I switched over to the product management side to build out the suite of products that help our largest enterprise customers scale their creation and deployment of workflows. Looking after the needs of operations leaders, my team has advanced legacy features like templates by adding variables and privacy, as well as developed zero-to-one products that help Asana stand out in the industry. Our latest feature, Workflow Bundles, was recognized by Gartner as a differentiator, and has delivered substantial ROI and value to customers and driven significant ARR with sales.

I joined Asana to lead product marketing for the teams that look after workflows, integrations, and automation. In this role, I managed and coached PMMs while partnering with and influencing cross-functional leadership across sales, marketing, product, and engineering to make strategic product and go-to-market decisions.Our work was recognized by Fast Company in their Innovation by Design awards in Enterprise and Workplace, delivered $MM in sales pipeline, and gathered a community of 12k builders to create Asana workflows.

I joined Modern Health to broaden the awareness of mental health care and introduce professional coaching and therapy into workplaces as an employee benefit. In my role as head of marketing, I built out a team of product, content, and brand design marketers, while driving growth and our pipeline alongside our revenue org.During this time, my team redesigned the brand identity and corporate website, leading to a 50% increase in monthly web traffic; increased the number and size of qualified inbound leads; doubled our social following, building a community of people leaders, celebrities, and individuals; and published our inaugural research thought leadership report.

I was brought into Slack to codify how product marketing could be the bridge that elevates the impact of both the product and sales orgs. I materialized these cross-team partnerships during a pivotal time, as Slack evolved from a pre-IPO product-led growth company and into an enterprise focused, sales-led growth organization.I sat in the Platform team, where my first set of work drove the AI/ML team’s launch of Slack’s Search product, which landed a feature in FastCompany. I also worked closely with the developer marketing team to help build Slack’s competitive moat in growing our integrations directory to over 1,500 apps.My proudest achievements came through managing a team that co-created and launched Slack’s workflow program and the Workflow Builder product. During this time, I led research efforts that mapped out the user needs and buying criteria of a new target audience for no-code software; served as an interim Product Manager, partnering directly with engineering and design to set requirements and roadmap prioritization for initial release; and managed one of Slack’s most successful GTMs ever. This launch met the quarter’s adoption and engagement goals in just 3 days.

I joined LinkedIn to help build and sell a new online learning platform after its acquisition of Lynda.com. Operating as a new business unit within LinkedIn, I started as one of our first enterprise-side product marketers and partnered with a rapidly growing sales team to craft the messaging and go-to-market strategies of a brand new offering.My job embedded me between the product and sales organizations, where I defined the end-to-end customer experience that migrated 17M users from the old platform to the new. I created the user flows, product messaging, and copy for the newly merged platform, validated it through UXR, then worked with R&D to build it into the product. I also led the efforts to set roadmap prioritization based on the voice of customer needs and what sales needed to close deals.Because of my early involvement in the product definition, I was uniquely able to lead 7 quarterly launches that enabled the sales team with pitch strategies, talk tracks, and competitive intel that reflected our existing and future product direction. This gave me a further role in leading the product course in new hire onboarding, which ensured every business hire had a deep understanding of our product and how we should position ourselves in deals.Through this time, I made sure that both the product and marketing parts of my title were equally honed, and developed my perspective of the importance of being a dual inbound and outbound PMM.

I pursued a dual degree in grad school to learn how to create uniquely desirable products that consumers get excited about (MS) and ensure that those ideas have a viable and feasible place in the market (MBA). My role at IDEO embodied this duality in practice. During my time here, I partnered with our designers and engineers to come up with portfolios of innovative product concepts, then led the business-side strategy of making sure there was product-market fit. My job involved leading the market and opportunity sizing, evaluating the competitive landscape, and modeling out the growth trajectory of our products. Some notable projects here included designing a path to evolving a well-known household product to having a space in commercial markets (like airports or malls) and concepting wearable devices that fit into the needs and lifestyles of diabetic patients (smartwatches were a new thing at this time!)

I started my (full-time) career as a consultant and was known for my ability to drive creative growth strategies that were backed by research leveraging both qual (focus groups) and quant (segmentation and data modeling) methodologies. During this time, I advised Fortune 100 clients within enterprise technology, consumer packaged goods (CPG), and manufacturing industries on their brand, product development, and go-to-market strategies. With enough airline and hotel loyalty points to last a lifetime, I left to go to business school.