancements and optimize go-to-market execution.Cross-Functional Collaboration: Partnered with Product and Sales teams to translate research findings into actionable product and marketing strategies, contributing to increased customer retention and product adoption.

Defining and marketing cloud-based security services to expand market presence of Business Portfolio, including defining the direction and positioning of our enterprise solutions, driving market adoption, performing competitive analysis, conveying customer viewpoints to the product team, and contributing to overall marketing strategy. Serving as a translator who can articulate technical specifications in the language of customer benefits - eg, communicating technical concepts to non-technical audiences, effectively.

Gloo is a digital platform designed for people and enterprises and organizations who “champion" the personal growth of their users in wellness, spirit and relationship. Reporting directly to the CTO in a multi-functional role based on ability to translate technical information for business stakeholders, focused on building teams, streamlining business operations, and improving communication throughout organization. Ensure accurate and effective communication of technical information to business stakeholders and general advising on process management. Supported Marketing & Sales with research on key prospects, guiding the development of qualification criteria, and providing input on sales process.

Provide insight on tools and technology that can be used to differentiate firm on globally strategic campaigns. Responsible for positioning and go-to-market planning of assigned software products.Drive new media sales collateral. Facilitate knowledge sharing. Serve as a "connector" between sales teams and technical teams.

Partnered with key leaders within the organization and led the go-to-market and communications strategies for opening a new market in Latin America. This collaboration paid off, and we went from $0-$1.1M in our first year.General responsibilities include:- Translating corporate strategy and business unit objectives to shape and prioritize product innovations. - Understand market needs and drive innovative solutions to these needs without over-engineering.- Recommend and rationalize commercial approaches. - Identify and deliver marketing collateral and other sales support materials.- Partner with sales to represent firm capabilities in new and interesting ways.- Serve as internal consultant on pricing/licensing conversations related to software products under our custodianship.

Responsibilities included ownership and accountability for all aspects of multiple software solutions, including standalone software as well as SaaS offerings. Products included decision theory, mobile application development, multi-platform/device synchronization, and carbon accounting.Day-to-day responsibilities included evolving the capabilities of the product portfolio to maintain competitive advantage, overseeing project delivery (personally managing delivery when necessary), developing sales and marketing collateral, and partnering with development teams to ensure seamless implementation of products once sold.Product portfolio included: -mAUDIT -used primarily for condition assessments and energy audits by municipalities and industrial organizations. Digital forms capable of syncing to the cloud and producing standardized reports, and offsite analysis and review. Reduced cost of field audits, reporting time, and errors.- mPLANNER -used primarily for prioritizing capital improvement plans and large industrial projects. Strengthened objectivity through thoughtful debate of criteria to be used for prioritization and systematic scoring according to agreed criteria. Shines in facilitated discussions.- mCO2 - used primarily by large municipalities and Councils of Govts to evaluate carbon emissions across all operations, including offices, water/waste water treatment, fleets, and waste management.

SaaS company specializing in presentation of investment data for retail investment firms and institutional banks. Key client product: Quotes & Research section for TD Ameritrade.In this position, I had the opportunity to perform an array of tasks for a variety of clients. At a high level, my responsibilities spanned from strategic planning and creative direction to devising and implementing a tactical plan that could be handed off to multi-disciplined development and engineering teams.This included initiating and overseeing the coordination of web-enabled products throughout their lifecycle, from strategic definition to end-of-life planning – specific duties entailed translating customer needs and client strategy into new features and services; developing product strategy for new products and services; writing and implementing product specifications; leading/directing the work of cross-functional teams; and partnering with marketing teams to ensure brand alignment, promotion of new online products, and ultimately driving traffic in a manner that results in a trade decision.In this position, I relied heavily on experience and judgment to plan and accomplish aggressive goals - both in terms of account growth and satisfaction, as well as the continual evolution of online products which maintain competitive advantage for our clients.

Niche publication dedicated to celebrating and empowering women climbers· Website management, including site content, light copy and photo editing · Establish and maintain web forum, including content management and user administration· Business modeling to project anticipated circulation and revenue growth· Identify and pursue strategic partnerships to increase circulation and awareness· Design program to simplify subscription processing and to track geographic dispersion· Improved sell-through rate of publication from 68% to 98% · Increased revenue by 13% and increased overall profitability 76%

Liaise between technology team and brand managers to design database system to streamline activities associated with bringing new brands online and ensuring consistency of content amongst all brands. This included content creation, SEO analysis, photo editing, and light HTML/CSS work for many of the Hain Celestial brands, as well as documentation of the process and best practice standards to ensure consistency moving forward.Worked closely with IT Director and Brand Managers.

Largest interactive rock climbing destination site for climbers and enthusiasts* Advertising sales, coordinate fundraising events, attend/coordinate membership-drive events* Moderate forums, publish/approve photos uploaded by users, enforce Terms of Service* Host forums to gather feedback from users on features/enhancements that they would like to see* Field customer complaints, troubleshoot technical problems, and settle disputes between users

* Lead ongoing development of best practices and documentation for interactive projects, with an emphasis on maximizing team efficiency and ensuring client satisfaction* Understand and clearly communicate objectives and requirements to interdisciplinary teams, including Business, Design, and Web Development* Overseeing design and development for online projects with tie-in points in traditional media* Maintain project schedules and budgeted hours to ensure projects remain on target* Internal and client training presentations with a focus on leveraging emerging technologies to reach consumers

Master'S Degree, Marketing

Research-oriented MS with a specialization in establishing and strengthening brands. Qualitative and quantitative approaches utilized.

Master Of Business Administration (M.B.A.)

General MBA with well-rounded approach to the fundamentals. Capstone project focused on challenges and financing strategies of electric.

Honors Ba, English

Activities and Societies: Golden Key National Honor Society, Dora Nichols/Arlington Shakespeare Club Scholar, Sigma Tau Delta, Alpha Chi.

Segmentation Masterclass

Executive Mba