Hi there.

I'm Monica—glad you stopped by.

I’m a versatile Product Marketing leader in the Bay Area with 8+ years in B2B SaaS and 6+ years driving growth, accelerating pipeline, and championing service leadership. I love creating solution value positioning, analyzing customer & market research, enabling the field with converting content, and mentoring cross-functional teams to exceed OKRs.

I excel at improving agile team performance and connecting the right people, enhancing both team capabilities and company growth.

My SaaS experience targeting both economic and technical buyers from various industries position me to lead, launch, and expand your software solution's market share.

Planview

March 2021 - Present

• Market: Incorporated market insights & competitive analysis to inform messaging, positioning, roadmap, launches, and GTM plans, resulting in clearer positioning aligned with customer needs.

• Solutions/Products: Enabled teams with insights on market, solution, key capability, and differentiator insights; Translated features into value benefits that resonated with target buyers and improved sales effectiveness; Partnered with Product Managers to drive product strategy and roadmap.

• Launches: Created, and delivered comprehensive plans for Tier 2-4 product launches based on target solutions, successfully met market demands and timeline objectives. Independently led strategy and execution on Tier 3 and 4 launches, driving adoption & retention.

• Buyers: Established enterprise buyer personas with teams throughout the business; Related customer needs, use cases, motivations, and challenges to how the solution brings value; Enabled the Field with case studies and proof points, resulting in more effective sales collateral and improved conversion rates.

• Messaging: Formulated value propositions, positioning, and messaging pillars for launches and GTM strategy; Operationalized value framework across the Field, strengthening our market positioning.

• Customers: Leveraged insights of how needs and use cases differ among market segments to inform planning, content, proof-points and value-based messaging, driving adoption, retention, and cross-sell through tailored messaging and real-world customer examples.

• Content: Drove targeted content guided by buyer journeys, customer insights and analyst research to enhance the solution narrative and drive engagement. Included web pages, ads, prospect collateral, Sales decks, outreach email cadences, webinars, demo scripts, competitive battlecards, and customer stories.

• Enablement: Recognized as authority on portfolio solution, personas, and market. Partnered with solution experts to advise and enable the Field with actionable insights, ROI-driven collateral, and industry insights, improving their ability to approach deals effectively. 

•  Pipeline Acceleration: Used data-driven decision-making to accelerate 30+ solution area accounts resulting in $4.6M in new logo and cross-sell demand pipeline across multiple target verticals including Automotive, Life Sciences, Medical Devices, Manufacturing, and Consumer Goods target markets; Identified conversion opportunities, and optimized strategies for improved outcomes for multiple solutions.

•  Cross-functional Collaboration: Partnered with various teams to plan, prioritize, and deliver GTM plans, product and solution-related content to inform targeted account programs and drive conversions across the buyer journey, adapting practices based on data performance, team feedback, and market changes. 

• Team Leadership: Mentored junior colleagues and partnered with onboarding team members,facilitating smoother transitions and fostering a culture of continuous learning and improvement.

Tanium

October 2020 - Present

• Oversaw GTM strategy to target markets to help accelerate 50 new logos and $40M in new logo pipeline for FinServ, Healthcare, Manufacturing, SLED verticals.

• Analyzed target market, buyers, trends, industry-specific problems, and competitors to create strategic positioning that differentiates solutions to customers and prospects.

• Identified target CISO & CIO personas, understood their key business problems & pain points, and articulated value propositions to drive desired outcomes.

• Partnered with product, sales, customer advocacy and marketing teams across all activities to drive continuous improvement of product positioning.

• Created pitch deck & industry brief content to accelerate predictable pipeline goals.

• Ensured vertical messaging reflected in all content, including sales enablement tools, partner webinars, event collateral and thought-leadership content.

• Collaborated with field marketing and demand generation teams to execute vertical-targeted campaigns to drive pipeline.

Ground Labs

February 2020 - May 2020 (COVID-19 layoffs)

• Delivered successful Go-To-Market launch strategies for new and existing solutions.

• Led product launch and execution of our Enterprise Recon solutions.

• Developed solution-focused value propositions, product positioning and messaging for target segments.

• Partnered with Leadership to influence product strategy and develop buyer narratives, compelling use cases, and business benefits.

• Drove creation of compelling content for Sales Enablement, promotional and Channel Partners, including; pitch decks, one pagers, press releases, case studies, blogs, etc.

• Collaborated and partnered across internal and external teams to drive integrated marketing campaigns, help build a pipeline for Sales, and optimize ROI.

TINT by Filestack

NOvember 2018 - January 2020

• Managed B2B product marketing for TINT, the User-Generated Content (UGC) curation platform for marketers.

• Implemented Go-to-Market strategies including defining buyers, mapping value messaging, content marketing, generating demand, customer adoption, and optimizing.

• Executed behavior-based nurture campaigns to drive engagement and conversion.

• Translated technical concepts into key benefits aligned with persona needs to differentiate product positioning in the market.

• Created sales tools for Sales team to differentiate product value messaging to target buyers.

• Created content across all lifecycle stages, including product marketing launch copy, ads, web content, video script, Sales one-pagers, case studies, eBook landing pages, blog posts, downloads, social, email, newsletters, in-app notifications, and webinars.

• Worked cross-functionally with Product, Design, Data, Sales and Success teams.

B2B SaaS Product Marketing

GTM Planning & Strategy

Solution Messaging

Target Buyer Research

Sales & Success Enablement

Agile Methodologies

Rampmetrics

CRM: Salesforce